Communicating Business. Image culture and strategies in Italian industry (1945-1970)
Italian business communication from post-war reconstruction to the end of the 1960s. This is the focus of the book , by Giorgio Bigatti and Carlo Vinti, in collaboration with the ISEC Foundation and with the support of the Pirelli Foundation.
The book discusses a number of topics of a general nature: from the arrival of public relations offices to the corporate world to market surveys as a tool for targeting marketing efforts and the relationship with U.S. marketing practices, including a number of case studies such as Eni, Finmeccanica, Italsider, Olivetti, La Rinascente, and Pirelli.
For Pirelli, Chiara Guizzi, archivist for the Pirelli Historical Archive, has analysed the relationship between Pirelli’s marketing unit and its sales force, with a particular focus on the magazines published by the Marketing office and intended for the sales offices. These included Collaborazione (1945-1950), created during the challenging post-war recovery in order to restore relations with the sales network, and Pi vendere (1958-1970), the periodical for tyre retailers created during the height of the economic boom and intended to establish a beneficial dialog with the end point of the sales organisation, i.e. the point of sale.
Published by Guerini & Associati, the book was presented on Wednesday, 17 November, during the event Comunicare l’impresa. Editoria d’azienda, progetto grafico e identità (Communicating Business. Corporate publishing, graphic design and identity), which was held in Venice in conjunction with Corporate Culture Week.
Italian business communication from post-war reconstruction to the end of the 1960s. This is the focus of the book , by Giorgio Bigatti and Carlo Vinti, in collaboration with the ISEC Foundation and with the support of the Pirelli Foundation.
The book discusses a number of topics of a general nature: from the arrival of public relations offices to the corporate world to market surveys as a tool for targeting marketing efforts and the relationship with U.S. marketing practices, including a number of case studies such as Eni, Finmeccanica, Italsider, Olivetti, La Rinascente, and Pirelli.
For Pirelli, Chiara Guizzi, archivist for the Pirelli Historical Archive, has analysed the relationship between Pirelli’s marketing unit and its sales force, with a particular focus on the magazines published by the Marketing office and intended for the sales offices. These included Collaborazione (1945-1950), created during the challenging post-war recovery in order to restore relations with the sales network, and Pi vendere (1958-1970), the periodical for tyre retailers created during the height of the economic boom and intended to establish a beneficial dialog with the end point of the sales organisation, i.e. the point of sale.
Published by Guerini & Associati, the book was presented on Wednesday, 17 November, during the event Comunicare l’impresa. Editoria d’azienda, progetto grafico e identità (Communicating Business. Corporate publishing, graphic design and identity), which was held in Venice in conjunction with Corporate Culture Week.