Looking for prospects: profiling to understand their value and potential
How to do new business in a “scientific” way.
Mission Impossible: calculating the market share when there are no data
by Alberto Aleo Have you ever been called into your boss’ office without any warning as you prepare to leave in the evening and been assigned, with an apparently guileless air, an impossible mission? When you try to raise any…
Strategic budgeting: the targeted and controlled use of resources
by Alberto Aleo While doing my military service in Italy, I served with the Engineer Corps and throughout training and beyond, we were continually instructed on how efficiently managing supplies, together with the targeted and controlled use of resources, can…
Marketing mix: how the ingredients change
How the marketing tools used in modern markets have changed.
Mission and Vision: what exactly are they? How do you create and use them?
Let’s learn together how to define our goals and our identity.
“Entrepreneurs on a mission from God”: when success serves the common good
by Alberto Aleo Do you remember the scene in the movie The Blues Brothers when John Belushi says ‘we are on a mission from God’ to describe his plan to put a band together? It makes you smile, but it also…
Two generations compare notes in a dialogue on Marketing, Branding and Communications
By Alberto Aleo and Riccardo Trevisani Two different generations with diverse experiences and from different contexts, but both dealing with corporate strategies and tools: Riccardo has just concluded a arkeaster’s degree in Design Management Innovation (don’t be fooled by the name because it…
Marketing and the Law of Attraction
Is there a law of attraction that binds customers and companies? Yes, and here’s how to use it to increase your business.
From Start-up to Stand-up: the advantage of Italianity
By Alberto Aleo – an interview with Fabio Pornaro What does the future hold for Italian firms? Can the expert craftsmanship that has always set apart our national production combine with the dynamics of new markets? What is the real advantage…
When my grandmother asked me, “So what are you now, a travelling salesman?”
by Alberto Aleo While underlining that the profession of a travelling salesman is both noble and nowadays cloaked in a certain romantic aura linked to the pioneering spirit, the question as posed by my grandmother had a negative connotation. What…