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C/M/845. Experiential Marketing

WORDS:
3000
DATE:
2008
PRICE:
39.99 GBP

The paper examines the concept of experiential marketing providing a review of literature on the theories of brand and consumer behaviour. The importance of emotional experience for making a purchasing decision is discussed. Case studies of the UK clothes suppliers Next and Primark are conducted with regard to their use of experiential marketing.

 

KEYWORDS: Experiential Marketing, Next, Primark, brand, consumer behaviour,

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