Innovation in the Web-Marketing Industry

Mariano Denaro ()
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Mariano Denaro: University of Naples Federico II, Department of Economics, Management, Institution

A chapter in Resilient Business Models, 2025, pp 317-326 from Springer

Abstract: Abstract This case study examines the strategic marketing and web marketing approaches of Mariano Denaro, particularly through his work at marianomoneydotcom and vincenzopacconedotcom, illustrating how innovative and authentic engagement can contribute to a resilient business model within the dynamic entertainment sector. The narrative centres on a detailed case study of the “Non litighiamo più” campaign for artist Rocco Hunt, a project that transformed a single launch into a cultural phenomenon. The case highlights the campaign’s success as an emblematic example of resilient marketing, demonstrating how integrated storytelling, direct fan interaction, and a deep understanding of target audiences, especially Generation Z and Millennials, can drive significant engagement and cultural resonance. Key insights include the paramount importance of authenticity in a digitally saturated age and the potential of expanding interactive strategies to amplify impact. Through this analysis, the chapter showcases how a business model focused on creative direction, strategic market understanding, and genuine audience connection enables sustained success and adaptability, aligning with the broader theme of building resilient businesses in challenging environments.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-032-02766-5_18

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DOI: 10.1007/978-3-032-02766-5_18

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