People, not categories
A recently published book describes a different approach to markets and marketing
Markets consists of people rather than consumers. An observation that might sound obvious and trite but that, in reality, paints a different – and more comprehensive – image of stakeholders, portraying them for what they are: people. Indeed, the idea that human beings, rather than abstract categories, rule the markets also indicates a different approach to production culture itself. These are the topics that Matteo Rinaldi tackles in his recently published book Human-centric marketing. Prima di consumatori, siamo tutti persone (Human-centric marketing. People before consumers).
This is not merely an abstract theory inspired by the above observation, but reflects what has been happening in real life, as, actually, all most successful enterprises share the same attitude: they do not conceive their customers as ‘consumers’, but see them first of all as people with their own lives, needs, desires and fears. On this approach, Rinaldi builds a different notion of marketing whose aim is not to focus on exclusively and persistently “selling a product”, but also on stirring emotions, improve people’s lives and make them feel good about themselves and others. A kind of marketing with people at the heart, as the book’s title suggests, a concept backed up by a crucial theoretical approach: understanding what makes people tick.
Thus, Rinaldi takes us on a journey that begins with an explanation of key marketing concepts, then explores new marketing goals and reframes them into people-oriented ones, and finally ends by outlining the operational steps required to turn all this into a business practice. The book includes case studies concerning The Blond Salad and Foorban, Danone, Costa Cruises, Heineken, Huawei, Ceres, Barilla and BMW.
Matteo Rinaldi’s work is certainly stimulating and demands to be read with care as it inspires a different way to conceive an activity that is key in most companies – something that might entail a significant change in corporate culture, too.
Human-centric marketing. Prima di consumatori, siamo tutti persone (Human-centric marketing. People before consumers)
Matteo Rinaldi
Franco Angeli, 2022
A recently published book describes a different approach to markets and marketing
Markets consists of people rather than consumers. An observation that might sound obvious and trite but that, in reality, paints a different – and more comprehensive – image of stakeholders, portraying them for what they are: people. Indeed, the idea that human beings, rather than abstract categories, rule the markets also indicates a different approach to production culture itself. These are the topics that Matteo Rinaldi tackles in his recently published book Human-centric marketing. Prima di consumatori, siamo tutti persone (Human-centric marketing. People before consumers).
This is not merely an abstract theory inspired by the above observation, but reflects what has been happening in real life, as, actually, all most successful enterprises share the same attitude: they do not conceive their customers as ‘consumers’, but see them first of all as people with their own lives, needs, desires and fears. On this approach, Rinaldi builds a different notion of marketing whose aim is not to focus on exclusively and persistently “selling a product”, but also on stirring emotions, improve people’s lives and make them feel good about themselves and others. A kind of marketing with people at the heart, as the book’s title suggests, a concept backed up by a crucial theoretical approach: understanding what makes people tick.
Thus, Rinaldi takes us on a journey that begins with an explanation of key marketing concepts, then explores new marketing goals and reframes them into people-oriented ones, and finally ends by outlining the operational steps required to turn all this into a business practice. The book includes case studies concerning The Blond Salad and Foorban, Danone, Costa Cruises, Heineken, Huawei, Ceres, Barilla and BMW.
Matteo Rinaldi’s work is certainly stimulating and demands to be read with care as it inspires a different way to conceive an activity that is key in most companies – something that might entail a significant change in corporate culture, too.
Human-centric marketing. Prima di consumatori, siamo tutti persone (Human-centric marketing. People before consumers)
Matteo Rinaldi
Franco Angeli, 2022