Journal of Historical Research in Marketing: Volume 7 Issue 1


Table of contents - Special Issue: Italian marketing history

Guest Editors: Prof. Jonathan Morris

Irresistible empire or innocents abroad? American advertising agencies in post-war Italy, 1950s-1970s

Ferdinando Fasce, Elisabetta Bini

– The purpose of this paper is to examine the presence and influence of US advertising in Italy between the early 1950s and the mid-1970s.

The use of social networks in marketing: the Italian co-operative experience

Patrizia Battilani, Giuliana Bertagnoni

The main aim of our study is to demonstrate that the Italian way to marketing included not only the “advertising artists” but also what can be labelled as the social network…


Between public consumption and private consumption: The commercial revolution and local government in Bologna “the red” (1959-1981)

Roberto Parisini

This paper aims to analyze the problematic relationship between the Left, the commercial revolution and the progressive growth of mass consumption during the Italian economic…

History as an intangible asset for the Italian fashion business (1950-1954)

Carlo Marco Belfanti

This paper aims to reconstruct the process that led to the appropriation of history – of a particular historical period, the Renaissance – as an intangible asset in the promotion…

The revival of fashion brands between marketing and history: The case of the Italian fashion company Pucci

Elisabetta Merlo, Mario Perugini

The purpose of this paper is to shed light on the contribution that history can give to marketing strategies aimed at revitalizing fashion brands. It focuses on the revival…


Building brand awareness with a bowl of cherries

Alberto Guenzi

This paper aims to approach the issue of premium offers in Italy by discussing the case study of Fabbri, a firm operating since 1905 in the business of liqueurs, syrups and…

Putting the Italians on bicycles: marketing at Bianchi, 1885-1955

Carlo Mari

– The aim of this paper is to examine marketing practices within the bicycle industry.

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  • Dr Richard Hawkins