Maria Carmela Ostillio
Associate Professor of Practice of Marketing and Sales at SDA Bocconi School of Management
Biography
SDA Bocconi School of Management
Maria Carmela Ostillio is an Associate Professor of Practice of Marketing and Sales at SDA Bocconi School of Management. She teaches and is in charge of the course Brand Management at Università Bocconi.
At SDA Bocconi, she is a Core Faculty Member and Director of the Brand Academy. She has been responsible for research and education projects ("Customized-Programs”) for companies focused on consumer goods, Services and B2B.
Her research activities focus mainly on branding, strategic brand management, marketing & corporate communications. She is currently working on other issues linked to her previous research, in particular, direct & interactive marketing, marketing One to One, customer database and marketing information systems.
She is the author of numerous books and articles on her topics of interest. Her works have been published in the Journal of Interactive Marketing, the Journal of Global Fashion Marketing: bridging Fashion and marketing, the International Journal of Arts Management, Economia & Management and Micromacro Marketing, among others. She has been a Visiting Scholar in many universities, including Columbia University (New York, Usa), Northwestern University (Evanston, Usa), Tuck School of Business (Hanover, Usa) and Eller School of Management at the University of Arizona (Tucson, Usa). She won the best paper award for Aimac in 2013.
Maria Carmela earned a degree in Political Sciences, focused on International Economy, from the Università degli Studi di Bari and an MBA – Master in Business Administration - from SDA Bocconi. She is married with two sons. For years, she has been dedicated to volunteering for humanitarian causes and aid focused on children, the elderly and the poor in general. Her activities have taken her to various developing countries (Mali, Namibia, Somalia, etc.) as well as Italy; since 2008 she has volunteered to work with children and teenagers for Dynamo Camp, part of the Serius Fun network.
Teaching domains
- Strategic Brand Management
- Brand Reputation Mangement
- Corporate Communication
- Storytelling
- Content Management
Publications
Books
- Ostillio M.C., Ghaddar S., 2017, “Salvatore Ferragamo: Brand Heritage as Main Vector of Brand Extension and Internationalization”, in (Editors) J. Byoungho and E.Cedrola, Fashion Brandingand Communication. Core Strategies of European Luxury Brands, Palgrave Studies in Practice: Global Fashion Brand Management, London
- Ostillio M.C., Ghaddar S., 2017,”Tod’s: A Global Multi-Brand Company with a Taste of Tradition”, in (Editors) J. Byoungho and E. Cedrola, Fashion Branding and Communication.Core Strategies of European Luxury Brands, Palgrave Studies in Practice: Global Fashion Brand Management, London
- Ostillio M.C, Busacca B., “Brand Management” in (a cura di) Valdani E., M@rketing Management, EGEA, Milano, 2011
- Keller K.L. Busacca B. (coautori) Ostillio M.C., 2006, Gestione e sviluppo del brand, Collana “Management”, Egea-Sole 24 Ore-Espresso, Milano
- Keller K.L. Busacca B. (coautori) Ostillio M.C., 2005, La gestione del brand. Strategie e sviluppo, Egea, Milano
- Ostillio M.C. Giuliano I.A., 2003, Interactive & Direct Marketing, Etas libri, Milano
- Ostillio M.C., 2002, Customer Database. Conoscere il cliente per gestire le relazioni, Egea, Milano
- Ostillio M.C., Troilo G, 2000, Management dei sistemi informativi di marketing – Competenze, fiducia e tecnologia in evoluzione, Egea
