Kervenoael, Ronan de; Ozturkcan, Selcen; Cetin, Seda; … - 2009
For a couple of years now, the Columbia Business School and in particular Bernd Schmitt have been advocating for more work to be done regarding 'experiential marketing'. Taking the case of e-atmospherics in Turkish e-banking practices, we revisit the theory of strategic experiential modules...