Looking for prospects: profiling to understand their value and potential
How to do new business in a "scientific" way.
Organizing events? Here’s the advice of an expert
by Alberto Aleo e Giorgio Mondardini At a time in the market where companies are cutting promotion costs, there is a category of marketing tools that is showing growth, namely events. To find out more, we talked to Giorgio Mondardini, a person…
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.
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.
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…
Real, not perfect: marketing has moved on since the ’90s
Let's find out how to transform potential flaws into elements of our identity.
The Engineer’s magic blackboard: a case study
An interesting case study illustrates how a simple blackboard can become a powerful tool to motivate the sales team.
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.