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

Abstract

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 it, to consolidate what is now presented as the future of brands called Experiential Marketing. Due to its transcendentality and impact on the competitiveness and brand positioning, an exhaustive bibliographic review was carried out that sequentially involves the different conceptual and theoretical components that gave rise to Experiential Marketing in 1999 thanks to Bernd Schmitt who presents it as a fundamental tool to achieve brand differentiation in the highly competitive markets.