Experiential marketing in industrial markets

The concept of experiential marketing is an urgent topic for the scientific community, as well as for businessmen, as it allows to look more widely at the consumer who, according to this concept, makes his choice not only rationally, evaluating the properties and advantages of the product, and the benefits, but also under the influence of impressions, which is obtained when interacting with the company. However, when studying this topic, the author concludes that the use of experiential marketing is mainly considered in relation to consumer markets, excluding industrial markets. In this paper, the author marks and considers the question of the possibility of using experiential marketing in industrial markets with the aim of forming positive experiences among industrial buyers influencing their choice.