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Attitudes of Polish Consumers Toward Experiential Marketing

Author

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  • Skorek Monika

    (University of Warsaw, Faculty of Management, Department of Marketing, University of Warsaw, 1/3 Szturmowa Street, Warsaw, Poland)

Abstract

Purpose: The experience economy is a concept that can be defined as a new way of perceiving the market offer of an enterprise, focusing on the customer experience. Enterprises, both in the production and service industries, are becoming similar to one another on a massive scale, which makes it increasingly difficult to stand out. The response to this can be to offer the consumer an unforgettable experience related to a product or service provided by a company.

Suggested Citation

  • Skorek Monika, 2016. "Attitudes of Polish Consumers Toward Experiential Marketing," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 24(4), pages 109-124, December.
    • Handle: RePEc:vrs:jmbace:v:24:y:2016:i:4:p:109-124:n:7
    DOI: 10.7206/jmba.ce.2450-7814.185
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    experience marketing; shopping behaviour; experience economy; Poland; focus group interviews;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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