Category Archives: Marketing

Why did you write it there?

“I know that half of what I spend in Advertising is just wasted money. The problem is that I don’t know which of the two halves is the right one.” Just landed at Malpensa airport eventually I saw an advertising that got my curiosity, but a question rose to my mind suddenly: "Why? Why you…

Inversione di Marcia

Franco Tagliente, un collega legato ai miei esordi nel marketing, 1986. Un'altra epoca. Franco  era un consulente affermato già allora, io iniziavo appena. Un suo scritto di allora mi fu di grande ispirazione: La Scoperta del Marketing.  ( in questo blog ) Oggi ci ritroviamo con Franco a discutere di Decrescita e di un Marketing…

Landing Project aimed to Italian companies

Non sempre gli atterraggi vanno lisci come si vorrebbe. In termini di business, raramente un nuovo mercato si presenta come una pista ben asfaltata: una runaway liscia e senza ostacoli. Mentre un atterraggio di fortuna comporta molti rischi, uno adeguatamente pianificato permette di conoscere il “terreno” sul quale si intende scendere ed evita capovolgimenti. Here…

The Himba. Black Africa is here, and marketing hasn’t arrived yet

The Himba. Black Africa is here, and marketing hasn't arrived yet Black Africa is an amazing place, we have lot to learn there, in many sense. Let read this article and see what is a market place and how marketing works in human relationships. Get the whole article here: Himba. Black Africa is here.  

Valuable or not valuable? This is the question…

How to design a better Value Proposition for the post consumerism economy? The paradigm is changing fast likewise the desire to own goods, even virtual ones; what then is the value that makes sense in our lives? I’m just fed up with networking events’ proposals. If you would attend just at half of those organised…

Why are salesmen who sell good product bad salesmen?

Have you ever had the experience to met someone who sold you something you bloody want? In the automotive industry a common joke says how bad salesman the Ferrari’s salespeople are. Why? Because those who want to buy a Ferrari do not change their idea even if you slap them in the face!! ... Get…

SOAR – Sales Organisational Advanced Reshape

The company in brief The company's business was in the food industry in Italy. The organisation was over 60 people and had a turnover of 20 million a year. In the last 30 years it has produced a consistent and, year after year, increased cash flow. The management has set the business procedures on their best way…

Business Development

Business development and strategic planning Evaluation of business models by market, resources, culture and strategic choices. Strategy sets the business model backbone. To analyze markets, the main business model issues is defining a precise strategy for a coherent pattern of choices. The Vision & Mission definition process helps entrepreneurs to clarify their Brand Character.  When we…