E&M

From industrial marketing to integrated communication, from B2B2C relationships to humanistic management, Renato Fiocca’s contributions have accompanied the evolution of marketing as a discipline focused on value creation. This article traces some key milestones in his scholarly work over time, accentuating his ability to combine theoretical rigor, managerial insight, and a forward-looking understanding of change. What emerges is a vision of marketing as a relational, cultural, and strategic infrastructure, capable of connecting businesses, markets, stakeholders, and society.