Italian marketing history

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

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Year of publication:	2015
Authors:	Jones, Brian
Other Persons:	Morris, Jonathan (contributor)
Publisher:	Bradford : Emerald Group Publishing Limited
Subject:	Italien \| Italy \| Ökonomische Ideengeschichte \| History of economic thought \| Geschichte \| History

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Extent:	Online-Ressource (161 p)
Series:	Journal of Historical Research in Marketing: Volume 7, Issue 1 Journal of Historical Research in Marketing ; Volume 7, Number 1
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record 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
ISBN:	978-1-78560-000-5 ; 978-1-78560-001-2 ; 978-1-78560-000-5
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012679064