1. This editorial aims to show shortly how the experiential logic can be used to renew the most known marketing perspectives, by directing them towards new management approaches which, starting from the customer experience, can find new ways to create, communicate, and deliver value. We want to reflect about a new vision of marketing, starting from the traditional goods logic, discussing services marketing contributions, and ending with the experiential and experience marketing theories. We discuss the differences between experiential and experience marketing approaches, in order to go towards a new common vision: the “marketing-driven experience logic”. The studies on the evolution of the marketing concept traditionally emphasize how it has been evolving over time, in parallel with the change in companies’ managerial perspectives. The concept of marketing has switched from a production and product orientation (in the 50s and 60s), to a sales orientation (in the 70s), and recently, to market and customer orientations, until it assumed a holistic relational approach, involving all the company stakeholders (Gummesson, 1999). In a world where intangible factors and services are pervasive, the Service Marketing literature (Vargo and Lush, 2004; Vargo and Akaka, 2009; Grönroos and Gummerus, 2014) points out, in particular, the need to go beyond the classic mental models and managerial marketing approaches guided by the goods logic in order to take into account the differences in the customer approach imposed by the particular characteristics of the service economy, such as simultaneity between production and consumption, intangibility, heterogeneity, and perishability of product, no stocks, no proprietary portability of pension benefits and customer participation in service management processes. The emerging and very Marketing in an experiential perspective: Toward the “Experience Logic” Tonino Pencarelli Mercati & Competitività (ISSN 1826-7386, eISSN 1972-4861), 2017, 2 Copyright © FrancoAngeli N.B: Copia ad uso personale. È vietata la riproduzione (totale o parziale) dell’opera con qualsiasi mezzo effettuata e la sua messa a disposizione di terzi, sia in forma gratuita sia a pagamento.