Introduction to the experience logic: key concepts and contents

Over last two decades, the experiential perspective to business analysis has been strongly affirmed and has become a “topic of interest” in managerial literature. In fact, over these period, the experiential perspective has been adopted in various ways: in the general re-interpretation of economic phenomena and of the enterprise-market relationship (experience economy), in the rethinking of marketing approaches (experiential marketing), in managing touristic or territorial systems, in customer management and brand management. The chapter shows how it is desirable to consider the customer’s experience at the center of value creation processes in a managerial marketing approach that the authors define “experience logic”. This introduction also provides a brief description of the contents of each chapter and the conceptual key to reading the entire text, providing a short overview of application cases and of the ways in which the adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the value creation.