The aim of the course is to introduce the basic concepts of marketing and marketing research. In the first part of the course, particular attention is paid to consumer behaviour, market analysis and target marketing. In the second one, marketing mix strategies are analyzed. Finally, we discuss the importance of the marketing information system in modern organizations.C. Sambri, Processi informativi di marketing -Aspetti strutturali e gestionali, Giappichelli Ed., Torino, 1992Further references will be suggested during the lessons