Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-April07-Article2-Experiential Marketing : The New Paradigm
- Price : 80.00
- Published on April 1, 2007
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
All organizations everywhere, exist to create and deliver value to their customers. Building, designing and offering holistic experience to the customer is also a value proposition, which can enable organization in developing sustainable competitive advantage. Experiential Marketing focuses on customer experiences that evoke the senses (sight, smell, sound, touch & taste), heart and the mind. The new paradigm is a shift from Traditional Marketing, which focuses on features (characteristics that supplement the product) and benefits (performances characteristics that customers seek from a product). The article describes how to evoke customer emotions deep – seated in the mind and create a connection with the heart.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.