EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING

Detalhes bibliográficos
Autor(a) principal: Ikeda, Ana Akemi
Data de Publicação: 2008
Outros Autores: Crescitelli, Edson, Miola, Rogério
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: RAM. Revista de Administração Mackenzie
Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/80
Resumo: Generating visitor traffic is becoming a challenging task as shopping centers market is growing in Brazil and being more competitive. From this perspective, the objective of this article is to study the experience provided by musical events in malls. For this purpose, besides the bibliographic research about the subject, a musical project idealized by Shopping Anália Franco, in São Paulo City, was analyzed. This project aimed to enhance visitors frequency and time at the shopping, as well as, sales. This study was complemented with a field research whose interviewees were the spectators in the events. The results showed that this form of experience can benefit the place in terms of more satisfaction and affinity, better image, new consumers and more sales and visitors.
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spelling EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPINGMarketing Vivencial: o caso de eventos musicais no shoppingGenerating visitor traffic is becoming a challenging task as shopping centers market is growing in Brazil and being more competitive. From this perspective, the objective of this article is to study the experience provided by musical events in malls. For this purpose, besides the bibliographic research about the subject, a musical project idealized by Shopping Anália Franco, in São Paulo City, was analyzed. This project aimed to enhance visitors frequency and time at the shopping, as well as, sales. This study was complemented with a field research whose interviewees were the spectators in the events. The results showed that this form of experience can benefit the place in terms of more satisfaction and affinity, better image, new consumers and more sales and visitors.À medida que o mercado de shopping centers vem crescendo no Brasil e tornando-se cada vez mais competitivo, gerar fluxo de freqüentadores torna-se uma tarefa, cada vez mais, desafiadora. Diante deste cenário, o objetivo neste artigo é estudar a experiência proporcionada por eventos musicais em shopping. Para isso, além de pesquisa bibliográfica sobre o assunto, foi analisado um projeto de shows musicais realizado pelo Shopping Anália Franco, em São Paulo, que visava a melhorar a atração de visitantes, permanência do público no local e impacto nas vendas. O trabalho foi complementado com uma pesquisa de campo com os freqüentadores dos shows musicais. Os resultados mostraram que esse tipo de experiência pode beneficiar o estabelecimento em termos de maior simpatia e satisfação do público, melhoria de imagem, atração de novos consumidores, aumento do fluxo de visitantes e do volume de vendas.PALAVRAS-CHAVE: Shopping center; entretenimento; marketing vivencial; eventos.Editora Mackenzie2008-07-24info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/80Revista de Administração Mackenzie; Vol. 6 No. 3 (2005)Revista de Administração Mackenzie; Vol. 6 Núm. 3 (2005)Revista de Administração Mackenzie (Mackenzie Management Review); v. 6 n. 3 (2005)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/80/80https://editorarevistas.mackenzie.br/index.php/RAM/article/view/80/1945https://editorarevistas.mackenzie.br/index.php/RAM/article/view/80/1946Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessIkeda, Ana AkemiCrescitelli, EdsonMiola, Rogério2011-01-14T20:28:16Zoai:ojs.editorarevistas.mackenzie.br:article/80Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2011-01-14T20:28:16RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false
dc.title.none.fl_str_mv EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING
Marketing Vivencial: o caso de eventos musicais no shopping
title EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING
spellingShingle EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING
Ikeda, Ana Akemi
title_short EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING
title_full EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING
title_fullStr EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING
title_full_unstemmed EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING
title_sort EXPERIENTIAL MARKETING: THE CASE OF MUSICAL EVENTS IN THE SHOPPING
author Ikeda, Ana Akemi
author_facet Ikeda, Ana Akemi
Crescitelli, Edson
Miola, Rogério
author_role author
author2 Crescitelli, Edson
Miola, Rogério
author2_role author
author
dc.contributor.author.fl_str_mv Ikeda, Ana Akemi
Crescitelli, Edson
Miola, Rogério
description Generating visitor traffic is becoming a challenging task as shopping centers market is growing in Brazil and being more competitive. From this perspective, the objective of this article is to study the experience provided by musical events in malls. For this purpose, besides the bibliographic research about the subject, a musical project idealized by Shopping Anália Franco, in São Paulo City, was analyzed. This project aimed to enhance visitors frequency and time at the shopping, as well as, sales. This study was complemented with a field research whose interviewees were the spectators in the events. The results showed that this form of experience can benefit the place in terms of more satisfaction and affinity, better image, new consumers and more sales and visitors.
publishDate 2008
dc.date.none.fl_str_mv 2008-07-24
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/80
url https://editorarevistas.mackenzie.br/index.php/RAM/article/view/80
dc.language.iso.fl_str_mv por
eng
spa
language por
eng
spa
dc.relation.none.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/80/80
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/80/1945
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/80/1946
dc.rights.driver.fl_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Editora Mackenzie
publisher.none.fl_str_mv Editora Mackenzie
dc.source.none.fl_str_mv Revista de Administração Mackenzie; Vol. 6 No. 3 (2005)
Revista de Administração Mackenzie; Vol. 6 Núm. 3 (2005)
Revista de Administração Mackenzie (Mackenzie Management Review); v. 6 n. 3 (2005)
1678-6971
1518-6776
reponame:RAM. Revista de Administração Mackenzie
instname:Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron:MACKENZIE
instname_str Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron_str MACKENZIE
institution MACKENZIE
reponame_str RAM. Revista de Administração Mackenzie
collection RAM. Revista de Administração Mackenzie
repository.name.fl_str_mv RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)
repository.mail.fl_str_mv revista.adm@mackenzie.br
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