Antonella Carù
Marketing
Biography
Antonella Carù is a Professor of Marketing Management at SDA Bocconi and Università Bocconi, where since 2022 she has serve as Dean for Development and Alumni Relations. Previously she served as Dean of the Graduate School (2014-2022), as Dean of the Undergradate School (2012-2014), and as Director of the Master of Science in Marketing Management (2004-2012).
Her research interests are in the field of the marketing of services, consumer experience and in the marketing and management of arts and culture. She is also the author of various national and international publications.
She was a Visiting Professor at Copenhagen Business School (2010), the European School of Management ESCP in Paris (2003) and at Université Jean Moulin Lyon (1988); a Visiting scholar at Ecole des Hautes Etudes Commerciales – HEC, Montréal (2002). She regularly teaches in undergraduate, graduate, executive and MBA programs.
She has also been involved in several advisory, consulting and research projects with corporate and financial services customers.
Teaching domains
Service Marketing
Customer Service Design
Marketing Management
Latest publications
Disruptive Audience Performance: The Extremes of the Duet Applauses/Boos
International Journal of Arts Management, 2023, vol.26, no. 1, pp.72-81
Embracing Diversity and Body Positivity: The Role of Marketing in Fashion Markets and Culture in Marketing Fashion. Critical Perspectives on the Power of Fashion in Contemporary Culture
Karin M. Ekström (Eds),Routledge, chap. 4, pp.59-76, 2023
Benefici, bisogni e sistema d’offerta in Management delle Aziende Culturali - II Ed.
Fabrizio Montanari, Paola Dubini, Armando Cirrincione (Eds),Egea, chap. 4, pp.139-207, 2022
L’esperienza di consumo nelle relazioni fra impresa e mercato in Innovazione e Management: Omaggio a Salvio Vicari
G. Bertoli, S. Castaldo, P. Cillo, G. Troilo, G. Verona(Ed), Egea, pp.219-226, 2022
Nuove esperienze di consumo il caso FAI
Economia & Management, 2022, no. 1, pp.30-34
Capire il fruitore delle arti. L’errore di sottovalutazione della Customer Experience in Il Valore della Cultura : 22 Esperti per nuove Strategie
M. Addis, A. Rurale (Eds),Skira Editore, pp.245-270, 2021
Grants & Honors
Best Paper in Marketing Award, XII International Conference on Arts and Cultural Management - AIMAC - The International Association of Arts and Cultural Management
, 2013
Teaching Award, Electives Courses (a.y. 2006-07) - Università Commerciale Luigi Bocconi
, 2007
Research Award - Università Commerciale Luigi Bocconi
, 2001