Consuming Experience

University of Bocconi, Italy European School of Management, Paris, France

• Part 1: Setting Up the Scene of the Consumer Experience 1. Consuming Experiences: An Introduction 2. Agents in Paradise: Experiential Co-Creation Through Emplacement, Ritualization and Community 3. Consumer Immersion in an Experiential Context Part 2: Customer Driven Experiences 4. I Feel Good: Who Needs the Market? - Struggling and Having Fun With Consumer-Driven Experiences 5. Consumption Experiences and Product Meaning: Pasta for Young Italian Consumers 6. The Blandness and Delights of a Daily Object Part 3: Co-Driven Experiences 7. Consumption Experience, Self-Narrative and Self-Identity: The Example of Trekking 8. The Drivers of Hedonic Consumption Experience: A Semiotic Analysis of Rock Concerts 9. Fashion as the Ultimate Experiential Object: The Case of Issey Miyake’s A-POC Brand Part 4: Company Driven Experiences 10. Converging Industries through Experience: Lessons from Edutainment 11. How Value-Based Brands Create Valuable Experiences: The Case of Sports Brands 12. Reenchantment of Retailing: Towards Utopian Islands Part 5: Conclusion 13. Consuming Experiences: Retrospect and Prospects

'There is no question that consumption experiences are at the core of understanding how marketing works. This collection provides helpful insights and rich illustrations for this crucially important topic.'Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College, USA'We are at the dawn of a new marketing era, and CONSUMING EXPERIENCE is a roller-coaster ride through the new relationship between people and commerce. Fasten your seatbelts.' - Alex Wipperfürth, Partner at Dial House and author of BRAND HIJACK