In the work is analyzed in depth the role of retailer's experiential marketing strategies to co-create value, adopting the case study method. Starbucks is a leader as coffee retailer in the worldwide market. The company has built an image around taking considerable shares of the competition, by establishing trustily with customers and reliability with suppliers. The company has appealed to such a wide target market, it seems every product introduced will be an instant success In fact, “Starbucks experience” shows us how employee motivation, excellent customer service and satisfaction, and community involvement built a great company.

Experiential marketing strategies in the global economy. Starbucks case study

RISITANO, Marcello
2010

Abstract

In the work is analyzed in depth the role of retailer's experiential marketing strategies to co-create value, adopting the case study method. Starbucks is a leader as coffee retailer in the worldwide market. The company has built an image around taking considerable shares of the competition, by establishing trustily with customers and reliability with suppliers. The company has appealed to such a wide target market, it seems every product introduced will be an instant success In fact, “Starbucks experience” shows us how employee motivation, excellent customer service and satisfaction, and community involvement built a great company.
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11367/22336
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