Abstract
This paper focuses on the theme of territorial marketing from the perspective of local SMEs, with the aim to highlight the possible role that these organizations can play in promoting their territory. Particularly, the research involves the “Gruppo Loccioni”, a medium business operating in the high technology sector, which has developed a network that involves local small business and operators of different sectors (agriculture, tourism, culture, accommodation and catering services, commerce, etc..) in order to offer a particularly positive experience to its visitors. The basic idea is that providing a welcoming environment can combine the aims of business with the features peculiar of the geographic area. The study therefore brings to stress the possible convergence between territorial marketing and relationship marketing.References
Aiello G., Donvito R. (2007). L’evoluzione dei network per il marketing territoriale e l’attrazione degli investimenti. Mercati & Competitività, 1.
Aijo T. (1996). The theoretical and philosophical underpinnings of relationship marketing. European Journal of Marketing, 30, 2.
Anderson A. Håkansson. H., Johanson, J. (1994) Dyadic Business Relationships Within a Business Network Context. Journal of Marketing, 58, 1-15.
Arnaboldi M., Spiller N. (2011). Actor-network theory and stakeholder collaboration: The case of Cultural Districts. Tourism Management, 32: 641-654
Baker M.J., Cameron E. (2008). Critical success factors in destination marketing. Tourism and Hospitality Research, Vol. 8, (2): 79-97.
Bellini N. (2000). Il marketing territoriale. Sfide per l’Italia nella nuova economia. Milano: Franco Angeli.
Boisot M. (1990). Territorial strategies in a competitive world: The emerging challenge to regional authorities. European Management Journal, Vol. 8, Issue 3: 394-401.
Bullis C. (1997). Business Communication and the natural environment: Using traditional and contemporary perspectives to understand the connections. Journal of Business Communication, Vol. 34, Issue 4: 455-477.
Campbell N.C.G. (1984). The structure and the stability of industrial markets networks: developing a research methodology. First IMP conference on research developments in
International marketing.
Caroli M.G. (1999). Il marketing territoriale. Milano: Franco Angeli.
Caroli M.G. (2006). Il marketing territoriale. Milano: Franco Angeli.
Bonti M., Cori E. (2006). Competenze organizzative nella media impresa: il caso Loccioni. Milano: Franco Angeli.
Costabile M. (2001). Il capitale relazionale. Milano: McGraw-Hill.
Coviello N., Milley R., Marcolin B. (2001). Understanding IT enable interactivity in contemporary marketing. Journal of interactive marketing, 15, 4.
Ferrari S. (2000), Marketing dei distretti. Alcune riflessioni sulle applicazioni del marketing territoriale ai sistemi locali di imprese. Sinergie, 52: 253-283.
Ferrero G., Fortezza F. (2007). Importanza ed elementi di criticità del marketing strategico nelle PMI. Piccola Impresa/ Small Business, 2: 59-89.
Ford D. (1980). The development of buyer-seller relationship in industrial market. European Journal of Marketing, 14.
Ford D., Gadde L., Håkansson H., Lundgren A., Snehota I., Turnbull P., Wilson D. (1998). Managing business relationships. Chichester: John Wiley & Sons.
Getz D., Carlsen J., Morrison A. (2004). The Family Business in Tourism and Hospitality, CABI Publishing, Wallingford, Oxon.
Golfetto F. (2000). Problemi aperti per il marketing delle città. In: Valdani E. e Ancarani F., a cura di, Strategie di marketing del territorio. Milano: EGEA.
Golinelli C.M. (2002). Il territorio sistema vitale. Torino: G. Giappichelli Editore.
Gregori G.L. (2005). Quali soluzioni tecnico-organizzative per il soddisfacimento di una domanda ‘integrata’ di turismo: dai sistemi turistici locali al franchising territoriale. Sinergie, 66.
Grönroos C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32, 2.
Gummesson E. (2006). Marketing relazionale. Milano: Hoepli.
Håkansson H, Snehota I. (1989). No business is an island: the network concept of business strategy. London: Routledge.
Håkansson H., Snehota I. (1995). Developing relationships in business markets. London: Routledge.
Haugland S.A., Ness. H., Grønseth B.O., Aarstad J. (2011), Development of Tourism Destinations. Annals of Tourism Research, 38 (1): 268-290.
Hemmington N. (2007). From service to experience: Understanding and defining the hospitality business, in Service Industrial Journal, Vol. 27, (6): 747-755.
Huang X., Gattiker T.F., Schwartz J.I. (2008). Interpersonal trust formation during the supplier selection process: the role of the communication channel. Journal of Supply Chain Management, Vol. 44, Number 3: pp. 53-75.
