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Experiência para o cliente a partir de loja conceito: um estudo sobre o segmento de perfumaria e cosméticos
| Content Provider | Semantic Scholar |
|---|---|
| Author | Rodrigues, André Iribure Lopes, Paulo Vitor De Castilhos |
| Copyright Year | 2016 |
| Abstract | Este artigo visa levantar elementos que contribuam para analise do marketing experiencial como pratica contemporânea nas estrategias de marketing e da publicidade. A discussao teorica tensiona elementos do marketing e da publicidade na era das marcas interativas, das Wikibrands, e se apoia em um estudo de caso de produtos no segmento de cosmeticos e perfumarias dispostos numa loja conceito. O trabalho de campo por triangulacao permitiu considerar os diferenciais de marketing experiencial no incremento de vendas e no vinculo de marcas com seus consumidores. La experiencia del cliente desde el concepto de la tienda: un estudio sobre el segmento de perfumeria y cosmetica Resumen : Este articulo tiene como objetivo identificar los elementos que contribuyen al analisis del marketing experiencial como la practica contemporanea en estrategias de marketing y publicidad. La discusion teorica causa elementos del marketing y la publicidad en la era de las marcas interactivas de Wikibrands , y se basa en un estudio de caso de productos en el segmento de cosmeticos y perfumes dispuestos en un concepto de tienda . El trabajo de campo de triangulacion permitio considerar el diferencial del marketing experiencial en crecimiento de las ventas y las marcas de enlace con sus consumidores. Palabras clave : Marketing Experiencial ; Publicidad ; Tiendas concepto ; Marketing. Brand. Experience for the Client according to Concept Store: a study about perfumery and cosmetics segment Abstract: This article aims to raise elements which contribute for the analyses of experiential marketing as a contemporary practice in marketing strategies and advertising. The theoretical discussion brings elements from marketing and advertising in the era of interactive brands, of Wikibrands, and is based on a case study of products from the perfumery and cosmetics segments displayed in a concept store. The fieldwork through triangulation allowed considering experiential marketing differentials in the sale increment and in the link between brands and their consumers. Key words: Experiential Marketing. Advertising. Concept Stores. Marketing. Brand. |
| File Format | PDF HTM / HTML |
| DOI | 10.5902/2316882X17796 |
| Volume Number | 19 |
| Alternate Webpage(s) | https://periodicos.ufsm.br/ccomunicacao/article/download/17796/12795 |
| Alternate Webpage(s) | https://doi.org/10.5902/2316882X17796 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
