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Erschienen in:
Introduction to the Experience Logic: Key Concepts and Contents Kapitel lesen Erstes Kapitel lesen

2018 | OriginalPaper | Buchkapitel

How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers

verfasst von : Fulvio Fortezza, Andrea Dusi, Tonino Pencarelli

Erschienen in: The Experience Logic as a New Perspective for Marketing Management

Verlag: Springer International Publishing

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Abstract

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.

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Vorheriges Kapitel Sustainable Management of Events in an Experiential Perspective
Nächstes Kapitel Experience Economy and the Management of Shopping Centers: The Role of Entertainment
Fußnoten
1
Hence the powerful ethical criticism of Rifkin (2000) on the commodification of human experiences.
 
2
Taking the definition of “Tourism” provided by the World Tourism Organization, we can consider “tourist experiences” as a part of the life experiences for payment sector, which entail the transfer to the places where the experience is consumed, plus overnight accommodation there.
 
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Metadaten
Titel
How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers
verfasst von
Fulvio Fortezza
Andrea Dusi
Tonino Pencarelli
Copyright-Jahr
2018
Buch
The Experience Logic as a New Perspective for Marketing Management

Print ISBN: 978-3-319-77549-4

Electronic ISBN: 978-3-319-77550-0

Copyright-Jahr: 2018

DOI
https://doi.org/10.1007/978-3-319-77550-0_6