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

In: The Experience Logic as a New Perspective for Marketing Management

Author

Listed:
  • Fulvio Fortezza

    (University of Ferrara)

  • Andrea Dusi

    (Impactscool)

  • Tonino Pencarelli

    (University of Urbino “Carlo Bo”)

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.

Suggested Citation

  • Fulvio Fortezza & Andrea Dusi & Tonino Pencarelli, 2018. "How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers," International Series in Advanced Management Studies, in: Tonino Pencarelli & Fabio Forlani (ed.), The Experience Logic as a New Perspective for Marketing Management, pages 111-123, Springer.
    • Handle: RePEc:spr:isichp:978-3-319-77550-0_6
    DOI: 10.1007/978-3-319-77550-0_6
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