Micro & Macro Marketing
“Marketing non convenzionali, notizie e futuro della ricerca” with B. Cova, Micro & Macro Marketing (2014).
Marcel Saucet with Gregorio Fusilli and Bernard Cova, this article in the Italian review. In short, the new kinds of unconventional methods seem opportune and even necessary for brands that find it harder and harder to ensure existing customers’ loyalty while (and above all) attracting new ones. This is not to say that the new approaches offer an immediate solution to today’s economic crisis. What they are, however, is an original and effective way of responding to the main constraints that business faces at present.