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Keywords: Experiential marketing
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Journal Articles
Journal:
Journal of Business Strategy
Journal of Business Strategy (2022) 43 (6): 391–396.
Published: 23 November 2021
... in the sample. In particular, the study was based on four interviews conducted with enterprises in the Bolgheri area: Guado al Melo, Poggio al Grillo, Campo alle Comete and Terre del Marchesato. These companies displayed a distinct orientation toward initiatives aimed at developing experiential marketing...