- Ostillio M.C, 1992, Direct marketing, Etas libri, Milano
- J. Lambin, 1991, Ostillio M.C. (a cura di) Marketing, McGraw Hill
Articles
- Ostillio M.C., Carù A., Leone G., <<Corporate Museum to enhance brand authenticity in luxury goods company: the case of Salvatore Ferragamo>>, in International Journal of arts management, Vol 19, n. 2, Winter 2017
- Ostillio M.C., Bertoli G., Busacca B., Silvia Di Vito, <<Corporate Museum and Brand Authenticity: explorative research of the Gucci Museum>>, in Journal of Global fashion Marketing: bridgining Fashion and marketing, Vol. 7, N.3, June, 2016
- Ostillio M.C., <<Musei d’Impresa. Strumento di Branding>> in Sarfatti 25,Ottobre, 2016
- Ostillio M.C., Carù A., Leone G., <<L’autenticità come driver strategico per il brand value. Il caso Salvatore Ferragamo>>, in Economia & management, n.1, 2016
- Ostillio M.C., Busacca B. “<< Brand della felicità. Come le marche possono rendere felici i consumatori>>, in Sarfatti 25, Giugno, 2015
- Ostillio M.C., Busacca B., <<Brand Value Managenent. Come accrescere il valore della marca>>, in Economia & management, n.6, 2014
- Ostillio M.C., Busacca B., Solerio C., <<In Brand manager’s shoes>>, in Economia & management, n.2, 2013
- Ostillio M.C., Carù A., Claudia Di Donato, <<Vintage autentico o autenticità del Vintage>>, in Micromacro Marketing, Agosto, 2012
- Ostillio M.C., Busacca B., De Meo, <<Come ridare valore alla marca dopo la crisi>>, in Economia & management, n.4, 2010
- Ostillio M.C., 2009, “Le politiche di comunicazione: la pubblicità”, in Castaldo S. (a cura di), Marketing e fiducia , Il Mulino, Bologna
- Ostillio M.C., 2009, “Le politiche di comunicazione: la promozione delle vendite, il direct marketing e la comunicazione one to one”, in Castaldo S. (a cura di), Marketing e fiducia , Il Mulino, Bologna
- Busacca B. (coautore) Ostillio M.C., 2009, “la gestione strategica della marca” in (a cura di) Cristini G., Marketing. Ambiernte, competizione, processi di marketing, metriche e strumenti di gestione, La Guida del Sole 24 Ore, Milano
- Ostillio M.C., 2009, “La marketing communication per il confronto competitivo”, in Ancarani F., Valdani E. (a cura di), Marketing strategico. Manovre e strategie di marketing, Vol. 2, Egea, Milano
- Ostillio M.C., 2007, “Le ricerche di mercato nel direct marketing”, in (a cura di) Troilo G, L. Molteni, Le ricerche di marketing, McGraw Hill, Milano
- Busacca B. (coautore) Ostillio M.C., 2006, “Brand Management” in (a cura di) Castaldo S., Distribuzione, Collana “Management”, Vol. 11, Egea-Sole 24 Ore-Espresso, Milano
- Ostillio M.C., 2006, ”Customer Database & Direct Marketing”, in (a cura di) Castaldo S., Vendite e Trade Marketing, Collana “Management”, Egea-Sole 24 Ore-Espresso, Milano
- Ostillio M.C., Busacca B., I. Zaminga, 2005, “La gestione strategica della marca nella prospettiva delle agenzie di comunicazione”, su La Rivista Italiana di Marketing, n.1
- Ostillio M.C., Caccia L., 2004, “La valenza comunicativa della rappresentazione iconograficanel catalogo di cucine: i casi Boffi e Scavolini”, in Micro & Macro Marketing, n. 2
- Ostillio M.C., Cillo P. , 2003, “Internet Customer Database: costruzione, gestione e struttura di un sistema informativo sul cliente in rete”, in (a cura di) Scott W.. G., Murtula M., Stecco M., Il management nell’economia digitale, Il Sole 24 Ore, MIlano
- Ostillio M.C., 2003, “Le ricerche di mercato nel direct marketing”, in (a cura di) Troilo G, L. Molteni, Le ricerche di marketing, McGraw Hill, Milano
- Ostillio M.C., Troilo G, 2001, “La progettazione dei sistemi informativi di marketing”, in Economia & Management, n. 2
