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Ripensare le relazioni tra marketing e brand tra obiettivi multidimensionali e misure complesse: verso una business ecology

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  • Luciano PILOTTI

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Abstract

The main aim of that work is to describe some of the recent direction of evolution of the management categories related to the measuring of the performances of brand in terms of three main strategic variables as brand equity, customer equity and brand-customer loyalty. Infact, one of the most important factor able to transform the marketing scenario in the last 30 years has been the growing of intangibles deriving from the huge relevance of loyalty from customer to sustain the competitive advantage in the long run. The main problem has been so far to measure that intangibility of the firm and the connected performance in terms of the brand and customer loyalty. In that scenario is necessary to rethinking some management categories about the relations between targeting system of the firm and the specific relational context of the emergent sharing value user-provider. Measuring system s of performances needs to superior integration in one hand and , in the other, to pick up the specificity of the relational context user-provider to create sharing value in the long run. Furthermore is very important to describe and estimate better the interrelationship between promotion and advertising and the impact on customer loyalty towards more complex and multidimensional measures of “brand performances” that are the main conclusion of this introductory work.

Suggested Citation

  • Luciano PILOTTI, 2008. "Ripensare le relazioni tra marketing e brand tra obiettivi multidimensionali e misure complesse: verso una business ecology," Departmental Working Papers 2008-15, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
  • Handle: RePEc:mil:wpdepa:2008-15
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    File URL: http://wp.demm.unimi.it/files/wp/2008/DEMM-2008_015wp.pdf
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    References listed on IDEAS

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    1. Woodside, Arch G. & Uncles, Mark D., 2005. "How Behavioral Primacy Interacts with Short-Term Marketing Tactics to Influence Subsequent Long-Term Brand Choice," Journal of Advertising Research, Cambridge University Press, vol. 45(02), pages 229-240, June.
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    More about this item

    Keywords

    Brand equity; customer strategy; marketing; intangibles;

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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