Abstract
[Autom. eng. transl.] This contribution represents a first conceptual effort aimed at analyzing the role, characteristics and application potential of communication in the primary real estate market. The conceptual foundations of real estate communication are supported and supported by the analysis of three major urban redevelopment projects carried out or under construction in Italy: the Freccia Rossa shopping center in Brescia and the two Milanese projects Porta Nuova and CityLife. These case studies highlight the management principles aimed at optimizing the effectiveness of communication along the different stages of development of a complex real estate initiative.
| Translated title of the contribution | [Autom. eng. transl.] The communication of complex real estate projects: conceptual foundations and empirical evidence |
|---|---|
| Original language | Italian |
| Pages (from-to) | 143-162 |
| Number of pages | 20 |
| Journal | Sinergie |
| Volume | 82 |
| Publication status | Published - 2010 |
Keywords
- comunicazione
- creazione di valore
- marca
- reputazione
- settore immobiliare