Lo sport come veicolo di marketing esperienziale: tipologia di esperienza reale e virtuale
Journal title MERCATI E COMPETITIVITÀ
Author/s Elena Radicchi, Patrizia Zagnoli
Publishing Year 2008 Issue 2008/4 Language Italian
Pages 26 P. 101-126 File size 137 KB
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Sport as an experience marketing provider: typologies of real and virtual experiences - This paper focuses on how companies (sport equipment suppliers, industrial companies, multimedia service providers, retail store, etc.) use sport as a service provider to promote their products and brands. A qualitative methodology based on the experience marketing literature and a multi-cases analysis allowed to develop a primary typology of real and virtual experiences staged involving sport. Findings, although not expected to be exhaustive, suggest new implications and dimensions of experience marketing strategies not yet explored. Keywords: sport; experience marketing; sport as experience provider; real and virtual experience; new media.
Elena Radicchi, Patrizia Zagnoli, Lo sport come veicolo di marketing esperienziale: tipologia di esperienza reale e virtuale in "MERCATI E COMPETITIVITÀ" 4/2008, pp 101-126, DOI: