Il marketing delle medie imprese. Analisi di alcuni casi aziendali

In this paper on marketing in medium sized enterprises the author reports on a survey of successful medium sized business-to-business enterprises carried out in order to identify distinctive characteristics of their marketing strategies compared to the ones of both small and larger enterprises. All of the sampled firms proved to be market driven and hence flexible. They innovated their business models and reorganized their sales network and technical assistance activities. Smaller enterprises are much less oriented to adapt to the market, and they mainly adapt only their basic business activities. In large enterprises decision-making processes often use market analysis, forecasts and segmentation techniques. Compared to the medium sized companies, they also have a larger and more finely tuned distribution network, which usually covers numerous markets.