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The Strategic Role of Marketing Communication in he SME: the Case of Fornari SpA

Author

Listed:
  • Marco Cioppi

    () (University of Urbino (Italy))

  • Andrea Buratti

    (University of Urbino (Italy))

Abstract

In this paper we discuss the strategic importance of communication and Intranet for theItalian Small and Medium Enterprise (SMEs). We analyse the case of Fornari SpA, an Italian medium size clothing and shoes manufacturer that uses internet as a communication tool. The aim of this study is to understand the potential of internet in a specific case and to understand whether internet is a strategic tool or only an operative tool. The firm currently uses two applications of internet: extranet and intranet. The analysis underlines the importance of marketing competences and training that are absolutely necessary to make the most effectiveand efficient use of the internet potential.

Suggested Citation

  • Marco Cioppi & Andrea Buratti, 2009. "The Strategic Role of Marketing Communication in he SME: the Case of Fornari SpA," Working Papers 0907, University of Urbino Carlo Bo, Department of Economics, Society & Politics - Scientific Committee - L. Stefanini & G. Travaglini, revised 2009.
  • Handle: RePEc:urb:wpaper:09_07
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    File URL: http://www.econ.uniurb.it/RePEc/urb/wpaper/WP_09_07.pdf
    File Function: First version, 2009
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    Cited by:

    1. Ioana Cecilia Popescu & Ionel Dumitru & Calin Veghes & Camelia Kailani, 2013. "Marketing communication as a vector of the Romanian small businesses sustainable development," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(Special 7), pages 671-686, November.

    More about this item

    Keywords

    SME; ICT; Internet Marketing.;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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