Italian manuals showcase

The manual showcase is a library consisting of marketing reference manuals in Italian language written and edited by the associates. The library is updated once a year following a specific request to all associates or an unprompted reporting to the administrative office (info@simktg.it) by the Author.


 

Original literary works

Aiello G. Burresi A., Guercini S.
Marketing for the administration of businesses
Giappichelli, 2006, 509 pages

The book comprises four distinct parts that revolve around the well-established concept of marketing management. In the first part the concept of marketing and its fundamentals are especially analyzed. Then the analytical dimension of marketing is examined in depth. In the third part the focus is on the strategic dimension of marketing and on the strategic decision-making process. Finally, in the last part, the operating leverages are analyzed.

Castaldo S.
Marketing and trust
Il Mulino, 2009, 560 pages

Marketing is a fast evolving discipline. The demographic changes, the development of technologies, the emergence of internet, the evolution of the sales sector, the economic crisis itself, causing a generalized contraction of consumption in many sectors, are elements that push towards a radical transformation of the management of the relationships between businesses and customers. By taking inspiration from a vision that identifies as primary marketing objective the creation of a solid trusting relationship with the customer, the author illustrates with great clarity and with the support of a rich apparatus of concrete examples the main phases of the process of marketing management: analysis, planning, communication and delivery, innovation, and control of value.

Cherubini S. Eminente G.
Marketing in Italy, 6th ed.
Franco Angeli, 2011, 368 pages

Twenty years after the first edition, the new edition of this textbook intends to offer a complete vision of how to do marketing for Italian organizations by reiterating the historical foundations while introducing more recent settings that bring closer together theory and practice, specialization and integration, globalism and localism, creativity and rationality. Within this context, aspects such as brand management, customer relationship management, customer loyalty, co-marketing, network marketing, interactive and new media marketing, event management, and others are discussed in depth. Yet they are incorporated into the more traditional concepts of marketing mix, segmentation of demand, customer satisfaction, competition analysis, marketing research, marketing planning and control.

Cristini G.
The Sole 24 ore guide to Marketing. Environment, competition, marketing processes, metrics and management instruments.
Il Sole 24ore, 2009, 686 pages

A reference manual based on a general overview of the marketing strategies and policies and not just on single aspects related to the operational functionality. This concrete and practical textbook has been designed to provide a methodological and managerial contribution for students, researchers, and managers working in businesses as well as in public and private organizations. It was developed by university professors and professionals who belong to the Italian Marketing Association (sim), the highest scientific and cultural point of reference for marketing in our country. This guide deals with and develops topics such as social responsibility and ethics in marketing, strategies of internationalization for the capture of new markets, the growing role of instruments of marketing intelligence to make decisions about the marketplace, the methods for evaluating the degree of satisfaction of the final customer, the new policies and forms of communication, the instruments and models of integrated marketing shared between manufacturing and distribution.

Collesei U.
Marketing, 3rd Ed.
Cedam, 2006, 580 pages

The textbook combines the theoretical approach with an operational one in a synthesis that, although it puts forward rigorous in depth-analyses from a methodological point of view, aims them towards the managerial perspective by defining the necessary connections and guiding the reader through the always difficult translation of principles into concrete actions. In this work the author follows the operational logic of marketing action expressed through planning, which is the instrument that allows the marketing decisions to be unified and coherent, and through methods and techniques that the operational management of the process requires. The analysis is performed, with respect to consumer’s goods and goods intended for production and services, from a perspective that favors the markets’ evolution. The textbook, entirely updated and revised in its third edition, is directed to those who wish to acquire a complete knowledge of the basic issues, concepts and instrumentation.

Ferrero G. (edited by)
Marketing and value creation
Giappichelli, 2013, 430 pages

After a general overview of the discipline, this textbook begins with a discussion on the identification and analysis of the opportunities for value creation. Then it examines the phase of planning the value offered to the market followed by a section dedicated to the value production focused on the contribution of marketing to the acquisition of a competitive advantage. After that the policies to create an adequate perception of the value offered and to transfer it to the consumers are described. Lastly, the textbook explains some methods for verifying the achieved results. In the final chapter a framework for the planning processes that guarantee the integration and coherence of these different phases is created. A particular attention is paid to the variety of approaches to marketing depending on the business size, to the impact of internet and web 2.0, and to the growing significance of innovation processes.

