IDEAS home Printed from https://ideas.repec.org/a/fan/mcmcmc/vhtml10.3280-mc2014-002006.html
   My bibliography  Save this article

Il marketing e la comunicazione nelle piccole e medie imprese: uno studio comparativo tra imprese italiane ed inglesi

Author

Listed:
  • Carmela Tuccillo
  • Alfonso Siano

Abstract

Sebbene esista una ricchissima letteratura sulle piccole e medie imprese (PMI), pochi sono gli studi riguardanti gli aspetti di marketing e comunicazione di tale tipologia di imprese. Inoltre, quasi tutti questi contributi sono di natura teorica e concordi nel ritenere le PMI caratterizzate da una gestione del marketing mix quasi inesistente. Partendo da queste considerazioni iniziali, il presente paper intende: 1) contribuire ad arricchire la letteratura in materia con una ricerca cross-country Italia-Inghilterra; 2) evidenziare un?inversione di tendenza in atto. Da una visione d?insieme, infatti, emerge che le PMI intervistate, rispetto al passato, tendono ad utilizzare un pi? ampio spettro di attivit? di marketing e comunicazione, investendo molto di pi? in tale ambito. Tali attivit? risultano essere entrate nelle routine aziendali, con una crescente predisposizione agli investimenti nei riguardi dei new media e di internet. Esistono, comunque, delle differenziazioni evidenziate nella ricerca che riguardano i due campioni di imprese. A differenza dei precedenti studi, il paper si avvale di un?analisi comparativa tra imprese di nazionalit? diversa e pertanto rappresenta una novit? rispetto al passato e alle tradizionali metodologie adottate in precedenti studi in materia.

