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Progettare la comunicazione e l?esperienza di marca in-store: il contributo della cct

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  • Francesco Massara

Abstract

Il paper considera il rilievo che oggi la comunicazione e l?esperienza di marca in-store rivestono in ambito retail. Attraverso uno schema concettuale l?autore mette in evidenza come la funzione mediatica svolta dal punto vendita sia oggi prominente rispetto alla stessa funzione commerciale. L?articolo conclude analizzando i casi proposti dalla letteratura sulla Consumer Culture Theory (CCT) a supporto dello schema concettuale.

Suggested Citation

  • Francesco Massara, 2014. "Progettare la comunicazione e l?esperienza di marca in-store: il contributo della cct," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(1), pages 61-82.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-001004
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    References listed on IDEAS

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