Full Professor of Business Administration University of Florence Visiting Faculty

Gaetano Aiello is Full Professor of Business Administration at the University of Florence, where he earned Degree in Business Economics in 1986. He has been in charge of several institutional roles, such as: Dean of the Department of Economics and Management (from 2013 to 2020), President of the Italian Academy of Management Association (from 2018 to 2020), Member of the Committee for the National Scientific Qualification in the disciplinary area of Business Administration (from 2019 to 2021). His research interests include retailing, brand management, fashion and luxury marketing, Made in Italy, and SME marketing. His published research outputs have appeared in refereed international journals including Journal of Retailing, Psychology & Marketing, Journal of Business Research, Journal of Brand Management, Journal of Global Scholars of Marketing Science. His researches have been presented in several national and international conferences, such as: SIM, EMAC, IMP, KSMS, and AMS.


The price of costs, competition and perceived value. Cost based pricing. Competition based pricing. Analyzing and measuring the value as perceived by the client. Customer based pricing. Techniques and tools for analysis. Pricing strategies: price distinction, price bundling and unbundling. Price competition and value competition: how to avoid price wars.

Marketing Management
Data Marketing and Analytics