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Dauerhafte Markenerlebniswelten als aktuelle Weiterentwicklungen des Event-Marketing

In: Event-Marketing und -Management

Author

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  • Gerd Nufer

Abstract

Zusammenfassung Die Menschen streben heutzutage danach, ihre zunehmende Freizeit sinnvoll zu nutzen. Sinnstiftende attraktive Freizeitorte müssen demzufolge gleichzeitig Bildungs-, Lern-, Erlebnis- und Unterhaltungskomponenten in sich vereinen. Das Konzept der Erlebniswelten ist deshalb in den letzten Jahren zunehmend für die erlebnisorientierte Inszenierung von Marken im Rahmen der Markenpositionierung eingesetzt worden. Es basiert auf der Philosophie des Event-Marketing und greift zugleich auf aktuelle Erkenntnisse der Freizeit- und Sozialforschung sowie auf das Erfahrungswissen der Entertainment-Industrie zurück.

Suggested Citation

  • Gerd Nufer, 2012. "Dauerhafte Markenerlebniswelten als aktuelle Weiterentwicklungen des Event-Marketing," Springer Books, in: Event-Marketing und -Management, edition 4, chapter 6, pages 207-217, Springer.
    • Handle: RePEc:spr:sprchp:978-3-8349-7146-3_6
    DOI: 10.1007/978-3-8349-7146-3_6
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