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Multi-Channel & Marketing Mix

Consumer Goods and Services Markets are facing a deep transformation. The rise of new technologies, such as IoT, Big Data, Mobile, Apps, Wearable tools, has introduced new communication channels and has made the “Customer Journey” much more complex through the increase of the touchpoints influencing customers’ behavior. These disruptive elements make more difficult to analyze customer journey and to define the appropriate go-to-market model and optimized marketing mix, with all [...]

How to be Agile – effectively and cleverly

Besides the original application of Agile methodologies in IT and digital projects, organizations have started developing agile-change management models, to respond to fast market changes and consequent need to mobilize internal players. Agile model is an “effective” solution to prepare companies to react to and manage changes, creating structures where employees are persons interacting and creating value and not just tools users or procedures followers. But there is one key [...]

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