How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers
| Autor: | Tonino Pencarelli, Andrea Dusi, Fulvio Fortezza |
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| Rok vydání: | 2018 |
| Předmět: |
Experience
International market Value (ethics) Field (Bourdieu) experience offering experience marketing smartbox leisure time NO experience offering experience gift leisure time experience marketing Product (business) Emotional engagement experience gift Experience economy Experience gift box smartbox Business Marketing Set (psychology) Companies Act gift box |
| Zdroj: | International Series in Advanced Management Studies ISBN: 9783319775494 |
| Popis: | 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. |
| Databáze: | OpenAIRE |
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