Kandampully J. (2006). The new customer-centred business model for the hospitality industry. International Journal of Contemporary Hospitality Management, Vol. 18, No. 3: 173-
187.
Kotler P., Haider D.H., Rein I. (1993). Marketing Places: attracting investment, industry, and tourism to cities, states and nations. New York: The Free Press.
Kotler P., Asplud C., Rein I, Haider D.H. (1999), Marketing Places Europe. Attracting Investments, Industies, Residents and Visitors to European Cities, Communities, Regions and Nations. London: Financial Times Prentice-Hall.
Lemmetyinen A., Go F.M. (2009). The key capabilities required for managing tourism business networks. Tourism Management, 30 : 31-40.
Mendez P.A., Mercier D. (2006). Compétences-clés de territoires. Le rôle des relations interorganisationnelles. Revue française de gestion, n. 164: 253-275.
Napolitano M.R., Riviezzo A. (2008). Marketing e gestione strategica dei centri urbani, Teoria, metodologie ed esperienze. Milano: Franco Angeli.
Nes E.B., Solberg C.A., Silkoset R. (2007). The impact of national culture and communication on exporter-distributor relations and on export performance. International
Business Review, 16: 405-424.
Otubanjo O., Amujo O.C., Cornelius N. (2010). The informal corporate identity communication process, in Corporate Reputation Review, Vol. 13, Issue 3: 157-171.
Palmer A. (1996). Relationship marketing: a universal paradigm or management fad? The learning organization, 3, 3.
Pencarelli T., Cioppi M. (2009). La comunicazione di marketing nelle piccole imprese: alcune evidenze empiriche. Piccola Impresa/ Small Business, 1: 71-98.
Pencarelli T., Gregori G.L., a cura di (2009). Comunicazione e branding delle destinazioni turistiche. Milano: Franco Angeli.
Pine B.J., Gilmore J.H. (2000). L’economia delle esperienze.
Milano: Etas.
Rodríguez-Díaz M., Espino-Rodríguez T.F. (2008). A model of strategic evaluation of a tourism destination based on internal and relational capabilities. Journal of Travel Research, 46: 368-380
Rullani E. (1999). L’impresa e il suo territorio: strategie di globalizzazione e di radicamento sul territorio. Sinergie, 49: 25-31.
Samaganova A., Samson I. (2007). Territorial Resources in the Knowledge Economy, Joint Congress of the European Regional Science Association (47th Congress) and ASRLDLF (Association de Science Régionale de langue Française, 44th Congress), Paris, August 29th- September 2nd.
Sambri C., Pegan G. (2008). La domanda di turismo responsabile. Un’indagine esplorativa su turisti italiani nel Nord-Est. Mercati e Competitività, 1.
Sanford D.M. Jr, Dong H. (2000). Investment in familiar territory: Tourism and new foreign direct investment. Tourism Economics, Vol. 6, Issue 3: 205-219.
Schmitt B.H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands. New York: The Free Press.
Silvestrelli S., Agazzani D. (2002). Diversificazione dei prodotti turistici e marketing territoriale: due casi a confronto. Economia e diritto del terziario, 1.
Smith P., Easton G. (1986). Networks relationship: a longitudinal study. 3rd International IMP seminary, Lyon.
Temperini V. (2009). Nuove prospettive di sviluppo del marketing ecosostenibile: analisi di un caso empirico. Economia Marche, 2.
Tinsley R., Lynch P. (2001). Small tourism business networks and destination development, in International Journal of Hospitality Management, 20: 367-378.
Tzortzaki A.M., Mihiotis A., Agiomirgianakis G.M. (2011). The quest for a new multidisciplinary tourism model. Annals of Tourism Research, Vol. 38, No. 1: 325-330.
Valdani E., Ancarani F., a cura di (2000). Strategie di marketing del territorio. Milano: Egea.
Van der Duim V., van Marwijk R. (2006). The implementantion of an environmental management system for Dutch tour operators: an actor-network perspective. Journal of Sustainable Tourism, 14, (5): 449-472.
Varaldo R. (1995). Dall’impresa localizzata all’impresa radicata. Sinergie, 36-37:27-44.
Vesci M. (2001). Il governo del territorio: approccio sistemico vitale e strumenti operativi, Padova: Cedam.
Wang Y. (2008). Collaborative Destination Marketing: Understanding the Dynamic Process, in Journal of Travel Research, 47:151-166.
