Autore
Dell'Acqua, Marco

Titolo
Calcio e marketing: percorsi evolutivi tra il tribale e il digitale
Periodico
Micro & macro marketing
Anno: 2009 - Volume: 18 - Fascicolo: 1 - Pagina iniziale: 5 - Pagina finale: 18

In this article the author talks about the Italian football marketing. He starts with a literary excursus in order to demostrate that in Italy we don't have any great football (like for example Nick Hornby in England or Osvaldo Soriano for the Latin Americans) writer. If we are not able to tell about football, we are not able to describe ourselves. Then He presents some datas about the supporters (how many they are, how is the intensity of their passion, what the favourite teams are, etc.). So we can see that in Italy football is a great social phenomenon. So, what's the teams marketing behaviour? In Italy the most part of football teams incomes come from Tv. They are client or competitor of the football teams? Tv's are also "the team marketing manager", they have a strategy, they push on supporters. Italian teams don't have a real strategy about their fans, they don't have a segmentation capability, they don't use marketing instruments like communication, promotion and so on. The other European teams have different approaches, they think about their fans.



SICI: 1121-4228(2009)18:1<5:CEMPET>2.0.ZU;2-Q
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