DENEYİMSEL MARKALAMA

Yıl 2013, Sayı: 3 - İstanbul Sosyal Bilimler Dergisi, 1 - 19, 03.02.2016

Ferahnur Özgören

Öz

Rekabetin küreselleşmesi ve yoğunlaşması ile birlikte, işletmeler ürünlerle birlikte hizmet sağlamanın ötesine de geçerek müşterilerine eşsiz deneyim sağlama çabası içerisine girmiştir. Dolayısıyla, firmalar, rekabet stratejilerini söz konusu olan eşsiz deneyimler aracılığıyla oluşturmaya çalışmaktadır. Bu bağlamda, deneyimsel pazarlama kavramı ortaya çıkmakta ve işletmeler müşterilerine deneyim yaşatmaya yönelik pazarlama uygulamalarında markalarını da göz önünde bulundurarak rekabet avantajı elde etmektedir. Buradan hareketle çalışmada deneyim, deneyimsel pazarlama ve deneyimsel markalama kavramları detaylı biçimde incelenmektedir.

Anahtar Kelimeler

Deneyim, Deneyimsel Pazarlama, Deneyimsel Markalama

EXPERIENTIAL BRANDING

Öz

With the globalization and intensification of market competition, enterprises struggle to provide a unique experience beyond service provision for customers with their products. Therefore, companies try to create their competition strategies by mentioned unique experiences. In this context,experiential marketing concept emerges and enterprises achieve competitive advantage to give its customers experience by taking their brands into account. Hence in this study, experience, experiential marketing and experiential branding concepts are examined in detail.

Anahtar Kelimeler

Experience, Experiential Marketing, Experiential Branding

Kaynakça

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• Levitt, T. (1960), “Marketing Myopia”, Harvard Business Review, (July-August), 45-56.
• Pine, J. B. ve Gilmore, J. H. (1998), “Welcome to the Experience Economy”, Harvard Business Review, July-August, 97-105.
• Pine, J. B. ve Gilmore, J. H. (2000), “Satisfaction, Sacrifice, Surprise: Three Small Steps Create One Giant Leap into The Experience Economy”, Strategy and Leadership, 28. 1, 18-23.
• Pine, J. B. ve Gilmore, J. H. (2002), “The Experience is Marketing”, Strategic Horizon, (August), 1-14.
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• Raghunathan, R. (2008), “Some Issues Concerning the concept of Experiential Marketing ” Handbook on Brand and Experience Management. Schmitt B. ve DL Rogers (drl) UK:Edward Elgar Publishing.
• Schmitt B.. H. (1999), “Experiential Marketing”, Journal Of Management, 15, 53-67.
• Schmitt, B. H. (2003), “10 Rules Create and Manage Experiental Brands”, http://www.exgroup.com/thought_leadership/articles/10_rules_to_experiential_brands.pdf . (25.01.2010)
• Schmitt B. H. (2008), “A Framework for Managing Customer Experiences” Handbook on Brand and Experience Management, Schmitt, B. ve Rogers, D. L (drl) UK: Edward Elgar Publishing.