Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Comunicazione green marketing nel settore dell'automotive

581 views

Published on

Thesis for the Master Degree in Organizational Psychology and Marketing .
This thesis aims to study issues relating to green marketing and communication in the automotive field, with a focus to the role of communication in the process of redefining the brand. A further focus is directed to the strategies of green and non conventional marketing and the use of new digital media to pursue campaigns.

If you need some informations or if you wanna talk about these themes, feel free to contact me.
andrea.maggiolini@gmail.com
Tesi magistrale per il Corso di Laurea in Psicologia delle Organizzazioni e del Marketing.
Questo lavoro di tesi intende approfondire le tematiche relative al green marketing e alla comunicazione messa in atto dalla aziende del settore automobilistico. Viene posta particolare attenzione al ruolo della comunicazione nel processo di ridefinizione del brand. Un ulteriore focus è rivolto alle strategie di green e non conventional marketing e all'utilizzo dei nuovi media digitali per portare avanti campagne di comunicazione.

Se sei interessato a queste tematiche, sentiti libero di contattarmi.
andrea.maggiolini@gmail.com

Published in: Marketing
  • I can advise you this service - ⇒ www.WritePaper.info ⇐ Bought essay here. No problem.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I have always found it hard to meet the requirements of being a student. Ever since my years of high school, I really have no idea what professors are looking for to give good grades. After some google searching, I found this service HelpWriting.net who helped me write my research paper. The final result was amazing, and I highly recommend HelpWriting.net to anyone in the same mindset as me.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Comunicazione green marketing nel settore dell'automotive

  1. 1. Qual è il messaggio? Relatore: Professor Carlo Galimberti Correlatore: Professor Paolo Anselmi Candidato: Andrea Maggiolini a.a. 2013-2014 FACOLTA’ DI PSICOLOGIA TESI DI LAUREA IN PSICOLOGIA DEL MARKETING E DELLE ORGANIZZAZIONI LA COMUNICAZIONE GREEN MARKETING NEL SETTORE DELL’AUTOMOTIVE 1
  2. 2. PROTEZIONECONSERVAZIONE L’American Marketing Association lo definisce come «il marketing composto da tutti quei prodotti che hanno un impatto minore sull’ambiente». IL GREEN MARKETING 2
  3. 3. COMUNICAZIONE GREEN MARKETING 3 La comunicazione green marketing si occupa della comunicazione ambientale. NUOVI CONSUMATORI GREEN: • Interessati all’impatto ambientale; • Portatori di nuovi valori; • Attivi nel rapporto con l’azienda. NUOVA MODALITA’ DI COMUNICAZIONE: • Internet e social network • Campagne virali • Comunicazione non convenzionale
  4. 4. LA RIDEFINIZIONE TRANSITIVA DEL BRAND NEI CASI DI STUDIO Fuori brand → dentro consumatore Dentro consumatore → fuori consumatore Fuori consumatore → dentro brand 4
  5. 5. IL CASO HONDA • Attenti alle tematiche ambientali→ difficoltà a metterle in atto. • Costo˃ eco-sostenibilità. • Quota di mercato molto bassa. • Valore dell’eco-sostenibilità. • Benessere della comunità ˃ perdita economica individuale. • Clarity e Fit-Ev. • Blue Skies For Our Children 5
  6. 6. LA RIDEFINIZIONE DI HONDA LA RIDEFINIZIONE TRANSITIVA DI HONDA «We make it simple» «The Power of Dreams» 6
  7. 7. IL CASO TOYOTA Affidabilità Economicità Tecnologia Eco-sostenibilità Risparmio di risorse Tecnologia per l’ambiente 7
  8. 8. LA RIDEFINIZIONE DI TOYOTA VECCHI VALORI • Guadagno economico; • Rapporto qualità prezzo; • Potenza e velocità. NUOVI VALORI • Impatto ambientale; • Preoccupazione per il futuro; • Voglia di far parte del cambiamento. VECCHIA COMUNICAZIONE • Pubblicità (radio, televisione, manifesti); • Finalità puramente commerciale; NUOVA COMUNICAZIONE • CSR e etica nell’impatto ambientale; • Media tecnologia/natura; • Clienti attivi nella comunicazione per la co- costruzione di significati; • Finalità commerciale e di costruzione di valore per l’impresa. 8
  9. 9. CONCLUSIONI 9 Deve riguardare sia il prodotto che l’azienda stessa Comunicare per educare e sensibilizzare E’ la base per una ridefinizione transitiva del brand di successo Avere un focus sui clienti che ora sono co-costruttori di interessi
  10. 10. GRAZIE A TUTTI PER L’ATTENZIONE 10

×