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Re-thinking Street Food Marketing in COVID-19 Pandemic Period. “Pescaria” as Pilot Case Study

In: Advances in National Brand and Private Label Marketing

Author

Listed:
  • Marcello Risitano

    (Parthenope University of Naples)

  • Giuseppe Ragione

    (Parthenope University of Naples)

Abstract

The paper examines the role of “marketing agility approach” for managing street food marketing in the COVID-19 pandemic period, adopting offline and online practices to sustain competitive advantage in a turbulent scenario. In particular, the work analyses the marketing strategies related to the point of sales and social media marketing practices to create customer engagement and to co-design a new hybrid customer experience. To validate these research statements, we identify a pilot case study in Italian context: the case of Pescaria. This is a valuable company in the street food industry to provide take-away food fisher products related to Apulia fishing cultural values. The main findings of the explorative study put in evidence that the competitive advantage is based on agile marketing capabilities for supporting point of sales management using social media practices to encourage hybrid customers engaged in Pescaria’s world.

Suggested Citation

  • Marcello Risitano & Giuseppe Ragione, 2021. "Re-thinking Street Food Marketing in COVID-19 Pandemic Period. “Pescaria” as Pilot Case Study," Springer Proceedings in Business and Economics, in: Francisco J. Martínez-López & Juan Carlos Gázquez-Abad (ed.), Advances in National Brand and Private Label Marketing, pages 55-64, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-76935-2_8
    DOI: 10.1007/978-3-030-76935-2_8
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