Italian marketing history / / guest editor, Professor Jonathan Morris

• Pubblicazione: [Bradford, England] : , : Emerald, , 2015; ©2015
• Descrizione fisica: 1 online resource (161 p.)
• Disciplina: 339.4709450904
• Soggetto topico: Advertising - Italy - History - 20th century
• Persona (resp. second.): MorrisJonathan
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: 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, 1885-1955
• Sommario/riassunto: This 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
• Titolo autorizzato: Italian marketing history
• ISBN: 1-78560-001-X
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910797009303321
• Lo trovi qui: Univ. Federico II
• Serie: Journal of Historical Research in Marketing