Secondo le più consolidate teorie economiche dei nostri giorni, l'obiettivo principale delle moderne organizzazioni è produrre ricchezza nel rispetto non solo delle leggi e delle regole del mercato, ma anche di regole etiche, ambientali e sociali. Questo comporta una serie di cambiamenti nella gestione delle aziende ed anche l’adozione di strumenti di comunicazione che divengono bidirezionali e si interessano delle conseguenze delle azioni delle imprese sull’ambiente e sulla società in cui operano. Infatti l’attuale ondata di globalizzazione presenta tendenze storicamente senza precedenti verso l’interconnessione e l’interdipendenza che stanno ridisegnando i processi globali e locali economici, politici e culturali. Queste tendenze e processi hanno importanti conseguenze a livello mondiale per le attività dell’industria, dell'ambiente naturale, della società ed hanno portato ad un offuscamento dei confini tra imprese, governo e società, causando la nascita di nuovi attori come le organizzazioni non governative, e l'emergere di un fenomeno nuovo di consapevolezza e aspettative sociali su tematiche sociali e ambientali. Le informazioni circolano con velocità crescente, nuove sfide globali si aprono, la crescente responsabilizzazione delle parti interessate, fa si che l'attenzione delle organizzazioni sia sempre più focalizzato sulla Responsabilità sociale delle imprese e sul modo in cui questa viene comunicata.

Recent research has shown a considerable growth in consumer engagement and contribution towards both marketing and product development among fashion brands. According to WGSN (2012), the trend towards greater consumer involvement has been triggered by the considerable changes in technology, consumer sophistication, and regulatory environments. Nayyan (2010), confirms that as conspicuous consumption within the fashion industry is growing; brands need people to take a leadership role. Moreover, Nayyan (2010) asserts that in order to maintain a sustainable consumption, brands need to give the power to the consumers themselves. Trendwatching (2013), in fact has also identified that consumers value the experiences of being shared contributors to their favourite fashion brands. In the past customers were passive “receivers” of relationship activities as well as brand messages and the company had control over the brand development process (Libai et al., 2010). Today, customers can increasingly integrate and act as co-creators and multipliers of brand messages and products (Kozinets et al., 2010). Mass customisation has emerged as an effective approach to customer centricity; Marketing 3.0, i.e. to regard customers as individuals, to proactively develop products and services according to the individual customer’s preferences, and to efficiently produce and distribute these offerings. In other words, the goal of mass customisation is to efficiently provide customers what they want, when they want it. Moreover, Chamberlin (1962) mentions that mass customisation is a differentiation strategy, giving brands a favourable edge. The mass customisation today finds its full implementation through the method of crowdsourcing by which a company or a brand relies on the design, construction or development of a project to a group of people not previously organised. This process is facilitated by tools that provide the web 3 as the mechanism of the open call that is made available through the portals located on the Internet.

Abstract “The effects of the digital revolution on consumers: new paradigms and new models of web advertising in the logic of web experience” Objectives – Analyze the implications of the new structure and value of the perceptual web consumer, following the application of the new models of web advertising. This process takes place, however, in parallel with the development of interactive key traditional advertising with new forms of dialogue between company and customer, against the backdrop of a framework for analysis in terms of brand experience. The objective of this paper is to answer the research question to the effect that one wonders what the concept of "value" can transmit and share via the web, and how the web changes the perceptions around the products. Methodology – As a conceptual paper, the approach used is deductive-descriptive. Based on an analysis on the new aspects of the consumer Web, and analyzing the new structure of values, we try to answer the questions of the objective of the proposed research work. Results – Even if it requires further information, the work manages to highlight the need to focus on relational mechanisms for online advertaintment such as, for example, within which the user finds full autonomy, interaction, involvement and value for himself, then abandoning for the most part the mechanisms based on the structure of advertising classic.

E' innegabile che le economie dei Paesi economicamente e culturalmente evoluti siano, ormai da molti anni, dominate dai "servizi". Da anni il settore dei servizi è uno dei più importanti quanto a PIL prodotto, numero di occupati, e creazione di nuove opportunità lavorative. Negli ultimi trent'anni le imprese erogatrici di servizi hanno rivolto una crescente attenzione al marketing. La caratteristica fondamentale del marketing è che la generazione delle risorse deve avvenire assicurando e garantendo il soddisfacimento dei bisogni, delle esigenze e dei desideri dei consumatori, ottenendo l’obiettivo del profitto dell’impresa, in un modo socialmente accettabile.

