Elisa Rancati

Elisa Rancati is Assistant Professor in Marketing Management at School of Economics and Statistics, University of Mila – Bicocca. Her most recent research interests focus on the measurement of marketing performance, marketing research within organizations and the analysis of inbound and outbound marketing techniques. She is also a marketing consultant in Beta Consulting.

Publications

Conceptualizing and Measuring Content Marketing in Luxury Firms: An Exploratory Analysis
Conceptualizing and Measuring Content Marketing in Luxury Firms: An Exploratory Analysis
Elisa Rancati, Niccolo Gordini, Alexandru Capatina. © 2018. 24 pages.
Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more...
Key Challenges and Opportunities in Web Entrepreneurship
Key Challenges and Opportunities in Web Entrepreneurship
Alexandru Capatina, Elisa Rancati. © 2017. 291 pages.
The development of web technologies has enhanced the availability of online business opportunities for entrepreneurs. By implementing these new technologies, business growth is...
Conceptualizing and Measuring Content Marketing in Luxury Firms: An Exploratory Analysis
Conceptualizing and Measuring Content Marketing in Luxury Firms: An Exploratory Analysis
Elisa Rancati, Niccolo Gordini, Alexandru Capatina. © 2016. 24 pages.
Luxury marketing has gone through some major changes over the past couple of decades. The power is moving away from luxury firms to luxury consumers, who are playing a more...