Ruolo delle fiere nelle politiche di marketing del comparto della nautica da diporto

Abstract

This paper examines the role of trade fairs in the nautical industry. It results that trade fairs are strategic tools for communication and marketing strategies of small and medium entrerpises. The trade fairs need to use the experience economy approach in order to satisfy the different publics: firms, visitors and customers. The firms are understanding that it is crucial to manage and to organize events and experiential offering when they participate to the fairs in order to involve the actual and potential customers and to create an " experentialapproach" to branding. It also results that Italian trade nautical fairs are too many and, above all, they are too small and too "local": in a global economy, thy need to growth and to address their strategic efforts towards international markets.