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

Author

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  • Patrizia Zagnoli
  • Elena Radicchi

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.

Suggested Citation

  • Patrizia Zagnoli & Elena Radicchi, 2008. "Lo sport come veicolo di marketing esperienziale: tipologia di esperienza reale e virtuale," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2008(4), pages 101-126.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2008-004006
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