{"id":2075,"date":"2017-06-19T13:43:24","date_gmt":"2017-06-19T11:43:24","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=2075"},"modified":"2017-06-19T13:43:24","modified_gmt":"2017-06-19T11:43:24","slug":"trendmarketing-praxisorientierte-inputs-fuer-kmu","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2017-06-19\/trendmarketing-praxisorientierte-inputs-fuer-kmu\/","title":{"rendered":"Marketing di tendenza: input orientati alla pratica per le PMI"},"content":{"rendered":"<figure id=\"attachment_2077\" aria-describedby=\"caption-attachment-2077\" style=\"width: 427px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2077\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator.jpg\" alt=\"\" width=\"427\" height=\"640\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator.jpg 427w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator-8x12.jpg 8w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator-117x175.jpg 117w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator-234x350.jpg 234w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator-300x450.jpg 300w\" sizes=\"auto, (max-width: 427px) 100vw, 427px\" \/><figcaption id=\"caption-attachment-2077\" class=\"wp-caption-text\">Il nuovo libro di Veronika Bellone e Thomas Matla mostra alle PMI come il trend marketing pu\u00f2 essere messo in pratica. (Immagine: Campus Verlag)<\/figcaption><\/figure>\n<p>Quasi nessun'altra sottodisciplina della gestione aziendale \u00e8 cos\u00ec soggetta al cambiamento delle tendenze (della moda) come il marketing. Le PMI in particolare - con il 99% delle aziende che rappresentano la spina dorsale dell'economia - sembrano essere in perdita quando si tratta di utilizzare le nuove tendenze per il marketing della loro azienda e dei loro prodotti. Con il suo libro \"Praxisbuch Trendmarketing. Innovation Cycle and Marketing Mix for SMEs\", gli autori Veronika Bellone e Thomas Matla forniscono ora una ricchezza di informazioni e istruzioni utili. In primo luogo, diverse PMI della regione DACH hanno la loro opinione e riferiscono la loro gestione delle tendenze e il corrispondente marketing delle tendenze Dopo una sezione sulla ricerca delle tendenze, vengono discussi sette importanti megatrend (digitalizzazione, individualismo, globalizzazione, cambiamento demografico, sostenibilit\u00e0, healthstyle e urbanizzazione). Poi diventa veramente concreto: gli autori presentano il marketing mix 13-P e spiegano la sua applicazione nelle PMI con la derivazione di un ciclo di innovazione per il marketing di tendenza. Il classico approccio 4P degli anni '60 non \u00e8 pi\u00f9 sufficiente agli occhi degli autori. I criteri Product, Price, Place, Promotion sono integrati da People (persone), Process (processi) e Physical Evidence (materiali) ed estesi da dimensioni come Purpose (scopo dell'azienda), Performance (indicatori chiave di performance) o Propulsion (tecnologie). Prestare attenzione alle esigenze dei clienti \u00e8 anche una chiamata importante del libro per le PMI. Le liste di controllo pratiche e i casi di studio - sempre intervallati per illustrare le singole sezioni teoriche - completano il libro chiaramente strutturato. Nel complesso, i due autori forniscono un utile strumento di lavoro che combina la profondit\u00e0 scientifica con molti esempi di PMI in diversi settori - un tesoro di conoscenze e stimoli di applicazione per i manager di marketing con aspirazioni strategiche cos\u00ec come per gli studenti che vogliono approfondire le loro conoscenze in questo campo.