MARCO DATURI CHANGE MARKETING
CHANGE MARKETING
MANAGING CHANGE STARTING FROM THE CORPORATE IDENTITY
Change Marketing: the first book in Italy
Change is often daunting, but it is always necessary to face it even at the workplace, both to respond to impactful events and to avoid slipping into the last natural phase of the product’s life cycle: decline.
Change Marketing is the key tool to guide this change towards a new route, defined in the strategic vision.
The method for organizing activities starts with a preliminary check-up analysis, necessary to have a complete overview of the situation.
This is followed by a review of the corporate identity, which is then operationally developed into a series of tools functional to achieving the objectives.
The corporate identity identifies the vision, mission and core values of the company, encompasses its culture, history and skills. It has a well-defined personality and expresses itself with its own image and tone of voice which, together with the value proposition, create the corporate reputation and brand identity perceived by external stakeholders.
Here is illustrated the Corporate Identity Matrix Framework ,a useful tool for providing a structured and understandable overview of corporate identity. It serves as a guide for communication, aiming to fully leverage the company’s identity and assess its reputational impact on all stakeholders.
228 pages | 4 parts | 3 extra bonus
You can't go back and change the beginning, but you can start from where you are and change the ending
At a time when society and the world of marketing are evolving too fast, this work will be useful to all professionals and entrepreneurs who, like me, are wondering about best practices and strategic changes to make in order to remain, but above all to be, more competitive.
Marco Daturi
SOME INFO ABOUT THE AUTHOR
Marketing expert, Marco Daturi has worked with major multinationals, professionals and SMEs, managing hundreds of projects in different sectors. Considered a premature digital native with many passions including technology and digitalization.
“I discovered marketing at university, and for the past 30 years, it has been my profession. I have experienced many projects, met many people and read hundreds of books before writing this on a fundamental topic for organizing work: corporate identity.”