COVER -- Quartino -- Indice -- Indice Figure, Tabelle, Box -- Prefazione -- Introduzione -- Capitolo 1. Principi di Marketing -- Capitolo 2. Mercati e Complessità -- Capitolo 3. Consumer Behaviour e Value Co-Creation -- Capitolo 4. Marketing Strategico -- Capitolo 5. Marketing Operativo --...

The Naples Forum on Service is a biennial research conference. The three past forums have been characterized by original and stimulating discussions upon the forum themes with the three scientific pillars represented by Service Dominant logic, Network & Systems Theory and Service Science (look...