Two mismatches in the Caprotti story: Januaria Piromallo, Marchioness of the Dukes etc., and Maria Cristina Busi Ferruzzi, ‘Princess of Coca-Cola

The story of Maria Busi Ferruzzi is reported in the book ‘Le Ossa dei Caprotti’ because it exemplifies how a supplier can become a servant. On Januaria Piromallo, Marchioness Capece Piscinelli di Montebello of the Dukes of Capracotta, on the other hand, I have drawn a pious veil

The birth of marketing at Esselunga and two Armando Testa advertising campaigns

In 1994, under my impetus, the Esselunga marketing department took shape and I became its first director. Marketing was structured to manage the following areas: promotions – including the whole Fidaty world – the call centre, press office, market research, supermarket space, advertising