The communication industry is on the move. Increasing digitalisation brings new distribution channels, new forms of content and a fragmentation of target groups. Players in the communication industry and marketeers search for new forms of communication. Media companies seek for new forms of...

In the information century, the behavior of organizations in the business market is changing. Organizations as buyers have much more power at the business market. Organizations as sellers respond with the creation and free sharing of content that is important for potential and actual customers....

Despite the increasing awareness of content marketing tools in the academic community, the benefits of growth hacking were highlighted especially in blog posts and several e-books. This paper examines the particular features of growth hacking techniques, which differentiates it from traditional...

In the information century, the behavior of organizations in the business market is changing. Organizations as buyers have much more power at the business market. Organizations as sellers respond with the creation and free sharing of content that is important for potential and actual customers....

Negli ultimi anni i managers e gli studiosi di marketing hanno mostrato un crescente interesse nella misurazione delle attività di content marketing per ottenere vantaggio competitivo. Nonostante ciò in letteratura si annoverano ancora pochi contributi sul tema. Il paper intende: 1) analizzare...

This paper proposes a unifying theory of forecasting in the form of a Golden Rule of Forecasting. The Golden Rule is to be conservative. A conservative forecast is consistent with cumulative knowledge about the present and the past. To be conservative, forecasters must seek all knowledge...

A decade of major political, institutional, economic and societal changes is challenging the Mediterranean Area: in a more and more globalized Europe the primary sectors of Mediterranean Partner Countries (MPCs) are largely influenced by recent trends. The resulting exposure of Mediterranean...