Contemporary thinking in Marketing Essay Example | Topics and Well Written Essays - 1500 words

Contemporary thinking in Marketing - Essay Example These experiences indicate the physical, emotional, behavioral and rational value of goods and services. In other words, experiential marketing theory can be defined as any event, which helps in marketing products and/or services, ideas, places and person among others by forming effective communication with the targeted customers or audiences (Sharma, & Sharma, 2011). The experiential marketing theory is often viewed to be a contemporary marketing discipline, which practice by several companies of this modern day context for generating greater awareness about their respective potential products and/or services (Heng, 1990; Wood, n.d.). Amongst varied business corporations operating in dissimilar industry, the organizations belonging to events sector are also identified to use promotion or experiential marketing theory. Such organizations operating in events sector of the UK market can be ascertained as "Jarvis Woodhouse Events" and "Definitive Events Limited.   With this concern, the essay tends to discuss and analyze the application of either promotion or experiential strategy by the above discussed two event organizations for targeting their profiled customers. Moreover, the essay will also describe consumer value through the execution of marketing theory and also the value types that are being offered to the customers by the products and/or services of the above stated event organizations. Jarvis Woodhouse Events, an UK based events management company, remains much committed towards serving clients with quality services and forming effective communication with them. The company was mainly established in the year 1992, which continued its business journey by offering the products and/or services like conferences, corporate hospitality and incentive programs among others to its potential customers (Jarvis Woodhouse Events, 2014). It