The Experience Logic as a New Perspective for Marketing Management

1. Front Matter

   Pages i-viii

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2. Introduction to the Experience Logic: Key Concepts and Contents

   • Tonino Pencarelli, Fabio Forlani

   Pages 1-12

3. Theoretical Contributions

   1. Front Matter

      Pages 13-13

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   2. Experiential Perspective in Management Literature: A Systematic Review

      • Fabio Forlani, Andrea Buratti, Tonino Pencarelli

      Pages 15-42

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

      • Tonino Pencarelli, Fabio Forlani

      Pages 43-67

4. Sectoral Applications

   1. Front Matter

      Pages 69-69

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   2. The Tourist Offer of the Destination in an Experience Logic Perspective

      • Fabio Forlani, Tonino Pencarelli

      Pages 71-89

   3. Sustainable Management of Events in an Experiential Perspective

      • Gian Luca Gregori, Tonino Pencarelli, Valerio Temperini, Simone Splendiani, Fabio Forlani

      Pages 91-109

   4. How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers

      • Fulvio Fortezza, Andrea Dusi, Tonino Pencarelli

      Pages 111-123

   5. Experience Economy and the Management of Shopping Centers: The Role of Entertainment

      • Elisabetta Savelli

      Pages 125-148

   6. The Importance of Being Earnest. Enhancing the Authentic Experience of Cultural Heritage Through the Experience-Based Approach

      • Mara Cerquetti

      Pages 149-168

   7. Experience Logic: The New Challenge for Trade Fairs

      • Tonino Pencarelli, Marco Cioppi, Ilaria Curina, Fabio Forlani

      Pages 169-185

   8. The Experiential Approach in the Cosmetics Industry: The Eva Garden Case Study

      • Emanuela Conti

      Pages 187-204

   9. Marketing of Traditional-Local Products in the Experience Logic Perspective

      • Tonino Pencarelli, Fabio Forlani, Mauro Dini

      Pages 205-220

This book provides stimulating insights into the ways in which the adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the creation and delivery of value. The first part of the book, which has a theoretical focus, reviews the international literature and offers conceptual observations on the experiential perspective. Suggestions are made on how experience logic can act as a new driver for the management of marketing processes in firms within the context of the experience economy. In the second part of the book, attention turns to the applications of experience logic in different sectors, including tourism, commerce, culture, and trade shows. Company-specific examples of benefits of the experiential approach are also explored in case studies on gift box providers, marketing of traditional local products, and the cosmetics industry. The book will be of particular interest for marketing specialists, but will additionally be of value for managers in private companies and public bodies who wish to enhance their marketing methods.

• Customer experience
• Customer experience management
• Experience economy
• Experience logic
• Experiential marketing
• Experience marketing
• Marketing innovation
• Competitive strategy
• Value proposition
• Destination marketing

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

  Tonino Pencarelli

• Department of Economics, University of Perugia, Perugia, Italy

  Fabio Forlani

Tonino Pencarelli is Full Professor of Economics and Business Management at the University of Urbino Carlo Bo (Italy), where he teaches Economics and Business Management and Corporate Strategies. He is the author of more than 170 publications, including books and articles in both national and international journals. He is a member of the board of directors for the Italian Marketing Society. His main current research interests relate to Tourism Marketing and Management and Corporate Strategies.

Fabio Forlani holds a PhD in Marketing and is Assistant Professor in Tourism Marketing and Management at the University of Perugia (Italy). He is the author of more than 20 scientific articles on experience logic in the tourism market. He teaches experiential marketing and tourism marketing both at the University and on professional courses. In addition, he carries out consultancy activities for tourism companies and public administrations.

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