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 a very interesting field, because such companies act as value net integrators which set up and offer a wide range of life experiences that 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.
How Marketing Works in the Experience Economy: The Case of the Experience Gift Box Providers
Tonino Pencarelli
2018
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 a very interesting field, because such companies act as value net integrators which set up and offer a wide range of life experiences that 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.File in questo prodotto:
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