Elisa Montaguti is a Full Professor of marketing at the University of Bologna (Italy). Formerly at Warwick Business School and Insead, she received her Ph.D. in Marketing from the London Business (UK). Her research focuses specifically on the subject of new product development and high-tech product marketing. Her current research focuses on channel choice models, multi-channel customer profitability, social influence and entry strategies for new products. Elisa’s research has appeared in various marketing journals including Marketing Science, Journal of Marketing , International Journal of Research in Marketing, Marketing Lettere, Advances in International Marketing, and Mastering Marketing Financial Times series.
Marketing activity is the core of operating business. It provides the managerial focus for interfacing with customers and the source of intelligence about customers, competitors, and general environment.
In order to make effective strategic decisions, managers must identify and measure consumers’ needs and wants, assess the competitive environment, select the most appropriate customer targets and then develop marketing programs that satisfy consumers’ needs better than the competition. Further, marketing focuses on the long-run relationship of a company to its customers as well as short-run
sales and profits.
The second part of the course focuses on the decisions that managers make and the tools that they use to support an effective marketing strategy. The attraction and retention of profitable customers must involve consideration of the product or service being offered, the way in which the product is sold and distributed, how pricing is set and structured, and how the value of the offering is communicated.