Template-type: ReDIF-Article 1.0 Author-Name: Alberto Mattiacci Title: Editoriale. Il Premio Marketing, quando una gara diventa cultura Abstract: Classification-JEL: Keywords: Note: Pages:5-11 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34867&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Riccardo Resciniti Title: Introduzione. Il marketing e l'esperienza del consumatore Abstract: Classification-JEL: Keywords: Note: Pages:13-15 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34868&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Lionel Maltese Author-Name: Bernard Cova Author-Name: Antonella Car? Title: Un approccio duale al marketing esperienziale: divertimento e approfondimento nell'immersione Abstract: A Dual Approach to Experiential Marketing: Entertainment and Reinforcement - Based on two case studies stemming from two continents (America and Europe) and from two different sports (horse racing and tennis tournament), this paper puts to light the twin track strategy companies are implementing when developing experiential marketing. One hand, they broaden their offering of experiences by including different sorts of peripheral entertainment for the consumer. On the other hand, they deepen their offering of experiences by helping the appropriation process of the core experience by the consumer. This dual strategy targets both novices and experts through the combination of diverse tools and actions supported by the latest technological developments. Keywords: immersion, appropriation, entertainment, consumption experience, experiential marketing, events. Classification-JEL: Keywords: Note: Pages:17-40 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34869&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Lia Zarantonello Author-Name: Dania Mastrangelo Author-Name: Fabio Colacchio Title: I vissuti del cibo: una ricerca esplorativa Abstract: Classification-JEL: Keywords: Note: Pages:41-69 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34870&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Fabio Valerio Bartolazzi Author-Name: Fabio Forlani Author-Name: Fulvio Fortezza Title: Caratteri e potenzialit? degli eventi come "esperienze mediterranee": il caso "Palio de lo daino" Abstract: Features and potential of events as "mediterranean experiences": the example of "Palio de lo Daino" - This paper considers the issue of organising and managing events in a mediterranean perspective as a suitable means for enhancing local, typical and traditional events, such as village feasts, that until recently were vaguely contemplated as indistinct containers. Bearing this in mind, this article provides a new way of conceiving the relationship between marketing, experience and value in events, in line with a strategy that is less invasive on the consumers? experience and based on typically mediterranean values, such as community ties, traditions and local-centricity. Considering new demand developments in post-modern society associated to the new meaning assumed by leisure time and the individuals? increasing desire to live fulfilling and multi-dimensional experiences to satisfy their cluster needs, we believe that conceiving events bearing this in mind provides territories with an enormous opportunity to attract resources and fully develop the area?s potential, bringing much more than short-term economic benefits. This article intends to better define the concept of a mediterranean event, highlight potentials while also enhancing steps to be taken and requirements that are necessary to achieve success, clarify strategies and connections between event and territory as a means to systematically create value. Keywords: events, local, mediterranean marketing, experience-oriented, leisure time, added value for the territory. Classification-JEL: Keywords: Note: Pages:71-99 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34871&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Patrizia Zagnoli Author-Name: Elena Radicchi Title: Lo sport come veicolo di marketing esperienziale: tipologia di esperienza reale e virtuale Abstract: 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. Classification-JEL: Keywords: Note: Pages:101-126 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34872&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Cristina Ziliani Title: Making the point. The challenge of loyalty program effectiveness measurement Abstract: Making the point. The challenge of loyalty program effectiveness measurement - This piece of work is part of a wider reflection on the development of a loyalty marketing orientation among Italian companies: in such context, we decided to investigate marketing managers? perceptions of loyalty marketing challenges, satisfaction with their own loyalty programs, drivers of adoption and measures of effectiveness. Our survey discovered a gap between assigned goals and expectations on the one side, and measurements on the other; measurement practices regarding performance and effects of loyalty program main tools, such as the rewards? catalogue, in particular, appear to be falling short of managers? needs. We conducted analyses with loyalty program data provided by five retail companies and one promotional agency: the outcome, if confirmed by replication and extension to other industries, will shed light on performance measurement questions that need to be urgently addressed by loyalty marketing managers, such as: how appealing are the loyalty program main features to customers? Does the desire to obtain a high value reward lead consumers to increase their spending and frequency? Keywords: loyalty marketing, loyalty programs, premiums, effectiveness measurement, Italy, retail. Classification-JEL: Keywords: Note: Pages:127-150 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34873&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Mariangela Franch Author-Name: Umberto Martini Author-Name: Federica Buffa Title: Strategie di brand management nelle destinazioni alpine community Abstract: Strategies of brand management in Alpine community destinations - The aim of the research is to identify and compare some good practices in the field of brand management strategies for Alpine community destinations, so that they should be oriented not only at making the name of the tourist locality or area well-known but also to promote the offer of the territory in a systemic context, seeking integration with other actors of the local productive and economic activities. The paper compares the brand management strategies applied in some Alpine regions, examining a) the role of the brand name of the territory as a tool capable of intensifying the collaboration among private and public participation and b) the brand management strategies undertaken by the Regional Tourist Boards in order to define a distinctive tourist offer. Keywords: brand management, integrated promotion, destination marketing, Alpine community destinations, public-private collaboration. Classification-JEL: Keywords: Note: Pages:151-170 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34874&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004008 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: Piercarlo Ceccarelli Title: Marketing esperienziale. Lo sviluppo dell'esperienza di consumo a cura di Piercarlo Ceccarelli Abstract: Classification-JEL: Keywords: Note: Pages:171-183 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34875&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004009 Number: 9 Template-type: ReDIF-Article 1.0 Author-Name: n.d. Title: Recensioni Abstract: Classification-JEL: Keywords: Note: Pages:185-187 Volume: 2008/4 Year: 2008 Issue:4 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=34876&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2008-004010 Number: 10