{"id":104234,"date":"2018-03-11T10:27:07","date_gmt":"2018-03-11T10:27:07","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/el-marketing-experiencial-una-aproximacion-al-marketing-desde-las-experiencias-del-consumidor-en-un-entorno-postmoderno\/"},"modified":"2018-03-11T10:27:07","modified_gmt":"2018-03-11T10:27:07","slug":"el-marketing-experiencial-una-aproximacion-al-marketing-desde-las-experiencias-del-consumidor-en-un-entorno-postmoderno","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/comunicaciones-sociales\/el-marketing-experiencial-una-aproximacion-al-marketing-desde-las-experiencias-del-consumidor-en-un-entorno-postmoderno\/","title":{"rendered":"El marketing experiencial: una aproximaci\u00f3n al marketing desde las experiencias del consumidor en un entorno postmoderno."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Francisco Antonio Arbaiza Rodr\u00edguez <\/strong><\/h2>\n<p>Experiential marketing: an approach to marketing from  the consumer experience perspective in a postmodern  context.  francisco arbaiza rodriguez   school of communication, university of navarra (spain), 2010  this research aims to contribute to the understanding of the influence of consumer  experience in marketing, a notion that has reached high relevance in the last decade.  to achieve that, this work strives to clarify how experiential marketing fits within  the current marketing climate and how it is considered by some experts as the best  formula to break the cacophony produced by the saturation of advertising. It\u00c2\u00bfs  model, capable of linking the consumer with the brands under the conditions  demand it now, adressess brand experiences, that is, brand-relevant, two-way  communications between consumers and brands, designed to bring brands to life  while adding value to the consumer.  in this work experiential marketing is described from a theoretical approach aimed  at exposing the debate about its legitimacy as a strategic discipline. For this porpuse  it shows how experiential marketing has gone from being merely a tactical fashion,  to represent a legitimate, albeit incipient, strategic proposal.  moreover, this research studies the macro-context of experiential marketing and  the implications that the presence of the postmodern condition has on the core of  marketing communication strategies, explaining the transition from a production-  driven marketing to a driven-consumption marketing, where the consumer is  understood as starting point.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>El marketing experiencial: una aproximaci\u00f3n al marketing desde las experiencias del consumidor en un entorno postmoderno.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 El marketing experiencial: una aproximaci\u00f3n al marketing desde las experiencias del consumidor en un entorno postmoderno. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Francisco Antonio Arbaiza Rodr\u00edguez <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Navarra<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 15\/10\/2010<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Rosario Sadaba Chalezquer<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Mar\u00eda isabel De salas nestares <\/li>\n<li>m. pilar Buil gazol (vocal)<\/li>\n<li>Jorge Del rio p\u00e9rez (vocal)<\/li>\n<li>joseba a. Etxebarria gangoiti (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Francisco Antonio Arbaiza Rodr\u00edguez Experiential marketing: an approach to marketing from the consumer experience perspective in a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[4735,17749],"tags":[210771,58249,196352,37262,58564,106450],"class_list":["post-104234","post","type-post","status-publish","format-standard","hentry","category-comunicaciones-sociales","category-navarra","tag-francisco-antonio-arbaiza-rodriguez","tag-jorge-del-rio-perez","tag-joseba-a-etxebarria-gangoiti","tag-m-pilar-buil-gazol","tag-maria-isabel-de-salas-nestares","tag-rosario-sadaba-chalezquer"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/104234","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=104234"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/104234\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=104234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=104234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=104234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}