Unconventional marketing: understanding the role and measuring its impact

D'Andria, Ludovica (A.A. 2013/2014) Unconventional marketing: understanding the role and measuring its impact. Tesi di Laurea in Marketing management, LUISS Guido Carli, relatore Michele Costabile, pp. 88. [Master's Degree Thesis]

Full text for this thesis not available from the repository.


Unconventional marketing: applyng innovations to communications. Literature review. Current relevance of unconventional marketing and issues in measuring it. MasterCard case: research model. MasterCard case: application of different metrics to measure the companies marketing campaign result. Managerial implications and research limitations.


Bibliografia: pp. 83-88.

Thesis Type: Master's Degree Thesis
Institution: LUISS Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in General Management, English language (LM-77)
Chair: Marketing management
Thesis Supervisor: Costabile, Michele
Thesis Co-Supervisor: Marcati, Alberto
Academic Year: 2013/2014
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 13 Mar 2015 13:44
Last Modified: 20 May 2015 00:05
URI: https://tesi.luiss.it/id/eprint/13630


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