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Papers by Matteo GIANNASI
Philosophy of Marketing, 2021
Philosophy of Marketing, 2021
Philosophy of Marketing, 2021
Philosophy of Marketing, 2021
In this paper, we outline some fundamental aspects of Experiential Marketing Ð or EM Ð, which dis... more In this paper, we outline some fundamental aspects of Experiential Marketing Ð or EM Ð, which distinguish it from more traditional forms of Marketing and bestow its distinctive character upon it. We also spell out EMOs relation to different philosophical traditions, on one hand, and to different scientific trends, on the other, highlighting some heretofore underestimated aspects of its theoretical background. In particular, we delve into the relationship between EM and Romanticism, on one hand, and Phenomenology, on the other. Our analysis focuses upon the relevance of three notions for EMOs theoretical discourse and practice: experience, authenticity, and reality. All these notions are only apparently na•ve; on the contrary, as we show, they are rooted in complex philosophical paradigms, and are inhabited by conceptual tensions. EM inherits those tensions, as we point out, tensions expressed in paradoxical forms in some of its most prominent formulations, e.g. in the works of Holbr...
Philosophy of Marketing, 2021
Books by Matteo GIANNASI
Philosophy of Mareting: The New Realist Approach, 2022
How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy... more How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervasiveness of postmodernist attitudes and proposes a new and fruitful approach pivoting on the signifcance of reality to marketing analyses and models. Intensifying reference to reality will boost marketing research and practice, rather than impair them; conversely, neglecting such a reference will prevent marketing from realising its full potential, in several contexts. The aim of the book is foundational: its purpose is not a return to traditional realism but to break new ground and overcome theoretical obstacles in marketing and management by revising some of their assumptions and enriching their categories, thereby paving the way to fresh approaches and methodological innovations. In that sense, the book encourages theoretical innovation and experimentation and introduces new concepts, like invitation and attrition, which can fnd fruitful applications in marketing theory and practice. That is meant to be conductive to the solution of important difculties and to the uncovering of new phenomena. The last chapter of the book applies the new approach to eight case studies from business contexts. This book will be of interest to philosophers interested in New Realism and to researchers, scholars, and marketing professionals sensitive to the importance and fruitfulness of reference to reality, for their own purposes.
Philosophy of Marketing, 2021
Philosophy of Marketing, 2021
Philosophy of Marketing, 2021
Philosophy of Marketing, 2021
In this paper, we outline some fundamental aspects of Experiential Marketing Ð or EM Ð, which dis... more In this paper, we outline some fundamental aspects of Experiential Marketing Ð or EM Ð, which distinguish it from more traditional forms of Marketing and bestow its distinctive character upon it. We also spell out EMOs relation to different philosophical traditions, on one hand, and to different scientific trends, on the other, highlighting some heretofore underestimated aspects of its theoretical background. In particular, we delve into the relationship between EM and Romanticism, on one hand, and Phenomenology, on the other. Our analysis focuses upon the relevance of three notions for EMOs theoretical discourse and practice: experience, authenticity, and reality. All these notions are only apparently na•ve; on the contrary, as we show, they are rooted in complex philosophical paradigms, and are inhabited by conceptual tensions. EM inherits those tensions, as we point out, tensions expressed in paradoxical forms in some of its most prominent formulations, e.g. in the works of Holbr...
Philosophy of Marketing, 2021
Philosophy of Mareting: The New Realist Approach, 2022
How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy... more How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervasiveness of postmodernist attitudes and proposes a new and fruitful approach pivoting on the signifcance of reality to marketing analyses and models. Intensifying reference to reality will boost marketing research and practice, rather than impair them; conversely, neglecting such a reference will prevent marketing from realising its full potential, in several contexts. The aim of the book is foundational: its purpose is not a return to traditional realism but to break new ground and overcome theoretical obstacles in marketing and management by revising some of their assumptions and enriching their categories, thereby paving the way to fresh approaches and methodological innovations. In that sense, the book encourages theoretical innovation and experimentation and introduces new concepts, like invitation and attrition, which can fnd fruitful applications in marketing theory and practice. That is meant to be conductive to the solution of important difculties and to the uncovering of new phenomena. The last chapter of the book applies the new approach to eight case studies from business contexts. This book will be of interest to philosophers interested in New Realism and to researchers, scholars, and marketing professionals sensitive to the importance and fruitfulness of reference to reality, for their own purposes.