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Il ruolo dell?e-learning nelle strategie di comunicazione delle imprese. Il caso della iGuzzini illuminazione

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  • Gian Luca Gregori
  • Valerio Temperini

Abstract

Il crescente interesse che negli ultimi anni pu? essere riscontrato relativamente all?e- learning, ? connesso agli importanti vantaggi che tale forma di apprendimento e di formazione consente di ottenere. In particolare, nel presente lavoro l?e-learning viene analizzato in base ad una prospettiva di marketing. Nello specifico, viene proposto il caso della iGuzzini illuminazione, impresa produttrice di strumenti di illuminazione, con sede nelle Marche. L?azienda si caratterizza per un approccio strategico alla comunicazione di tipo "educativo-formativo", nel senso che le attivit? comunicative fanno leva su contenuti che soddisfano particolari desideri o esigenze di apprendimento da parte dei soggetti target. In coerenza con tale approccio, l?impresa ha sviluppato una piattaforma di e-learning con il fine di sviluppare la comunicazione di marketing, ed anche le relazioni con clienti e influenzatori del mercato.

Suggested Citation

  • Gian Luca Gregori & Valerio Temperini, 2013. "Il ruolo dell?e-learning nelle strategie di comunicazione delle imprese. Il caso della iGuzzini illuminazione," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2013(3), pages 421-435.
    • Handle: RePEc:fan:ededed:v:html10.3280/ed2013-003005
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    References listed on IDEAS

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    Cited by:

    1. Temperini, Valerio & Gregori, Gian Luca & Pizzichini, Lucia, 2019. "E-learning as a marketing tool for Tour Operators. The ‘Go Academy’ case study," MPRA Paper 94075, University Library of Munich, Germany.

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