ASPEK EKSPERIENTAL KONSUMEN DAN PENERAPANNYA BAGI PEMASAR

Andhi Johan S

Abstract


The tight competition structure (there are so many products that have the same
benefit), the channel of communication change (to be a channel of entertain-ment), the
improvement ability of information technology (IT), and the existence of brand
personality (formely brand image) make the costumer needs unable be fulfilled with
standart strategy. Its motivate marketer create a new strategy through understanding
of emotional customer side. Marketer try to satisfy customer from the side of feeling,
emotional, and all sense through experiences that make them happy, surprise,
fantasites, and fun. It’s called experiental marketing.


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References


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Konsumen, Marketing, April 2003


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