L’implementazione del concetto di marketing richiede che le imprese ottengano informazioni sulle caratteristiche, sui bisogni e sui desideri dei clienti del mercato target. Queste informazioni quando sono utilizzate efficacemente aiutano le imprese a focalizzare...
Definiamo “resilienza” come la capacità di un sistema di adattarsi al cambiamento. Cambiamenti sempre più rapidi, complessità crescenti e e rischi e incertezze sempre più forti sono diventati la nuova realtà del marketing nell’era della turbolenza. Per difendersi...
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...
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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