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

Chapter
Part of the International Series in Advanced Management Studies book series (ISAMS)

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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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Fulvio Fortezza
    • 1
  • Andrea Dusi
    • 2
  • Tonino Pencarelli
    • 3
  1. 1.Department of Economics & ManagementUniversity of FerraraFerraraItaly
  2. 2.ImpactscoolVeronaItaly
  3. 3.Department of Economics, Society, PoliticsUniversity of Urbino “Carlo Bo”UrbinoItaly

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