Fiocca R., Sebastiani R.
Policies of marketing – Analyzing and managing the market relationships
Mc Graw-Hill, 2010, 504 pages

The evolution happening nowadays in society at large and in the business world in particular dictates a deep reflection on the actions of businesses and on the consequences that their actions cause in people’s and markets’ behaviors. Concepts such as sustainability, social responsibility, and business ethics must dominate policies and the way businesses analyze and manage their relationships with the market. Therefore, in this context marketing has a vital responsibility both for the customers’ well being and for the direction given to company’s policies. “Policies of marketing” position itself in this perspective by combining the methodological inflexibility in examining concepts, rationales, and instruments of marketing management with the reflections needed to formulate marketing behaviors that are economically and socially sustainable.

Grandinetti R.
Marketing. Markets, products, and relationships
Carocci, 2008, 448 pages

The manual introduces the basic concepts of marketing, which has grown overtime richer and richer with concepts and instruments. The discussion uses the markets of consumer’s goods as primary reference. The role of marketing as a connecting factor between autonomous systems of production and consumption, the way products intercept the consumers’ needs, the purchase and consumption behaviors, the definition of marketing strategy, the contribution of marketing to product’s innovation, the management of products’ selection, the marketing communication, and the management of the distribution channels are some of the topics this volume deals with.

Mattiacci A., Pastore A.
Marketing. The market-oriented management
Hoepli, 2013

This manual intends to respond to the widespread demand of innovation within the descriptive and regulatory frameworks of marketing management, thus providing an educational instrument that is straightforward, updated, and attentive to the entrepreneurial world where Italian students will presumably work. The textbook’s theoretical structure focuses on the concept of value proposition, a key element of the architecture of relationships which businesses have to plan and manage in the reference exchange system and from which their competitivity arises. Therefore, the textbook’s discussion, organized in seven sections, deals with the discipline of market-oriented management, by describing its complexity and dynamism and by introducing, in an innovative manner, the managerial rationales and instruments available to businesses. Moreover, this volume is integrated with a rich website constantly updated with references from the realities of Italian and European marketplaces.

Valdani E.
M@rketing management
Egea, 2011, 928 pages

The textbook guides the reader to the comprehension and the application of principles and practices that are essential for Marketing Management. There is a reason behind any business decision, behind any act of consumption, behind any contact between a business and its customers and the reason is value. Marketing means understanding and managing value in a profitable and sustainable way. All chapters of M@rketing management are traced back to one of the cardinal directions of the marketing compass. Every chapter is introduced by the presentation of the process of the marketing practice that will be therein discussed. The chapters’ reading is inspired and guided by a case used as a practical reference to lead back to the theoretical and paradigmatic principles with an inductive as well as deductive approach. However, each chapter expands the examples to a wide variety of profit as well as non-profit enterprises, both industrial and service-related.


Valdani E., Ancarani F.
Strategic Marketing
Egea, volumes 1, 2 e 3

The textbook guides the reader to the comprehension and the application of principles and practices that are essential for Marketing Management. There is a reason behind any business decision, behind any act of consumption, behind any contact between a business and its customers and the reason is value. Marketing means understanding and managing value in a profitable and sustainable way. All chapters of M@rketing management are traced back to one of the cardinal directions of the marketing compass. Every chapter is introduced by the presentation of the process of the marketing practice that will be therein discussed. The chapters’ reading is inspired and guided by a case used as a practical reference to lead back to the theoretical and paradigmatic principles with an inductive as well as deductive approach. However, each chapter expands the examples to a wide variety of profit as well as non-profit enterprises, both industrial and service-related.

