Template-type: ReDIF-Article 1.0 Author-Name: Marco Frey Title: Sostenibilit?, competitivit? e marketing Abstract: Classification-JEL: Keywords: Note: Pages:5-9 Volume: 2009/2 Year: 2009 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=36400&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-002001 Number: 1 Template-type: ReDIF-Article 1.0 Author-Name: Renato Fiocca Author-Name: Roberta Sebastiani Title: Marketing, competitivit? e sviluppo sostenibile. Le evidenze dalla ricerca SIMktg Abstract: Classification-JEL: Keywords: Note: Pages:11-39 Volume: 2009/2 Year: 2009 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=36401&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-002002 Number: 2 Template-type: ReDIF-Article 1.0 Author-Name: Giovanna Pegan Title: Marketing e giovanissimi: un'indagine esplorativa sul coinvolgimento nel consumo e pubblicit? nel segmento dei tweeagers Abstract: Marketing and youngsters: an exploratory research on the involvement in consumption and advertising in the tweenagers segment - This article - after having identified the theoretical references - presents the results of an empirical quantitative research aimed at investigating within the tweenagers (10-14 years old) , the level of involvement in the consumer culture, the attitudes towards the television advertising, let alone the existing relationship between the two. Not only this study highlights a low interest in the commercials and a certain scepticism, but also a very faint link between the two phenomena, thus offering ideas for a future in-depth examination.

Keywords: involvement, consumption, television advertising, attitudes, tweenagers
Parole chiave: coinvolgimento, consumo, pubblicit? televisiva, tweenagers, atteggiamenti Classification-JEL: Keywords: Note: Pages:41-59 Volume: 2009/2 Year: 2009 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=36402&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-002003 Number: 3 Template-type: ReDIF-Article 1.0 Author-Name: Angelo Bonfanti Title: Sviluppo sostenibile in azione: il ruolo delle Banche di Credito Cooperativo nella comunit? locale Abstract: Sustainable development in action: the role of the Cooperative Credit Banks in the local Community - This paper will analyze the role of Cooperative Credit Banks (CCBs) as actors and promoters of sustainable development within the local community. In particular, the Total Corporate Communication Model (Balmer & Gray, 2000) will be used to present a qualitative exploratory research on the initiatives and interventions undertaken by CCBs in their territories. The communication tools employed by CCBs to promote the value of sustainability will be discussed. The analysis will lead to the identification of potential strategic strengths as well as improvement areas in the CCBs? actions for sustainable development.

Keywords: Cooperative Credit Banks, sustainable development, corporate social responsibility, corporate identity, corporate communication, corporate culture.
Parole chiave: Banche di Credito Cooperativo, sviluppo sostenibile, responsabilit? sociale d?impresa, identit? d?impresa, comunicazione d?impresa, cultura aziendale Classification-JEL: Keywords: Note: Pages:61-81 Volume: 2009/2 Year: 2009 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=36403&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-002004 Number: 4 Template-type: ReDIF-Article 1.0 Author-Name: Maria Antonietta Raimondo Author-Name: Gaetano Nino Miceli Title: Un modello formativo per la misurazione del valore per il cliente Abstract: Classification-JEL: Keywords: Note: Pages:83-103 Volume: 2009/2 Year: 2009 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=36404&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-002005 Number: 5 Template-type: ReDIF-Article 1.0 Author-Name: Marco Visentin Author-Name: Francesco Lo Vasto Title: La gestione delle relazioni con i clienti delle banche retail a vocazione locale: uno strumento di CRM per l'analisi e la previsione dei comportamenti di churn Abstract: Relationship Management in the context of the local retail banking: a tool for the analysis and forecasting of churn behaviors - The changing competitive context of European banking could be an issue also for small locally oriented banks. This sector is facing a growing trend of customer churn that may seriously affect profitability and threat the competitive position of small retail banks. This paper proposes an analysis of customer attrition within the customer base of an Italian Banca di Credito Cooperativo to support the management of small banks in dealing with customer churn. Our work identifies determinants and magnitude of churn dynamics as long as it allows management a tool to select, target and manage CRM policies. A final simulation empirically document the relation between the Customer Lifetime Value and the expected financial gain in presence of a varying success rate for retention activities.

Keywords: churn, retail banking, customer relationship management Parole chiave: churn, retail banking, customer relationship management Classification-JEL: Keywords: Note: Pages:105-123 Volume: 2009/2 Year: 2009 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=36405&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-002006 Number: 6 Template-type: ReDIF-Article 1.0 Author-Name: Stefano Cabras Author-Name: Cinzia Dess? Author-Name: Michela Floris Title: Percezione del management e percezione del cliente: un confronto sui punti di forza dell'impresa Abstract: On the Measurement of Perceived Customer Value: A Formative Mode Customer value is unanimously considered to be one of the most fundamental concepts in marketing theory. Nonetheless, customer value measurement has been at best sparse or minimal. The authors specify and test a formative measurement model of customer value which describes the additive contribution of four categories of benefits and three categories of sacrifices to customer value formation. The authors present results of measurement scale development process in three consumption contexts, and show that the proposed model, which they call perceived consumption experience value (PCEV), is reliable and valid, and is able to predict customer satisfaction and loyalty better than the Gale method.

Keywords: customer value, benefits and sacrifices analysis, measurement Parole chiave: valore per il cliente, analisi benefici/sacrifici, misurazione Classification-JEL: Keywords: Note: Pages:125-146 Volume: 2009/2 Year: 2009 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=36406&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-002007 Number: 7 Template-type: ReDIF-Article 1.0 Author-Name: n.d. Title: Recensioni Abstract: Classification-JEL: Keywords: Note: Pages:147-149 Volume: 2009/2 Year: 2009 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=36407&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-002008 Number: 8 Template-type: ReDIF-Article 1.0 Author-Name: n.d. Title: Mission della rivista e norme editoriali Abstract: Classification-JEL: Keywords: Note: Pages:151-154 Volume: 2009/2 Year: 2009 Issue:2 File-URL:http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=36408&Tipo=Articolo PDF File-Format: text/HTML Handle: RePEc:fan:mcmcmc:v:html10.3280/MC2009-002009 Number: 9