Pietro Paolo Frigenti

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• 2024

  Driving Innovation Through Internal Marketing Initiatives: Challenges and Best Practices

  Frigenti, P. P., 5 Apr 2024, Marketing Innovation Strategies and Consumer Behavior. Barbosa, B. (ed.). IGI Global, p. 364-392 29 p.

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

  • Best Practice 100%
  • HR Marketing 100%
  • Resource Allocation 100%
  • Marketing Implementation 66%
  • Organizational Performance 33%

• The Behavior of the Digital Consumer

  Frigenti, P. P., 12 Jul 2024, Digital Marketing: Analyzing its Transversal Impact. Pires, P. B., Santos, J. D. & Pereira, I. V. (eds.). Boca Raton: CRC Press, p. 38-66 29 p.

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

  • Consumer Behavior 100%
  • Product Evaluation 100%
  • Consumer Attitude 100%
  • Social Media 50%
  • Digital Marketing 50%
• 2023

  Digital Media and Search Marketing: A Focus on POEM and SEM (SEO + PPC)

  Frigenti, P. P., 2023, Principles and Practice of Marketing: Digital Marketing Supplement. 10 ed.

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

• Introducing Digital Analytics and Analytical Tools

  Frigenti, P. P., 2023, Principles and Practice of Marketing: Digital Marketing Supplement. Jobber, D. & Ellis-Chadwick, F. (eds.). 10 ed. 9781526849533: McGraw-Hill

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

• The Development of Frameworks to Implement Digital Marketing Strategies: Introducing SOSTAC and RACE

  Frigenti, P. P., 2023, Principles and Practice of Marketing: Digital Marketing Supplement. Jobber, D. & Ellis-Chadwick, F. (eds.). 10 ed. McGraw-Hill

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

• The Digital Customer Journey

  Frigenti, P. P., 2023, Principles and Practice of Marketing: Digital Marketing Supplement. Jobber, D. & Ellis-Chadwick, F. (eds.). 10 ed. McGraw-Hill

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review
• 2022

  Digital Media and Search Marketing: A Focus on POEM and SEM (SEO + PPC)

  Frigenti, P. P., 2022, Principles and Practice of Marketing: Digital Marketing and Sustainability Supplement. 9th ed. McGraw-Hill

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

• Introducing Digital Analytics and Analytical Tools

  Frigenti, P. P., 2022, Principles and Practice of Marketing: Digital Marketing and Sustainability Supplement. 9 ed. McGraw-Hill

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

• The Development of Frameworks to Implement Digital Marketing Strategies: Introducing SOSTAC and RACE

  Frigenti, P. P., 2022, Principles and Practice of Marketing: Digital Marketing and Sustainability Supplement. McGraw-Hill

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

• The Digital Customer Journey

  Frigenti, P. P., 2022, Principles and Practice of Marketing: Digital Marketing and Sustainability Supplement. 9 ed. McGraw-Hill

  Research output: Chapter in Book/Conference proceeding › Chapter › peer-review