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Marketing Experience Economy
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Since the 1970s some economists have been trying to encapsulate what happens to the relationship between consumer and producer when transactions are no longer based on material goods or financial services. In the 'dot com' boom of the early millennium it was clear that a raft of creative and unusual means of addressing and engaging consumers was taking place. This is what economists Joe Pine and James Gilmore termed
The Experience Economy
(1998), and since that time the shift to examining consumer experience has been dramatic, taught within management theory, business schools and tourism and hospitality research. This course critically addresses this stage of late capitalism and considers the new mechanisms through which consumers are addressed. The use of so-called 'sensory marketing' within retail psychology addresses the consumer through both conscious and preconscious means, including smell and tactile cues, whilst Lindstrom's
(2010) analyzes how the senses affect everyday purchasing decisions, and how the senses can be involved in the creation of brands. Advertising has similarly broadened its range and appeal to the senses, using visual rhetorics to indicate more complex non-visual experiences. From a consumer perspective we will discuss how new forms of experiential marketing, including 'stealth' marketing, combined with social media, affect
attitudes to, and interactions with, branded goods. In addition, we consider the sensory and, increasingly, non-visual ways that our bodies are involved in theme parks, tourism and adventure tourism, from riding elephants in the jungle to bungee jumping and rollercoaster rides. The course will be sustained by regular readings in management theory, consumer research, tourism studies and theories of branding and advertising, along with the use of detailed case studies, class discussions, and student-based projects.
COMMRC 1732 MEE Syllabus.pdf
Elsewhere on this Wiki...
Specific readings and texts, instructions and questions for Thursday class are on the
Handouts for assignments on the
Lecture notes in PDF on the
Urgent notices, instructions or material will be added here.
ASSIGNMENT 4 HANDOUT available on the
Other info (websites, magazine articles etc)
From the business magazine
: an article about the new initiative for consumers to make their own flavor of potato chips:
The enthusiastic response speaks to the desire on the part of the consumer for a higher level of brand engagement, according to Mukherjee, who says, “Consumers today have gone from just wanting to buy a brand--they want to buy into a brand.”
Flavors include Chicken and Waffles....
on the evolution of the human-computer interface,
and even more recently (today) on smell and a small technology for marketing purposes
Article mentioned in class on April 2nd, including 'Bobos' (Borgeois Bohemians) and on advertising:
Brooks (2002) Bobos in Paradise.pdf
Lindstorm, Martin. "BRANDchild: Remarkable Insights into the Minds of Today's Global Kids and Their Relationships with Brands." Journal of Brand Management 11.1 (2003): 5-33.
Jhally, Sut. "Advertising and Popular Culture." Image Based Culture: 249-57.
Kilbourne, Jean. "Buy This 24-year Old and Get All His Friends Absolutely Free." Can't Buy My Love: How Advertising Changes the Way We Think and Feel. New York: Simon & Schuster, 2000. 33-53.
Kilbourne, Jean. "Advertising Is Our Environment." Can't Buy My Love: How Advertising Changes the Way We Think and Feel. New York: Simon & Schuster, 2000. 57-75.
Herskowitz & Crystal (2010) The essential brand persona.pdf
Holt (2002) Why Do Brands Cause Trouble. A Dialectical Theory of Consumer Culture and Branding.pdf
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