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Marketing is the process which, starting from a series of medium-long term business objectives and through a preliminary phase of diagnosis of demand and competition, comes to identify the needs and requirements of current and potential customers and to establish the most appropriate actions appropriate to satisfy them, with mutual benefit for customers and for the company.

The term marketing - which derives from verb "to market", or to enter and make suitable for the market - has historically been used to indicate the activity of the company aimed to managing relations with the market and facilitating the marketing of goods and services. Marketing typically concerns product decisions: characteristics and image, sales price, distribution channels, promotional and advertising actions, sales network.

Over time, however, the word has been loaded with different shades of meaning, having to adapt to changes into socio-economic environment in which companies have found themselves operating. Thanks to the scientific and technological development that has allowed new and more diversified ways of interacting between companies and customers, there has been an ever greater orientation towards the customer which has generated a radical change of perspective. Over time, in fact, transactional marketing ("make and sell") has been definitively supplanted by relationship marketing ("sense and respond").

In other words, we have moved from the production oriented company, focused on production and product, to the marketing oriented one, focused on the customer. If the first pursues turnover objectives and aims to sell everything it has produced on the basis of production potential alone, the second aims to achieve profit by producing only what it believes it can sell based on the needs of its own reference demand. More specifically, the priority activity of the marketing-oriented company is to identify and stimulate the needs of consumers and to promote products or services suitable to satisfy them, adapting production processes and sales strategies from time to time to varying customer wishes and preferences.

Marketing, according to the new orientation, concerns all decisions by which the company develops, communicates and makes its value offer available to customers. According to the association representing marketing professionals in America (American Marketing Association or AMA), marketing is "an organizational function and a set of processes aimed at creating, communicating and transferring value to customers and managing relationships with them so that this benefits the organization and its stakeholders ".

Based on these elements, FCO wants to help develop relationships with the parties involved in the creation of its own web page in order to extend their visibility (and therefore their company presentation) inside and outside national borders (Globe Network System).

the project origin

Brand Ambassador: the company spokesperson

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The Brand Ambassador can be considered to all intents and purposes as a spokesperson for the company. As such, one of his duties is to promote the products of the brand he represents and the brand as a whole. These are, therefore, personalities who enjoy a certain consideration among the public and who are capable of influencing people's tastes and opinions: for this reason, brand ambassadors are often selected from well-known personalities, bloggers, influencers. However, the brand ambassador is not always a well-known face: in fact, he can also be a fan of the brand, a person who fully adheres to the values ​​and tastes of the brand and who, for this reason, is an excellent representative.

What the Brand Ambassador does

Having clarified that his mission is to understand the corporate image and to improve his brand awareness in order to incentivize the sales of his products, it remains now as to how he pursues these objectives. He does this by interacting with the customers of the company he represents, both actual and potential ones. Therefore, it is essential that he demonstrate the ability to create relationships, to consolidate relationships, to establish networks and connections, but not only with buyers, also with communication and media bodies, sellers, suppliers, distributors and all other operators in the market.

Creating content

The most effective way to establish relationships with stakeholders is to create content and disseminate it both through online tools and in the physical world. Contents deal with a wide range of possibilities, from product reviews to articles, from videos to images of products and services, interacting through social networks with posts and comments. Everything that the brand ambassador does has to do with the creation and consolidation of engagement in order to enhance their community, but also to monitor the impressions of the public and to capture industry trends.

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For many businesses, creating and managing a network of business partners is not a choice, but a necessity that brings with it great benefits and challenging challenges. Companies are made up of people and are constantly changing and evolving. Relationships are the basis, if not taken care of, a fraying is natural. Therefore it is necessary:

  • build a relationship of trust,

  • cure it over time,

  • renew it so that it does not lose interest.

Easy when resellers / distributors are few and far between; more complex when the number increases and / or the distances increase. It is no longer a question of renewing and reviving the relationship in the day-by-day, but of planning a growth together, capable of favoring business results in the medium-long term (without multiplying the complexity of the system).

FCO is therefore oriented towards the development of a Partner Strategy capable of expanding joint growth.


"In the American temperament there is a quality, called resiliency, which embraces the concepts of elasticity, rebound, resource and good humor. A girl loses her patrimony, without being commensurate, she will start washing dishes and making hats. A student will not feel debased by working a few hours in a garage or a café. I saw America at the end of the Hoover presidency, in one of the most tragic hours in its history, when all the banks had shut down and economic life was at a standstill. Anguish gripped hearts, but happiness and confidence shone in everyone's faces. Listening to the phrases they exchanged one would have said that it was all a huge joke. And if some financier threw itself out the window, I can't help believing it did so in the deceptive hope of bouncing back ”- Paul Claudel.


The book aims to describe the concept of resilience, a concept that indicates the ability to deal positively with difficult events, to positively reorganize one's life in the face of difficulties, to rebuild oneself while remaining sensitive to the positive opportunities that life offers, without alienating one's own identity. The story tells about a boy who will find himself managing a reality that he could not expect or predict, thanks to the resilience he has shown in various complex and difficult life situations.