L'efficacia della comunicazione: un'indagine esplorativa

The purpose of this study is to identify which models and tools companies use to mesure communication effectiveness. An empirical investigation was carried out vith exploratory purposes involving 30 companies which invest in communication activities at least one million euro

Innovare per sopravvivere

dicembre 200

Premessa, cap. 2,4,6,11

tot. Pag. 66 II ed

Le nuove sfide del commercio al dettaglio

DICEMBR

Crisi ei consumi e fedeltà di marca

Brand loyalty is one of the most debated issues by scholars and corporations alike. Today's consumer is a mobile flip-flopper vith a rather unstable attitude and behaviour towards brand, stores and products. The objective of this paper is to investigate whether there is a consumer who remains loyal to the product's brands. For this purpose a questionnaire has been developed whose analysis should enable the author to formulate some early remarks