Donato Milone

Marketing in the Economy of Communion. New Moral and Spiritual Challenges

Undergraduate degree in Business Economy

University of Bergamo, 27th February 2013, Language: Italian, Advisor: Alberto Marino

Is it realistic for EoC companies to think of a type of marketing that does not merely point to the company's profit, but promotes actions in favour of the most deprived people from a perspective of fraternal communion? The key issue is the "transition from positional goods to relational goods", which manifests itself in a lifestyle that involves employees, stakeholders and the "hidden partner": here the poverty-stricken people become the "promoters" of motivation to all corporate entities, in a reciprocity based view. The thesis describes the main types of marketing with social orientation that are applicable to the EoC corporate world, highlighting the need to adopt strategies to increase profits, however, through very specific ethical forms and spiritual values.