Template-type: ReDIF-Article 1.0 Author-Name: Gianni Cozzi Title: L'estensione dei campi applicativi del marketing: tra analogie e specificit? Abstract: Classification-JEL: Keywords: Note: Pages:5-13 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30197&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Matteo Caroli Title: Introduzione Abstract: Classification-JEL: Keywords: Note: Pages:15-20 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30198&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Pierpaolo Testa Author-Name: Luigi Cantone Author-Name: Marcello Risitano Title: Strategie di sviluppo delle destinazioni turistiche e ruolo della marca territoriale Abstract: Strategies for growth of destinations and place brand management (by Luigi Cantone, Marcello Risitano, Pierpaolo Testa) - ABSTRACT: The strategies of tourist destination growth allow to increase the value of resources embedded in the geographical context. Coherently, the main aim of the paper is: 1. analyzing the role of place-specific resources (cultural, historical, landscape and environment resources) as a fundamental base to differentiate a tourist destination; 2. proposing the cluster-based perspective as a hypothesis to integrate single offering systems of a tourist destination; 3. defining a conceptual destination branding model to identify the brand identity and the value brand drivers of the tourist destination. The theoretical assumption are verified trough an empirical research on Campi Flegrei area, a tourist destination located in the west of the city of Naples and its province. Keywords: Place marketing, destination management, resource-based view, cluster-based perspective, destination branding. Classification-JEL: Keywords: Note: Pages:21-47 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30199&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Gaetano Aiello Author-Name: Raffaele Donvito Title: L'evoluzione dei network per il marketing territoriale e l'attrazione degli investimenti Abstract: Place marketing network evolution and investment attraction (by Gaetano Aiello, Raffaele Donvito) - ABSTRACT: This paper is based on a relationship marketing perspective and points out the evolutional nature of place marketing networks. According to this framework place marketing is defined as an approach for the creation and further consolidation of a relationship network between Authorities that manage territory elements (Local Government Authorities or LGA) and place users (specifically business investors). Furthermore the authors identify the existence of a temporal evolution of place marketing network articulated in the following phases: 1) awareness, 2) pre-network informal network, 3) formal network, 4) growth and 5) sustainment-demise-rebirth-decline-renaissance. The recognition of the existence of a territorial network evolution should push the LGA and the other promoters of territorial networks to plan and act marketing strategies (to attract investments) considering the evolutional phase in act. On the empirical side the paper analyzes the Province of Florence place marketing features. Particularly the authors concentrate their interest in: a) the Florentine place marketing network evolutional pattern; b) the marketing strategies and policies developed for the business segment by the Province of Florence; c) the interactive-collaborative quality of the place marketing activities developed by the Province towards businesses clustered in the Florentine area or interested in creating business relations with the territory. The method used in this research is founded on the qualitative case study method. From both a theoretical and a managerial point of view, this paper finally tries to provide some items useful to develop a method for evaluating place marketing actions, specifically those functional to attract investments. Keywords: Relationship Marketing, Place Marketing, Local Government Authorities, Place Marketing Network, Network Evolution, Investment Attraction. Classification-JEL: Keywords: Note: Pages:49-70 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30200&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Augusto D'Amico Title: Demarketing e turismo sostenibile Abstract: Demarketing and Sustainable Tourism (by Augusto D'Amico) - ABSTRACT: Tourism is one of the economic sectors in which interest has been raised to frame it within the context of sustainable development. Nonetheless, there is a lack of a solid framework for sustainable tourism practices and how these practices can be implemented. This paper introduces demarketing as a policy option and management tool, in order to realize a tourist growth. First conied by Kotler and Levy in the early 1970s, demarketing has been applied successfully in the health sector as a means for reducing inappropriate health care consumption. However, the strategy itself can be taken beyond health and marketing and applied to tourist management and planning. Specifically it examines the role of demarketing as a means to limit the mass tourism and reduce overall visitors numbers. Keywords: Demarketing , sostenibilit?, territorio, turismo, massa. Classification-JEL: Keywords: Note: Pages:71-93 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30201&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Mauro Cavallone Title: Gestire la comunicazione di marketing nella societ? multiculturale: problemi aperti e implicazioni per il management Abstract: Stewarding marketing communication in multicultural settings (by Mauro Cavallone) - ABSTRACT: 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. Classification-JEL: Keywords: Note: Pages:95-117 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30202&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Gianni Cozzi Title: I processi di acquisizione di medie imprese ad alta tecnologia dotate di elevate capacit? di marketing: il caso ESAOTE Abstract: The acquisition processes of mid-sized high-tech companies with suitable Marketing competences: the Esaote case (by Gianni Cozzi) - ABSTRACT: It is commonly known that in Italy few mid-sized companies have high technological competences and suitable Marketing policies, particularly on the International market. These companies have always been the acquisition target of foreign companies with a larger size and often belonging to global oligopolies. This article is based on an original analytical model of the acquisition processes, which has been developed by the author. The paper considers some cases of company acquisitions (some older, like Telettra and Nuovo Pignone, and some others more recent, like Orsi Automazione and Esaote): it focuses the threats and the opportunities, deriving from the horizontal integrative development processes of the acquiring companies, for the acquired firms. The article focuses on the more recent case, Esaote, because of: -the specificity of its relationship between Marketing and Technology; - the difficult process by which the Italian company has been able to preserve its technological autonomy and its competitive positioning on the International medical diagnostics equipment market. Keywords: Process of company development Horizontal integrative growth Marketing and Technology. Classification-JEL: Keywords: Note: Pages:119-136 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30203&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: Beatrice Luceri Title: Comunicazione diretta mediante self scanner Abstract: Direct communication through self scanner (by Beatrice Luceri) - ABSTRACT: The paper explain the causal research results carried out to check in store communication efficacy, during the shopping trip and as regards assortment. Self scanner is the communication medium employed. Cognitive aims have been achieved using the same communication plan for all the trial point of sale customers and sending the promotional message only to self scanner users while passing trough the zone where the promoted brand is exposed. Keywords: In store communication, self scanning, consumer behaviour. Classification-JEL: Keywords: Note: Pages:137-154 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30204&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001008 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: Piercarlo Ceccarelli Title: Il marketing territoriale Abstract: Classification-JEL: Keywords: Note: Pages:155-166 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30205&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001009 Number: 9 Template-type: ReDIF-Article 1.0 Author-Name: Gennaro Iasevoli Title: Recensioni Abstract: Classification-JEL: Keywords: Note: Pages:167-170 Volume: 2007/1 Year: 2007 Issue:1 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=30206&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2007-001010 Number: 10