How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers

Fulvio Fortezza (), Andrea Dusi () and Tonino Pencarelli ()
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Fulvio Fortezza: University of Ferrara
Andrea Dusi: Impactscool
Tonino Pencarelli: University of Urbino “Carlo Bo”

A chapter in The Experience Logic as a New Perspective for Marketing Management, 2018, pp 111-123 from Springer

Abstract: Abstract This chapter deals with a particular segment of the experience economy sector, i.e., experience gift box providers. The analysis is based on Wish Days, a former Italian company that, in 2016, was acquired by the international market leader Smartbox. This is an interesting field because such companies act as value net integrators that set up and offer a wide range of life experiences, which are then “packaged” and “put on a shelf” just like any other product. The marketing approach performed by these companies is mainly based on networking and emotional engagement.

Date: 2018
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DOI: 10.1007/978-3-319-77550-0_6

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