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Consumer Engagement - The Experiential Way

PRIMA: Practices and Research in Marketing

Volume 1 Issue 2

Published: 2011
Author(s) Name: Devyani Rohatgi
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Abstract

Experiential marketing focuses on customer experiences. It aims at gauging sensory, motional, cognitive behavioural relationship wants of the customer. This paper will focus on consumer behaviour, the impact of experiential marketing on the consumers, why a concept like this will place an effect on consumer and how will it do. Customer-centricity is the buzzword. Positioning companies, services or products is a technique which helps in easy brand recall due to its approach of occupying separate place in customers mind and how are marketers creating this space is through experiential marketing. Another aspect which this paper will explore is employee involvement without which the whole concept of providing a customer with a positive experience cannot be executed.

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