Lo sport come veicolo di marketing esperienziale: tipologia di esperienza reale e virtuale

Patrizia Zagnoli and Elena Radicchi

MERCATI & COMPETITIVIT?, 2008, vol. 2008/4, issue 4, 101-126

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.

Date: 2008
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.francoangeli.it/riviste/Scheda_Rivista. ... 872&Tipo=ArticoloPDF (text/html)
Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:fan:mcmcmc:v:html10.3280/mc2008-004006

Ordering information: This journal article can be ordered from
http://www.francoang ... o.aspx?IDRivista=210

Access Statistics for this article

MERCATI & COMPETITIVIT? is currently edited by FrancoAngeli

More articles in MERCATI & COMPETITIVIT? from FrancoAngeli Editore
Bibliographic data for series maintained by Stefania Rosato ().