@article{34872, 
year={2008},
issn={1972-4861},
journal={MERCATI E COMPETITIVITÀ},
number={4},
volume={},
doi={},
title={Lo sport come veicolo di marketing esperienziale:  tipologia di esperienza reale e virtuale},
abstract={<em>Sport as an experience marketing provider: typologies of real and virtual experiences</em> -   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.}
url={http://www.francoangeli.it/Riviste/Scheda_rivista.aspx?idArticolo=34872},
author={Elena Radicchi and Patrizia Zagnoli}
pages={101-126},
language={IT}}