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espanolRESUMEN El proposito de esta investigacion fue analizar la actividad cientifica que ha girado en torno al marketing experiencial, a partir de una Revision Sistematica de Literatura cuya ventana de observacion fue el periodo comprendido entre el 2000 y el 2019. La ecuacion de busqueda arrojo 236 documentos en Scopus y 309 en Web of Science, que una vez depurados resultaron un total de 522 documentos. Para visualizar la informacion, se utilizo la herramienta VoSViewer lo que permitio representar las relaciones existentes, asi mismo, se hizo uso del software Tree of Science (ToS) para determinar la jerarquizacion genealogica de la literatura cientifica. Los resultados muestran cuales son los antecedentes, los temas de interes para los academicos, los paises con mayor trayectoria de investigacion en el area y las redes de trabajo colaborativo, asi como, los autores y estudios mas relevantes en este campo y las tendencias del marketing. EnglishABSTRACT 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. portuguesRESUMO O objetivo desta pesquisa foi analisar a atividade cientifica que tem girado em torno do marketing experiencial, com base numa Revisao Sistematica da Literatura cuja janela de observacao foi o periodo entre 2000 e 2019. A equacao 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 informacoes, foi utilizada a ferramenta VoSViewer que permitiu a representacao das relacoes existentes, e o software Arvore da Ciencia (ToS) foi utilizado para determinar a hierarquia genealogica da literatura cientifica. Os resultados mostram quais sao os antecedentes, os temas de interesse para os academicos, os paises com mais trajetoria de pesquisa na area e as redes de trabalho colaborativo, bem como os autores e estudos mais relevantes neste campo e as tendencias do marketing.

Evolución del marketing experiencial: una aproximación teórica a su definición - Revisión Sistemática de Literatura