Suggested Citation

  • Carmela Tuccillo & Alfonso Siano, 2014. "Il marketing e la comunicazione nelle piccole e medie imprese: uno studio comparativo tra imprese italiane ed inglesi," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(2), pages 103-127.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-002006
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=51371&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Simone Guercini, 2005. "Marketing imprenditoriale, marketing manageriale e conoscenza di mercato del vertice d'impresa," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2005(1).
    2. Gilmore, Audrey & Carson, David & Rocks, Steve, 2006. "Networking in SMEs: Evaluating its contribution to marketing activity," International Business Review, Elsevier, vol. 15(3), pages 278-293, June.
    3. Mc Cartan-Quinn, Danielle & Carson, David, 2003. "Issues Which Impact Upon Marketing in the Small Firm," Small Business Economics, Springer, vol. 21(2), pages 201-213, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Elisa Rancati & Niccol? Gordini, 2015. "Gli strumenti di misurazione delle strategie di content marketing: un confronto tra imprese italiane e inglesi," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(1), pages 45-74.
    2. Andrea Buratti & Giancarlo Ferrero, 2017. "Empirical evidence of Entrepreneurial Marketing Orientation from Italian firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 151-173.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shusen Qi & Steven Ongena & Hua Cheng, 2022. "Working with women, do men get all the credit?," Small Business Economics, Springer, vol. 59(4), pages 1427-1447, December.
    2. Marco Cioppi & Fabio Musso & Elisabetta Savelli, 2014. "Economic Crisis and Smes’ Behavior: An Analysis on the Furniture Sector in Italy," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 4(1), pages 115-126.
    3. Gian Luca Gregori & Silvia Cardinali & Meri Travaglini, 2013. "Imprese calzaturiere e competitivit? nel mercato mondiale: il caso di una media luxury brand company," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2013(3), pages 151-168.
    4. Sdrolias L. & Sirakoulis K. & Trivellas P. & Poulios T., 2005. "APPLICABILITY OF PROJECT MANAGEMENT TECHNIQUES IN SMEs: EVIDENCE FROM GREECE," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    5. Sara Parry & Paul Westhead, 2016. "Mobilizing relationship marketing to ensure venture development in a rural resource-constrained bilingual context: The case of Draig Technology Limited," Working Papers 16002, Bangor Business School, Prifysgol Bangor University (Cymru / Wales).
    6. Jeevan Jyoti & Jyoti Sharma, 2012. "Impact of Market Orientation on Business Performance: Role of Employee Satisfaction and Customer Satisfaction," Vision, , vol. 16(4), pages 297-313, December.
    7. Saxena, Gunjan, 2015. "Imagined relational capital: An analytical tool in considering small tourism firms' sociality," Tourism Management, Elsevier, vol. 49(C), pages 109-118.
    8. Ajay K Garg & Phillip NT Phaahla, 2018. "Factors Affecting the Business Performance of Small Businesses in Sekhukhune," Journal of Economics and Behavioral Studies, AMH International, vol. 10(4), pages 54-67.
    9. Lindstrand, Angelika & Eriksson, Kent & Sharma, D. Deo, 2009. "The perceived usefulness of knowledge supplied by foreign client networks," International Business Review, Elsevier, vol. 18(1), pages 26-37, February.
    10. Pinho, José Carlos & Prange, Christiane, 2016. "The effect of social networks and dynamic internationalization capabilities on international performance," Journal of World Business, Elsevier, vol. 51(3), pages 391-403.
    11. O'Dwyer, Michele & Gilmore, Audrey, 2018. "Value and alliance capability and the formation of strategic alliances in SMEs: The impact of customer orientation and resource optimisation," Journal of Business Research, Elsevier, vol. 87(C), pages 58-68.
    12. Daniela Ioniță & Andreea Orîndaru & Marian Bratu, 2022. "CRM Software Adoption by Small Enterprises," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 189-199, November.
    13. Celestine Katongole & John C. Munene & Muhammed Ngoma & Samuel Dawa & Arthur Sserwanga, 2015. "Entrepreneur’s Intrapersonal Resources and Enterprise Success among Micro and Small Scale Women Entrepreneurs," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 23(04), pages 405-447, December.
    14. David Eshun Yawson, 2020. "Understanding Consumer Information Use in Small Businesses: The Determinants and Performance Outcomes," International Review of Management and Marketing, Econjournals, vol. 10(5), pages 50-62.
    15. Banterle, Alessandro & Carraresi, Laura & Stranieri, Stefanella, 2010. "Small Business Marketing Capability in the Food Sector: The Cases of Belgium, Hungary and Italy," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 1(2), pages 1-9.
    16. Bužavaitė Monika & Korsakienė Renata, 2018. "Inter-Personal and Inter-Organizational Networks In Internationalization of SMEs: A Bibliometric Analysis and Review," Open Economics, De Gruyter, vol. 1(1), pages 94-104, August.
    17. Kukuh Lukiyanto & Maranatha Wijayaningtyas, 2020. "Technology Adoption as an Innovation in Entrepreneurial Marketing Dimension Allowing to Improve Micro and Small Businesses’ Performance," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 552-564.
    18. Demirgil, Hakan & Karaoz, Murat & Baptista, Rui & Sungur, Onur, 2011. "Networking Activities and Growth of Newly Founded Firms under Incubation," MPRA Paper 46575, University Library of Munich, Germany.
    19. Akyuz, Kadri Cemil & Akyuz, Ilker & SerIn, Hasan & Cindik, Hicabi, 2006. "The financing preferences and capital structure of micro, small and medium sized firm owners in forest products industry in Turkey," Forest Policy and Economics, Elsevier, vol. 8(3), pages 301-311, April.
    20. Banterle, Alessandro & Carraresi, Laura & Cavaliere, Alessia, 2011. "Price Setting in Food SMEs: Which Role for Marketing Capability? An Empirical Analysis in Italy," 2011 International European Forum, February 14-18, 2011, Innsbruck-Igls, Austria 122000, International European Forum on System Dynamics and Innovation in Food Networks.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-002006. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Stefania Rosato (email available below). General contact details of provider: http://www.francoangeli.it/riviste/sommario.aspx?IDRivista=210 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.