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Conquistare mercati e clienti

Author

Listed:
  • Sandro Castaldo

    (EM - EMLyon Business School)

  • Monica Grosso

Abstract

L'aumento della complessità dell'ambiente in cui viviamo, dei prodotti che consumiamo e delle tecnologie che utilizziamo, e il cambiamento continuo che investe consumatori, imprese e istituzioni generano un bisogno crescente di certezze e punti fermi. Per uscire rafforzate da un contesto tanto turbolento, le aziende non possono più limitarsi a soddisfare le richieste dei clienti, ma devono necessariamente ottenerne la fiducia nel tempo. Emerge così l'esigenza di un «marketing orientato alla fiducia», capace di instaurare una relazione stabile e duratura, che crea valore sia per le imprese sia per i clienti. Una fiducia tangibile, misurabile, che si riflette sulle performance aziendali.

Suggested Citation

  • Sandro Castaldo & Monica Grosso, 2019. "Conquistare mercati e clienti," Post-Print hal-02298300, HAL.
    • Handle: RePEc:hal:journl:hal-02298300
    as

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    Keywords

    marketing;

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