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Dalla tradizione all’innovazione: il marketing diventa unconventional
Author/s: Giovanna Russo 
Year:  2009 Issue: 116 Language: Italian 
Pages:  14 Pg. 31-44 FullText PDF:  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, in "SOCIOLOGIA DEL LAVORO " 116/2009, pp. 31-44, DOI:10.3280/SL2009-116004


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