Experiential marketing: theoretical approaches on its evolution as a concept and reference on its functionality to generate differentiation in traditional markets

The discipline of marketing has evolved in such a way that the classic conception of transactionality quickly became an obsolete foundation in terms of competitiveness. Nourished by generational changes, new trends and awareness of consumerism, this discipline has originated new types and forms of i...

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Detalles Bibliográficos
Autores Principales: NIETO ALMANZA, CHRISTIAN CAMILO, PÉREZ BORDA, ÓSCAR JAVIER
Formato: Artículo (Article)
Lenguaje:Español (Spanish)
Publicado: Universidad Libre 2019
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