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This book exemplifies - through a wide range of incidents and solved exercises – the application of consolidated theories, models and techniques to the analysis and measurement of potential market, market share and profitability; customer value; cu
The imperative of sustainable growth has clearly emphasized the importance of customer centricity and marketing skills, on which depends the ability to grasp the signs of market change, to internalize the customer in business processes, and to delive
Autor:
Bruno Busacca, Cristian Chizzoli
La superiore capacità di analizzare e soddisfare il consumatore è alla base del vantaggio concorrenziale dell'impresa e alimenta pertanto il processo di creazione di valore economico. Il confronto competitivo si esercita infatti sul terreno delle p