Issues

Special Issue: Italian marketing history. Guest Editor: Jonathan Morris

Introduction: towards an Italian marketing history

Jonathan Morris
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History as an intangible asset for the Italian fashion business (1950-1954)

Carlo Marco Belfanti
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Building brand awareness with a bowl of cherries

Alberto Guenzi
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Between public consumption and private consumption: The commercial revolution and local government in Bologna “the red” (1959-1981)

Roberto Parisini
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Irresistible empire or innocents abroad? American advertising agencies in post-war Italy, 1950s-1970s

Ferdinando Fasce; Elisabetta Bini
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Putting the Italians on bicycles: marketing at Bianchi, 1885-1955

Carlo Mari
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The use of social networks in marketing: the Italian co-operative experience

Patrizia Battilani; Giuliana Bertagnoni
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The revival of fashion brands between marketing and history: The case of the Italian fashion company Pucci

Elisabetta Merlo; Mario Perugini
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