Bernard Covà

Bernard Cova is Full-Time Professor of Marketing at Euromed Management Marseilles since 2005. He acted as Visiting Professor at Università Bocconi, Milan between 2001 and 2012. He teaches and publishes in French, English and Italian. A pioneer in the Consumer Tribes field since the early nineties, his internationally-influential research has emphasized what he calls “the Mediterranean approach” of B2C marketing. His work on this topic has been published in the International Journal of Research in Marketing, the European Journal of Marketing, the International Journal of Arts Management, the Journal of Marketing Management, the Journal of Business Research, the Journal of Consumer Behaviour and Marketing Theory. He has collaborated through action research programs with companies such as Alfa Romeo, Citroën, Ducati, Orange, etc. He is also known for his groundbreaking research in B2B marketing, especially in the field of project marketing. His work on this topic has been published in Industrial Marketing Management, the International Business Review, the European Management Journal and the Journal of Business and Industrial Marketing. He has collaborated through action research programs with companies such as Areva, Bouygues, Dassault, Schneider, etc.