This course module aims to train the students to the understanding of marketing paradigm transition from a mass marketing approach to a targeted, personalized approach.
Attention is devoted to segmentation, direct media communication, personalisation and loyalty marketing activities.
Students will take part in the organisation of a conference on micromarketing topics.
C. Ziliani, E-marketing, McGraw-Hill, 2001, chapters 1,2,3,5,6 and:
A. De Luca, Il direct marketing Interattivo, IPSOA, 2007, Capitoli 2,3,9,10,11, and:
C. Ziliani, Loyalty marketing, EGEA, 2008,Capitoli 2 e 3.