Gavinelli, Laura; Morra, Maria Cristina; Di Gregorio, Angelo - In: Qualitative Market Research: An International Journal 19 (2016) 2, pp. 173-203
Purpose The purpose of this paper is to examine whether and how a mega event can be an opportunity for a territory to be developed as a marketing product. The topic is analysed in the pre-event phase, from the point of view of marketing mix and governance. Design/methodology/approach A...