know your client, collect information about him , take care of his problems, give him your availability and you will turn your contact into Gold (but not for ever)

One of the hardest decisions to be taken by the management or by the ownership of a small-medium firm is to submit to a strategic marketing consult; that’s because the marketing vision is assumed to be unchangeable.

The management must try to change this assumption by using the so called “evolving management” that push to be always projected to the future. If the evolving management isn’t part of the dna it’s often impossible to see changes in marketing policies.

In this situation generally internal managers only try to understand and use (sometimes use and then understand) new tools (the web, multimedia software, direct marketing, databases); so the consultants called for example to apply new technology should try to expand their action or simply suggest more deeply changes.

Then it’s quite impossible to give reccomendations on global marketing policy having been for only some days in the firm: what we have to do is only make think about this giving new ideas and developing projects.

If we then will find a gap between what the management and the external references think about the firm and its strategic and marketing mission, we must hardly work to make this difference come closer and finally disappear.