Marketing is a branch of economy that deals with descriptive studies on market and on the analysis of market interaction, of users with company.
Marketing is the science that allows an enterprise to produce what it sells and to sell what it has been produced, realizing profit.
One of marketing’s main elements, with the trade department, is to be the only company function openly turned to the outside. Therefore this activity can serve as an “interface” between the company and the external context, looking at its behaviour and guarding, at least in part, market modifications that will be realized in future.
Marketing is turned to the creation of value to the client, and one of its aim is to create a brand positioning.
Competitive context (client-target, suppliers, competitors, stakeholders, institutions) is changeable and positioning is unsteady. The main companies conquered market also thanks their ability to invest in details and to be able to characterize themselves. But details can resist only if a marketing quality strategy exists.
Marketing represents a union and interchange function between company and market. So it is necessary:
-
to analyse market tendency (consumers and competition);
-
to define opportunities offered by market to companies;
-
to identify fitter strategies and tactics to achieve the objectives, through an efficient and coordinated marketing mix planning, (that is those combinations of commercial tools used, among which the analysis of the efficiency of sale networks,) in order to act on their own market objective and influence consumers’ answers.
EBM assists companies in the predisposition of a marketing plan, with a strong guidance to client and peculiarity of the market objective, in consistency with company internal resources.