LEADER 02744nam 2200541 450 001 9910797009303321 005 20230807215230.0 010 $a1-78560-001-X 035 $a(CKB)3710000000401382 035 $a(EBL)2030582 035 $a(SSID)ssj0001559118 035 $a(PQKBManifestationID)16186002 035 $a(PQKBTitleCode)TC0001559118 035 $a(PQKBWorkID)14820002 035 $a(PQKB)10480133 035 $a(MiAaPQ)EBC2030582 035 $a(Au-PeEL)EBL2030582 035 $a(CaPaEBR)ebr11043435 035 $a(OCoLC)908074940 035 $a(EXLCZ)993710000000401382 100 $a20150420h20152015 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 00$aItalian marketing history /$fguest editor, Professor Jonathan Morris 210 1$a[Bradford, England] :$cEmerald,$d2015. 210 4$dİ2015 215 $a1 online resource (161 p.) 225 0 $aJournal of Historical Research in Marketing,$x1755-750X ;$vVolume 7, Number 1 300 $aDescription based upon print version of record. 311 $a1-78560-000-1 320 $aIncludes bibliographical references. 327 $aCover; 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, 1885-1955 330 $aThis special ebook, edited by Professor Jonathan Morris, originated in a session held at the CHARM conference in Copenhagen 2013 and presents a number of chapters in which several distinctive aspects of Italian marketing history are identified. We begin with the chapter by Nando Fasce and Elisabetta Bini ""Irresistible Empire or Innocents Abroad? American Advertising Agencies in Postwar Italy"", which contrasts the experience of JWT and McCann Erickson in establishing operations in Italy at different moments during the development of the domestic market, employing very disparate strategies to 410 0$aJournal of Historical Research in Marketing 606 $aAdvertising$zItaly$xHistory$y20th century 615 0$aAdvertising$xHistory 676 $a339.4709450904 702 $aMorris$b Jonathan 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910797009303321 996 $aItalian marketing history$93717457 997 $aUNINA