According to Kitchenham 2004, "There are many reasons for undertaking a systematic review. The most common reasons are:

• To summarise the existing evidence concerning treatment or technology e.g. to summarise the empirical evidence of the benefits and limitations of a specific

agile method

• To identify any gaps in current research in order to suggest areas for further

investigation.

• To provide a framework/background in order to appropriately position new

research activities"

My opinion is to simply summarize the existing evidence, then the following research question considers to be done.

Experiential marketing means the customer has a peep into the marketing organizations and its capabilities achievements faculties and product offerings

In certain business areas the credibility of key staff is important like school, college or hospital. There quality and status of teachers and doctors are of paramount importance. In hospitals, customer would also be interested to learn about hygiene, post operative infections and success rate of surgery/treatment beside the costs. In todays internet and electronics age, most of retailers, manufacturers and service providers have made videos that are loaded on websites and the visitor is invited to watch these. In many institutions like colleges and hospitals and timeshare resorts adventure trips, the virtual tours are available through videos. And customer actually feels she is present there and goes through kind of virtual experience of what will happen. But honesty and transparency is must. If real experience and virtual experience is markedly different , there would be severe damage to reputation. Many resorts and time share companies offer a 2 night 3 days free trip to one of their resorts .This is experiential marketing . Providing demo models like driving a new model of car by potential customer is experiential marketing. 3D projectors, podcasts and videos and websites have made this task quite easy at lowest cost to take the customer through virtual experience. Hence digital marketing now is essential part of experiential marketing. The return guarantee within 30 days of use for some costly technical products is also giving opportunity to customer to experience the product without any binding purchase in real use. Please mark the difference. Return guarantee on being defective piece is different. Here 'no questions asked return' after reasonable use of product is the feature. Of course products are so good there is very little return -may be below 1-2% . That is added in costing like warranty costs normally under 2%.

Hence marketing strategy are not different. the key features of marketing strategy remain the same . Only that the selling strategy is different .

If the products are designed with intensive consume research , ethnographic understanding by the design and marketing experts and standardization of facilities, the customer buys through brand name blindly trusting the repeated brand promise delivery in past and to majority of customer

Hence you should focus on how various marketing strategy are affected and adjusted for experiential marketing . The fundamentals of marketing remain same . Product stories , company newsletters , competitions, seminars and participations are also important means to create interactive marketing

Hope it helps you to focus

Few books you can find as listed in this publisher's website"

https://www.wilyglobal.com/7-books-about-experiential-marketing-you-should-read/

I send 2 articles on the topic.

Article THE MARKETING STRATEGY AND IMPLEMENTATION OF STRATEGIC BUSIN...

Canvas Marketing Plan: How to Structure a Marketing Plan With Interactive Value?

10.4018/978-1-5225-9993-7.ch009

@Dr. Gupta, thanks for your enlightenment, please can you kindly help me get access to those books because they will play a prudent role in my research but I haven't been able to get access to them. Thank you

@Manuel and @Dr.Gupta, I'm a little bit confused about the kind of research problem that will be in my methodology though there have been some research on the impact of experiential marketing on tourism sector, restaurants mostly in the service industry. This is not an adequate to generalise how customers feel in the service is the same as in energy drink industry in terms of creating experiences for customer , so what research problem am I solving right now? How do I put it ? Thank you and would be waiting for your answers .