Italian marketing history / guest editor, Professor Jonathan Morris.

Format:

Book

Contributor:

Morris, Jonathan, 1961- editor.

Series:

Journal of Historical Research in Marketing

Journal of Historical Research in Marketing, 1755-750X ; Volume 7, Number 1

Language:

English

Subjects (All):

Advertising--Italy--History--20th century.

Advertising.

Physical Description:

1 online resource (161 p.)

Edition:

1st ed.

Place of Publication:

[Bradford, England] : Emerald, 2015.

Language Note:

English

Summary:

This special ebook, edited by Professor Jonathan Morris, originated in a session held at the CHARM conference in Copenhagen 2013 and presents a number of chapters in which several distinctive aspects of Italian marketing history are identified. We begin with the chapter by Nando Fasce and Elisabetta Bini ""Irresistible Empire or Innocents Abroad? American Advertising Agencies in Postwar Italy"", which contrasts the experience of JWT and McCann Erickson in establishing operations in Italy at different moments during the development of the domestic market, employing very disparate strategies to

Contents:

Cover; EDITORIAL ADVISORY BOARD; Editorial; Irresistible empire or innocents abroad? American advertising agencies in post-war Italy, 1950s-1970s; The use of social networks in marketing: the Italian co-operative experience; Between public consumption and private consumption; History as an intangible asset for the Italian fashion business (1950-1954); The revival of fashion brands between marketing and history; Building brand awareness with a bowl of cherries; Putting the Italians on bicycles: marketing at Bianchi, 1885-1955

Notes:

Description based upon print version of record.

Includes bibliographical references.

Description based on online resource; title from PDF cover (ebrary, viewed April 20, 2015).

ISBN:

1-78560-001-X

OCLC:

908074940