Abstract
This volume offers an interpretation of the marketing discipline focusing on aspects related to ethics as well as environmental, economic and social sustainability. These elements, which are now essential for any business activity, are a prerequisite for the creation of shared values, from producers to consumers. ‘Without a solid bond of trust between the customer base and the company, there is no way to achieve positive economic results or consistent and stable market share over time.’ In light of the complex developments of recent years, this bond of trust is the basis for any marketing initiative in the actual challenging competitive scenario. Respect for the intrinsic connection between the humankind, the environment and the economic results brings real benefits to all actors in the market. Based on this awareness, the book offers a comprehensive overview of the dynamics that govern the relationship between the company, the customer, the technologies, the touchpoints, and the offers. The first part of the text is dedicated to describing the marketing management process and the key models supporting the understanding of the environment, the market, and the intermediate and final demand. The second part focuses on decision-making, both at the strategic and operative levels. The volume ends by focusing on the measurement of the marketing performance through appropriate research and analysis of market data. The manual is complemented by numerous digital resources offering additional case studies, exercises and interactive contents.