LIBRI DI MAURO CAVALLONE

This paper reports the results of research performed by the research team established on the occasion of the 14th meeting of the SIM (Società Italiana Marketing) entitled "Il marketing di successo: imprese, enti e persone" held on 26-27 October 2017 at the University of Bergamo. Acknowledging the scant literature on the topic relating marketing performances to firms’ success and dealing with what marketing success is and how marketing success can be measured, the study reports findings emerging from a qualitative enquiry involving several in-depth interviews with key informants representing leading firms in the province of Bergamo. Besides providing first-hand definitions of marketing success based on practitioners’ experiences, the findings highlight how marketing strives to gain in-firm legitimacy and underline how it contributes to firms’ performances.

La ricerca identifica un approccio/modello TES marketing che permette di ri-orientare l’offerta dell’azienda (delivered mix) facendo un passo in più (“the extra step”) che impatta anche sulla fidelizzazione della clientela, che diventa così l’output finale del TES. Gli esempi riportati nel libro sono risultato di osservazioni e sperimentazioni empiriche riconducibili a imprese di diverse tipologie e dimensioni, con un maggiore riferimento a quelle che operano nel settore dei servizi e, in particolare, in Italia, Europa e Stati Uniti.

In this article the necessary paths to an evolution of communication within marketing are discussed, as far as the social and cultural changes which have taken place inside individual countries/states, which lead marketing and international marketing to converge towards a new and challenging discipline: cross-cultural marketing. This article concentrates on the aspects relative to marketing communication which become so in culturally customized and/or cross-culturally customized ways. In particular, after having outlined the core traits of the current scenario in international marketing and having discussed the concepts of ‘culture’ and ‘cultural displays’, this current work will analyze their implications for marketing, calling for them to cross over from mono to cross-cultural. In the second part of the article attention is drawn to communication which arises from cross-cultural marketing and thus showing how we can deepen the distinction between culturally customized communication and cross-culturally customized communication. Keywords: culture, international marketing, crosscultural communication, customized communication, cultural adaptation.