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Journals / İşletme Araştırmaları Dergisi / 2012 / Cilt: 4 - Sayı: 4

The Dance of the Emotional Searches with Marketing: The Experience Marketing a Conceptual Analysis

Duygusal Arayışların Pazarlamayla Dansı: Deneyim Pazarlaması Kavramsal Bir Analiz

F. Özlem GÜZEL
NURHAN PAPATYA
Pages
109–125
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The aim of this study is to analyze the concept of experience marketing which is important for creating the sustainable competitive advantage and its characteristic features through the conceptual structures and to examine the results

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The rapid advancements of informational and technological developments have exposed the businesses and the markets to have great changes day by day.
📊
Key Findings & Data:Within the framework of these changes, along with the inevitable necessity of the competition, businesses are obliged to produce products/services going beyond the demands/needs and experiences directing the emotional searches of customers.
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Conclusion & Impact:The aim of this study is to analyze the concept of experience marketing which is important for creating the sustainable competitive advantage and its characteristic features through the conceptual structures and to examine the results
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The rapid advancements of informational and technological developments have exposed the businesses and the markets to have great changes day by day. Within the framework of these changes, along with the inevitable necessity of the competition, businesses are obliged to produce products/services going beyond the demands/needs and experiences directing the emotional searches of customers. So, the new competitive tool of businesses that see themselves beyond products and services producers is 'experience marketing'. The aim of this study is to analyze the concept of experience marketing which is important for creating the sustainable competitive advantage and its characteristic features through the conceptual structures and to examine the results

Özet

Son yıllarda bilimsel ve teknolojik gelişmelerin hızla ilerlemesi hem işletmeleri hem de işletmelerin içinde bulundukları pazarları büyük bir değişime maruz bırakmaktadır. Hiç kuşkusuz bu değişimde en dikkat çekici olan rekabetin her geçen gün artmasıyla işletmelerin eskisinden daha fazla müşterilerin istek ve gereksinimlerinin ötesine geçecek ürünler ve hizmetler üretmek ve beraberinde duygusal arayışları yönlendirecek deneyimler yaratmak zorunda kalmalarıdır. Dolayısıyla, kendilerini ürünhizmet işinin ötesinde, deneyim sahneleme işinde gören işletmelerin yeni rekabet aracı "deneyim pazarlama" sıdır. Bu bağlamda çalışmanın amacı, işletmelerin sürdürülebilir rekabet avantajı yaratabilmesinde önemli olan deneyim pazarlamasının kavramsal analizini ve belirgin özelliklerini kuramsal yapı çerçevesinde analiz etmek ve ortaya çıkan sonuçları detaylı olarak ortaya koymaktır

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Cite This Article

GÜZEL, F. Ö., PAPATYA, N. (2012). The Dance of the Emotional Searches with Marketing: The Experience Marketing a Conceptual Analysis. İşletme Araştırmaları Dergisi, Cilt: 4 - Sayı: 4, 109–125. https://ajindex.com/articles/269288

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