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Lo sport come veicolo di marketing esperienziale: tipologia di esperienza reale e virtuale
Author/s: Elena Radicchi, Patrizia Zagnoli 
Year:  2008 Issue: Language: Italian 
Pages:  26 Pg. 101-126 FullText PDF:  137 KB

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.

Elena Radicchi, Patrizia Zagnoli, in "MERCATI E COMPETITIVITÀ" 4/2008, pp. 101-126, DOI:


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