| PESTEL, SCP, HHI, 5 Forze Porter, Catena valore, Raggruppamenti, Vantaggio competitivo, Strategie Porter, Abell | ambiente-analisi-competitiva.md |
| MktPot, Gap analysis, Parfitt-Collins, Fishbein, Processo 6-step, Coinvolgimento, Rischio percepito, Choice-set, Modelli multi-attributo, Fedeltà, Percezione | domanda-comportamento-consumatore.md |
| Segmentazione (MARAS), Targeting, Posizionamento, Prodotto (3 livelli, PLC, BCG), Innovazione, Prezzo (BEP, orientamenti, politiche) | stp-prodotto-prezzo.md |
| Canali (diretto/indiretto, breve/lungo), Copertura, Formati (12 tipologie), Private label, Omnicanalità, Trade Marketing (4 fasi, sell-in/sell-out, negoziazione), Servizio commerciale 4-box, Innovazione commerciale, Micromarketing, Planogrammi, Flagship store, Store image, Rischio commerciale, Partnership supply chain | distribuzione-trade-marketing.md |
| Comunicazione integrata, Pubblicità (8 categorie), Promozioni, Rete vendita, Direct marketing, Sponsorizzazioni, Merchandising, Prosumer, Trust marketing, CSR, Piano marketing, SWOT, Ansoff, Performance, PIMS, Satisfaction 6-step, NPS, Loyalty (comportamentale/cognitiva), MDS, Laddering, Usage&Attitudes, Content analysis, Store loyalty scomposto | comunicazione-piano-performance.md |
| Innovazione prodotto AI 9-step, Dynamic pricing PID, 17 euristiche pricing nominate (Floor, Surge, Profit Max, Consumer Chooses, Reverse Pop-out, Freemium, Bait-Switch, Restaurant Wine, Competitive Block, Loss Leader, Odd, Pay What You Feel, Free 6 Months, Ultra Premium, Contrast, Counter, Demand-based), Fast/Slow pricing data, 4 control approaches (PID/adaptive/optimal/Nash) | stp-prodotto-prezzo.md |
| Brand Personality Big Five (5 archetipi), Celebrity selection, Promo 7-stage journey con strategia per stadio, Template promo operativo 5 parti, Template neuroscience 5 parti narrativo (metafora/feelings/CTA), Language codes per età/genere (uomini/donne/teen/40-50/50-60/60+), Personality-based promo Big Five, Charity Inverse Hierarchy, Planogram da loyalty data, Switching algorithms, Storytelling algoritmico 12-step, Neuroscience copy testing 15 scores (8 core + 7 extended: music/lyric/optical/slow motion/context/metaphor/brand semiotics), Ad templates per formato | comunicazione-piano-performance.md |
| Services Marketing 4 caratteristiche IHIP (intangibility/heterogeneity/inseparability/perishability), 7P (+People+Process+Physical Evidence), Service Profit Chain, Gaps Model 5 gap (knowledge/standards/delivery/communication/customer), SERVQUAL RATER 22-item | stp-prodotto-prezzo.md |
| Service Blueprint 5 componenti + 3 linee (interaction/visibility/internal), Service Recovery Paradox 5-step, Service Guarantee, Yield Management/Revenue Management (RevPAR/ADR/Load Factor), Self-service spectrum | stp-prodotto-prezzo.md |
| B2B Marketing: derived demand, buying center 6 ruoli, processo 8-step Robinson-Faris-Wind, buying situations (new task/modified rebuy/straight rebuy) | b2b-marketing.md |
| ABM Account-Based Marketing: 3 modelli (one-to-one/few/many), ABM tech stack (Demandbase/6sense), playbook 7-step, TAL, ICP | b2b-marketing.md |
| Sales qualification BANT/MEDDIC/MEDDPICC/SPICED, Demand Gen vs Lead Gen, funnel B2B MQL→SQL→Opp→CW, content B2B per stage | b2b-marketing.md |
| Sales-Marketing Alignment SLA, RevOps, B2B pricing subscription/consumption/value-based, TCO selling, Magic Number, Rule of 40, LTV:CAC, CAC payback | b2b-marketing.md |
