- Start Date
- Duration
- Format
- Language
- 5 mag 2025
- 6 days
- Class
- Italian
Progettare strategie di marketing efficaci integrando l'approccio tradizionale e quello digital per valorizzare e personalizzare l'esperienza del cliente.
The general rethinking of business marketing gives rise to the need for new models to inform managerial decisions
Book extract
Irreversibly reshaping the relationships among companies: this is one effect of the deep transformations of competitive scenarios in recent times (including the digital revolution, the Internet of Things, Industry 4.0 and international dynamics). Seen from this perspective, marketing is facing a challenge on its home turf, the challenge of customer relations, specifically the personalized and geographically localized approach to relations with business customers. Hence the need to rethink business marketing in at least three directions: the strategic orientation underpinning decisions, methods for managing customer relations, and understanding the internal impact of the digital transformation. Therefore the general rethinking of business marketing involves the different directions of the ongoing evolution, giving rise to the need for new models to inform managerial decisions. In light of the profound transformation, the ambitious aim of this book is to take a deep dive into the main areas of reconfiguration of business marketing, offering managers, experts, and researchers a series of reflections and a set of applicative tools that they can use to interpret and govern the change currently underway on the B2B scene. The book also provides a model for dealing with the implications of the changes in question, specifically offering a new approach to the Business Marketing Plan (BMP). With an eye to delivering a dynamic, evolutionary model that unites the strategic and operational aspects of business marketing, the author emphasizes that the BMP must encompass engagement and the customer journey, implemented by following the Canvas approach.
- Editor: EGEA
- Editorial Series: Leading management
- Publication Date: December 2019
- EAN: 9788823837522
- ISBN: 9788823837522
- Pages: 128
- Format: paper and e-Pub
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