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Un approccio duale al marketing esperienziale: divertimento e approfondimento nell'immersione

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  • Lionel Maltese
  • Bernard Cova
  • Antonella Car?

Abstract

A Dual Approach to Experiential Marketing: Entertainment and Reinforcement - Based on two case studies stemming from two continents (America and Europe) and from two different sports (horse racing and tennis tournament), this paper puts to light the twin track strategy companies are implementing when developing experiential marketing. One hand, they broaden their offering of experiences by including different sorts of peripheral entertainment for the consumer. On the other hand, they deepen their offering of experiences by helping the appropriation process of the core experience by the consumer. This dual strategy targets both novices and experts through the combination of diverse tools and actions supported by the latest technological developments. Keywords: immersion, appropriation, entertainment, consumption experience, experiential marketing, events.

Suggested Citation

  • Lionel Maltese & Bernard Cova & Antonella Car?, 2008. "Un approccio duale al marketing esperienziale: divertimento e approfondimento nell'immersione," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2008(4), pages 17-40.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2008-004003
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    Cited by:

    1. Marco Galvagno & Sonia C. Giaccone, 2015. "Second-hand shopping. analisi delle motivazioni d?acquisto e implicazioni per la distribuzione," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 123-147.

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