Click here to download

Marketing e intangibles per la competitività delle medie imprese italiane
Journal Title: ECONOMIA E DIRITTO DEL TERZIARIO  
Author/s: Riccardo Varaldo, Daniele Dalli, Riccardo Resciniti, Annalisa Tunisini 
Year:  2010 Issue: Language: Italian 
Pages:  19 Pg. 207-225 FullText PDF:  599 KB
DOI:  10.3280/ED2010-002001
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 


The paper analyzes the role of marketing and intangibles in the competitive strategies of Italian successful mid-sized manufacturing companies. Positioning strategies are studied and specific attention is devoted to branding, pricing, communication and distribution strategies. Final aim of the paper is to identify successful marketing models stressing two key-points: a) a growing direct relationship with the market and final customers; b) a correct application of basic marketing principles that emphasize companies’ most valuable resources. The paper refers to a research focalized on 29 case studies of Italian successful mid-sized companies acting both in consumer and industrial markets. The research has been promoted by the Italian Marketing Association and it has been conducted by 29 groups of researchers of 21 Italian Universities.

Riccardo Varaldo, Daniele Dalli, Riccardo Resciniti, Annalisa Tunisini, in "ECONOMIA E DIRITTO DEL TERZIARIO " 2/2010, pp. 207-225, DOI:10.3280/ED2010-002001

   

FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content