Ricerca
Filtri applicati:
Raffina la ricerca
- Parola chiave
- Advertising (1)
- Attribute driving strategy (1)
- Canon (1)
- Category driving strategy (1)
- Characters (1)
- Concept products (1)
- Fantastical thinking (1)
- Length (1)
- Macroarea
- Società e cultura (1)
- Area di conoscenza
- Comunicazione (1)
- Strategia e Imprenditorialità (1)
- Area tematica
- Marketing (4)
- Tipo contenuto
- Articolo di rivista (4)
More Characters, Better Twitter?
Il 2016 ha rappresentato l’ottavo anno di effettiva operatività per Twitter, uno snodo spesso cruciale nella vita delle Internet companies. Nel corso dell’anno, il valore azionario dell’azienda ha toccato il minimo storico, sollevando numerosi interrogativi sul futuro di medio-lungo periodo della piattaforma social. Per far fronte alla dinamica sfavorevole, il CEO Jack Dorsey ha proposto di ...
Fantastical thinking, transportation and persuasion in advertising
Nowadays using advertising narratives is becoming a priority for companies that want to capture customers’ attention (Hogan 2003). Narrative advertising (i.e. story-like format advertisements which contain rich details thematically and temporally related (Adaval, Wyer 1998; Wells 1989) are able to engage individuals (Hirschman 2010). This is the case of the new Dior campaign (2011) crafted ...
A Glance at the Future. The Effects of Anticipated Disclosure of Concept Products on Consumer Evaluation of Marketed Products
In 2010 Canon introduced to the public its Wonder Camera concept, a futuristic reflex camera that is currently under development at Canon’s lab, and that is forecasted to be launched on the market in 2030. The concept camera has been presented as implementing many breakthrough innovations. For instance, it features a single integrated lens with unprecedented focal length whereas current reflex cameras ...
Market driving strategies
Ever since market orientation was conceptualized and provided managers with a framework for managing sustainable competitive advantage (Kumar, Jones, Vankatesan, Leone 2011), firms have increasingly been recognizing customers as kings, focusing on satisfying their needs, and asserted customer centricity as their key value. This narrow understanding of the marketing concept led firms to struggle in ...