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IL MARKETING FUTURO SARA’ CONCENTRATO SUL CLIENTE

Il  marketing in Italia si é imposto soprattutto nelle aziende di largo consumo, in particolare nelle aziende internazionali.

E’ un vero peccato che sia stato considerato come una specializzazione riservata a poco e non come un modo di gestire le imprese.

Le aziende cosidette btob non non si sono mai interessate di marketing, al punto di ritenerlo un’americanata o un argomento per pochi eletti.

Il loro svantaggio é quindi duplice: hanno sempre ritenuto che fosse materia d’altri e non lo hanno considerato come un modo di fare impresa.

Ecco una delle ragioni per le quali molte aziende italiane non sono diventate grandi o perché stanno subendo in modo pesante l’attuale crisi. Le aziende che hanno avuto successo fino agli anni ottanta del secolo scorso sono invecchiate principalmente perché sono invecchiati i cicli tecnologici che avevano determinato il loro successo iniziale.

Non é bastato razionalizzare i processi produttivi, ridurre i costi di personale. E’ mancata la spinta verso lo sviluppo adatto alle mutate esigenze degli acquirenti.

Una delle variabili di cui hanno tenuto poco conto é il cliente. Tuttora le aziende italiane badano soprattutto agli ordini, alla qualità. ai costi, al fatturato.  Badano meno all’organizzazione del proprio sviluppo ed alla evoluzione delle aspettative dei clienti. In compenso hanno ben capito che occorre comunicare.Come?

Il futuro delle aziende btob italiane starà soprattuto nel ripensare come gestire le propria aziende, nella  implementazione delle tecnologie ICT, nel web marketing e nella organizzazione orientata al cliente.

Sono lonntani i tempi in cui era sufficiente badare al prodotto. Il cliente é il nuovo paradigma del marketing moderno.

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