Experiential Marketing

Due to the changing consumer expectations and the driving force of technology towards innovation, there have been radical changes in products and services. Today, in addition to products and services, experience has changed the direction of consumption towards experiential consumption. The change in the understanding of consumption in the postmodern world causes experiential economy and experiential marketing to be a strategic understanding. Beyond meeting basic needs with products and services, it focuses on providing benefits to consumers with an unforgettable and magical experience. This chapter mainly focuses on the experience economy and experiential marketing. Moreover, this chapter focuses on post-experience behaviors such as experiential satisfaction and loyalty intentions. Experience economy and experiential marketing practice areas will be mentioned and suggestions will be made for future studies.