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Metodi quantitativi di rilevazione dell’impatto della comunicazione nelle strategie di marketing

Author

Listed:
  • Matteo FINI
  • Patrizio GREGORI

Abstract

Communication, in all its aspects excluding advertising, is an intrinsic element in every marketing strategy at whatever level. A quantitative analysis on the adevrtising and communication's feedback may be of absolute importance for the company, the research team and the marketing chief. In this small paper we are trying to emphasize communication strategies' impact opportunities and we are goingo to introduce some models of evaluation and control

Suggested Citation

  • Matteo FINI & Patrizio GREGORI, 2007. "Metodi quantitativi di rilevazione dell’impatto della comunicazione nelle strategie di marketing," Departmental Working Papers 2007-40, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
    • Handle: RePEc:mil:wpdepa:2007-40
    as

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    File URL: http://wp.demm.unimi.it/files/wp/2007/DEMM-2007_040wp.pdf
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Marketing; Performance; Measurement;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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