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Gli strumenti di misurazione delle strategie di content marketing: un confronto tra imprese italiane e inglesi

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  • Elisa Rancati
  • Niccol? Gordini

Abstract

Negli ultimi anni i managers e gli studiosi di marketing hanno mostrato un crescente interesse nella misurazione delle attivit? di content marketing per ottenere vantaggio competitivo. Nonostante ci? in letteratura si annoverano ancora pochi contributi sul tema. Il paper intende: 1) analizzare la letteratura esistente sul concetto di content marketing e sulle principali metriche per la sua misurazione; 2) esaminare, sia a livello aggregato che per classe dimensionale, area geografica e settore di attivit?, il grado di utilizzo delle strategie e delle metriche di content marketing tramite uno studio comparativo cross-country tra imprese italiane e inglesi.

Suggested Citation

  • 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.
    • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2015-001004
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    References listed on IDEAS

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    3. Elisa Rancati, 2010. "Market-Driven Management, Global Markets and Competitive Convergence," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Marketi.
    4. 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.
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