Il piano di marketing integrato

Translated title of the contribution: [Autom. eng. transl.] The integrated marketing plan

Research output: Book/ReportBook

Abstract

[Autom. eng. transl.] The result of the authors' experience in scientific research and in the managerial context at a national and international level, the manual establishes itself as a reference text for creating and applying, according to clear and practical guidelines, an effective integrated marketing plan. The volume has its roots in a solid foundation of literature, thanks to the most recognized scientific contributions in the discipline, and is then enriched with the most up-to-date academic research and takes on a practical and operational approach thanks to the introduction of managerial perspectives, consistent with the needs of the today's market. The modern context is characterized by some changes that must be considered by current (professional) and future (students) marketing managers: new consumer profile, new market needs, new opportunities and challenges prompted and emphasized by the rapid and exponential development of technology. In order to grasp and systematize the different elements, the manual, with a new exploratory approach, presents the necessary and essential aspects to create an integrated marketing plan following five simple phases. Furthermore, the volume identifies two transversal perspectives to the discussion: on the one hand, the traditional and digital tools useful for the effective implementation of a marketing plan are analyzed from an integrated perspective; on the other hand, the marketing plan is presented from a dual perspective, business-to-consumer (B2C) and business-to-business (B2B), in order to make the manual useful to marketing managers (current and future) who operate in a context oriented towards end consumers and in a business environment.
Translated title of the contribution[Autom. eng. transl.] The integrated marketing plan
Original languageItalian
PublisherVita e Pensiero Editore
Number of pages240
ISBN (Print)9788834353875
Publication statusPublished - 2024

Keywords

  • pianificazione di marketing
  • integrazione
  • strategia
  • marketing

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