Fondamenti Di Web Marketing

This book focuses on the role of networking, cooperation and partnership in destination management in response to the changing environment of the tourism industry. Firms and institutions are nowadays required to implement drastic management changes: they must adopt a systemic approach and become actively involved in formal and informal networks in order to increase efficiency and product quality, to gain a sustainable edge and face the competitive context. The work is dedicated to deepening the topics of the "Networking and Tourism Local System" session of the 12th ATLAS 2004 Annual Conference, "Networking & Partnership in Destination Development & Management", held in Naples. From a theoretical point of view, the papers included herein relate to two macro reference areas: applied economics and managerial sciences. The analysis range from national to local levels and focus on strategies, policies, and project experiences. Several cases from different areas (Finland, France, Ireland, Italy, Malaysia, Portugal, Spain, Sweden) are examined and provide features and issues that can be applied beyond the cultural and economic contexts.

Che cosa è il Web Marketing? Per Web Marketing si intende l'insieme degli strumenti disponibili in Internet per promuovere e vendere un prodotto o un servizio. Questo libro rappresenta uno strumento di base per chi si voglia avvicinare a questa disciplina senza essere un addetto ai lavori. Il testo quindi è destinato ad imprenditori, managers, dirigenti, commercianti, professionisti, e a tutti coloro che vogliono entrare nel mondo del web marketing per approfondire le basi di questa materia, avendo come obiettivo la promozione della propria attività sfruttando il mezzo di informazione oggi più diffuso al mondo: il web.

"Web che funziona. Guida ai fondamenti del marketing digitale", di Paolo Maffei a cura di Roberto Lo Jacono. Internet ha da tempo introdotto nuove regole nel mondo della comunicazione, del marketing e, più in generale, del "fare impresa". Le aziende, di fronte alle possibilità comunicative offerte dai nuovi media, si trovano spesso in difficoltà non solo nel capire come utilizzarle, come valutare gli investimenti, nel comprendere i principi del monitoraggio, i key performance indicators e nel definire le eventuali azioni correttive. Per evitare spese inutili, rischi eccessivi o approcci riduttivi, occorre cogliere gli elementi alla base di queste nuove regole in modo da poter effettuare scelte più autonome e consapevoli. Questo libro vi fornisce gli elementi necessari per comprendere le dinamiche alla base del marketing digitale, che sia esso rivolto alle aziende o che sia utile alla promozione di noi stessi;-)

This book consists of various chapters which focus on the wider contexts of management innovation, entrepreneurship, and human resource management practices. Furthermore, the contributions are authored by scholars from all over the world, allowing the book to adopt a truly global perspective. Innovation is, without doubt, the foundation of economic growth and corporate prosperity, while entrepreneurship, on the other hand, provides all the necessary mobilization for this growth and prosperity. Human Resource Management practices safeguard internal relationship approaches, sustainability and efficiency. The book provides detailed insights into subjects as diverse as innovation, competitiveness, innovative business, human resource management practices, corporate entrepreneurship, management change, marketing, risk management, transnational innovation strategies and tactics, and innovative corporate practices. This volume provides scientific evidence and direction to businesses regarding competing in today’s ever-changing environment. It will be of particular interest to scholars, students, researchers and practitioners throughout the business world, given that it covers a wide spectrum of business types and industry sectors.

SOMMARIO: G. Goisis - P. Parravicini, Introduction – 1. M. Bagella - R. Ciciretti, Financial markets and the post-crisis scenario – 2. G. Goisis, Micro and macroeconomic effects of financial innovation in a domestic and international perspective – 3. G. Goisis - M. L. Giorgetti - P. Parravicini - F. Salsano - G. Tagliabue, Economies of scale and scope in the European banking sector – 4. G. Goisis - P. Parravicini, Balance of payment deficits and the international financial downturn: a few alternative assumptions – 5. E. Lancellotti, The impact of financial innovation – 6. A. Montesano, Risk allocation and uncertainty: some unpleasant outcomes of financial innovation – 7. G. Palmerio, Some thoughts of financial innovation and financial crisis – 8. P. Porta, Great Depression n. 2: finance and the real world – 9. L. Prosperetti, Some regulatory lessons to be drawn from the financial crisis – 10. B. Rossignoli - F. Arnaboldi, Financial innovation: theoretical issues and empirical evidence in Europe – 11. G. Tagliabue, The role of controls in the international financial crisis – 12. S. Zamagni, The lesson and warning of a crisis foretold: a political economy approach.

This book analyzes the evolution of marketing and the ways in which marketing actions can be rendered more effective, before setting out a new approach to marketing, termed The Extra Step (TES) in recognition of the importance that it attributes to the final extra step in enhancing the effectiveness of marketing efforts. Readers will find clear description of the pathway from purchase to loyalty and the various means of developing customer loyalty. It is explained how the TES approach goes one step further by considering the consumer as a partner whose involvement during the production and fine tuning phase of products and services can help to increase the efficiency of customer loyalty actions implemented by companies. The theoretical analysis is supported by observations and empirical evidence relating to the concepts and benefits of the TES approach. These examples concern firms in Italy, Europe, and the United States, including insurance agencies, pharmaceutical companies and pharmacies, and food distribution companies. The TES approach is of wide relevance and especially valid for the service sector.