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Italian Marketing History

出版	Emerald Group Publishing Limited, 2015
ISBN	178560001X9781785600012
URL	http://books.google.com.hk/books?id=hRFknQAACAAJ&hl=&source=gbs_api

註釋This special ebook, edited by Professor Jonathan Morris, originated in a session held at the CHARM conference in Copenhagen 2013 and presents a number of chapters in which several distinctive aspects of Italian marketing history are identified. We begin with the chapter by Nando Fasce and Elisabetta Bini ""Irresistible Empire or Innocents Abroad? American Advertising Agencies in Postwar Italy"", which contrasts the experience of JWT and McCann Erickson in establishing operations in Italy at different moments during the development of the domestic market, employing very disparate strategies to.