ACADEMIC PROFILE
Professor Emeritus, University of Milan-Bicocca.
Professor Emeritus, IAG, Université Catholique de Louvain, Louvain la Neuve, Belgium.
Scientific Commitee Fee Members, Symphonya. Emerging Issues in Management (www.unimib.it/symphonya).
Past Professor of Market-Driven Management, University of Milan-Bicocca.
Former President of IAG and Past Dean of Lovanium International Management Center.

PROFESSIONAL PROFILE
Consultant of Strategic Marketing, Business Rengineering for international businesses focused on market-driven strategy.
Responsible of a Cooperation Program between European Union and ASEAN countries (1995-98).
Co-Editor in Chief of European Business Forum.

HONOURS & MEMBERSHIPS
Member of AIDEA - Accademia Italiana di Economia Aziendale, since 1998.
"Doctor Honoris Causa", Université Laval - Quebec, 1997.
"Economiste de l'année" (Management section), named by Le Nouvel Economiste, 1996.

BOOKS AND ARTICLES

• Cambiare le relazioni di mercato nell’era di Internet, McGraw-Hill, Milano, 2010.
• Ouverture de 'Market-Driven Management and Competitive Customer Value - 2', Symphonya. Emerging Issues in Management (www.unimib.it/symphonya), n. 2, 2009.
• Capitalism and Sustainable Development, Symphonya. Emerging Issues in Management (www.unimib.it/symphonya), n. 2, 2009.
• Marketing Estrategico y Operativo, 2nd Edition, McGraw-Hill Interamericana Editores, Mexico, 2009.
• Changing Market Relationships in the Internet Age, Presses Universitaires de Louvain (PUL), Louvain-la-Neuve, 2008.
• Marketing stratégique et opérationnel, 7ième édition, Dunod, Paris, 2008.
• Market-driven Management: Marketing Strategico e Operativo, Quinta Edizione, McGraw-Hill, Milano, 2007.
• Market-driven Management , Second Edition, Palgrave Macmillan, London, 2007.
• L’orientation-marché est-elle une stratégie rentable pour l’entreprise ?, Recherches et Applications en Marketing (RAM), n. 2, 2006.
• Marketing stratégique et opérationnel, 6ième édition, Dunod, Paris, 2004.
• Do Global Brands Benefit from a Unique Worldwide Image?, Symphonya. Emerging Issues in Management (www.unimib.it/symphonya), n. 2, 2003.
• Strategic Marketing Revisited after September 9/11, Symphonya. Emerging Issues in Management (www.unimib.it/symphonya), n. 1, 2002.
• The benefits of globalisation, European Business Forum, Issue 6, Summer 2001.
• Being customer-driven is not enough, European Business Forum, Issue 2, Summer 2000.
• Le marché dans la nouvelle économie globalisée , Les défis de la globalisation, 2001.
• Market-Orientation and Corporate Performance, Symphonya. Emerging Issues in Management (www.unimib.it/symphonya), n. 2, 2000/2001.
• Ouverture de ‘Market-Driven Management’, Symphonya. Emerging Issues in Management (www.unimib.it/symphonya), n. 2, 2000/2001.
• Ouverture de ‘Brand Equity’, Symphonya. Emerging Issues in Management (www.unimib.it/symphonya), n. 1, 2000/2001.
• Market-driven Management: Strategic and Operational Marketing, Macmillan Business, London, 2000.
• E-Commerce and the new role of distribution, European Business Forum, Issue 2 Spring 2000.
• Le marketing stratégique : du marketing à l'orientation-marché, 4ième édition, Ediscience International, Paris, 1998.
• Cases in Marketing, H.H. Larsen (Ed.), London, Sage. Two case studies: "Godiva Europe" and "Honeywell in Saint Petersburg", 1997.
• Comunicazione d'impresa e modelli di marketing europeo, La Comunicazione d'impresa, (S. Brondoni Ed.), Synergie n.43-44, Maggio-Dicembre 1997.
• Strategic Marketing Management, McGraw-Hill Europe, Fourth Edition, 1997.
• Humanisme et Management, Hommage à Philippe de Woot, Academia Bruylants, Louvain-la-Neuve, 1996. (Spanish translation: Casos practicos de marketing, McGraw-Hill, Madrid, 1995.).
• The Misunderstanding about Marketing, CEMS Business Review, Vol. 1, June 1996.
• L'UCL face à son public de diplômés, Revue Louvain, octobre 1994.
• Problèmes de marketing : 20 études de cas européens et américains, Ediscience International, Paris, 1994.
• Le marketing stratégique : une perspective européenne, 3ième édition, Ediscience International, Paris, 1994.
• New Trends in Strategic Marketing", CEMS Business Review, n. 0, 1993.
