Maltese, Lionel; Cova, Bernard; Carù, Antonella - In: MERCATI E COMPETITIVITÀ 2008/4 (2008) 4, pp. 17-40
<em>A Dual Approach to Experiential Marketing: Entertainment and Reinforcement</em> - Based on two case studies stemming from two continents (America and Europe) and from two different sports (horse racing and tennis tournament), this paper puts to light the twin track strategy companies are implementing...
