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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
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    References listed on IDEAS

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    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.
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    1. Andrea Buratti & Giancarlo Ferrero, 2017. "Empirical evidence of Entrepreneurial Marketing Orientation from Italian firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 151-173.
    2. 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.

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