Dal marketing convenzionale al marketing non convenzionale

From Conventional to Unconventional Marketing Carla Bruna Cattaneo English Abstract The processes of change in recent years have radically modified the reference scenario within which the enterprises operate. The increased complexity and dynamism that characterizes the current competitive environment, the technological evolution, the intensification of the process of globalization are just some of the reasons for the formulation of a new marketing approach. In the eighties the first innovative studies move from the observation of the actual developments, looking to identify new possibilities of innovation. In particular, Swedish School of Marketing, and research groups connected, developing an innovative approach identified as Relationship Marketing. This paper aims to outline the evolutionary run that the concept of marketing has followed during the years as a result of the progressive adaptation to the changes have occurred in the economic and social environment, in the models of consumption, in the technologies and in the strategic approach of the enterprises. Detailed analysis of the transition from the traditional transactional approach, which is characterized by the uni-directionality of the exchange, to the bi-directionality of the model of exchange taken as reference by the researchers of the new relational paradigm is essential to understand the implications that the adoption of this approach can determine on strategic business orientation.