Negli ultimi anni si è rafforzato il dibattito sul ruolo che riveste l’in- novazione nelle politiche di branding per interfacciarsi al mercato. Il campo d’azione della marca si è via via trasferito dalla fisicità delle merci al presidio della mente del consumatore: la share of mind ha progressivamente sostituito l’imperativo della share of market. Il vantaggio che deriva dal beneficiare di un’immagine globale di marca non fa riferimento solo alle importanti economie di scala che si realizzano in una gestione integrata del brand. I manager consi- derano l’immagine globale un vantaggio essenziale per la gestione stessa del brand. Dal crescente interesse manifestato sia dal mondo accademico che da quello manageriale hanno preso avvio diversi filoni di studio da cui emerge il tentativo di integrarne e criticarne la teoria fondativa. Tra le tematiche connesse alla gestione del valore della marca, si ritiene dimostrare che ai fini di un’indagine costruttiva circa la rela- zione brand-cliente sia utile lo strumento del Customer Relationship Management rivisitato in chiave olistica, quale strumento di succes- so per capitalizzare il valore della marca. Il concetto olistico della gestione delle relazioni con i clienti pre- senta due caratteri salienti: un impatto integrato, tra i vari livelli del- l’impresa, ed una flessibilità globale, per quel che concerne la por- tata espansiva degli obiettivi pianificati. Sostanzialmente il marketing olistico è uno spostamento dall’o- rientamento al prodotto verso l’orientamento al cliente, dal vendere prodotti al soddisfare i clienti. È un cambiamento già in atto da qual- che tempo, che si sta rafforzando. Il marketing olistico è una fase dell’evoluzione dell’architettura dell’impresa intesa a conferire un ruolo trainante al concetto di orientamento al cliente. Il marketing può funzionare solo con un approccio olistico.

Il territorio è un sistema costituito da un insieme di attori e di risorse, sede di attività e di relazioni e guidato da un sistema di governo. Le attività svolte non necessariamente hanno origine in quello spazio o esauriscono i loro effetti al suo interno. Esso è sede di un insieme di attori costituiti da persone fisiche, da organizzazioni più o meno complesse e da un insieme di risorse finalizzate allo svolgimento di determinate attività. Attori, risorse e attività sono le tre componenti strettamente interconnesse, influenzate da reciproche interazioni che si sviluppano nel tempo. L’evoluzione di un territorio pertanto, è strettamente legata al modo in cui si manifestano concretamente queste interazioni. I fattori di “attrattività” di un territorio, che devono essere strategicamente considerati delle attività di marketing, possono essere intangibili o tangibili. L’obiettivo è quello di tematizzare un’esperienza cioè quello di creare un insieme di informazioni che posizionano il territorio sia nella prospettiva dei fruitori sia in quella degli operatori. Alla base di questa strategia di valorizzazione sta, ovviamente, un’attenta analisi dell’insieme delle caratteristiche locali, per comprendere quale tipo di risorse, già radicate nel luogo, abbiano maggiori potenzialità di sviluppo. L’indagine del tematismo dell’offerta di un territorio avviene proponendo un modello di organizzazione territoriale variamente componibile, attraverso i meriti progettuali di un piano territoriale integrato, nella misura in cui favorisce l’impiego di fonti finanziarie eterogenee e settoriali attraverso il coinvolgimento di molteplici attori. In definitiva, esso può essere considerato un brand di prodotto, inteso come elemento identificativo di una serie di componenti - dai beni culturali immateriali ai prodotti dell’industria, dell’enogastronomia e dell’artigianato - messe a sistema per agevolare la fruizione e la comprensione di un territorio. Una prima strategia per la valorizzazione del territorio consiste nell’individuazione dei tematismi; questa presuppone una prima fase di analisi e ricognizione del territorio e delle sue risorse e una successiva fase di tematizzazione, ovvero di identificazione dei temi caratteristici attraverso i quali organizzare l’offerta. La comunicazione e l’organizzazione sistemica delle risorse del territorio possono, dunque, trovare un’efficace strategia di valorizzazione del sistema territoriale nella scelta di temi strettamente collegati alla cultura, alla storia, all’attività imprenditoriale dei luoghi.

