Marketing e intangibles per la competitività delle medie imprese italiane

Author/s Riccardo Varaldo, Daniele Dalli, Riccardo Resciniti, Annalisa Tunisini
Publishing Year 2010 Issue 2010/2
Language Italian Pages 19 P. 207-225 File size 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.

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Riccardo Varaldo, Daniele Dalli, Riccardo Resciniti, Annalisa Tunisini, Marketing e <i>intangibles</i> per la competitività delle medie imprese italiane in "ECONOMIA E DIRITTO DEL TERZIARIO " 2/2010, pp 207-225, DOI: 10.3280/ED2010-002001