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Attualità e prospettive dello Street Marketing

Bernard Cova, Gregorio Fuschillo and Marcel Saucet ()

Micro & Macro Marketing, 2014, issue 1, 145-166

Abstract: Street marketing as an unconventional marketing approach hasrapidly evolved over the last three decades. We describe how "streetmarketing" has transformed during this period - from "sandwich men"to samples distribution during the 80s to the creation of "events" in the street today. Then, we suggest how "street marketing" will evolve going forward (following the trend of "Service Dominant Logic"). Specifically, we posit that the street will not merely be a medium of communication, but could become essential "material" of "street marketing". We provide examples of how we expect this transformation.

Keywords: Ambient; Guerrilla; Sdl; Street; Substance; Support. (search for similar items in EconPapers)
Date: 2014
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Handle: RePEc:mul:jyf1hn:doi:10.1431/76503:y:2014:i:1:p:145-166