Changes in consumer lifestyle strongly affect the retail demand, forcing the distribution system to reorganize and reposition its offer. Shopping proves to be a differentiating “activity”, given that buying behavior is even more characterized by psychological and emotional factors, thus the purchased goods and the stores patronized become lifestyle symbols. However, a dualism between the retail dynamic needs and the existing spatial conditions exists. The former, especially in the case of fashion and shopping goods, requires a strategic position as close to customers as possible, namely huge spaces, attractive locations where the consumer need for experience and entertainment is met. The latter could be modified gradually and partially, determining a location hierarchy that results from wider changes in politics, economy and society. Consequently, all cities are experiencing a renewal process in their shopping “spaces”; retailers are competing for a front space on the streets in order to gain more visibility – through huge and sparkling stores - and “label” their products through values, symbols, and emotional/entertaining experience. This paper investigates the spatial/territorial dimension of consumption, analyzing the concentration phenomenon among shops from the same sector or complementary ones. By exploiting agglomeration economies shops can be positioned in the consumers’ mind, firstly, with the street’s collective image and then with the shop’s specific image. The purpose of this study is to determine the extent to which shopping streets (also referred to as the high street, downtown or city centre) provide retail concentration.

Abstract. Territorial marketing extends marketing from the company to the territorial contexts and much value at this regard is assumed by the Van den Berg’s consideration [1], according to whom “a city should be managed as a business enterprise”, where the orientation to the market constitutes an indispensable reference. The metaphor of the “territory as a company” has known in literature a wide agreement and broad spread [2, 3, 4, 5]. According to Hall [6] territorial marketing is the device to develop the economy of a region, to attract investors, to create occupation and promote tourism which, in its turn, is more and more used as a fulcrum to revieve the regional development strategies. Factors of attractiveness of a territory, which have to be strategically considered marketing activities, can be tangible or intangible [3, 5, 6]. The singling out and management of such relations constitutes, then, the principal challenge to which territorial marketing is called [7, 8].

This paper, after an analysis of literature and a first part where the local public services companies are generally analyzed has the aim of studying the example of AMET Trani, public services company which operates in the field of energy and transports. The AMET, like all the other public services companies, is living in these last few years a transitino period, following to the local public Transport reform and above all after the transformation from special company to a shareholding, has put itself several questions about its long-term future. In fact, if from one side only with the liberalization of services market and the opening to private companies in public firms participation, it’s possibile to increase its value and to better the performances quality, by making them more convenient for all the citizens, from the other side the way to privatizations and liberalizations complains about the presence of conflicting interests, of vetos, of resistances, which influence the local companies management. From the case we’re studying, the peculiarity of local public company, which requires a particular configuration of Governance systems, because if, from a juridical-formal point of view the adopted referring picture is that of a whatever society, from a more traditional point of view, instead, the public shareholder, the public company, maintains the society control through possession of majority of capital stock or of other mechanisms (golden share) which define it as referring member. The public body, in its role of public shareholder, grants, therefore, great importance not only to the territorial dimension, but also to the promotion and safeguarding of managed community interests, with respect, instead, to the industrial dimension, that is of company development for supply chain business.

The environmental politics has assumed in the last times a wide and transversal dimension, focused on the problems and the relationships of a complicated system such as the environment, in whose inner different elements interact and put problems of bilance and disbalance. With the new Strategy, the European Community means to pursue the integration of objectives of environmental sustainability (Goteborg Agenda) with those of the economical and social development (Lisbon Agenda), the environmental politics integrate therefore substantially to the problematics of social- economical development. The adoption of eco-management systems, from a relevant number of firms also in the touristic sector and their certification according to international and european standards represents an important element of innovation, following this strategy aimed to conjugate the development with the environment protection. The systems of environmental management have by now become a distinctive element of the companies which want to cover a relevant role in the competitive national and international scenery, even because their nature itself makes them verifiable from independent third subjects, and suitable to stimulate the continuous development of the environmental and productive performances. Object of the present work is the analysis of the management of a project for the improvement of services quality in the tourism sector, which allows to obtain the certification Emas/Ecolabel in a touristic structure in the south of Italy.

The environmental politics has assumed in the last times a wide and transversal dimension, focused on the problems and the relationships of a complicated system such as the environment, in whose inner different elements interact and put problems of bilance and disbalance. With the new Strategy, the European Community means to pursue the integration of objectives of environmental sustainability (Goteborg Agenda) with those of the economical and social development (Lisbon Agenda), the environmental politics integrate therefore substantially to the problematics of social- economical deveopment. The adoption of eco-management systems, from a relevant number of firms also in the touristic sector and their certification according to international and european standards represents an important element of innovation, following this strategy aimed to conjugate the development with the environment protection. The systems of environmental management have by now become a distinctive element of the companies which want to cover a relevant role in the competitive national and international scenery, even because their nature itself makes them verifiable from independent third subjects, and suitable to stimulate the continous development of the environmental and productive performances. Object of the present work is the analysis of the management of a project for the improvement of services quality in the tourism sector, which allows to obtain the certification Emas/Ecolabel in a touristic structure in the south of Italy.