Thematic Sections

The Italian Marketing Association is structured in thematic and territorial sections created at the initiative of at least 5 academic associates and 5 managing associates.

The following are the activated sections.
  1. International Marketing (Professor Giuseppe Bertoli- Professor Michela Matarazzo)
    go to in-depth analysis
  2. Consumer Behavior (Professor Stefania Borghini-Professor Daniele Scarpi)
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  3. Marketing Communication & Branding (Professor Federica Ceccotti- Professor Rossella Gambetti)
    go to in-depth analysis
  4. B2B Marketing (Professor Roberta Bocconcelli- Professor Chiara Cantù)
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  5. Service Retailing & Channel Management (Professor Edoardo Fornari-Professor Francesco Izzo)
    go to in-depth analysis
  6. Tourism, Culture, & Arts Marketing (Professor Andrea Moretti-Professor Tonino Pencarelli)
    go to in-depth analysis
  7. Technology & Innovation Marketing (Professor Nicoletta Buratti-Professor Michele Simoni)
    go to in-depth analysis
  8. Internet & Digital Marketing (Professor Raffaele Donvito-Professor Maria Vernuccio)
    go to in-depth analysis
  9. Sustainability Marketing (Professor Laura Michelini-Professor Carlo Alberto Pratesi)
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  10. Marketing Theory (Professor Sebastiano Grandi)
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In-depth analyses:
  The section “International Marketing” has the objective to develop this topic by promoting studies in Italy as well as interactions with European scholars. The international marketing is conceptualized in the context of two general paradigms: one emphasizes the replication of marketing practices beyond national borders regardless of the existence of contextual differences between the country of origin and the country of destination, both of which, however, could require some adjustments. The other focuses on the management at the international level of the environmental diversity that businesses face when they carry out their marketing activities in two or more geographical areas at the same time. To this end, the section intends to be the site of the debate amongst the best publications in the context of a national convention and the engine of research and educational initiatives involving multiple sites. But it also intends to promote synergies between research and businesses for the development of marketing in an international context.
The approach is interdisciplinary, which means that it encourages mainly works representing a holistic vision of the international marketing phenomena and efforts in investigating the interconnection between marketing and other business functions (corporate strategy, operations, R&D, etc.).
The researchers in the field of consumer behavior study how individuals, groups, or organizations pick, buy, consume and dispose of goods, services, experiences, and ideas in order to satisfy their needs and desires. This section analyzes the behaviors of consumers in the marketplace and the various motivations behind their actions.
By taking advantage of the support of theories and methodologies from different branches of science (psychology, sociology, statistics, anthropology, neuroscience, economy, information technology), consumer behavior provides researchers and managers with a wide variety of highly heterogeneous instruments (both quantitative and qualitative) and with a solid basis of deep knowledge in several aspects essential for the formulation of marketing strategies:
·     how the consumers think, reason, perceive the information, remember, develop preferences, and choose;
·         the impact of environmental, historical, and cultural variables on their behavior;
·         how emotions and mood intervene in their decisional processes and in their actions;
·         the role exerted by brands and products as well as habits and commercial spaces.
This section intends to host a lively academic and managerial debate that takes into account the main challenges to the world of a brand and its communication in the context of a competitive and social scenario that is more and more complex, fluid, and wavering. The crisis of traditional concepts such as brand equity and loyalty are putting to the test the branding system while introducing, on the other hand, new opportunities for businesses able to grow a brand’s ability to create value for the consumers. The section’s debate sees as main characters the businesses, either for profit or non-profit, in search of new paradigms, the professionals of marketing communication pushed toward changes in order to survive, and the consumer more than ever aware, critical, and active in making his choices and more and more self-reliant as far as producing contents and meanings are concerned. The section encourages the introduction of multidisciplinary contributions offering a critical reflection on the meaning and the value that nowadays brands and communication convey. Conceptual as well as empirical works conducted with qualitative and/or quantitative methodological approaches are welcome.
The economic and social transformation that took place in the last decade called for (and it is still calling for) deep changes in the strategies of businesses operating in the B2B markets. Important challenges either for the managerial practices or for the development of this discipline in the context of a productive integration are standing before the Business Marketing sector.
As emerged during previous conventions, several research efforts have shown the close integration between business marketing subjects and hot topics in the fields of innovation, knowledge transfer, and value creation. Amongst the topics on the front line, the impact of new technologies and sustainability in a binary relationship between businesses, in the supply chain, and more generally in a network of businesses stands out. The goal of the Business Marketing section is to promote a debate between scholars and managers on new managerial approaches that could be adopted in order to effectively manage the industrial relationships in the context of the national and international changes relating to service-oriented supply systems.
