In marketing literature the analogy between the activities of corporate communication and those relative to a specific territorial area is often taken for granted, with a simplification that sets the equivalence between the product(/brand) and the local offer. In that way, the role of place image is emphasized, without giving the same consideration to the role of place reputation. Such perspective implies the possibility to extend marketing and communication logics from firms to territorial contexts, overestimating the importance of the visual components of the image (first of all represented by the place brand). Such point of view neglects the action of the various exogenous and endogenous factors - structural and systemic - that intervene to determine the place image and reputation, and it does not favor a comprehensive and synergic vision, essential to assume proper decisions about the complex and different activities of place communication. The aim of the present paper is the proposal of a framework based on the systemic approach that allows the understanding of the complex working mechanisms of the integrated place communication. We propose a place communication management model based on the individualization of a set of leverage points (structural and systemic); these levers - selected by the decision-maker, from time to time, - aim to improve the communication results, in terms of place image and place reputation, and to strengthen the competitiveness of the territory.
Nella letteratura di marketing viene spesso data per scontata l’analogia tra le attività di comunicazione d’impresa e quelle relative ad una specifica area territoriale, attraverso una semplificazione che pone l’equivalenza tra brand/prodotto e offerta territoriale. Si tende ad enfatizzare il ruolo dell’immagine, senza attribuire altrettanta considerazione al ruolo svolto dalla reputazione del territorio. Tale prospettiva presuppone la possibilità di estendere le logiche del marketing e della comunicazione d’impresa ai contesti territoriali, portando a sovrastimare l’importanza delle componenti visive dell’immagine, espresse in primo luogo dal brand territoriale. Essa, da un lato, trascura l’azione dei molteplici fattori esogeni ed endogeni, di tipo strutturale e sistemico, intervenienti nel determinare l’immagine e la reputazione di un territorio e, dall’altro, non favorisce la visione allargata e sinergica delle complesse e variegate attività di place communication, indispensabile, invece, ai fini della corretta assunzione di decisioni in materia. Obiettivo del presente lavoro è la proposta di un framework che, basato su una prospettiva sistemica, permetta la comprensione dei complessi meccanismi di funzionamento della comunicazione integrata del territorio. Si propone un modello di management della comunicazione territoriale fondato sull’individuazione di un set di leve (strutturali e sistemiche) e sull’utilizzo selezionato delle stesse - da parte del decision-maker -, allo scopo di migliorare i risultati della comunicazione, in termini di place image e place reputation, e di rafforzare la competitività del territorio.
"Governance-Struttura-Sistema: un modello di management della comunicazione per il marketing territoriale"
SIANO, Alfonso;CONFETTO, Maria Giovanna;VOLLERO, AGOSTINO
2008-01-01
Abstract
In marketing literature the analogy between the activities of corporate communication and those relative to a specific territorial area is often taken for granted, with a simplification that sets the equivalence between the product(/brand) and the local offer. In that way, the role of place image is emphasized, without giving the same consideration to the role of place reputation. Such perspective implies the possibility to extend marketing and communication logics from firms to territorial contexts, overestimating the importance of the visual components of the image (first of all represented by the place brand). Such point of view neglects the action of the various exogenous and endogenous factors - structural and systemic - that intervene to determine the place image and reputation, and it does not favor a comprehensive and synergic vision, essential to assume proper decisions about the complex and different activities of place communication. The aim of the present paper is the proposal of a framework based on the systemic approach that allows the understanding of the complex working mechanisms of the integrated place communication. We propose a place communication management model based on the individualization of a set of leverage points (structural and systemic); these levers - selected by the decision-maker, from time to time, - aim to improve the communication results, in terms of place image and place reputation, and to strengthen the competitiveness of the territory.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.