Micro & Macro Marketing

1997 - 2025

Current editor(s): Dario Romano

From Società editrice il Mulino
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2020, issue 3

Editoriale: Ci sono «bullshit jobs» fra le professioni del marketing? pp. 455-459

Edoardo Lozza

Il marketing del turismo nell’era digitale: nuove sfide, nuove opportunità pp. 463-466

Umberto Martini

Tourist Behaviour and Hotel Hospitality. An Exploratory Investigation on the Impact of the Internet pp. 467-487

Ariela Mortara and Rosantonietta Scramaglia

Mobile Instant Messaging Apps for Enhancing Tourist Engagement: Towards a Relational Profile of Digital Tourist pp. 489-512

Letizia Lo Presti, Giulio Maggiore and Vittoria Marino

Digital Communication and Museum Experience. A Multichannel Approach pp. 513-533

Erica Del Vacchio, Roberta Gargiulo and Francesco Bifulco

Image-based Social Media and Visual Content Analysis: Insights from a Literature Review pp. 537-558

Matilde Milanesi and Simone Guercini

Social media listening. From text analysis to the interpretation of the meanings pp. 559-584

Elisabetta Risi and Guido Di Fraia

How to Improve the Maternal Pathway for Migrant Women: Insights for Retention Strategies from Tuscany Region pp. 585-607

Manila Bonciani, Ilaria Corazza, Barbara Lupi and Sabina De Rosis

Transparency of Digital Marketing and Consumer Protection pp. 611-628

Paolo Martinello

Essere vicini alle persone: la sfida della distribuzione del futuro. Intervista a Francesco Pugliese pp. 629-643

Guido Cristini

The Consumer Behaviour in a Post Pandemic World pp. 647-656

Anna Zinola

2020, issue 2

Editoriale: Consumatori e ambiente: quale rapporto? pp. 247-249

Vanni Codeluppi

Awards pp. 251-252

Giuseppe Bertoli

Gli immigrati come nuovi consumatori e le politiche di marketing delle imprese pp. 255-259

Renato Fiocca, Edoardo Lozza and Eraldo Olivetta

Immigrant Target Marketing and Communication Policies of Italian Companies pp. 261-278

Alessia Anzivino

Migration and Identity Configuration. The Role of Consumption in the Process of Cultural Integration pp. 279-294

Cinzia Castiglioni and Edoardo Lozza

Migrant consumers, celebrity culture and technosociality pp. 295-324

Angela Antonia Beccanulli, Silvia Biraghi and Rossella Gambetti

Image and Imaginary of Italy and Made in Italy in Some Emerging Markets pp. 327-351

Alessandro De Nisco, Maria Rosaria Napolitano and Antonello D'Avino

Manufacturers' Involvement in In-store Visual Merchandising, with a Focus on Digital Technologies pp. 353-376

Chiara Mauri and Karin Zaghi

Retail Resilience and Proactive Policy pp. 377-394

Luca Zanderighi and Luigi Orsi

Measuring the Effects of Video Advertising on Brand Associations pp. 395-415

Christian Caldato, Simone Benedetto and Francesca Checchinato

The Fashion Journey Toward Inclusion pp. 419-430

Maria Carmela Ostillio and Caterina Antonucci

Consumers at the Mercy of Agri-food Fake News: A Psychological Identikit pp. 433-445

Greta Castellini, Mariarosaria Savarese and Guendalina Graffigna

Recensioni pp. 449-451

Micro & Macro Marketing

2020, issue 1

Editoriale: The Actor or the Machine? The Strategic Marketing Decision-Maker Facing Digitalization pp. 3-7

Simone Guercini

Reviewers 2019 pp. 9-11

Micro & Macro Marketing

Ravvivare la dimensione strategica del marketing attraverso processi di stakeholder engagement pp. 15-18

Maria Rosaria Napolitano and Angelo Riviezzo

Stakeholder Engagement: Which Arrangements for Value Co- Creation? pp. 19-43

Michela Cesarina Mason, Silvia Iacuzzi, Paolo Fedele and Andrea Garlatti

Investigating the Place of Origin Effect through a Stakeholder Perspective pp. 45-70

Sonia Caterina Giaccone and Rosario Faraci

Heritage and Relationship Marketing for Italian agri-food firms pp. 71-92

Marta Maria Montella and Patrizia Silvestrelli

The Future of Mobile Marketing in Italy: A Delphi Study pp. 95-121

Thomas Aichner, Paolo Coletti and Patrick Lombardo

To Each Yachtsman His Port. A Benefit Segmentation for the Marinas Customers pp. 123-148

Clara Benevolo and Riccardo Spinelli

The Dominant Ethic and the New Spirit of Veganism pp. 149-167

Niccolò Bertuzzi

Food Made in Italy and Origin of the Primary Ingredient pp. 169-189

Marco Ginanneschi

Tod’s Group between the Cultural Identity of Bel Paese and International Success pp. 193-216

