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Marketing Theory

P/M/577. Experiential marketing approaches: hedonic vs. utilitarian consumption

WORDS:
2000
DATE:
2005
PRICE:
29.99 GBP

The paper examines the nature of experiential marketing reviewing theories on consumption experience, utilitarian consumption, hedonic consumption and experiential economy aiming at a pursuit of fun, feelings and fantasies. Marketing implications of the difference between hedonic and utilitarian dimensions of the product are discussed.

 

KEYWORDS: experiential, marketing, approaches, hedonic, vs, utilitarian, consumption,

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