Simone Esposito

This book is an investigation on the effectiveness of emotional marketing through the use of social media, from the perspective of the brand within the wellness and spa sector, in relation to their influence on consumer behaviour. In doing so, the author evaluated the efficacy of the Canadian Groupe Nordik'scommunication strategy, analysing comments of four emotional advertisement videos, posted on the Facebook accounts of the company. The analysis has shown that emotional marketing, using social media, can influenceconsumer behaviour, since the four videos revealed theirselves as an efficient and successful marketing strategy: consumers expressed both their appreciation toward the ads, the brand and the places. Finally, findings have shown and highlighted the value of interaction on social media, in order to create meaningful relationships with customers

This book is an investigation on the effectiveness of Italian spa management professional training, in relation to recruiting effective, competent and talented spa managers. In doing so, are presented and taken into account the current offer on educational system and programmes worldwide. It also provides suggestions for the improvement of the Italian system, identified in the enlargement and adaptation of existing programmes, in a more structured and detailed way with a focus on marketing, business and human resources. The implementation of an internship in the spa environment was considered essential to learn the job. Furthermore, the study present an analysis of the skills and attributes required to operates at international level and an evaluation of the competitiveness, barriers and opportunities of the Italian spa industry.