Vol. XII
La collana vuole valorizzare i lavori di alcuni diplomati del Master Universitario in Marketing Management, presentando delle case history inedite, costruite a partire dalle esperienze di project work condotte presso alcune delle imprese partner del Master. Questo dodicesimo volume della collana presenta le storie di: Telecom-TIM, Bitamama e Kinder Bueno, Colgate-Palmolive, AdSalsa Publicidad.
cod. 115.12
Vol. X
I contributi dei relatori intervenuti al MUMM Conference Day 2013, dal titolo Marca, Sostenibilità e Valore (in collaborazione con Centromarca). Al convegno annuale del Master hanno partecipato studiosi e manager di elevato profilo in rappresentanza sia del mondo accademico sia di imprese e istituzioni di rilievo internazionale, come: Centromarca, Unilever, Nestlé Waters Italia, Generale Conserve, Adiconsum.
cod. 115.10
The paper deals with marketing metrics in the tourism industry, where managerial and marketing practices - such as those related to marketing metrics - still need largely to be improved. The study describes the results of an explorative research carried out on a sample of tourism companies managers, with the aim of identifying the current trends in marketing metrics, either at general or at industry-specific level. From such analysis guidelines to improve business processes are derived. The results highlight the presence of informal and unstructured practices. Nonetheless the findings show that companies are increasingly recognizing the importance of measurement, either from managerial or competitive perspectives. As a consequence, marketing metrics are gaining increasing importance in companies managerial processess.