Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return....

As social influence plays a key role in the diffusion of new product, a customer's value goes beyond her own product purchase. Building on the two-segment Influential-Imitator asymmetric influence model by Van den Bulte and Joshi (2007), our model posits that a customer's value (CV) comes...