The Strategic Role of Marketing Communication in he SME: the Case of Fornari SpA

Marco Cioppi () and Andrea Buratti
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Andrea Buratti: University of Urbino (Italy)

No 907, Working Papers from University of Urbino Carlo Bo, Department of Economics, Society & Politics - Scientific Committee - L. Stefanini & G. Travaglini

Abstract: In this paper we discuss the strategic importance of communication and Intranet for theItalian Small and Medium Enterprise (SMEs). We analyse the case of Fornari SpA, an Italian medium size clothing and shoes manufacturer that uses internet as a communication tool. The aim of this study is to understand the potential of internet in a specific case and to understand whether internet is a strategic tool or only an operative tool. The firm currently uses two applications of internet: extranet and intranet. The analysis underlines the importance of marketing competences and training that are absolutely necessary to make the most effectiveand efficient use of the internet potential.

Keywords: SME; ICT; Internet Marketing. (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Pages: 19 pages
Date: 2009, Revised 2009
New Economics Papers: this item is included in nep-cse, nep-ict, nep-mkt and nep-sbm
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Citations: View citations in EconPapers (1)

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http://www.econ.uniurb.it/RePEc/urb/wpaper/WP_09_07.pdf First version, 2009 (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:urb:wpaper:09_07

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