a r t i c l e i n f o The creation of value is admittedly a critical task for marketers regardless of industry. This paper focuses on a type of value that has traditionally been perceived as irrelevant to industrial markets and argues that brand value facilitates the progression from goods and services value to relationship value. To address the limited amount of research on B2B branding from t...

Based on a model developed by the author on interregional branding, the growing of a regional brand focusing on managing and promoting niche tourism for the Irpinia region is suggested. The paper synthesizes a variety of theories and recommendations

The Web is a huge virtual space where to express and share individual opinions, influencing any aspect of life, with implications for marketing and communication alike. Social Media are already an important marketing arena. This paper describes, on one hand, the characteristics of Sentiment Analysis and, on the other hand, the results of its application to an empirical research on the city of B...