ABSTRACT
Marketing is a way to do and run business. It is how to design, plan, distribute, communicate, and deliver value to customers through the satisfaction of the market needs (possibly, even needs not yet expressed). At the same time, marketing must be able to create a deep and involving customer journey, both online and offline, thanks to the marketing frontiers bringing new and innovative tools and reinventing the traditional frameworks. In the digital transformation era, marketing must target the right customers, exploit as best as possible plausible market opportunities, and engage the customers in a long and stable consumer journey through unique experiences aimed at making the customers themselves brand ambassadors. The link between marketing and communication must root in the common effort to build the company reputation, to engage customers as well as stakeholders, to build and activate the corporate character, and to create channels and platforms aimed at engaging internal and external stakeholders. Most actual social issues require a strong and constant commitment to companies in order to use resources to drive change in the world.
Key finding: marketing is how to run a company and to make it a change-maker.
