02744nam 2200541 450 991079700930332120230807215230.01-78560-001-X(CKB)3710000000401382(EBL)2030582(SSID)ssj0001559118(PQKBManifestationID)16186002(PQKBTitleCode)TC0001559118(PQKBWorkID)14820002(PQKB)10480133(MiAaPQ)EBC2030582(Au-PeEL)EBL2030582(CaPaEBR)ebr11043435(OCoLC)908074940(EXLCZ)99371000000040138220150420h20152015 uy 0engur|n|---|||||txtccrItalian marketing history /guest editor, Professor Jonathan Morris[Bradford, England] :Emerald,2015.©20151 online resource (161 p.)Journal of Historical Research in Marketing,1755-750X ;Volume 7, Number 1Description based upon print version of record.1-78560-000-1 Includes bibliographical references.Cover; EDITORIAL ADVISORY BOARD; Editorial; Irresistible empire or innocents abroad? American advertising agencies in post-war Italy, 1950s-1970s; The use of social networks in marketing: the Italian co-operative experience; Between public consumption and private consumption; History as an intangible asset for the Italian fashion business (1950-1954); The revival of fashion brands between marketing and history; Building brand awareness with a bowl of cherries; Putting the Italians on bicycles: marketing at Bianchi, 1885-1955This special ebook, edited by Professor Jonathan Morris, originated in a session held at the CHARM conference in Copenhagen 2013 and presents a number of chapters in which several distinctive aspects of Italian marketing history are identified. We begin with the chapter by Nando Fasce and Elisabetta Bini ""Irresistible Empire or Innocents Abroad? American Advertising Agencies in Postwar Italy"", which contrasts the experience of JWT and McCann Erickson in establishing operations in Italy at different moments during the development of the domestic market, employing very disparate strategies toJournal of Historical Research in MarketingAdvertisingItalyHistory20th centuryAdvertisingHistory339.4709450904Morris JonathanMiAaPQMiAaPQMiAaPQBOOK9910797009303321Italian marketing history3717457UNINA