Access the Online Archive
Search the Historical Archive of the Pirelli Foundation for sources and materials. Select the type of support you are interested in and write the keywords of your research.
    Select one of the following categories
  • Documents
  • Photographs
  • Drawings and posters
  • Audio-visuals
  • Publications and magazines
  • All
Help with your research
To request to view the materials in the Historical Archive and in the libraries of the Pirelli Foundation for study and research purposes and/or to find out how to request the use of materials for loans and exhibitions, please fill in the form below. You will receive an email confirming receipt of the request and you will be contacted.
Pirelli Foundation Educational Courses

Select the education level of the school
Back
Primary schools
Pirelli Foundation Educational Courses
Please fill in your details and the staff of Pirelli Foundation Educational will contact you to arrange the dates of the course.

I declare I have read  the privacy policy, e autorizzo la Fondazione Pirelli al trattamento dei miei dati personali per l’invio, anche a mezzo e-mail, di comunicazioni relative ad iniziative/convegni organizzati dalla Fondazione Pirelli..

Back
Lower secondary school
Pirelli Foundation Educational Courses
Please fill in your details and the staff of Pirelli Foundation Educational will contact you to arrange the dates of the course.
Back
Upper secondary school
Pirelli Foundation Educational Courses
Please fill in your details and the staff of Pirelli Foundation Educational will contact you to arrange the dates of the course.
Back
University
Pirelli Foundation Educational Courses

Do you want to organize a training programme with your students? For information and reservations, write to universita@fondazionepirelli.org

Visit the Foundation
For information on the Foundation's activities and admission to the spaces,
please call +39 0264423971 or write to visite@fondazionepirelli.org

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