- Ostillio M.C., 2000, “La comunicazione territoriale”, in Ancarani F., Valdani E. (a cura di), Strategie di marketing del territorio, Egea
- Ostillio M.C., 2000, “Il caso Regione Puglia: come sviluppare un progetto di marketing turistico territoriale”, in Ancarani F., Valdani E. (a cura di), Strategie di marketing del territorio, Egea
- Ostillio M.C., Scandroglio D., 1999, “Pubblicità globale e cultura: Il caso IBM – Soluzioni per un piccolo pianeta”, in Economia & Management, n. 2
- Fiocca R., Ostillio M.C., 1997, “La reingegnerizzazione dei processi di comunicazione”, in Ancarani F., Valdani E. (a cura di), I processi di marketing, Egea
- Ostillio M.C., Troilo G., 1996, “The evolution of direct marketing in Italy”, in Journal of direct marketing, n. 1, Wiley
- Ostillio M.C, “Telemarketing”, 1995, in E. Valdani (a cura di), Enciclopedia per la conduzione d’impresa, vol. Marketing, Pubblicità e vendite, Utet, Torino
- Ostillio M.C, “Pubbliche relazioni”, 1995, in E. Valdani (a cura di), Enciclopedia per la conduzione d’impresa, vol. Marketing, Pubblicità e vendite, Utet, Torino
- Ostillio M.C, “Readership”, 1995, in E. Valdani (a cura di), Enciclopedia per la conduzione d’impresa, vol. Marketing, Pubblicità e vendite, Utet, Torino
- Ostillio M.C., 1995, “La comunicazione tra imprese. Una variabile critica nella relazione venditore-acquirente”, in Economia & Management, n. 1
- Gecchi M., Ostillio M.C., 1995, “I servizi di direct marketing in Italia”, in Economia & Management, n. 4
- Ostillio M.C, 1993, “Data base di marketing, data base management, direct marketing e interactive marketing”, in Micro & Macro marketing, n. 3
- Fiocca R., Ostillio M.C, 1993, “Il communication manger nelle imprese italiane”, in Economia & Management, n. 5
- Castaldo S., Ostillio M.C, Troilo G., 1993, “Il potenziale di mercato: una applicazione al settore del vino”, in Commercio, n. 48
- Ostillio M.C , 1992, “Case history: Flou S.p.A.”, in Economia & Management, n. 5
- Ostillio M.C, 1992, “ Case history: Illy caffè”, in Micro & Macro marketing, n. 2
- Ostillio M.C. (a cura di), 1988, “Evoluzione dei consumi in Europa”, , in Economia & Management, n. 5
Education
- Visiting Professor Northwestern University (Evanston, Usa) (1992 — 1992)
- Master in Business Administration MBA at SDA Bocconi School of Management (1986 — 1987)
- Degree cum laude in Politic Science University of Bari (1979 — 1983)
Companies
- Associate Partner Focus Mgmt (2016)
- Chair of the Advisory Board Brand Academy - Sda Bocconi School of Management (2013)
- Core Faculty Member - Associate Professor of Practice SDA Bocconi (1988)
- Member Global Board Ready Women (2012 — 2020)
- Member Board Of Directors Nelson Mandela Forum (2017 — 2020)
- Member of NedCommunity NedCommunity - Association of indipendent board members (2016 — 2020)
- Advisory Board Member PCube, Place Making at Progenia (2016 — 2020)
- Academic Advisor AAA - Academic Advisor Associates (2016 — 2017)
- Board Member/Consigliere Indipendente ACF Fiorentina S.p.A. (2014 — 2017)
Skills
- Strategia d'impresa
- Brand management
- Sport Branding
Other
Soccer Branding, Entrepreneurship, Publishing, Business-to-Business (B2B), Research, International Marketing, Social Media Marketing, B2B, Business Planning, Competitive Analysis, Digital Marketing, Business Strategy, Management, Market Research, Market Analysis, Marketing Management, Marketing Research, Brand Management, Strategy, Marketing, Marketing Strategy, Marketing Communications
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