Introduction

This introduction presents an overview of key concepts covered in the subsequent chapters of this book. The book considers experiential marketing and its conceptual foundations. It offers a much needed critique of experiential marketing. The book talks about knowledge gaps for readers and also they will stimulate further thought and action pertaining to experiential marketing issues. It attempts to understand how marketers might design customer experiences. The book offers a discussion of the methodological issues relating to experiential marketing. It argues that the strategic logic of experiential marketing depends on assumptions of symbolic resources, engaging transactions, and internalised value. The framework details components and success factors for brand experience worlds, based on a review of prior experiential marketing research and a comparison of the content and coverage of experience markets. The brand community management framework provides solid managerial input to marketers.