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Full Professor
Department of Marketing

Courses a.y. 2019/2020


Courses previous a.y.

Biographical note

Born July 29th, 1961. Degree in Business Administration from Università Bocconi. PhD in Business Administration and Management from Università Bocconi.

Academic CV

Full Professor of Management.

She was a Visiting Professor at the Copenhagen Business School (2010), at the European School of Management - ESCP-EAP (2003) and at the University Jean Moulin Lyon (1988); a visiting scholar at the Ecole des Hautes Etudes Commerciales - HEC of Montréal (2002). At present she is a senior faculty member at SDA Bocconi School of Management, Milan.

From 2004 to 2012, she was the Director of the Master of Science in Marketing Management Program at Bocconi University. Then she became the Dean of the Undergraduate School from November 2012 to October 2014.

In November 2014, she was appointed Dean of the Bocconi Graduate School.

Research areas

Service marketing. Consumption experience and  experiential marketing. Arts and Culture marketing.  Analysis of marketing performance.


  • Carù A., Cova B. (2015), "Co-creating the collective service experience", Journal of Service Management, 26 (2), 276-294.
  • Cirrincione A., Estes Z., Carù A. (2014), "The effect of Ambient Scent on the Experience of Arts: Not as good as it smells", Psychology & Marketing, Vol. 31 (8), 615-627.
  • Carù A., Cova B., Pace S. (2014), "Combining Qualitative Methods in Practice: A contextualized account of the evolution of consumer studies", Management Decision, Vol. 52, Issue 4, 777-793.
  • Ostillio M.C., Di Donato C., Carù A. (2012), "Vintage Autentico o Autenticità nel Vintage", Micro & Macro Marketing, 2, 305-332.
  • Carù A., Salvemini S. (eds.), (2011), Management delle istituzioni culturali, Egea. Milano (II edizione: 2012).
  • Carù A., Cova B. (2011), Marketing e Competenze del Consumatore, Egea, Milano.
  • Carù A., Cova B. (2011), “Can the Generation Gap Impede Immersion in an Exhibition? The Case of Annisettanta (The 1970s)”, International Journal of Arts Management, 13, 2, January, 16-28.
  • Cugini A., Carù A., Zerbini F. (2010), "Assessing and Managing the Costs of Satisfaction in B2B Services", Journal of Strategic Innovation and Sustainability, 6, 4, 50-79.
  • Borghini S., Carù A. Cova B. (2010), "Representing BtoB Reality in Case Study Research: Challenges and new opportunities", Industrial Marketing Management, 39, 1, 16–24.
  • d’Astous A., Voss Giraud Z., Colbert F., Carù A., Caldwell M., Courvoisier F. (2008), “Product-country images in the arts: a multi-country study”, International Marketing Review, 25, 4, 379-403.
  • Carù A., Cova B. (2008), “Small versus big stories in framing consumption experiences”, Qualitative Market Research:  An International Journal, 11, 2, 166-176 .
  • Tollin K., Carù A. (2008), Strategic Market Creation. A new Perspective on Marketing and Innovation Management,  Wiley.
  • Carù A., Cova B., (2008) "Un approccio duale al marketing esperienziale: divertimento e approfondimento nell’immersione", Mercati e Competitività, n. 4,  pp. 17-40.
  • Carù A. (2007), Consumo e marketing dei servizi. L’evoluzione verso esperienze e soluzioni, Egea, Milano.
  • Carù A., Cova B. Consuming Experience, Oxon, Routledge, 2007.
  • Cugini A., Carù A., Zerbini F. (2007) "The cost of customer satisfaction: a framework for strategic cost management in service industries", European Accounting Review, vol. 16, n. 3, 2007, pp. 499-530.
  • Carù A., Cova B. (2006), "Expériences de Marque: Comment Favoriser l’Immersion du Consommateur?", Decision Marketing, n. 41, Janvier-Mars, pp.43-52.
  • Carù A., Cova B. (2006), "Expériences de consommation et marketing expérientiel", Revue Française de gestion, n. 162, 2006, pp. 99-113.
  • Carù A., Cova B. (2006), "How to Facilitate Immersion in a Consumption Experience: Appropriation Operations and Service Elements", Journal of Consumer Behavior, Vol. 5, n. 1,  4-14.
  • D'Astous A.,Carù A., Koll O., Sigué S.P (2005) "Moviegoers' Use of Film Reviews in the Search for Information: A Multi-Country Study", International Journal of Arts Management, Vol. 7, n. 3, Spring.
  • Carù A., Cova B. (2005),"The Impact of Services Elements on the Artistic Experience - The Case of Classical Music Concerts" International Journal of Arts Management, Vol. 7, n. 2, Winter.
  • Carù A., Cova B. Pace S. (2004) "Project Success: Lessons from the Andria Case" ), in European Management Journal, vol. 22, n. 5, October.
  • Carù A., Cova B. (2004 )"How Can Services Elements Help the Consumer in Immersing Himself in the Experience? The Case of Auditorium - Giuseppe Verdi Milan Symphony Orchestra" (co-author  B. Cova), Finanza Marketing e Produzione, n. 2.
  • Carù A., Cova B. (2003) "Esperienza di consumo e marketing esperienziale: radici diverse e convergenze possibili", Micro e Macro Marketing, n. 2, agosto 2003.
  • Carù A., Cova B. (2003) "Revisiting Consumption Experience: A More Humble but Complete View of the Concept", Marketing Theory, vol. 3 (2).
  • Carù A., Cova B. (2003) "Approche empirique de l'immersion dans l'expérience de consommation: les opérations d'appropriation", RAM-Recherce et Application en Marketing, vol. 18, n. 2.
  • Carù A., Cugini A. (2000) Valore per il cliente e controllo dei costi: una sfida possibile. La proposta di un approccio integrato per le imprese di servizi, Milano, EGEA.
  • Carù A., Cugini A. (1999) "Profitability and Customer Satisfaction in Services. An Integrated Perspective between Marketing and Cost Management Analysis", International Journal of Service Industry Management, vol. 10, n. 2.
  • Carù A. (1996) Marketing e progettazione dei servizi. Un percorso tra mercato e competenze, Torino, UTET.
  • Carù A. (1994) Marketing delle imprese di assicurazione, Milano, Egea.