Yavas U., Babakus E. (2005). Dimensions of hotel choice criteria: congruence between business and leisure travelers, in International Journal of Hospitality Management, 24: 359-367
Aijo T. (1996). The theoretical and philosophical underpinnings of relationship marketing. European Journal of Marketing, 30, 2.
Anderson A. Håkansson. H., Johanson, J. (1994) Dyadic Business Relationships Within a Business Network Context. Journal of Marketing, 58, 1-15.
Arnaboldi M., Spiller N. (2011). Actor-network theory and stakeholder collaboration: The case of Cultural Districts. Tourism Management, 32: 641-654
Baker M.J., Cameron E. (2008). Critical success factors in destination marketing. Tourism and Hospitality Research, Vol. 8, (2): 79-97.
Bellini N. (2000). Il marketing territoriale. Sfide per l’Italia nella nuova economia. Milano: Franco Angeli.
Boisot M. (1990). Territorial strategies in a competitive world: The emerging challenge to regional authorities. European Management Journal, Vol. 8, Issue 3: 394-401.
Bullis C. (1997). Business Communication and the natural environment: Using traditional and contemporary perspectives to understand the connections. Journal of Business Communication, Vol. 34, Issue 4: 455-477.
Campbell N.C.G. (1984). The structure and the stability of industrial markets networks: developing a research methodology. First IMP conference on research developments in
International marketing.
Caroli M.G. (1999). Il marketing territoriale. Milano: Franco Angeli.
Caroli M.G. (2006). Il marketing territoriale. Milano: Franco Angeli.
Bonti M., Cori E. (2006). Competenze organizzative nella media impresa: il caso Loccioni. Milano: Franco Angeli.
Costabile M. (2001). Il capitale relazionale. Milano: McGraw-Hill.
Coviello N., Milley R., Marcolin B. (2001). Understanding IT enable interactivity in contemporary marketing. Journal of interactive marketing, 15, 4.
Ferrari S. (2000), Marketing dei distretti. Alcune riflessioni sulle applicazioni del marketing territoriale ai sistemi locali di imprese. Sinergie, 52: 253-283.
Ferrero G., Fortezza F. (2007). Importanza ed elementi di criticità del marketing strategico nelle PMI. Piccola Impresa/ Small Business, 2: 59-89.
Ford D. (1980). The development of buyer-seller relationship in industrial market. European Journal of Marketing, 14.
Ford D., Gadde L., Håkansson H., Lundgren A., Snehota I., Turnbull P., Wilson D. (1998). Managing business relationships. Chichester: John Wiley & Sons.
Getz D., Carlsen J., Morrison A. (2004). The Family Business in Tourism and Hospitality, CABI Publishing, Wallingford, Oxon.
Golfetto F. (2000). Problemi aperti per il marketing delle città. In: Valdani E. e Ancarani F., a cura di, Strategie di marketing del territorio. Milano: EGEA.
Golinelli C.M. (2002). Il territorio sistema vitale. Torino: G. Giappichelli Editore.
Gregori G.L. (2005). Quali soluzioni tecnico-organizzative per il soddisfacimento di una domanda ‘integrata’ di turismo: dai sistemi turistici locali al franchising territoriale. Sinergie, 66.
Grönroos C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32, 2.
Gummesson E. (2006). Marketing relazionale. Milano: Hoepli.
Håkansson H, Snehota I. (1989). No business is an island: the network concept of business strategy. London: Routledge.
Håkansson H., Snehota I. (1995). Developing relationships in business markets. London: Routledge.
Haugland S.A., Ness. H., Grønseth B.O., Aarstad J. (2011), Development of Tourism Destinations. Annals of Tourism Research, 38 (1): 268-290.
Hemmington N. (2007). From service to experience: Understanding and defining the hospitality business, in Service Industrial Journal, Vol. 27, (6): 747-755.
Huang X., Gattiker T.F., Schwartz J.I. (2008). Interpersonal trust formation during the supplier selection process: the role of the communication channel. Journal of Supply Chain Management, Vol. 44, Number 3: pp. 53-75.
Kandampully J. (2006). The new customer-centred business model for the hospitality industry. International Journal of Contemporary Hospitality Management, Vol. 18, No. 3: 173-
187.
Kotler P., Haider D.H., Rein I. (1993). Marketing Places: attracting investment, industry, and tourism to cities, states and nations. New York: The Free Press.
Kotler P., Asplud C., Rein I, Haider D.H. (1999), Marketing Places Europe. Attracting Investments, Industies, Residents and Visitors to European Cities, Communities, Regions and Nations. London: Financial Times Prentice-Hall.
