<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1900-3803</journal-id>
<journal-title><![CDATA[Entramado]]></journal-title>
<abbrev-journal-title><![CDATA[Entramado]]></abbrev-journal-title>
<issn>1900-3803</issn>
<publisher>
<publisher-name><![CDATA[Universidad Libre de Cali]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1900-38032020000100094</article-id>
<article-id pub-id-type="doi">10.18041/1900-3803/entramado.1.6140</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Evolución del marketing experiencial: una aproximación teórica a su definición - Revisión Sistemática de Literatura]]></article-title>
<article-title xml:lang="en"><![CDATA[Experiential marketing evolution: a theoretical approach to its conceptualization - Systematic Literature Review]]></article-title>
<article-title xml:lang="pt"><![CDATA[Evolução do marketing experiencial: uma abordagem teórica à sua definição - Revisão Sistemática da Literatura]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sabogal Russi]]></surname>
<given-names><![CDATA[Luisa Fernanda]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rojas-Berrio]]></surname>
<given-names><![CDATA[Sandra Patricia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Politécnico Grancolombiano  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Nacional de Colombia  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2020</year>
</pub-date>
<volume>16</volume>
<numero>1</numero>
<fpage>94</fpage>
<lpage>107</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1900-38032020000100094&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1900-38032020000100094&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1900-38032020000100094&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El propósito de esta investigación fue analizar la actividad científica que ha girado en torno al marketing experiencial, a partir de una Revisión Sistemática de Literatura cuya ventana de observación fue el periodo comprendido entre el 2000 y el 2019. La ecuación de búsqueda arrojó 236 documentos en Scopus y 309 en Web of Science, que una vez depurados resultaron un total de 522 documentos. Para visualizar la información, se utilizó la herramienta VoSViewer lo que permitió representar las relaciones existentes, así mismo, se hizo uso del software Tree of Science (ToS) para determinar la jerarquización genealógica de la literatura científica. Los resultados muestran cuáles son los antecedentes, los temas de interés para los académicos, los países con mayor trayectoria de investigación en el área y las redes de trabajo colaborativo, así como, los autores y estudios más relevantes en este campo y las tendencias del marketing.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT The purpose of this research was to analyse the scientific activity that has revolved around experiential marketing, based on a Systematic Literature Review whose window of observation was the period between 2000 and 2019. The search equation yielded 236 documents in Scopus and 309 in Web of Science, which, once refined, resulted in a total of 522 documents. In order to visualize the information, the VoSViewer tool was used, which allowed the representation of existing relationships, and the Tree of Science (ToS) software was used to determine the genealogical hierarchy of the scientific literature. The results show which are the background, the topics of interest for the academics, the countries with more trajectory of research in the area and the networks of collaborative work, as well as, the authors and more relevant studies in this field and the tendencies of the marketing.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO O objetivo desta pesquisa foi analisar a atividade científica que tem girado em torno do marketing experiencial, com base numa Revisão Sistemática da Literatura cuja janela de observação foi o período entre 2000 e 2019. A equação de pesquisa resultou em 236 documentos em Scopus e 309 em Web of Science, que, uma vez refinados, resultaram num total de 522 documentos. Para visualizar as informações, foi utilizada a ferramenta VoSViewer que permitiu a representação das relações existentes, e o software Árvore da Ciência (ToS) foi utilizado para determinar a hierarquia genealógica da literatura científica. Os resultados mostram quais são os antecedentes, os temas de interesse para os acadêmicos, os países com mais trajetória de pesquisa na área e as redes de trabalho colaborativo, bem como os autores e estudos mais relevantes neste campo e as tendências do marketing.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Marketing sensorial]]></kwd>
<kwd lng="es"><![CDATA[servicescape]]></kwd>
<kwd lng="es"><![CDATA[experiencia del consumidor-cliente]]></kwd>
<kwd lng="es"><![CDATA[experiencia de marca]]></kwd>
<kwd lng="es"><![CDATA[gestión de las relaciones con el cliente]]></kwd>
<kwd lng="en"><![CDATA[Sensory marketing]]></kwd>
<kwd lng="en"><![CDATA[servicescape]]></kwd>
<kwd lng="en"><![CDATA[consumer-customer experience]]></kwd>
<kwd lng="en"><![CDATA[brand experience]]></kwd>
<kwd lng="en"><![CDATA[customer relationship management]]></kwd>
<kwd lng="pt"><![CDATA[Marketing sensorial]]></kwd>
<kwd lng="pt"><![CDATA[paisagem de serviços]]></kwd>
<kwd lng="pt"><![CDATA[experiência do consumidor-cliente]]></kwd>
<kwd lng="pt"><![CDATA[experiência de marca]]></kwd>
<kwd lng="pt"><![CDATA[gestão do relacionamento com o cliente]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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