Autori
Cova, Bernard
Fuschillo, Gregorio
Saucet, Marcel

Titolo
Attualità e prospettive dello Street Marketing
Periodico
Micro & macro marketing
Anno: 2014 - Volume: 67 - Fascicolo: 1 - Pagina iniziale: 145 - Pagina finale: 166

Street marketing as an unconventional marketing approach hasrapidly evolved over the last three decades. We describe how "streetmarketing" has transformed during this period - from "sandwich men"to samples distribution during the 80s to the creation of "events" in the street today. Then, we suggest how "street marketing" will evolve going forward (following the trend of "Service Dominant Logic"). Specifically, we posit that the street will not merely be a medium of communication, but could become essential "material" of "street marketing". We provide examples of how we expect this transformation.



SICI: 1121-4228(2014)67:1<145:AEPDSM>2.0.ZU;2-I
Testo completo: http://www.rivisteweb.it/download/article/10.1431/76503
Testo completo alternativo: http://www.rivisteweb.it/doi/10.1431/76503

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