Lemmetyinen A., Go F.M. (2009). The key capabilities required for managing tourism business networks. Tourism Management, 30 : 31-40.
Mendez P.A., Mercier D. (2006). Compétences-clés de territoires. Le rôle des relations interorganisationnelles. Revue française de gestion, n. 164: 253-275.
Napolitano M.R., Riviezzo A. (2008). Marketing e gestione strategica dei centri urbani, Teoria, metodologie ed esperienze. Milano: Franco Angeli.
Nes E.B., Solberg C.A., Silkoset R. (2007). The impact of national culture and communication on exporter-distributor relations and on export performance. International
Business Review, 16: 405-424.
Otubanjo O., Amujo O.C., Cornelius N. (2010). The informal corporate identity communication process, in Corporate Reputation Review, Vol. 13, Issue 3: 157-171.
Palmer A. (1996). Relationship marketing: a universal paradigm or management fad? The learning organization, 3, 3.
Pencarelli T., Cioppi M. (2009). La comunicazione di marketing nelle piccole imprese: alcune evidenze empiriche. Piccola Impresa/ Small Business, 1: 71-98.
Pencarelli T., Gregori G.L., a cura di (2009). Comunicazione e branding delle destinazioni turistiche. Milano: Franco Angeli.
Pine B.J., Gilmore J.H. (2000). L’economia delle esperienze.
Milano: Etas.
Rodríguez-Díaz M., Espino-Rodríguez T.F. (2008). A model of strategic evaluation of a tourism destination based on internal and relational capabilities. Journal of Travel Research, 46: 368-380
Rullani E. (1999). L’impresa e il suo territorio: strategie di globalizzazione e di radicamento sul territorio. Sinergie, 49: 25-31.
Samaganova A., Samson I. (2007). Territorial Resources in the Knowledge Economy, Joint Congress of the European Regional Science Association (47th Congress) and ASRLDLF (Association de Science Régionale de langue Française, 44th Congress), Paris, August 29th- September 2nd.
Sambri C., Pegan G. (2008). La domanda di turismo responsabile. Un’indagine esplorativa su turisti italiani nel Nord-Est. Mercati e Competitività, 1.
Sanford D.M. Jr, Dong H. (2000). Investment in familiar territory: Tourism and new foreign direct investment. Tourism Economics, Vol. 6, Issue 3: 205-219.
Schmitt B.H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company and Brands. New York: The Free Press.
Silvestrelli S., Agazzani D. (2002). Diversificazione dei prodotti turistici e marketing territoriale: due casi a confronto. Economia e diritto del terziario, 1.
Smith P., Easton G. (1986). Networks relationship: a longitudinal study. 3rd International IMP seminary, Lyon.
Temperini V. (2009). Nuove prospettive di sviluppo del marketing ecosostenibile: analisi di un caso empirico. Economia Marche, 2.
Tinsley R., Lynch P. (2001). Small tourism business networks and destination development, in International Journal of Hospitality Management, 20: 367-378.
Tzortzaki A.M., Mihiotis A., Agiomirgianakis G.M. (2011). The quest for a new multidisciplinary tourism model. Annals of Tourism Research, Vol. 38, No. 1: 325-330.
Valdani E., Ancarani F., a cura di (2000). Strategie di marketing del territorio. Milano: Egea.
Van der Duim V., van Marwijk R. (2006). The implementantion of an environmental management system for Dutch tour operators: an actor-network perspective. Journal of Sustainable Tourism, 14, (5): 449-472.
Varaldo R. (1995). Dall’impresa localizzata all’impresa radicata. Sinergie, 36-37:27-44.
Vesci M. (2001). Il governo del territorio: approccio sistemico vitale e strumenti operativi, Padova: Cedam.
Wang Y. (2008). Collaborative Destination Marketing: Understanding the Dynamic Process, in Journal of Travel Research, 47:151-166.
Yavas U., Babakus E. (2005). Dimensions of hotel choice criteria: congruence between business and leisure travelers, in International Journal of Hospitality Management, 24: 359-367
Copyright and licensing: The journal supports the principles contained in the Berlin Declaration on Open Access to scientific literature (2003), reiterated in the Italian CRUI Guidelines on Open Access journals. Copyright Notice: papers made open to the public are published under the CC BY--4.0 license.
Archiving : This journal uses the LOCKSS system to create an archiving system, which is distributed between participating libraries and enables them to search through the permanent archives of the journal for the purposes of conservation and restoration. All journal data and publications are also saved and stored directly on the platform