Marketing in an experiential perspective: Toward the "Experience Logic"

This editorial aims to show shortly how the experiential logic can be used to renew the most known marketing perspectives, by directing them towards new management approaches which, starting from the customer experience, can find new ways to create, communicate, and deliver value. We want to reflect about a new vision of marketing, starting from the traditional goods logic, discussing services marketing contributions, and ending with the experiential and experience marketing theories. We discuss the differences between experiential and experience marketing approaches, in order to go towards a new common vision: the “marketing-driven experience logic”.