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.
Just like a woman: when the strategy is feminine
from an interview with Alice Alessandri e Giovanna Rossi Have you noticed that things have changed when discussing marketing and business strategy? For years the primary metaphor used as a source of inspiration for the salesperson, for example, referred to military…
Do you opt for spontaneity or strategy? We choose greater awareness
di Alberto Aleo If you have ever attended a class on communication techniques or effective negotiation, you will know that at some point someone always raises a hand and says “Excuse me, but what about being spontaneous?”. This normally prompts a…
Exploring marketing: what is SWOT analysis and how can it be useful?
by Alberto Aleo SWOT stands for Strengths, Weaknesses, Opportunities, and Threats and traditionally identifies a strategic formulation (very fashionable among managers who are ‘in-the-know’) aimed at summarizing the characteristics of the company and the market in which it operates. The…
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…
Sales forecasts: rear-view mirror or a lens pointed forwards?
Here’s how to make reliable and rational sales forecasts.
Managing complaints or “Give me a reason to remain with you!”
by Alice Alessandri Dealing with happy and satisfied customers, those people who make your days enjoyable and your job rewarding, is definitely fulfilling and motivating. However, the difference between a professional and an amateur, lies in their ability to handle…
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…
Optimism as a strategy: exploring Italy’s confines
by Alice Alessandri & Alberto Aleo Since we’ve been back in Italy, many people have asked us what the greatest difference is between our society and that of the US. What we were most struck by was rather unexpected, especially…
Sometimes I “fail to make a sale”, what should I do?
by Alberto Aleo Little is said about what happens when, despite all our efforts, our negotiating skills and the implementation of the perfect strategy, we still fail to make a sale. Firstly, it should be clear that in every purchase…