Micro & Macro Marketing

1997 - 2025

Current editor(s): Dario Romano

From Società editrice il Mulino
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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

2017, issue 3

Editoriale. L'export digitale dell'Italia e i social media pp. 379-386

Giuseppe Bertoli

I social media nel marketing contemporaneo. Passaparola digitale, customer advocacy e influenza sociale nei processi di consumo e nel marketing management pp. 387-390

Michele Costabile

Online communication channels and social risk in sharing extreme opinions pp. 391-410

Vito Tassiello, Matteo De Angelis and Cesare Amatulli

The relevance of tactile information in online buying behavior pp. 411-434

Carmela Donato and Maria Antonietta Raimondo

Choice contexts and social communication pp. 435-456

Matteo De Angelis

Nostalgie and Consumption Dynamics in Vintage Innovation pp. 457-472

Francesco Schiavone

Masterspot. Testimonial and Food Advertising pp. 473-488

Debora Viviani

Starbucks from USA to Italy. Not only coffee pp. 489-508

Eraldo Olivetta

Innovation and Growth: The Stone Island Case pp. 509-540

Fabrizio Mosca and Stefano Di Pasquale

Introduzione pp. 541-542

Eraldo Olivetta

Towards a new vision of products and channels pp. 543-556

Anna Zinola

Recensioni pp. 557-558

Edoardo Lozza

2017, issue 2

Editoriale. Il racconto della marca nei nuovi mercati internazionali pp. 203-208

Tiziano Vescovi

Customer journey e trasformazione digitale pp. 209-212

Donata Vianelli

Consumer behaviour and online advertising: A fuzzy approach to the market segmentation pp. 213-228

Pierpaolo D'Urso, Ilaria Di Monte, Riccardo Massari and Carmela Cappelli

Antecedents of interpersonal trust in customer-pharmacist relationships pp. 229-246

Marco Galvagno and Vincenzo Pisano

Shopping preparation and new dimensions of Shopper Marketing pp. 247-268

Silvia Bellini, Maria Grazia Cardinali and Benedetta Grandi

The ideal profile of a product with Cata data pp. 269-294

Mario Scianna

Counterfeiting of perfume: Motivation and barriers to consumption pp. 295-312

Sara Gabri, Sara Zannelli and Edoardo Lozza

Marketing capabilities as a driver of growth in a small food firm pp. 313-334

Giorgia Sepe

Introduzione pp. 335-336

Eraldo Olivetta

Following the shopper in the point of sales pp. 337-362

Renato Fiocca and Matteo Testori

Consumer loyalty in the fixed and mobile telephony pp. 363-372

Agcom - Autorità per le Garanzie nelle Telecomunicazioni

Recensioni pp. 373-374

Edoardo Lozza

2017, issue 1

Editoriale: Marche e società: quale rapporto? pp. 3-6

Vanni Codeluppi

Reviewers 2016 pp. 7-10

Micro & Macro Marketing

Enogastronomia e sviluppo turistico pp. 11-12

Maria Cristina Martinengo

Perspectives on Food Tourism pp. 13-26

Maria Cristina Martinengo and Monica Gilli

Food and Wine Tourism in the Langa del Barolo: Survey on Restaurant Offer pp. 27-44

Giovanni Peira, Fabio Paruzzo, Maria Beatrice Pairotti and Alessandro Bonadonna

Political-Electoral Polling in the Age of Bewilderment pp. 45-76

Giorgio Marbach

Social Media and International Marketing Strategies: A Case Study in the Luxury Fashion Industry pp. 77-92

Chiara Ancillai

Ingredient Branding: Is It an Opportunity Available to Firms Lacking Established Brands? pp. 93-110

Fabio Cassia

Hospital Experimental Marketing pp. 111-134

Luca Buccoliero, Elena Bellio and Elisa Solinas

Brand between Global Standardization and Local Resonance: Cif in Brazil pp. 135-158

Giuseppe Bertoli, Bruno Busacca and Alberto Macciani

La famiglia «liquida» nel mosaico generazionale dell'Italia di oggi pp. 159-166

Eraldo Olivetta

A Selective Recovery for Consumption pp. 167-180

Fulvio Bersanetti

The Economy of Elegance pp. 181-194

Tiziano Vescovi

Recensioni pp. 195-196

Edoardo Lozza