Depth and multiple aspects of the concept experiential marketing

The concept of experiential marketing is an urgent topic for the scientific community in recent decades. It has a deep basis - the evolution of consumer value and the transition to a new economy (the experiential economy), as well as an important strategic potential for the formation of a stable market position of a company. However, after analyzing the degree of study of the topic, the author makes the conclusion that the research of basic aspects of experiential marketing is insufficiently developed, same as the need of expend of subject-matter views. In this paper, the author considers the process of impression formation from the point of view of psychological mechanisms in the mind of the consumer, reveals the complexity of the subject field of experiential marketing, and also demonstrates its close relationship with other areas of scientific knowledge.