| Pricing strategico: Value-Based Pricing EVC framework (reference+differentiation), Van Westendorp PSM 4 domande, Price Elasticity per categoria | stp-prodotto-prezzo.md |
| Psychological Pricing (Kahneman Prospect Theory, loss aversion, anchoring, decoy, compromise, left-digit effect, charm pricing) | stp-prodotto-prezzo.md |
| Subscription pricing (flat/usage/tiered/per-seat/per-feature/hybrid), GoodBetterBest framework, NRR/GRR SaaS, MRR expansion/contraction | stp-prodotto-prezzo.md |
| Price fencing (time/quantity/customer/geographic/channel), Price Waterfall (List→Invoice→Pocket), Discount Approval Matrix, Competitive Pricing Intelligence | stp-prodotto-prezzo.md |
| Brand Architecture: Branded House/House of Brands/Endorsed/Sub-brands, brand hierarchy, migration strategies | brand-management-advanced.md |
| Brand Extension: line/category/brand/vertical, fit assessment Aaker-Keller, dilution risk, extension evaluation matrix | brand-management-advanced.md |
| Co-branding (ingredient/JV/retail), Brand Crisis Management 4R framework, playbook 7-step, casi (Tylenol/Toyota/United/Samsung/Chipotle) | brand-management-advanced.md |
| Employer Branding: EVP 5 componenti, development process, channels, metrics (eNPS, time to fill, Glassdoor), Brand Purpose/Activism framework | brand-management-advanced.md |
| Brand Equity Measurement integrata: Interbrand/Brand Finance/Prophet, brand tracker design, leading vs lagging metrics | brand-management-advanced.md |
| Sostenibilità: ESG (GRI/SASB/TCFD/CSRD/ESRS), double materiality, greenwashing 7 sins + Green Claims Directive EU, B-Corp, UN SDG | sostenibilita-internazionale.md |
| Purpose Marketing: Golden Circle, Cause-related vs Purpose, consumer belief-driven, circular economy 9R, Product-as-a-Service, regenerative business | sostenibilita-internazionale.md |
| International Marketing: Standardization vs Adaptation (Levitt vs Douglas-Wind), CAGE framework (Cultural/Administrative/Geographic/Economic distance), Hofstede 6 dimensioni | sostenibilita-internazionale.md |
| Entry modes: Export/Licensing/JV/Greenfield/Acquisition, Global Brand Management (name/colors/symbols), Glocal strategy, BoP Prahalad, emerging markets | sostenibilita-internazionale.md |
| Consumer Psychology avanzata: System 1/2 Kahneman, Prospect Theory (loss aversion 2.25x, endowment effect, framing), Cialdini 7 principles (reciprocity/consistency/social proof/authority/liking/scarcity/unity) | neuromarketing-innovazione.md |
| Behavioral biases 30+: anchoring, default, bandwagon, confirmation, availability, sunk cost, hyperbolic discounting, choice paralysis, decoy, peak-end, IKEA effect, mere exposure | neuromarketing-innovazione.md |
| Neuromarketing research: eye tracking, facial coding FACS, GSR, EEG, fMRI, voice analytics + Motivation theories (Maslow, Self-Determination Deci-Ryan autonomy/competence/relatedness) | neuromarketing-innovazione.md |
| Innovation classica: Stage-Gate 5+gates (Cooper), Jobs-to-Be-Done (Christensen/Ulwick outcome-driven), Design Thinking 5 fasi IDEO (empathize/define/ideate/prototype/test) | neuromarketing-innovazione.md |
| Blue Ocean Strategy (Kim-Mauborgne): Strategy Canvas, ERRC Grid (Eliminate/Reduce/Raise/Create), casi Cirque du Soleil/Wii/Yellow Tail/Southwest + McKinsey 3 Horizons + Lean Startup Build-Measure-Learn | neuromarketing-innovazione.md |
