IDEAS home Printed from https://ideas.repec.org/a/mul/jyf1hn/doi10.1431-29364y2009i1p5-18.html
   My bibliography  Save this article

Calcio e marketing: percorsi evolutivi tra il tribale e il digitale

Author

Listed:
  • Marco Dell'Acqua

Abstract

In this article the author talks about the Italian football marketing. He starts with a literary excursus in order to demostrate that in Italy we don't have any great football (like for example Nick Hornby in England or Osvaldo Soriano for the Latin Americans) writer. If we are not able to tell about football, we are not able to describe ourselves. Then He presents some datas about the supporters (how many they are, how is the intensity of their passion, what the favourite teams are, etc.). So we can see that in Italy football is a great social phenomenon. So, what's the teams marketing behaviour? In Italy the most part of football teams incomes come from Tv. They are client or competitor of the football teams? Tv's are also "the team marketing manager", they have a strategy, they push on supporters. Italian teams don't have a real strategy about their fans, they don't have a segmentation capability, they don't use marketing instruments like communication, promotion and so on. The other European teams have different approaches, they think about their fans.

Suggested Citation

  • Marco Dell'Acqua, 2009. "Calcio e marketing: percorsi evolutivi tra il tribale e il digitale," Micro & Macro Marketing, Società editrice il Mulino, issue 1, pages 5-18.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/29364:y:2009:i:1:p:5-18
    as

    Download full text from publisher

    File URL: https://www.rivisteweb.it/download/article/10.1431/29364
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.rivisteweb.it/doi/10.1431/29364
    Download Restriction: no
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mul:jyf1hn:doi:10.1431/29364:y:2009:i:1:p:5-18. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://www.rivisteweb.it/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.