MeC
The Journal of the Italian Marketing Association
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Issue 4, 2019 access_time 1 December 2019

Editorial
Daniele Dalli

Articles
 
Communication practices in the diffusion of social-business innovation: Insights from B-Corporations
Cristina Mele, Tiziana Russo-Spena, Marco Tregua, Fabio Greco

Customer-driven supply chains: Trends and practices in leading Italian companies
Valeria Belvedere, Annalisa Tunisini 

How to choose the endorser: An experimental analysis on the effects of fit and notoriety
Veronica Gabrielli, Ilaria Baghi

Communicating the luxury dream: The moderating role of brand prominence on the effect of abstract versus concrete language on consumer responses
Cesare Amatulli, Matteo De Angelis, Carmela Donato

Book Reviews 
Gennaro Iasevoli 
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