Libri di Marketing e Comportamento Organizzativo – prof. Katia Premazzi

• The instructor’s slides and any additional reading materials will be made available on the online learning platform in due course.
• Slides will normally be uploaded after the relevant class rather than in advance.
• If necessary, additional reading materials may be distributed in class to attending students.
• In aggiunta, alcune parti faranno riferimento a "Storia del pensiero organizzativo" di Bonazzi, FrancoAngeli, 2008.
• Le lezioni sono supportate da slides e eventualmente ulteriori materiali didattici forniti dal docente, che costituiscono parte integrante del programma del corso.

Argomenti del programma: MARKETING MODULE (in English) • Defining marketing and understanding the marketing process • Analysing the macro-environment, the marketplace, customer needs, and customer value • Designing a customer value-driven marketing strategy and plan • Developing an integrated marketing mix • Managing products, services, experiences, and brands • Making pricing decisions • Managing marketing communications • Managing…