Communication, in all its aspects excluding advertising, is an intrinsic element in every marketing strategy at whatever level. A quantitative analysis on the adevrtising and communication's feedback may be of absolute importance for the company, the research team and the marketing chief. In...

In a society's managing core quantitative marketing has a central role. Specific use of mathematic techniques integrated with made-for softwares is a resource no manager can ignore before getting into strategic decisions concerning whatever field of a product's study or promotion. Managing to...

The main aim of that work is to describe some of the recent direction of evolution of the management categories related to the measuring of the performances of brand in terms of three main strategic variables as brand equity, customer equity and brand-customer loyalty. Infact, one of the most...

A client's importance is never the same for a manager, as it is not supposed to be beneficial. Managing to see the difference between client and client and dealing according to that is a focus point in the study of a bussinness' situation. A modern marketing strategy cannot go without a precise...

In the first part of this paper we present an overview of e-commerce and Internet characteristics. We explain why data mining plays a central role among the digital marketing technique: it is the tool to achieve customer knowledge, the key of success in the wide but highly competitive world of...

We extend the theory of advertising as a quality signal, using a model where an entrant can choose to advertise by comparing its product to that of an established incumbent. Comparative advertising, comparing quality of one’s own product to that of a rival’s, empowers the latter to file for...

This paper studies how learning from neighboring firms affects new exporters\' performance. We develop a statistical decision model in which a firm updates its prior belief about demand in a foreign market based on several factors, including the number of neighbors currently selling there, the...

Recent studies in international trade report that new exporters often start selling small amounts and cease exporting in the first year. These findings re.ect a substantial amount of uncertainty facing new exporters. In this paper we study whether export activities in the neighborhood reveal...

The purpose of this paper is to identify and evaluate how the embedded-ness can influence the processes of internationalization among technology-based SME in nine industrial districts in Emilia Romagna. The analysis will be conducted using a statistical sample of SME extract from each district....

The role of migrants’ networks in promoting cross border investments has been stressed in the literature, possibly making migration and FDI complements rather than substitutes in the long run. In this paper, we estimate the magnitude of such business network externalities in dynamic empirical...