This book position itself within Experiential Marketing. It differs from its competitors by the way it examines the phenomenon of consumer experience. US competitors consider any consumption experience as necessarily dependent on the acquisition of products and services from the market, this book acknowledges that everyday life is largely comprised of experiences based on elements acquired in other ways (the family, friends, the state). Where its US competitors suggest to companies that they have to build a long series of strong emotions and unforgettable and extraordinary experiences for the consumers, this book highlights the need of letting the consumers construct their experience themselves, instead of pre-planning extraordinary experience for them. This book is less of a 'how to do' text and more comprehensive that its competitors. Experiential marketing is a topic that encapsulates several previous lectures or courses such as 'Store Design', 'Brand Management' (see the notion of Brand Experience) and 'E-marketing' (see the notion of Virtual Experience). We expect this topic to become on a par with Relationship Marketing. Already, CEM (Customer Experience Management) is challenging CRM (Customer Relationship Management). Thus, the number of Experiential Marketing courses could increase in the near future especially as one of the Advanced Marketing Courses. Comprehensive and accessibly written, this text takes an international, although predominantly European approach. Its unique contribution to this emerging subject will be invaluable to all students engaged with customer experience management, relationship marketing and brand management.
/ AUS DEM INHALT: / / /
Part I SETTING UP THE SCENE OF THE CONSUMER
EXPERIENCE 1
1 Consuming experiences: an introduction 3
Antonelli Carù and Bernard Cova
2 Agents in paradise: experiential co-creation through emplacement,
ritualization, and community 17
John F Sherry, Jr, Robert VKozinets, and Stefania Borghini
3 Consumer immersion in an experiential context 34
Antonella Carù and Bernard Cova
Part II CONSUMER-DRIVEN EXPERIENCES 49
4 I feel good - who needs the market? Struggling and having fun with
consumer-driven experiences 51Véronique Cova and Eric Rémy
5 Consumption experiences and product meanings: pasta for young
Italian consumers 65
Daniele Dalli and Simona Romani
6 The blandness and delights of a daily object 79
Benoît Heilbrunn
Part III CO-DRIVEN EXPERIENCES 93
7 Consumption experience, self-narrative, and self-identity: the example
of trekking 95
Richard Ladwein
8 The drivers of hedonic consumption experience: a semiotic analysis of
rock concerts 109
Chiara Santoro and Gabriele Troilo
9 Fashion as the ultimate experiential object: the case of Issey Miyake's
A-POC brand 126
Patrick Hetzel
Part IV COMPANY-DRIVEN EXPERIENCES 137
10 Converging industries through experience: lessons from edutainment 139
Stefano Podestà and Michela Addis
11 How value-based brands create valuable experience: the case of
sports brands 154
Vanni Codeluppi
12 Re-enchantment of retailing: toward utopian islands 166
Olivier Badot and Marc Filser
Part V CONCLUSION 183
13 Consuming experience: retrospects and prospects 185
Eric JArnould
Index 195