Abstract

The aim of this paper is to assess, with a view to marketing strategies, the potential of a marketing intelligence software application designed to extract information from non-structured web sources (typically websites and social media). The paper also proposes a conceptual model that SMEs can use to transform simple qualitative and quantitative data into knowledge that is useful for supporting the decision-making process in the context of international marketing. The presentation of the proposed interpretative model is followed by the application to the wine market in the USA. Comparison of the themes typical of online discourse in the worlds of supply and demand highlights a certain communicative misalignment that SMEs can resolve by adopting suitable communicative strategies.

Autore Pugliese

• Fait Monica Maria Elena , Scorrano Paola , Maizza Amedeo

Tutti gli autori

• Scorrano P. , Fait M. , Maizza A.

Titolo volume/Rivista

INTERNATIONAL JOURNAL OF MANAGEMENT PRACTICE

Anno di pubblicazione

2015

ISSN

1477-9064

ISBN

Non Disponibile

Numero di citazioni Wos

Nessuna citazione

Ultimo Aggiornamento Citazioni

Non Disponibile

Numero di citazioni Scopus

Non Disponibile

0

Ultimo Aggiornamento Citazioni

26/04/2018

Settori ERC

Non Disponibile

Codici ASJC

Non Disponibile