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

The work aims to show how experience logic can be used to renew the most known marketing perspectives, by directing them towards new management approaches, which, starting from the customer experience, can find new ways to create, communicate, and deliver value. We use a conceptual approach: We want to propose a new vision of marketing, starting from the traditional goods logic inspired concept of marketing, discussing services marketing contributions, and ending with the experiential and experience marketing theories. We discuss the differences between experiential and experience marketing approaches, in order to go toward a new common vision: the marketing driven by the logic of the customer experience or “experience logic.” Moving from the traditional marketing logic to an “experience marketing logic,” we discuss six managerial processes for marketing managers in order to understand and improve customer experience: developing the experience concept; building the experience setting; communicating the experience; organizing and motivating employees; delivering or staging the experience; monitoring the perceived quality.