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UNIVERSITÀ DEGLI STUDI DI PAVIA
FACOLTÀ DI LETTERE E FILOSOFIA, SCIENZE POLITICHE, GIURISPRUDENZA,
INGEGNERIA, ECONOMIA
CORSO DI LAUREA INTERFACOLTÀ
COMUNICAZIONE, INNOVAZIONE, MULTIMEDIALITÀ
L’IMPRESA FRA TRADIZIONE E INNOVAZIONE:
LE NUOVE FRONTIERE DEL WEB
Relatore: Chiar.mo Prof. Andrea Fumagalli
Correlatore: Chiar.mo Prof. Marco Porta
Anno Accademico 2012 - 2013
Tesi di Laurea di
Ilaria Foglia
Matricola 380730
THE ENTERPRISE
The enterprise is an economic activity planned to achieve
the objectives: the production and the exchange of goods
and services.
CRITERIA TO APPLYING
OBJECTIVE  PRODUCTION OR CONSUMPTION
TYPE  PRIVATE OR PUBLIC
FORM  PEOPLE: S.s - S.n.c - S.a.s
CAPITAL: S.p.A - S.r.l - S.a.p.A
COORDINATES
PLACE  DIVIDED OR UNDIVIDED
THE MARKETING
From "to market"
placing on the market
TRADITIONAL FORMS
- CONSUMER: ENTICE CONSUMER TO BUY
- TRADE: DIRECT TO DISTRIBUTOR
-
RETAIL: DIRECT CONTACT WITH CUSTOMERS
THE NEWS FORMS
OF MARKETING
WEB MARKETING: is the marketing that uses the online
channel to study the market and develop business
relationships through the Web
ANALISYS
THE PHASES
OF WEB
MARKETING
IMPROVEMENT
MEASUREMENT
STRATEGY
OPERATION
PLAN
MOBILE MARKETING:
VIRAL MARKETING:
the strategies and marketing
actions that have as a vehicle,
for the dissemination and
contact with people, a mobile
device.
technique that consists in
transmitting an advertising
message through passing the
word that is called "buzz."
- PAID - OWNED - EARNED
- VALUE - VILE
- GUILE - SPIRAL
Viral  Hotmail 
‘’brandVIRUS ‘’
HANDLER / MANIPULATOR
OF MIND
NEUROMARKETING
NEUROSCIENCE: support to marketing and
advertising to tell engaging stories= storytelling
MEASURING INSTRUMENTS
EEG-biofeedback
Eyetracking
Index of general attention and focused,
memory potential, evocative, curiosity,
problem solving and relational
Expansion and contraction of the
pupils to define the path of the eye
when it passes over a product
"Just as practicing the piano […] the intense,
repetitive stimulation of marketing
might shape susceptible brain circuits involved
in decision-making."
THE INNOVATIVES FORMS
OF ADVERTISING
difficult to categorize
DIRECT RESPONSE:
RELATIONSHIP WITH THE
CUSTOMER BASED ON
INTERACTIVE , INDIVIDUALITY
AND DIRECT CONTACT (ATL,
BTL, DOOR TO DOOR, PIGGY
BACK)
SPONSORSHIP: FINANCING OF
A PERSON TO TIE HIS IMAGE
WITH THE COMPANY’S LOGO
PROMOTIONS: PROMISE TO A
CONSUMER AN ADVANTAGE
IF HIM HAS A SPECIFICAL
BEHAVIOUR
PUBLIC RELATIONS: CONTINUE
RELATION BETWEEN
COMPANIES AND CONSUMERS
ENTERPRISE
COMMUNICATION
AREAS OF COMMUNICATION
- Management  staff motivation
- Commercial  customer acquisition
- Economic and Financialrelations
with investors
- Institutional  influence on the
market
NEW MEDIA USED
BY ENTERPRISE
DIGITAL
CATALOGUE:
transposition on
computer support of
material that is useful
to know the company
(online-offline)
E-MAIL: internet service where
each authorized user can send or
receive messages through a
computer or device connected to
the network (mailing list)
WEBSITE: the attributes of the website are
deduced by the acronym HOMERUN
H: high quality
O: often
M: minimal
E: easy
R: relevant
U: unique
N: net - centric
CONVERSATION
PRISM
SOCIAL MEDIA
They play 5 functions:
- Platform for storytelling
- Direct contact with people
- Customer Support
- Achievement of the niches
- Do branding
SOCIAL MEDIA
FOLLOW CHANGES
TELL MOODS
EXCHANGE PROFESSIONAL COMMUNICATIONS
COMMENT TOPICS
SHARE VIDEOS
THE CONSUMPTION
CONSUMPTION  The set of processes employed by
individual and groups for evaluation, selection, use and
disposal of products or services, for the satisfaction of
needs and wishes
THE CONSUMER
ADVERTISING : stimulates the demand using three
modes of persuasions: SYMPATHY, AUTHORITY,
SHORTAGE.
Impulse buying
Usual buying
THE BUYING BEHAVIOUR
Consumption problem
solving
FROM CONSUMER
TO PROSUMER
PROSUMER: a pro-active consumer , culturally and socially
aware, building a composite identity of consumer brands
and taking an active role in choosing a product or service.
Wikipedia : add new content
Yastie boys: free beer recipe to
improve it according
to your taste
why not pay
the consumer
instead of
exploiting
him?
[…]Is training intuitive abilities that the real
manager draws projects, expanding skills,
learn to manage a team. And if it is also
curious, like a child, it becomes a great
manager. Only men playing, therefore, may
participate in the complexity of the world
and help us solve the problems.
(cit. Raffaele Morelli
psychiatrist)
…THANK’S FOR THE
ATTENTION…
Ilaria