This Section intends to stimulate the creation of new knowledge in the research dedicated to service management by focusing particularly on the subjects of management of the distribution channels and value creation through the relationship with customers. More specifically, such area includes all the strategic and operative issues that businesses – industrial, service, and commercial – are asked to face in their relationships with the marketplace. Therefore, some aspects of particular interest are: the evolution of customer service, the consumption experience in the servicescape, the customer’s satisfaction and engagement, the innovation and co-innovation in the service industry, the service logic in the industrial businesses, the leveraging maneuver of retail mix, the size of the industrial trade marketing, the retail branding policies, the store format innovation, the multi/omni-channeling strategies, the shopper’s buying behaviors, the rationale of supply chain management, and the types of distributors’ internationalization. The activities of this Section are open to members of academia and practitioners interested in proposing rigorous and innovative analyses in order to encourage a wide debate on the theoretical and managerial implications of the research results achieved.
Research specifications. This section looks into the relationship between tourism and artistic-cultural resources as a duo affecting significantly the economy of our country. It becomes a priority to explore how this relationship can be made more synergic and able to create value for territories, businesses, and individuals. The analysis of touristic systems and the study of supply-demand dynamics in the context of marketing aimed at value creation are elements of primary interest for this section.
Section’s objectives.  The goals of this section are: first of all to increase and spread the managerial knowledge in the touristic cultural field and to develop entrepreneurship and marketplace orientation as far as management of touristic cultural resources are concerned, and then, to strengthen the ability to communicate between tourism, culture, and art within the territories.
Contents of interest for businesses. The businesses can receive from the topics discussed in this section a stimulus to develop more customer-oriented approaches to management, as well as to identify opportunities to increase the value of the relationships with public and/or private players revolving around the same territory.
This thematic section intends to encourage research and to collect the contributions of all scholars investigating the multidimensional relationship connecting technology, innovation, and marketing by employing two types of analysis. The first one is more closely linked to the marketing of the high-tech industry, the second one is mainly oriented toward an in-depth analysis of the impact created by the spreading to the marketing field of new information and communication technologies.
In particular, recent phenomena such as the spreading amongst businesses of the open innovation paradigm (for example, let’s think about extreme forms of open innovation such as crowdsourcing), the rise of new enabling technologies (just to name a few, let’s think about 3D-printing, Internet of Things, Cloud Computing), and the new role taken by the customers with respect to processes of value creation (let’s think about the Sharing Economy models) are producing a radical rethinking of the rationale, the approaches, the methods, and the instruments of marketing.
Therefore, the section’s intention is to meet the challenge created by a constantly changing scenario and to represent a point of reference and a place where the knowledge regarding research activities that analyze the Technology and Innovation Marketing from different perspectives is shared.
Just to give a simple indication, the research questions this section intends to answer can be divided into 3 macro-categories:
- how marketing is changing in response to technological transformations;
- how new marketing approaches are changing the process of innovation development (in particular the technological one) and its spreading inside the marketplace;
- how new technologies and new marketing models are changing the role of customers in the processes of innovation and value creation.
This section is dedicated to technical and empirical studies linked to the Marketing digitization in the context of supply and demand with particular attention to the relationship and integration dynamics between the two profiles. From the supply perspective, the contributions towards a rigorous scientific analysis of the use of technologies and digital devices to pursue marketing objectives are well received. From the demand perspective, the research community is invited to contribute with an in-depth analysis of the impact of digital technologies on consumers’ perceptions, attitudes, and behaviors at the individual as well as the social level.
The economic, social, and environmental changes together with the criticisms pointed towards the marketing ethics forced businesses to review overtime their marketplace policies. The new objective is to guarantee the satisfaction, even long-term, not only to the single consumer but also to the entire community. Within this context, sustainable marketing is the strategic approach and the set of instruments adopted by businesses in order to reconcile their economic growth with environmental constraints and the protection of human rights. The track, through the introduction of theoretical, empirical and case-studies research efforts, intends to see that an advancement in the concept of sustainability is achieved and to highlight how the implementation of marketing strategies can provide an important contribution to the sustainable development. In this context, this section encourages, particularly although not exclusively, contributions applied to different industrial sectors on the following topics: CSR and value creation shared in marketing policies; sustainability and product choices; green marketing; marketing in hybrid organizations (social enterprises, B-corporations); and environmental communication.
The Marketing Theory thematic section of the Italian Marketing Association focuses its attention on scientific and managerial contributions regarding the topics of collection, elaboration, and analysis of marketplace data and on how marketing contents are made available during basic as well as advanced training courses. The main subjects the Marketing Theory thematic section refers to are:
-          marketing research models and processes in the business community;
-          evolution of organizational structures and positioning of marketing research functions within different business realities;
-          new marketing study and research frontlines;
-          positioning, importance and profile of marketing studies in the management literature;
-          role and management of marketing data in the definition of business strategies;
-          instruments of marketing data research and analysis in the contexts of B2C and B2B;
-          marketing training in school, in Colleges and in the Business Community;
-          profiles and training paths for marketing managers;
-          activity of marketing intelligence and competition analysis in different sectors/marketplaces;

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