Enterprises' multi-channel communication strategies

Client: Burson-Masteller
Scientific supervisor: Paola Dubini
Research team: Maria Rita Micheli, Mario Campana, Flavia Pischiutta

The project is aimed at analysing the decision-making process with regard to multi-channel communication in order to verify: (1) the enterprises' expectations about the positioning of their brand and the relevance of channels and communication tools in the near future; (2) the importance of multi-channel communication in the enterprises' overall strategies; (3) the degree of personalization and interactivity of the different typologies of channels; (4) the perceived relevance of multimedia and interactivity in multi-channel communication; (5) the bonds and the opportunities linked to the development of a multi-channel communication; (6) the criteria to evaluate the economic and non-economic return of the investment in multi-channel communication.
The object of the study is to focus on large or medium enterprises of manufacturing and services, operating in different sectors and addressed to the consumer market.