Marketing de experiências: o conceito da estratégia e um estudo de caso de uma empresa de Juiz de Fora

Abstract

Planning and executing marketing actions in a company involves the process of brand disclosure, how the brand will be seen by clients, the strategies and objectives to be achieved, the planning of actions to publicize the products or services, and the relationship with the client. The strategy used by the organization to manage marketing actions will define whether or not it is successful. This study consists of the analysis of marketing strategies aimed at the relationship with the consumer, considering the same as an emotional being, who makes purchasing decisions based also on their needs, but mainly on the emotions generated by consumer experiences. Consumer experiences will be analyzed in this study based on Experience Marketing treated as an arm of Relationship Marketing, and Relationship Marketing being a change from Traditional Marketing perspective.