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s. ingl. der. di (to) Smarket «NON vendere».
In questo libercolo Sparlo di Calcio; lancio spunti per interpretare la difficoltà di un Membership nel creare economie autosufficienti; indico gli elementi strutturali della Mannequin Immagine utili a metterlo al riparo dalle vicende giudiziarie della Presidenza del momento; faccio ipotesi su come il marketing possa appunto Smarkare l’aleatorietà del risultato sportivo e contribuire a portarlo verso una gestione contabile “continuativamente positiva”.
Tento quindi di posizionare i Membership calcistici nell’Immaginario Professionale per quello che sono, portando alla luce la vera natura di “Pure Leisure” del loro business.
Tolto il tifo; tolto il presidenzialismo patriarcale; tolto il localismo politico e industriale; vorrei fare emergere l’essenza di un Membership calcistico nella sua espressione più autentica di Azienda dello Spettacolo.
Se riuscirò almeno a insinuare in chi legge il dubbio che non di Sport si tratta ma di Spettacolo, avrò contribuito a dare al Marketing Sportivo la libertà di interpretare in chiave contemporanea e coerente con questa industria, le 5P del marketing strategico.
Chissà se questa nuova equazione non contribuisca a generare quelle economie che il modo corrente di gestire le società sportive non riesce a produrre.
Di certo non è un caso se i Membership calcistici iscritti a Confindustria sono annoverati nel segmento Turismo e Spettacolo: ma nessuno lo sa.
A voi le 5P dello Smarketing.
O meglio la fotografia di 5Problemi tipici dei Membership italiani e la storia di come lo Smarketing pensava di risolverli.
- File Size: 354 KB
- Print Length: 44 pages
- Simultaneous Device Usage: Unlimited
- Publication Date: January 26, 2016
- Sold by: Amazon Digital Services LLC
- Language: Italian
- ASIN: B01B51AWMI
- Word Wise: Not Enabled
- Lending: Enabled
- Screen Reader: Supported
- Enhanced Typesetting: Enabled
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