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The Experience Logic as a New Perspective for Marketing Management pp 43–67Cite as

Marketing in an Experiential Perspective: From “Goods and Service Logic” to “Experience Logic”

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Part of the book series: International Series in Advanced Management Studies ((ISAMS))

Abstract

The work aims to show how experience logic can be used to renew the most known marketing perspectives, by directing them towards new management approaches, which, starting from the customer experience, can find new ways to create, communicate, and deliver value. We use a conceptual approach: We want to propose a new vision of marketing, starting from the traditional goods logic inspired concept of marketing, discussing services marketing contributions, and ending with the experiential and experience marketing theories. We discuss the differences between experiential and experience marketing approaches, in order to go toward a new common vision: the marketing driven by the logic of the customer experience or “experience logic.” Moving from the traditional marketing logic to an “experience marketing logic,” we discuss six managerial processes for marketing managers in order to understand and improve customer experience: developing the experience concept; building the experience setting; communicating the experience; organizing and motivating employees; delivering or staging the experience; monitoring the perceived quality.

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Notes

  1. 1.

    Schmitt (1999) observes: “In contrast to traditional marketing, experiential marketing focuses on customer experiences. Experiences occur as a result of encountering, undergoing, or living through situations. They are triggered stimulations to the senses, the heart, and the mind. … In sum, experiences provide sensory, emotional, cognitive, behavioral, and relational values that replace functional values.”

  2. 2.

    In experiential marketing “processes rather than goals, relationships rather than hierarchies, perceptions instead of data, feelings instead of cold reasoning, innovative capabilities instead of ordered regulations and systematic approaches are important” (Schmitt 1999).

  3. 3.

    Grönroos and Gummerus (2014: 221) point out: “The goal for marketing is to engage the firm with the customers’ processes with an aim to support value creation in those processes, in a mutually beneficial way.”

  4. 4.

    The model is based on the achievement of five strategic experiential modules, connected to many different types of experiences, each of which possesses its own structures and its own intrinsic processes: sensory experience (sense); experiences of feeling (feel); cognitive experiences (think); experiences related to action (act); experiences of relationship (relate). The idea is to offer experiential modules characterized by a scale of increasing involvement: the sense module draws attention through the perceptions provided by the five senses, and is the first and lowest level of experience. The involvement of perception in turn produces feelings and feeling, and you will therefore land on the second level, that of feel; the think module adds an interest and a cognitive involvement to the customer experience; the act module transforms these experiential interests into actions and behaviors, also acting on physical experiences and lifestyles of the client; finally the relate module goes beyond the individual's experience, making it relevant in a wider social context (Ferraresi and Schmitt 2006).

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Authors and Affiliations

  1. Department of Economics, Society, Politics, University of Urbino “Carlo Bo”, Urbino, Italy

    Tonino Pencarelli

  2. Department of Economics, University of Perugia, Perugia, Italy

    Fabio Forlani

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  1. Tonino Pencarelli
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  2. Fabio Forlani
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Correspondence to Tonino Pencarelli .

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Editors and Affiliations

  1. Department of Economics, Society, Politics, University of Urbino “Carlo Bo”, Urbino, Italy

    Tonino Pencarelli

  2. Department of Economics, University of Perugia, Perugia, Italy

    Fabio Forlani

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Pencarelli, T., Forlani, F. (2018). Marketing in an Experiential Perspective: From “Goods and Service Logic” to “Experience Logic”. In: Pencarelli, T., Forlani, F. (eds) The Experience Logic as a New Perspective for Marketing Management. International Series in Advanced Management Studies. Springer, Cham. https://doi.org/10.1007/978-3-319-77550-0_3

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