Dalla tradizione all’innovazione: il marketing diventa unconventional
Journal title SOCIOLOGIA DEL LAVORO
Author/s Giovanna Russo
Publishing Year 2010 Issue 2009/116 Language Italian
Pages 14 P. 31-44 File size 288 KB
DOI 10.3280/SL2009-116004
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From traditional to innovation: marketing becoming unconventional This essay wants to underline the evolution of marketing from economic studies to sociological ones. Marketing is the true meeting point between production and consumption. His actual change involves consumer, market and society: these concepts explain the new "societing" paradigm. In this terms, marketing is rethinking his theories and techniques, and presenting a range of new marketing called "unconventional" whose aim are, first of all, people and projects, not products (as traditional marketing). Unconventional marketing born from the bottom, inside culture jamming, for accessing new areas, through guerrilla action, "on the road" performances and new technologies. Thanks to the web potential, unconventional marketing can be considered as a postmodern "technomagic" instrument able to assemble emotional individuals’ communities whose conversations create knowledge in relation to brand and experience consumption. .
Keywords: Societing, consumer/actor, performance, guerrilla, unconventional, techno-magic
Giovanna Russo, Dalla tradizione all’innovazione: il marketing diventa unconventional in "SOCIOLOGIA DEL LAVORO " 116/2009, pp 31-44, DOI: 10.3280/SL2009-116004