[Autom. eng. transl.] In Italy, the real estate sector has been characterized by a process of industrialization which has recently seen the birth of large operators capable of promoting investment projects of much greater scope than in the past. This has led to a marked specialization of the roles of the various subjects operating in the supply chain and an ever higher management complexity. In this context, the potential to increase the competitiveness of the sector related to the adoption of a communication culture by the actors of the real estate market in the management of the system of relationships of which they are a part becomes evident. A corporate culture is needed that considers communication as a fundamental value, which translates into operational practices where it takes on the role of a strategic and permanent factor in the development of a real estate project, to favor its governance in the environmental complexity in which it is inserted. The book offers a first conceptual contribution aimed at analyzing the role, characteristics and application potential of communication in the real estate sector. The conceptual foundations and operational tools of communication are also supported by the analysis of three major urban redevelopment projects carried out or currently under construction in Italy: the Freccia Rossa Shopping Center in Brescia; the CityLife redevelopment project for the historic district of the Fiera di Milano; the Porta Nuova redevelopment project of the Garibaldi-Repubblica-Varesine-Isola area of Milan. The reconstruction of the complex of relationships that need communication support along the entire real estate supply chain, contextualised thanks to the three major projects analyzed, has made it possible to identify the management principles that optimize the effectiveness of the use of communication along the different phases of development of a complex real estate initiative.
|Translated title of the contribution||[Autom. eng. transl.] Communication in the real estate chain. Conceptual foundations, management principles and operational tools|
|Number of pages||223|
|Publication status||Published - 2010|
- comunicazione di marketing
- corporate branding
- settore immobiliare