Maria Rosaria Napolitano, Riccardo Resciniti and Floriana Fusco

La comunicazione d’impresa secondo gli italiani pp. 219-238

Mauro Ferraresi

Recensioni pp. 241-243

Edoardo Lozza

2019, issue 3

Editoriale. La ricerca di M&MM: direzioni e proposte pp. 395-400

Albino Claudio Bosio

Stakeholder engagement e marketing: una sfida da cogliere o già vinta? pp. 401-406

Maria Rosaria Napolitano and Angelo Riviezzo

Stakeholder engagement and local brands: Results of an exploratory survey pp. 407-434

Gabriele Qualizza

The Corporate Museum: Engagement and heritage management tool pp. 435-468

Floriana Iannone and Alessandra De Chiara

Stakeholder engagement in value co-creation processes: The case of some experiences in tourism pp. 469-492

Pier Paolo Carrus and Giuseppe Melis

From Experience and Outcome Measurement to the Health Professionals’ Engagement pp. 493-520

Sabina De Rosis, Francesca Pennucci and Sabina Nuti

Consumer intelligence: A tool for marketing? pp. 521-538

Albino Claudio Bosio

Consumers’ Reaction to Brands Political Activity pp. 539-564

Valentina Mazzoli, Laura Grazzini, Diletta Acuti and Raffaele Donvito

The digital transition of market research in Italy pp. 565-590

Alessandro Gandolfo

Online insurance and locus of control pp. 591-610

Chiara Bacilieri

Intervista a Francesco Mutti, Presidente di Centromarca pp. 611-620

Guido Cristini

Recensioni pp. 621-622

Anna Zinola

2019, issue 2

Editoriale: Il «disengagement» del consumatore nella filiera agro-alimentare e l'urgenza di un nuovo patto di fiducia pp. 219-222

Guendalina Graffigna

Award 2018 pp. 223-226

Giuseppe Bertoli

Online Marketing Research: New Trends and Challenges pp. 227-230

Silvia Ranfagni

Behind and Inside the Screen. Different Research Methods for Social Research pp. 231-246

Ariela Mortara and Vittoria Sinisi

Richiamo dei prodotti e brand association. Un'analisi netnografica pp. 247-266

Claudio Becagli and Monica Faraoni

Measuring Matching among Brand Associations in the Fashion Online Communities pp. 267-284

Nedka Dechkova Nikiforova

Framing the communication: The effectiveness of price promotion in the cash&carry format pp. 285-312

Guido Cristini, Maria Grazia Cardinali and Benedetta Grandi

Private label in consumer dynamics pp. 313-334

Marcello Sansone and Annarita Colamatteo

The shared value creation in the humanistic firm of Brunello Cucinelli pp. 335-360

Maria Rosaria Napolitano and Floriana Fusco

Convergenze inaspettate... E se big data e neuromarketing «insieme» svelassero più di quanto conosciamo dei comportamenti di acquisto e consumo? pp. 361-388

Renato Fiocca

Recensioni pp. 389-390

Edoardo Lozza

2019, issue 1

Editoriale: La forza della diversità pp. 3-8

Renato Fiocca

Reviewers 2018 pp. 9-12

Micro & Macro Marketing

Marketing in the Wine Business: Present Challenges and Future Developments. Introduction pp. 13-20

Lorenzo Zanni and Tommaso Pucci

The Role of Environmental Certifications in the Wine Industry pp. 21-48

Elisabetta Savelli, Laura Bravi and Federica Murmura

A New Generation for the Wine Industry pp. 49-70

Cecilia Casalegno, Chiara Giachino and Bernardo Bertoldi

How to Foster Online Wine Purchase? Empirical Evidences from Italy pp. 71-92

Monica Faraoni, Riccardo Rialti, Virginia Vannucci and Lamberto Zollo

Insights from a Google Keywords Analysis about Italian Wine in the US Market pp. 93-116

Patrizia de Luca, Giovanna Pegan and Carlos Gonzalo-Penela

Perceived Authenticity, Satisfaction and Behavioural Intentions at Wineries pp. 117-138

Giacomo Del Chiappa, Ester Napolitano and Marcello Atzeni

Brand Identity of Long Lasting Family Firms in the Wine Industry pp. 139-158

Elisa Conz and Giovanna Magnani

The development of territorial innovative potentialities through networking pp. 159-184

Chiara Cantù and Alberta Bernardi

The Case of North Piedmont Docg pp. 185-202

Eraldo Olivetta

Retail is looking for a new balance pp. 203-212

Federica Maria Piazza

Recensioni pp. 213-214

Carla Lunghi