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Marketing e intangibles per la competitività delle medie imprese italiane
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
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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


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