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How to Gain Maximum Trust
We are experiencing a period of tremendous economic and social uncertainty, marked by international political tensions and stagnant consumption. Despite a slowdown in inflation, rising consumer prices over the past three years have eroded household purchasing power, already under pressure from high energy costs and rising financing costs. In this unpredictable environment, characterized by instability ...
Godfather Marketing: A New Approach with Risks and Rewards
According to the prevailing academic definition, the strategic goal of marketing is to "create value" for both the firm and consumers (cf. Gundlach and Wilkie, 2009), where "value" is understood as something that is objectively beneficial to both parties. However, it could be argued that the ultimate purpose of firms is to sell products, while for consumers it is to fulfill their needs – needs that ...
Marketing, Quo Vadis?
Artificial intelligence is redefining marketing tools, processes, and skills, raising profound questions about the future role of the discipline. Starting from this scenario, a perspective is proposed that enhances the evolutionary resilience of marketing and reaffirms its strategic centrality. Indeed, marketing remains essential as a builder of trust, a generator of differentiation, and a guide to ...
Engagement, Personalization, and Measurement: How AI Is Redefining Customer Loyalty in Retail
For contemporary retail, operating in a context of structural fragility, this is a must. Loyalty can no longer be classified as a natural outcome of the funnel, or simply the result of this or that promotional or technological lever. Loyalty instead is turning into a trust-based platform, with artificial intelligence providing the cognitive infrastructure that enables companies to orchestrate personalization, ...
Trust, the Hidden Architecture of the Economy
In markets marked by uncertainty, volatility, and digital transformation, trust can reduce the perception of risk, support consumer and investment decisions, and strengthen relationships with customers and stakeholders. But trust is a fragile resource: It stems from reputation, it is reinforced through consistent behavior, and it can deteriorate rapidly when promises are not backed by action. Therefore, ...