EL MARKETING EXPERIENCIAL COMO ESTRATEGIA DE COMPRA-VENTA POR IMPULSO DE LAS MARCAS DE CONSUMO MASIVO EN LOS AUTOSERVICIOS DE GUAYAQUIL-ECUADOR

Abstract

The following academic article has as the main objective to describe the Experiential Marketing as an effective communication tool for mass consumption brands with presence in different local retailers. The research methodology was exploratory in scope, having primary and secondary information sources. As primary sources, we had retail and brand marketing experts’ interviews and as a complement, an observational study. The researcher concluded that the Experiential Marketing in Guayaquil-Ecuador has development opportunities due to the increase of usage in other similar countries and the predisposition for its development by the mass consumption brands and top retailers.