La comunicazione dei progetti immobiliari complessi: fondamenti concettuali ed evidenze empiriche

This paper offers a first conceptual effort aimed at analysing the role, the features and the potential applications of communication in the real estate primary market. The conceptual foundations of real estate communication are supported and enhanced by the analysis of three major urban areas requalification projects accomplished or that are presently in progress on the Italian territory: the urban leisure centre Freccia Rossa in Brescia and the two milanese projects Porta Nuova and CityLife. Such case studies emphasize the management principles aimed at optimizing communication effectiveness along the several steps of a complex real estate undertaking.

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