Mercati & Competitività
Published/Hosted by FrancoAngeli.
ISSN (printed): 1826-7386. ISSN (electronic): 1972-4861.
Mercati & Competitività is the review of the Italian Marketing Association and strives to provide a voice for the Association's cultural and scientific policy. The review's aim is twofold: firstly to be the journal where the best Italian marketing research is published; secondly, and thanks to scientific and editorial cooperation with important marketing centers, to publish international research conducted by European, US and Far Eastern scholars. Even if established by a cultural and scientific association, the review aims at relating academics and professionals. The goal is, in fact, to offer continuous updates on the changes affecting marketing approaches and techniques. "Marketing demand" is increasing in many different market sectors (schools and universities, non -profit organizations, public institutions and so on) and this growing demand is not always matched by adequate advances in marketing competence and the professional skills on offer. Furthermore, we have to take into account that many market actors adopt a distorted and partial view of the marketing concept. Many refer to marketing as just communication and sales activities and so overlook the variety of value-adding processes that marketing can offer customers. Mercati & Competitività thus aims to provide cultural and scientific updates to those who, in different market contexts, want to work in marketing at a specialist and professional level.
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