<\/p>\n<p><em>Veronika Bellone, Thomas Matla<br \/>\n<\/em><em>\"<strong>Trend Marketing Practice Book - Ciclo dell'innovazione e Marketing Mix per le PMI<\/strong>\"<br \/>\n<\/em><em>Campus Verlag Frankfurt\/ New York, 2017<br \/>\n<\/em><em>367 pagine, copertina rigida<br \/>\n<\/em><em>Stampa ISBN 978-3-593-50662-3<br \/>\n<\/em><em>E-Book (PDF) ISBN 978-3-593-43567-1<br \/>\n<\/em><em>E-Book (EPUB) ISBN 978-3-593-43590-9<\/em><\/p>\n<p><em><a href=\"http:\/\/www.campus.de\/buecher-campus-verlag\/business\/marketing-verkauf\/praxisbuch_trendmarketing-10859.html\">Link al libro<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Wohl kaum eine Teildisziplin der Unternehmensf\u00fchrung ist so stark \u00e4ndernden (Mode)str\u00f6mungen unterworfen wie das Marketing. Insbesondere KMU &#8211; mit 99 Prozent der Unternehmen stellen sie das R\u00fcckgrat der Wirtschaft\u00a0&#8211;\u00a0scheinen auf verlorenem Posten zu sein, wenn es darum geht, neue Trends f\u00fcr die Vermarktung der eigenen Firma und ihrer Produkte zu nutzen. Mit ihrem Buch \u201ePraxisbuch [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":2077,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Trendmarketing","_yoast_wpseo_metadesc":"\u00abPraxisbuch Trendmarketing \u2013 Innovationskreislauf und Marketing-Mix f\u00fcr KMU\u00bb: Ein Leitfaden f\u00fcr kleine und mittlere Unternehmen.","articlekey":"","footnotes":""},"categories":[29],"tags":[92,95,339,496,533],"class_list":["post-2075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-buch","tag-buchtipps","tag-marketing","tag-unternehmensfuehrung","tag-wissenschaft"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Trendmarketing: Praxisorientierte Inputs f\u00fcr KMU - Organisator<\/title>\n<meta name=\"description\" content=\"\u00abPraxisbuch Trendmarketing \u2013 Innovationskreislauf und Marketing-Mix f\u00fcr KMU\u00bb: Ein Leitfaden f\u00fcr kleine und mittlere Unternehmen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/it\/marketing\/2017-06-19\/trendmarketing-praxisorientierte-inputs-fuer-kmu\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trendmarketing: Praxisorientierte Inputs f\u00fcr KMU\" \/>\n<meta property=\"og:description\" content=\"\u00abPraxisbuch #Trendmarketing \u2013 Innovationskreislauf und #Marketing-Mix f\u00fcr KMU\u00bb: Ein Leitfaden zur Trendsensibilisierung.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.organisator.ch\/it\/marketing\/2017-06-19\/trendmarketing-praxisorientierte-inputs-fuer-kmu\/\" \/>\n<meta property=\"og:site_name\" content=\"Organisator\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/OrganisatorFachmagazin\" \/>\n<meta property=\"article:published_time\" content=\"2017-06-19T11:43:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"427\" \/>\n\t<meta property=\"og:image:height\" content=\"640\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"thomas.berner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"#Trendmarketing: Praxisorientierte Inputs f\u00fcr KMU\" \/>\n<meta name=\"twitter:description\" content=\"\u00abPraxisbuch #Trendmarketing \u2013 Innovationskreislauf und #Marketing-Mix f\u00fcr KMU\u00bb: Ein Leitfaden zur Trendsensibilisierung.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2017\/06\/Trendmarketing-Praxisorientierte-Inputs-f\u00fcr-KMU_Organisator.jpg\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/\"},\"author\":{\"name\":\"thomas.berner\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#\\\/schema\\\/person\\\/6f650f90b2842cd4c0cc334b4e36f67e\"},\"headline\":\"Trendmarketing: Praxisorientierte Inputs f\u00fcr KMU\",\"datePublished\":\"2017-06-19T11:43:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/\"},\"wordCount\":368,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.organisator.ch\\\/wp-content\\\/uploads\\\/2017\\\/06\\\/Trendmarketing-Praxisorientierte-Inputs-fuer-KMU_Organisator.jpg\",\"keywords\":[\"Buch\",\"Buchtipps\",\"Marketing\",\"Unternehmensf\u00fchrung\",\"Wissenschaft\"],\"articleSection\":[\"MARKETING\"],\"inLanguage\":\"it-IT\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/\",\"url\":\"https:\\\/\\\/www.organisator.ch\\\/marketing\\\/2017-06-19\\\/trendmarketing-praxisorientierte-inputs-fuer-kmu\\\/\",\"name\":\"Trendmarketing: Praxisorientierte Inputs f\u00fcr KMU - 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