Ethical marketing
Marketing is considered increasingly transversal to all company functions; a language that every manager or employee – regardless of the role they play – must be able to speak, because in a company “everything and everyone sells” and in the eyes of the customer there can never be too much consistency.
Marketing involves different areas of knowledge, from highly technical knowledge based on statistical analysis and precise strategic tools, to that rooted in psychology and relationships and focusing on the study of people and their emotions. It is this combination of humanism and science that enables us to achieve a level of knowledge that can free hidden potential for ourselves and for our business.
In a series of articles dedicated to this topic, we talk about how marketing has been transformed in recent years and how to make its use functional, practical and applicable in our everyday work.
We will answer questions such as “Are the 4 Ps of the marketing mix still valid?”, “How does marketing help us understand the customer?”, “How do I position myself on the market and ensure recognizability?”
Here is a selection of articles that will help you find answers:
What do I sell and why? The analysis of the offer system
What is the real object being traded in a sale? Are you certain you know what you are really offering the customer? Let’s analyse the offer system.
Real, not perfect: marketing has moved on since the ’90s
Let's find out how to transform potential flaws into elements of our identity.
From Start-up to Stand-up: the advantage of Italianity
By Alberto Aleo - an interview with Fabio Pornaro What does…
Personal Branding: creating your own image
by Alice Alessandri and Alberto Aleo If the world’s best…
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.
Time to consider externalities and ethics
by Alice Alessandri e Alberto Aleo We have been hearing about…
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…
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.
Marketing mix: how the ingredients change
How the marketing tools used in modern markets have changed.
Mission Impossible: calculating the market share when there are no data
by Alberto Aleo Have you ever been called into your…
Segmentation: changing consumers and purchasing choices
We learn to profile our customers in an unconventional way.
Exploring marketing: what is SWOT analysis and how can it be useful?
by Alberto Aleo SWOT stands for Strengths, Weaknesses, Opportunities, and…
Do you think it, or do you know it? The data analysis underlying marketing choices
di Alberto Aleo In our experience as consultants we see…
Give shape to your projects: tips for a creative Business Plan
The beginning of September is a good time to give shape to your projects. What better opportunity for drafting a business plan? There are various ways to create a business plan: some are highly technical, other most modern and innovative. Here you can find some tips to realize a creative Business Plan.
Business evolution: we do not live on profit alone
How to analyze business evolution, grow our organizations and promote professional activities following the Maslow's Pyramid.
Holidays University: marketing applied to holiday planning
In this preholiday article we are going to try a real experiment and turn your next holiday into a good occasion to revise – or learn – some management tools.
“No one like you”: be different to be successful
The main aim for any business or professional is – or should be – finding out what makes them different from all other competitors. Why is that? Let's try and examine it together…
Customer Journey : a journey throughout the customer experience
Thanks to a successful customer journey that companies and professionals can create value for their clients, allowing them to fully and personally experience the quality of their offers
My best enemy: how to best manage the relationship with competitors
One of the most complex aspects of market strategy is managing competitive relationships. Is it possible to collaborate instead of competing?
What is marketing all about and why is it useful?
The word marketing has entered the common usage of business language. But what is marketing for and what does it do in practice? Here are some answers.
The 5 points of branding
I want to share with you the 5 points of reflection that I use before starting any branding activity.
Why the Pareto principle, aka the 80/20 rule, is so important in marketing
Anyone who is in marketing has heard of the Pareto principle, better known as the 80/20 rule, at least once. In the late 1800s, following empirical observations supported by statistical evidence, the Italian economist and sociologist asserted that 80% of overall results come from 20% of all causes. In time, this principle has found several applications in various fields, especially in economics. We believe that the 80/20 rule is particularly useful in marketing as it helps us identify real growth strategies and is a valuable tool to guide our actions. How can such a simple and outdated rule still be so effective and relevant? Let’s find out together.
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