Experience in marketing has been the recipient of a good deal of attention over the years. However, while most studies have focused on “experiential marketing”, the marketing of those who create the experience has remained relatively neglected. This paper enquires into the particular aspects of experience offerings and the related marketing approach and focuses on the definition of a potential conceptual framework. Evidence has been obtained from the “Wish Days” case study, an up-and-coming firm which in just a few years has made a name for itself as the leader in the Italian experiential “gift market”.
Experience marketing: specific features and trends. The Wish Days case study
FORTEZZA, Fulvio;
2011
Abstract
Experience in marketing has been the recipient of a good deal of attention over the years. However, while most studies have focused on “experiential marketing”, the marketing of those who create the experience has remained relatively neglected. This paper enquires into the particular aspects of experience offerings and the related marketing approach and focuses on the definition of a potential conceptual framework. Evidence has been obtained from the “Wish Days” case study, an up-and-coming firm which in just a few years has made a name for itself as the leader in the Italian experiential “gift market”.File in questo prodotto:
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