I libri di Ca’ Foscari

Gino Zappa e il marketing contemporaneo

Consumatore, brand heritage e pricing

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Abstract

This chapter revisits the relevance of Gino Zappa’s thought for contemporary marketing. Building on Zappa’s view of the firm as a unitary, dynamic and open system, the chapter examines three areas in which his legacy remains particularly fruitful: consumer behavior, brand heritage and pricing. First, it discusses how the study of consumers, increasingly shaped by digitalization, sustainability and responsibility, can be interpreted through Zappa’s systemic and inductive-deductive approach. Second, it shows how brand heritage can become a strategic resource, enabling firms to innovate while preserving continuity and identity. Third, it connects Zappa’s attention to cost determination with the evolution from cost-based pricing to value-based pricing. The chapter ends by outlining future challenges for marketing, with particular attention to willingness to pay for sustainability and the evolving role of artificial intelligence.


open access

Language: it

Keywords Pricing • Marketing • Sustainability • Brand heritage • Consumer behavior • Gino Zappa

Copyright © 2026 Pietro Lanzini, Giulia Cancellieri, Andreas Hinterhuber. This is an open-access work distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction is permitted, provided that the original author(s) and the copyright owner(s) are credited and that the original publication is cited, in accordance with accepted academic practice. The license allows for commercial use. No use, distribution or reproduction is permitted which does not comply with these terms.

Permalink http://doi.org/10.30687/979-12-5742-081-9/014


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