 

Italian Editions

Blythe J., Cedrola E.
The Basics of Marketing
Pearson, 2013, 432 pages

The Basics of Marketing is a textbook aimed at university students who, by approaching this subject for the first time, need a slender and user-friendly educational support to assist their basic preparation and an instrument able to combine effectively at the same time the theory and the practical application of marketing concepts. Inside the textbook several examples and case studies are discussed while few video-cases and exercising materials are available on the website.

Kerin R., Hartley S., Rudelius W. e Pellegrini L.
Marketing 3rd ed
Mc Graw-Hill, 2014, 632 pages

This volume is the manual of marketing principles most sold in the United States. The third and new Italian edition has been further updated with case studies and statistical data as well as improved as far as the adaptation to the Italian and European context is concerned. A new chapter dedicated to Digital marketing showing the main innovations brought by the social media has been added. This volume is aimed at students attending second or third year courses in marketing as part of the three-year degree programs in Economy, Political Sciences, Communication Sciences and Literature.

Kotler P., Keller K., Ancarani F., Costabile M.
Marketing Management
Pearson, 2012, 1020 pages

Marketing Management is by far the longest running and the most renowned marketing manual in the world. This textbook, ideal for MBA, Master of Science, and Master Degree programs, has become over the years a must-have book in the library of any manager, consultant, and professional who works in any capacity in the management of businesses and organizations, both public and private. And It has also become a reference manual for all those who undertake a path of more advanced academic studies (i.e. Ph.D., Master of Philosophy, and Doctorate degree programs) and for those who consider crucial the acquisition of a body of theoretical and practical knowledge able to give sense and value to their considerable study and research efforts. In this new edition the original textbook has been integrated with several examples relating to the Italian and European context and with theoretical in-depth analyses describing the peculiarities of the national marketplace.

Lambin J., Galvagno M. Tesser E.
Marketing-driven Management
Mc Graw-Hill, 2012, 620 pages

This work offers a complete review of the issues and decisions in strategic marketing and operational marketing while encompassing, at the same time, the decision making processes regarding goods and services in consumer’s goods marketplaces (B2C) and in industrial marketplaces (B2B). The book’s focus on the concept of market orientation instead of the more traditional concept of marketing based on the 4P paradigm represents its distinctive feature. The traditional marketing concept tends to have a short-term view and to be more centered on its functional role in coordinating and managing the 4Ps in order to promote the business supply. On the other hand, the concept of market orientation has different features and it states that creating value for the customer represents the only way for the business to reach its goals of profit and growth. In this new edition several interventions have been made and, as a result, this is not just the sixth edition of a foreign textbook, but a new Italian version of it.

Peter P., Donnelly J., Pratesi C.A.
Marketing 5th ed
Mc Graw-Hill, 2013 500 pages

The textbook introduces in a plain and synthetic way the basic concepts of marketing and represents a helpful support to the educational activity, which can be used effectively by students of three-year degrees in Economy and Communication Sciences as well as by those who approach for the first time the study of this subject. This volume deals in a rigorous way with the managerial basics and issues of marketing by providing the reader with a logical and methodological framework appropriate for a full comprehension of the ways businesses make decisions regarding their relationships with consumers, customers, competitors, and distributors. The fourteen chapters contained in this textbook guide the reader through the various phases of the process of marketing management, from market analysis, to strategy, down to operational choices and planning.

Winer R., Dhar R., Mosca F.
Marketing management, 2nd ed.
Maggioli, 2013, 640 pages

There is no area in marketing, from product’s formulation to communication, from price policies to management of the distribution channels, that remained immune to changes. This manual introduces in a clear and brilliant way the main themes of marketing by including them in a solid framework of strategic reference. Although it keeps a traditional structure as far as the organization of contents is concerned, the textbook pays great attention to the technological and social transformations happening today and their implications for marketing activities. The Italian edition is enriched with appropriate references to the reality of our Country, with many original business cases, and with specific sections where the various concepts are applied to the fashion and luxury sectors.

Headquarter
Department of Economy, University of Parma
Via J.F.Kennedy 6, 43100 Parma
Tax Identification Number 93053280504 – VAT Identification number 01718720509

Organizational Offices
located at the Sapienza University of Rome, Via Salaria 113, 00198

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