Micro & Macro Marketing

1997 - 2025

Current editor(s): Dario Romano

From Società editrice il Mulino
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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

2018, issue 3

Editoriale. She-conomy, tecnologia e imprenditorialità pp. 341-348

Donata Vianelli

Le nuove sfide della distribuzione tra innovazione e fattore identitario. Introduzione pp. 349-354

Guido Cristini

The Effect of Shopping Orientation and Need for Touch on Intention to Buy Online pp. 355-374

Beatrice Luceri and Donata Tania Vergura

The role of touchpoints in driving loyalty. Implications for omnichannel retailing pp. 375-396

Cristina Ziliani and Marco Ieva

Retail Brand Equity: A Customer-Based Analysis pp. 397-416

Elisa Martinelli and Francesca De Canio

The Premium Private Label from the Perspective of Supply Chain Players: An Explorative Analysis pp. 417-436

Guido Cristini, Cristina Zerbini and Elisa Martini

Characteristics and Factors of Success in the Relationship Between Travel Agency and Tour Operator: The Role of Trade Marketing pp. 437-462

Tonino Pencarelli and Mauro Dini

Being Consumer to Be an Entrepreneur. On the Trail of New Dimensions of Entrepreneurial Passion pp. 463-480

Silvia Ranfagni and Andrea Runfola

Brand Purpose: The Sunlight Project in Indonesia pp. 481-502

Giuseppe Bertoli, Bruno Busacca and Alberto Macciani

Value Creation in Partnership Profit-Non Profit: The Cases of Terna and Banco Alimentare pp. 503-530

Alessia Anzivino and Renato Fiocca

Declino della popolazione, immigrazione e famiglie che cambiano. L'Italia secondo l'ultimo rapporto Istat pp. 531-542

Eraldo Olivetta

Recensioni pp. 543-544

Edoardo Lozza

2018, issue 2

Editoriale: Family business e mercati internazionali: è un lavoro per giovani pp. 175-180

Tiziano Vescovi

Award pp. 181-182

Micro & Macro Marketing

The coexistence between vinyl and digital in the streaming music age pp. 185-188

Matteo Corciolani

La convivenza tra vinile e digitale nell'era della musica liquida pp. 189-202

Oronzo Trio and Raffaele Campo

Millennials, brands and life spaces between materiality and virtuality pp. 203-222

Silvia Biraghi and Rossella C. Gambetti

Mobile shopper marketing and new consumption trends pp. 223-244

Annamaria Tuan

Banks facing social banking challenge pp. 245-280

Alessandro Gandolfo

A lens of analysis for consumption practices in tattooing pp. 283-308

Francesco Raggiotto, Michela C. Mason and Andrea Moretti

Verso un rinnovamento della vocazione alla qualità del made in Italy? pp. 311-312

Eraldo Olivetta

Le quattro A del made in Italy pp. 313-332

Micro & Macro Marketing

Recensioni pp. 335-336

Edoardo Lozza

2018, issue 1

Editoriale: Tutti fan di marca? pp. 3-6

Bernard Cova, Gregorio Fuschillo and Stefano Pace

Reviewers 2017 pp. 7-10

Micro & Macro Marketing

Introduzione. Dall'eWom allo showrooming: nuovi contesti e prospettive per la ricerca di marketing pp. 11-14

Francesca Checchinato

The effect of shopping orientation and social presence on the instore mobile communication effectiveness pp. 15-38

Francesco Ricotta and Valentina Pitardi

Effectiveness of online referrals regarding services: the role of type of language and prior knowledge pp. 39-56

Cesare Amatulli, Matteo De Angelis and Vito Tassiello

The e-Wom as a managerial tool in the Italian hotel industry pp. 57-84

Andrea Moretta Tartaglione, Carmen Berne Manero and Andreea Vicuta Ciobanu

Defining destination authenticity pp. 85-108

Marcello Atzeni, Giacomo Del Chiappa and Giuseppe Melis

Veganism halfway between mainstream and counterculture pp. 109-130

Nicola Righetti

Guna: How a company can build a strong identity in an unbranded market pp. 131-146

Anna Zinola

Changes in household consumption pp. 147-154

Eraldo Olivetta

Food is the new fashion pp. 155-168

Fulvio Bersanetti

Recensioni pp. 169-170

Edoardo Lozza