Goods and Services are no longer enough: A Multiple Case Study Approach to understand Experience Marketing
In a market characterized by brand parity and increasing price competition, ingenious organisations are differentiating themselves by providing not just goods and services, but holistic experiences that engage and entertain consumers and connect them to the brand. Though a recent phenomenon, experie...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2006
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| Online Access: | https://eprints.nottingham.ac.uk/20642/ |