A quasi cinquant’anni dalla prima formulazione del concetto di marketing sopravvive una sostanziale confusione sul suo reale significato e sulla sua natura. Molte aziende hanno adottato il vocabolo del marketing e applicato, in modo apparente, la sua terminologia pur...
Per poter affrontare le sfide del nuovo secolo le imprese dovranno essere reattive, forti e resistenti, saper reagire prontamente ad un ambiente esterno in continuo cambiamento. Dovranno essere in grado di reggere intensi stress e pressioni subendo danni minimi e...
Al Ries e Jack Trout nel loro libro “Positioning: la conquista della posizione vincente” hanno introdotto il concetto di posizionamento nella disciplina di marketing. Secondo i due autori il posizionamento “non è ciò che fate a un prodotto ma è ciò che fate alla mente...
Quando l’economia è florida l’ottimismo sostiene piani di sviluppo e investimenti. Al contrario, in periodi di recessione, la maggior parte delle imprese si affanna a tagliare costi e spese. In questa frenesia quelle che sembra più ovvio ridurre sono le spese di...
Nel momento in cui un’azienda di appresta ad una pianificazione di marketing deve prepararsi ad affrontare un certo numero di complessi problemi organizzativi, attitudinali e cognitivi delle risorse interne che ne possono facilmente ostacolare il percorso....
Le ricerche di mercato sono lo strumento principale che consente alle imprese di conoscere approfonditamente il proprio target di riferimento. Prima di avviare o consolidare un’attività o lanciare un nuovo prodotto o servizio, è bene condurre un’analisi di...
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