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Definition of the B To B Experiential Marketing Strategies of High Technology Service Firms by Using a DEMATEL Based Hybrid MCDM Method

By Bo-Ming Ker

Abstract

[[abstract]]The goal of experiential marketing is to establish connections in such a way that the customers respond to a product offering based on both emotional and rational response levels. Based on literature review results, the researches on experiential marketing during the past decade mainly focused on business to customer (B2C) transactions while very limited researches focused on business to business (B2B) transactions. Instead, most previous researches focused on general consumer goods industry. This research aims to investigate the factors influencing experiential marketing of high technology service firms and used the Strategic Experiential Modules and experiential provider as the tool. Finally, develop a MCDM framework for experiential marketing of the high technology service firms. Based on the result of the research, an empirical study shows that experiential marketing over B2B Company of the High-Technology service industry as well as demonstrates the effectiveness of this analytic framework. Finally, the results can also as standard criteria to apply to drawing suggestions of the high technology service operating strategy.

Topics: Experiential Marketing, Decision Making Trial and Evaluation Laboratory (DEMATEL), Analytic Network Process (ANP), High-Technology Service industry, B2B., [[classification]]53
Year: 2013
OAI identifier: oai:ir.lib.ntnu.edu.tw:309250000Q/126445
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