This paper presents a systematic review of recent academic literature analysing the\ud role, organization and management of marketing activities in small and medium-sized\ud enterprises (SMEs).To this end, 310 articles published between 2006 and 2015 in 69 main\ud journals devoted to small firms/entrepreneurship and management/marketing fields\ud were analysed. This review shows that SMEs’ marketing has received great attention\ud in both management and marketing literature in recent years. Findings reveal, on\ud the one hand, the emerging role of networks and information and communication\ud technologies in marketing behaviour by SMEs, and on the other hand a research gap in\ud terms of specific marketing practices. Entrepreneurial marketing has been used as the\ud main conceptual framework in reviewed studies, even if findings overall still point out a\ud distance between the theoretical bases of reviewed contributions and the study of SMEs’\ud marketing behaviour and practices. Therefore, future research on the role of resources,\ud relationships and networks could benefit from the combination of theories developed\ud within the field of entrepreneurship with other approaches such as the resource-based\ud view, the dynamic capabilities theory and the Industrial Marketing and Purchasing\ud (IMP) framework

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Purpose – The purpose of this paper is to propose a new management approach to analyse the processes of museums in the experience logic and, on the basis of such a model, to study the management processes of the National Gallery of the Marches in Urbino, one of the most important museums in Italy. Design/methodology/approach – This study adopted a qualitative methodology and a descriptive-exploratory approach. The proposed model, which aimed to create and manage experiences and transformations in museums, was tested in the National Gallery of the Marches by adopting the case study method.\ud Findings – The empirical research underlined the partial application of the proposed model in the museum under examination and the potential for the museum to improve the offering value to its visitors. Research limitations/implications – Although a single case was investigated, the present work offers a preliminary theoretical contribution, which is useful for perfecting the conceptual framework and applying it to a wider number of cases.\ud Practical implications – The management of the National Gallery of the Marches should first plan a greater number of more detailed experiences and transformations around the theme of the Renaissance, and promote the active role of visitors. Second, it should improve the communication of the offer, especially through social networks. Third, personnel (especially front office) should be motivated and trained to create value for visitors.\ud Originality/value – The paper aims at developing a new management approach for the museums to create value for the visitors and museums by bringing the insight of the experience logic into the field of cultural heritage management

Purpose -The theme of sustainability in museums has not been sufficiently explored in the international literature on cultural heritage management as well as few museums are already involved in programs to promote sustainable development. Considering this gap, the purpose of this study is twofold. Firstly, to provide a conceptual model applying the principles of sustainable development to the enhancement of cultural heritage and, secondly, to analyze the case of Marche Region. Design -After analysing the three dimensions of sustainability -environmental, social and economic -and their possible application to museum management, the research tested the theoretical assumptions through an exploratory qualitative/ quantitative survey. Methodology -The structured questionnaire was submitted to a sample of museums and consisted of a wide range of questions, primarily, although not exclusively, quantitative, which examined both museum management and sustainability orientation. Approach -The analysis focused on two different dimensions: the first aimed at understanding the perception of sustainability and the value of its components, the second aimed at investigating museums' willingness and reasons to engage in concrete sustainability-oriented actions. Finding -The field research showed Marche Region's museums have a full awareness of the benefits of sustainable management. However, the lack of a managerial approach to the museums' development compromises their ability to transfer this orientation in operational policies. Originality of research -The paper provides a multidimensional model for measuring the level of museum sustainability, able to analyze cultural and behavioral components. This analysis identifies possible areas of intervention for regional policies aimed at improving sustainability orientation of museums.

Focusing on the Blue Flag, the paper aims to illustrate the role played by certification programmes in destination management and branding, as well as their potential for destination enhancement. The awareness of the benefits and the importance of the Eco-label as perceived by the Italian Blue Flag-awarded destinations and the degree to which the certification is effectively used in their communication strategies have been investigated. The research was conducted by submitting two different questionnaires to all Italian 2012-Blue Flag municipalities. The study reveals that the dynamics leading local authorities to join the Programme have more to do with the return in terms of brand image than with their environmental concerns, although they do little to promote the obtained award