RT Journal Article
T1 Comunicación y marketing experiencial: aproximación al estado de la cuestión
T2 Communication and Experiential Marketing: Approach to the Current Situation
A1 Galmés Cerezo, María Asunción
AB Actualmente es frecuente el uso del término "experiencial" en relación a las estrategias de comunicación y marketing de las marcas. Existe el riesgo de que un uso inadecuado del concepto provoque que no se avance en el sentido original. En la investigación se realiza un análisis documental de la "comunicación experiencial", el "marketing experiencial" y la "experiencias de marca", para sentar unas bases teóricas y definir el estado de la cuestión. Se identifican las principales líneas de investigación, y se plantea hacia dónde se debe dirigir esta nueva corriente para una aplicación profesional significativa de la comunicación y el marketing y experiencial.
AB Presently the term "experiential" is being used frequently in relation to brand communication and marketing strategies. There exists arisk that a growing usage of the concept could lead us to a incorrect use of the original meaning. In the investigation we have done a documental analysis about "experiential communication", experiential marketing a brand experience, in order to sets some theoretical foundations and define the state of the art.
PB Universidad de Zulia
SN 2477-9385
YR 2015
FD 2015
LK https://hdl.handle.net/20.500.14352/34211
UL https://hdl.handle.net/20.500.14352/34211
LA spa
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RD 27 abr 2024