Consuming experience / edited by Antonella Carù and Bernard Cova.

Includes bibliographical references and index.

1. Consuming experiences : an introduction / Antonella Caru and Bernard Cova -- 2. Agents in paradise : experiential co-creation through emplacement, ritualization, and community / John F. Sherry, Jr., Robert V. Kozinets and Stefania Borghini -- 3. Consumer immersion in an experiential context / Antonella Caru and Bernard Cova -- 4. I feel good - who needs the market? : struggling and having fun with consumer-driven experiences / Veronique Cova and Eric Remy -- 5. Consumption experiences and product meanings : pasta for young Italian consumers / Daniele Dalli and Simona Romani -- 6. The blandness and delights of a daily object / Benoit Heilbrunn -- 7. Consumption experience, self-narrative, and self-identity : the example of trekking / Richard Ladwein -- 8. The drivers of hedonic consumption experience : a semiotic analysis of rock concerts / Chiara Santoro and Gabriele Troilo -- 9. Fashion as the ultimate experiential object : the case of Issey Miyake's A-POC brand / Patrick Hetzel -- 10. Converging industries through experience : lessons from edutainment / Stefano Podesta and Michela Addis -- 11. How value-based brands create valuable experience : the case of sports brands / Vanni Codeluppi -- 12. Re-enchantment of retailing : toward utopian islands / Olivier Badot and Marc Filser -- 13. Consuming experience : retrospects and prospects / Eric J. Arnould.

"This book position itself within Experiential Marketing. It differs from its competitors by the way it examines the phenomenon of consumer experience. US competitors consider any consumption experience as necessarily dependent on the acquisition of products and services from the market, this book acknowledges that everyday life is largely comprised of experiences based on elements acquired in other ways (the family, friends, the state). Where its US competitors suggest to companies that they have to build a long series of strong emotions and unforgettable and extraordinary experiences for the consumers, this book highlights the need of letting the consumers construct their experience themselves, instead of pre-planning extraordinary experience for them. This book is less of a 'how to do' text and more comprehensive that its competitors. Experiential marketing is a topic that encapsulates several previous lectures or courses such as 'Store Design', 'Brand Management' (see the notion of Brand Experience) and; 'E-marketing' (see the notion of Virtual Experience). We expect this topic to become on a par with Relationship Marketing. Already, CEM (Customer Experience Management) is challenging CRM (Customer Relationship Management). Thus, the number of Experiential Marketing courses could increase in the near future especially as one of the Advanced Marketing Courses. Comprehensive and accessibly written, this text takes an international, although predominantly European approach. Its unique contribution to this emerging subject will be invaluable to all students engaged with customer experience management, relationship marketing and brand management."--Publisher description.