• Pan-European Marketing : Volvo Trucks Europe, chapter published in: Quelch    J.A., Buzzell R.D. and Salama E.R. (1990), The Marketing Challenge of 1992, Reading, Mass., Addison-Wesley. Also published in "Marketing In Europe" (1994),   London, Sage Publishing Cy.
• La recherche marketing : analyser, mesurer, prévoir, 3ième tirage, Ediscience International, Paris, 1990.
• Le marketing stratégique, fondements, méthodes et applications, Deuxième édition, Paris, McGraw-Hill, 1990. (Italian translation: Marketing Strategico, McGraw-Hill Libri Italia, Seconda edizione, 1996 and 2000.); (Spanish translation: Marketing Estrategico, Tercera edicion, 1995.); (English translation: Strategic Marketing : An European Perspective, McGraw-Hill Europe, 1993.); (Russian translation, Nauka, Saint Petersbourg, 1996.).
• La marque et le comportement de l'acheteur, chapitre publié dans l'ouvrage collectif coordonné par J.N. Kapferer et J.C. Thoenig, La marque Paris, McGraw-Hill, 1989.
• Part de marché et pression marketing relative : vers une stratégie de modélisation, Recherche et applications en marketing, décembre 1989.
• Le contrôle de la qualité dans le domaine des services, Gestion 2000, 1987.
• Le marketing stratégique : fondements, méthodes et applications, , McGraw-Hill, Paris, 1986. (German translation: Grundlagen und Methoden strategischen Marketings, McGraw-Hill Book Company GmbH, Hamburg, 1987.); (Spanish translation: Marketing Estrategico, McGraw-Hill, Madrid, 1987 and 1992 and ESIC 2002.); (Japanese translation, Japan UNI Agency, Inc., Tokyo, 1992.).
• Conseils à de jeunes diplômés en gestion, Gestion 2000, n. 5, 1985.
• Countertrade : A New Marketing Opportunity or a Retrogressive Trading System?, Gestion 200, n. 6, 1985.
• La gestion marketing dans un environnement turbulent et hautement concurrentiel, Annales des Sciences Economiques Appliquées, 1984.
• La gestion marketing de l'entreprise, Presses Universitaires de France, Paris, 1977. (Spanish translation: La gestion de marketing de las empresas, Ediciones ICE, Madrid, 1981.).
• Optimal Allocation of Competitive Marketing Efforts: An Empirical Study, Journal of  Business, Vol.43, n. 4, October 1979.
• Advertising, Competition and Market Conduct in Oligopoly over Time, North Holland Publishing Company, Amsterdam, 1976.
• L'Analyse économique de la controverse publicitaire, Intermédiaire, 1976.
• Quelle est l'influence réelle de la publicité ?, Distribution d'aujourd'hui, 1975.
• What is the Real Impact of Advertising ?, Harvard Business Review, vol. 53, May-June 1975.
• Optimal Marketing Behavior in Oligoply, European Economic Review, vol. 6, February 1975.
• Is Gasoline Advertising Justified ?, Journal of Business, vol. 43, October 1972.
• Le système de marketing de l'entreprise, IBM Informations, n. 67, 1972.
• A Computer On-Line Marketing Mix Model, Journal of Marketing Research, vol. 9, May 1972. (Traduction française: Un modèle informatique conversationnel de marketing mix, Encyclopédie française du marketing.).
• Modèles et programmes de marketing, Presses Universitaires de France, Paris, 1970.
• Advertising and Competitive Behavior, Applied Economics, vol. 2, December 1970.
• Optimal Allocation of Competitive Marketing Efforts, Journal of Business, vol. 43, October 1970.
• Measuring the Profitability of Advertising : An Empirical Study, Journal of Industrial Economics, vol. 17, April 1969.
• Parameters Estimates for Optimal Marketing Decisions, Marketing and the New Science of Planning, AMA, Fall Conference Proceedings, 1968.
• La mesure de la rentabilité publicitaire : analyse d'un cas concret, Gestion, 1968.
• Investissement publicitaire et étude de rentabilité: analyse d'un cas concret, Annales des Sciences Economiques Appliquées, n.2, 1967.
• La décision commerciale face à l'incertain, Dunod Editeur, Vaxelaire Prize, Louvain, Vander et Paris, 1965. (Spanish translation: Informacion, decision y eficacia commercial, Ediciones Deusto, Bilbao, 1967.).
• Réflexions sur la nature et le rôle de la fonction commerciale dans l'entreprise de services, Annales des Sciences Economiques Appliquées, n. 5, 1960.