Impression economy as a new tool for developing marketing strategy

Abstract

The article discusses a new direction in marketing and the experience economy, which are developing quite rapidly in the vastness of the global community, making a significant contribution to the development of the service sector. Today, the economy is undergoing a fundamental transformation, traditional and long-established models are being replaced by an experience economy, in which the significant element is not the raw product, but the emotional experience. In the era of total commoditization of goods and services, where the functional differences between offers are erased, the experience economy is becoming a key driver of competitive advantage. This paradigm is transforming marketing strategies, shifting the focus from the transactional «product-buyer» model to creating an emotional experience that forms deep connections with the consumer. The purpose of writing this article is to identify significant points associated with the activities of the experience economy, as well as to determine the relationship between the theory of generations and the development of the economy as a whole.