Courses a.y. 2023/2024
20309 MARKETING DEI SERVIZI [SERVICES MARKETING]
20310 MARKETING ESPERIENZIALE [EXPERIENTIAL MARKETING]
30208 MANAGEMENT DELLE ISTITUZIONI CULTURALI E ARTISTICHE [ARTS AND CULTURAL MANAGEMENT]
She was born in Varese in 1961. Married, resident in Varese. She obtained her first Degree in Business Economics – Major in Administration and Control (1986), from Bocconi University, Milan, and a PhD in Business Economics (1993) from the same university. She is a full professor of Business Economics and Management at Bocconi University and senior professor at SDA—Bocconi School of Management University.
She was appointed as Dean for Development and Alumni Relations since November 2022 at Bocconi University, where she had already served as Dean of the Graduate School (2014-2022), Dean of the Undergraduate School (2012-2014).
She is a member of the Council of Bocconi Alumni Community.
She teaches undergraduate, graduate, and executive courses. Her teaching activity at the undergraduate and graduate level is mainly on services management, experiential marketing, and arts and cultural management topics.
Since the beginning of her career, she has developed wide and strong competences in service management that remains one of her leading fields of research. Over time, her attention has become centered on customer experience and arts and cultural organizations management. Indeed, in the last twenty years she has developed several research projects on customer experiences and experiential marketing, as the new concept crucial for every organization. At the same time, long ago she was one of the first management scholars addressing the arts and cultural organizations challenges. Over the years, she has developed research projects on various management topics, such as performance measurement and innovation.
Re-conceptualizing escape in consumer research
QUALITATIVE MARKET RESEARCH JOURNAL, 2018
Innovating as an interaction of practices: the case of customers’ use of a new website
Innovating in practice: perspectives and experiences, 2017
Co-creating the collective service experience
JOURNAL OF SERVICE MANAGEMENT, 2015
“The effect of ambient scent on the experience of art: Not as good as it smells”
PSYCHOLOGY & MARKETING, 2014
Over 45: Mai state così bene! L’età della consapevolezza
ECONOMIA & MANAGEMENT, 2013
Il marketing budget nel settore bancario e assicurativo.
Il marketing per le banche e le assicurazioni. Competenze specifiche e pratiche di successo, 2012
Management delle istituzioni artistiche e culturali
Le istituzioni culturali: definizione e tassonomia
Management delle Istituzioni artistiche e culturali, 2011
Il marketing esperienziale
M@rketing Management, 2011
Co-destructing value through consumer fanaticism: The Scala/Loggionisti case
Interpretive Consumer Research
FINANZA MARKETING E PRODUZIONE, 2009
Assessing and managing the costs of satisfaction in B2B servicies
Assessing and managing the costs o satisfaction in B2B servicies, 2009
Co-creating Consumption Experiences: An Endless Innovation
Strategic Market Creation. A New Perspective on Marketing and Innovation Management, 2008
Convergenza del marketing e della tecnologia per una nuova prospettiva della concomitanza. Riflessioni teoriche e prime evidenze empiriche
“Expériences de consommation et marketing expérientiel”
REVUE FRANÇAISE DE GESTION, 2006
I metodi di formulazione dei prezzi nello scambio di beni e servizi
Trasporto pubblico urbano. La determinazione del prezzo, 2001
Valore per il cliente e controllo dei costi: una sfida possibile. La proposta di un approccio integrato per le imprese di servizi
Customer satisfaction: un punto di avvio per la re-ingenierizzazione dei processi di erogazione dei servizi pubblici
AZIENDA PUBBLICA, 1997
Il contributo del marketing dei servizi all’evoluzione degli studi di marketing
Il marketing assicurativo: dalla standardizzazione alla personalizzazione dell’offerta, Micro & Macro Marketing, 2, 261-271.
MICRO & MACRO MARKETING, 1996