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GABRIELE TROILO

GABRIELE TROILO
Associate Professor
Department of Marketing

Courses a.y. 2017/2018

10279 MARKETING
10380 MARKETING MANAGEMENT
10442 BRAND MANAGEMENT
11221 THE TRANSFORMATIONAL IMPACT OF BIG DATA MARKETING
11453 MARKET AND PRODUCT INNOVATION
30277 MARKETING NEI SETTORI CREATIVI [MARKETING IN CREATIVE INDUSTRIES]

Courses previous a.y.


Biographical note

Born in 1967. Degree in Business Administration from Università Bocconi (1990). PhD in Business Administration and Management from Università Bocconi (1996). Received International Teachers Program, London Business School (1998).


Academic CV

Associate Professor of Marketing at Università Bocconi and SDA Bocconi School of Management.


Research areas

Marketing and knowledge management. Marketing in creative industries. Creativity management.


Selected publications

P. Guenzi, G. Troilo, "The joint contribution of Marketing and Sales to the creation of superior customer value", Journal of Business Research, January, 2007; A. Joy, J. Sherry, G. Troilo, J. Deschenes, "Writing it up, writing it down: Being reflexive in accounts of consumer behaviour", in R.Belk (ed.), Handbook of Qualitative Research in Marketing, Edward Elgar, Cheltenham, UK, 2006; G. Troilo, Marketing knowledge management. Managing knowledge in market oriented companies, Edward Elgar, Cheltenham, UK, 2006; P. Guenzi, G. Troilo, "Developing marketing capabilities for customer value creation through Marketing-Sales integration", Industrial Marketing Management, September 2006; C. Santoro, G. Troilo, "The Drivers of Consumption Experience in Rock Concerts", in A. Carù, B. Cova, Consuming experiences, Routledge, London, 2006; G. Guerzoni, G. Troilo, « Pour et contre le marketing », in L'avenir des musées, Louvre Conférences et colloques, Paris, 2001; S. Vicari, G. Troilo "Organizational Creativity: A New Perspective from Cognitive Systems Theory", in von Krogh G., Nonaka I., Nishiguchi T., Knowledge Creation. A Source of Value, MacMilllan, London, 2000; S. Vicari, G. Troilo, "Errors and Learning in Organizations", in G. von Krogh, J. Roos, D. Klein (eds.), Knowing in the Firm: Understanding, Managing and Measuring Knowledge, Sage, London, 1998; G. Troilo, "Collecting", in P. Earl (ed.), Compendium of Economics and Consumption Behavior, Lincoln University, Australia, 1998; G. Guerzoni, G. Troilo, "Silk purses out of sows' ears: mass rarefaction of consumption and the emerging consumer-collector", in M. Bianchi (ed.), The Active Consumer, Routledge, London, 1998.