Il ruolo dell’e-learning nelle strategie di comunicazione delle imprese. Il caso della iGuzzini illuminazione

Journal title ECONOMIA E DIRITTO DEL TERZIARIO
Author/s Gian Luca Gregori, Valerio Temperini
Publishing Year 2014 Issue 2013/3
Language Italian Pages 15 P. 421-435 File size 697 KB
DOI 10.3280/ED2013-003005
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Interest in e-learning has been growing steadily for some time now, due to the considerable advantages this type of training imparts. Particularly, in the present paper elearning is analyzed from a marketing perspective. Specifically, the case of iGuzzini illuminazione, a Marche-based company which produces light fixtures, is studied. Following a communication strategy focused on ‘teaching’, in the sense that the communication activities tend to be centered around educational themes of interest for the recipients, this company has developed an e-learning platform in order to develop the marketing communication activities, also the relationships with customers and market influencers.

Keywords: Marketing, communication, e-learning, relationship management

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Gian Luca Gregori, Valerio Temperini, Il ruolo dell’e-learning nelle strategie di comunicazione delle imprese. Il caso della iGuzzini illuminazione in "ECONOMIA E DIRITTO DEL TERZIARIO " 3/2013, pp 421-435, DOI: 10.3280/ED2013-003005