Bernard Cova, Gregorio Fuschillo, Marcel Saucet

Attualità e prospettive dello Street Marketing

  • Abstract

Informations and abstract

Keywords: Ambient; Guerrilla; Sdl; Street; Substance; Support.

Street marketing as an unconventional marketing approach has rapidly evolved over the last three decades. We describe how "street marketing" 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.

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