TY -  JOUR
PY -  2008
SN -  1972-4861
T1 -  Lo sport come veicolo di marketing esperienziale:  tipologia di esperienza reale e virtuale
JO -  MERCATI E COMPETITIVITÀ
DA -  12/15/2008 12:00:00 AM
DO -  
UR -  http://www.francoangeli.it/Riviste/Scheda_rivista.aspx?idArticolo=34872
AU -  Radicchi,  Elena
AU -  Zagnoli,  Patrizia
SP -  101
EP -  126
IS -  4
VL -  
LA -  IT
AB -  <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.
PB -  FrancoAngeli
ER -