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Marketing 4.4.2: Descrivere il marketing attraverso il calcio
Paperback
Publisher: Independently Published
Published: Aug 5 2022
Pages: 134
Weight: 0.42
Height: 0.29 Width: 6.00 Depth: 9.00
Language: Italian
Se capisci come funziona una squadra di calcio, puoi capire molto meglio anche come funziona il marketing.
Una squadra non vince perché ha undici buoni giocatori.
Vince quando ruoli, strategia, tattica, allenamento, controllo e obiettivi lavorano nella stessa direzione.
In un'azienda succede qualcosa di molto simile.
Marketing 4.4.2. Descrivere il marketing attraverso il calcio nasce da questa idea: utilizzare uno dei linguaggi più conosciuti e discussi al mondo per rendere più comprensibili principi di marketing e di gestione aziendale che spesso vengono raccontati in modo inutilmente complicato.
Il calcio diventa così una grande metafora dell'impresa.
I tifosi diventano clienti.
La squadra diventa l'organizzazione.
La strategia stabilisce quale partita vuoi giocare.
Le tattiche traducono quella strategia in azioni concrete.
E il risultato dipende da come tutte queste parti riescono a lavorare insieme.
Il libro parte da una domanda semplice: a cosa serve davvero il marketing?
La risposta va molto oltre pubblicità e vendite.
Nel percorso vengono affrontati il rapporto con i clienti, la creazione di valore, l'acquisizione, le vendite, il flusso di cassa e il modo in cui persone, prodotti e processi devono cooperare per raggiungere un obiettivo comune.
Nel libro scoprirai, tra le altre cose:
- perché il marketing è un gioco di squadra e non il compito di un singolo reparto;
- come la soddisfazione del cliente si collega ai risultati dell'intera azienda;
- perché una vittoria occasionale non basta e come costruire quello che gli autori definiscono il circuito del successo;
- la differenza tra strategia e tattica;
- come segmentazione, targeting e posizionamento costruiscono la strategia di mercato;
- come il marketing mix trasforma la strategia in azione;
- perché controllo e misurazione sono necessari per migliorare;
- come il brand contribuisce a rendere un'azienda riconoscibile e rilevante;
- perché errori e problemi possono diventare parte del percorso di crescita.
Nel libro, segmentazione, targeting e posizionamento vengono presentati come componenti fondamentali della strategia, mentre le leve del marketing mix diventano l'equivalente delle tattiche con cui la squadra mette in pratica il proprio piano sul campo.
Ma c'è un'idea che attraversa tutto il volume:
il marketing non è soltanto ciò che un'azienda dice al mercato. È il modo in cui tutta l'azienda lavora per creare valore per il cliente.
Per questo non basta avere buoni prodotti, buoni venditori o una buona campagna pubblicitaria.
Così come mettere undici giocatori in campo non significa automaticamente avere una squadra, mettere insieme strumenti, persone e attività non significa automaticamente fare marketing.
Serve farli giocare insieme.
Marketing 4.4.2 è rivolto a imprenditori, professionisti, manager, studenti e a chi vuole comprendere i principi del marketing partendo da situazioni familiari, esempi concreti e metafore calcistiche.
Non serve essere esperti di marketing.
E non serve neppure essere allenatori.
Basta sapere che, quando una squadra entra in campo senza sapere quale partita vuole giocare, difficilmente sarà il talento dei singoli a salvarla.
Nel marketing succede esattamente la stessa cosa.
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