Marketing flounders at many companies today, as people have become relatively immune to messages broadcast at them. The way to reach customers is to create an experience they can participate in and enjoy, the new offering frontier. To be clear, this article is not about “experiential...

Purpose – As more companies wrap their offering with “an experience,” it is important that experience authenticity is understood to be a critical consumer sensibility. This paper aims to address this issue. Design/methodology/approach – The authors have studied experience marketing and...