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Teacher
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ADDIS MICHELA
(syllabus)
Consumer behavior
The management of the consumption experience and emotions
Consumption and the construction of the self
Consumer perceptions and attitudes
Digital marketing and its environment
Online consumer behavior
Online analytical marketing
Knowledge exchange and collaborative innovation
Measure marketing performance
Measure web-marketing performance
The advantages of investing in CRM
The dynamic model of customer loyalty
CRM policies
Loyalty programs
Managing multichannel and innovation in commercial enterprises
(reference books)
Readings for ATTENDING students:
Olivero N., Russo V., 2009, Manual of Consumer Psychology, McGraw Hill, Milan (chapters 4 and 6)
Addis M., 2007, For use and consumption. Experiential marketing for the manager, Milan, Financial Times Prentice-Hall (chapters 2 and 3).
Wind J., Mahajan V., 2001, Digital Marketing, Wiley (chapters 7 and 9).
Valdani E., Ancarani F., 2009, Strategic Marketing. Vol. 3, The results of marketing strategies, Egea (chap. 6).
Costabile, M., 2006, "Customer loyalty and customer relationship management", in AA.VV. Management: Sales and Trade Marketing, Bocconi University Publisher, Milan, pp. 178-217.
The cases discussed in the classroom: Jagermeister and Omnitel One (a copy is deposited in the Library);
Slides
Course notes.
Readings for NON-ATTENDING students:
Olivero N., Russo V., 2009, Manual of Consumer Psychology, McGraw Hill, Milan (chapters 4, 5 and 6)
Addis M., 2007, For use and consumption. Experiential marketing for the manager, Milan, Financial Times Prentice-Hall (chapters 2 and 3).
Wind J., Mahajan V., 2001, Digital Marketing, Wiley (chapters 1, 2, 6, 7, and 9).
Valdani E., Ancarani F., 2009, Strategic Marketing. Vol. 3, The results of marketing strategies, Egea (chap. 6).
Costabile, M., 2006, "Customer loyalty and customer relationship management", in AA.VV. Management: Sales and Trade Marketing, Bocconi University Publisher, Milan, pp. 178-217.
Castaldo S., 2008, Retail & Channel Management, Egea, Milan (chapters 4, 5, 6, 7 and 9).
The cases discussed in the classroom: Jagermeister and Omnitel One (a copy is deposited in the Library);
Slides
Course notes.
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Università Roma Tre