Experiential marketing strategies and practices: a cross-case comparison of four international firms

Over the last decades a relatively new phenomenon has emerged as a predominant way of consumer decision making and consumption; this gave birth to a brand new economic stage: the economy of experience. During this period of time relevant literature has described and drawn the outline of the discipline of experiential marketing as the emerging approach marketers should develop in order to fit in the new trends of customer behaviours. A shift from traditional marketing, based on product features and benefits and rational consumer behaviour, towards experiential approach in brand, customer, and product proposition have been strongly stated among both academics and practitioners. This study, therefore, aims at empirically identifying significance, impact and breath of use of experiential marketing in modern times, within an international company’s whole marketing approach. Hence, the research is conducted from businesses’ point of view, namely companies having an international dimension and operating in culturally different markets. Of these entities the research wants to highlight the main components of marketing strategy, particularly referring to experiential marketing role, its integration with traditional channels and implications in cross-cultural operating activities. This empirical analysis relies on qualitative research methodology, employing multiple real-life case studies; personal interviews are conducted with four marketing managers of internationally set companies in order to collect valuable primary data. This study consists of description and analysis of said case studies.