Francesco Toscano

Has #marketing lost its way? In a society increasingly shaped by speed, personalization and algorithmic feeds, the erosion of critical thinking and responsible decision-making is becoming more visible. And marketing — once a discipline designed to understand and create value for customers — may be part of the problem. In a recent analysis, Paolo Guenzi (SDA Bocconi School of Management) reflects on how the misapplication of marketing principles can contribute to a broader cultural decline. Tools intended to simplify and enhance the customer experience can, when distorted, foster impatience, passivity and superficiality. A recent reflection highlights how tools originally designed to improve relationships between companies and their customers — simplicity, automation, emotional storytelling — can, when distorted, contribute to the spread of impatience, passivity and even ignorance. Five key trends are accelerating this shift: 🔹 The reduction of marketing to mere communication, favoring form over substance 🔹 The fragmentation of responsibilities among hyper-specialized external actors 🔹 A dangerous focus on short-term results at the expense of strategic thinking 🔹 Algorithm-driven standardization that undermines innovation 🔹 The growing dehumanization of decision-making, particularly with the rise of AI In this landscape, marketing professionals must reclaim a deeper purpose: to orchestrate the entire organization around the long-term needs of customers and society. This means being at the table — not on the sidelines — when it comes to shaping how digitalization and sustainability are translated into action. It’s time for marketers to reflect critically on their role, not just in business, but in the cultural and ethical trajectory of our societies.

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🌐 In today’s hyperconnected world, inertia is a greater risk than disruption.   📗 In “Market Strategies in a Hyper-Connected World” (EgeaEditore, 2025), Alessandro Arbore argues that strategy must become a living process—constantly evolving, rarely fixed. The core lesson? Success lies in dynamic adaptation, not static plans.   What does this mean in practice?   👉​ Leaders must decide when to initiate change, when to join existing movements, and when to co-evolve, aligning boldness with defensibility. (Egea Online)   👉​ Marketing must reclaim its place as a strategic engine, not a downstream function. It’s no longer enough to execute plans—you must lead experiments, interpret signals, and shift course when data and intuition demand.   👉​ AI is a powerful ally—but one that must be steered. In marketing, generative AI should augment human insight, not replace it; success depends on preserving judgment, reputation, and tacit knowledge.   Arbore calls for new mindsets in leadership, marketing, and innovation. The environments we compete in are no longer linear or predictable.   📌 Only organizations that embed learning, agility, and “abductive” thinking (a way of reasoning that starts from incomplete or ambiguous information and generates the most plausible hypothesis to explain it) into their core will thrive.   👉 For those who lead, market, or design strategy in any capacity, this book can be a strategic guide to staying relevant when change is the only constant.   Discover more on SDA Bocconi insight: https://lnkd.in/dS53QqG3

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In Germany, return rates regularly pass 50%. But in Italy, they’re just above 20%. Why the gap? 👀 Across Europe, brands face wildly different return behaviours and without proper benchmarking, it’s impossible to know if you're ahead or falling behind. 📊 Take a look at the average return rate across 14 key e-commerce markets: https://lnkd.in/eg4vdVFm

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Great managers don’t start by giving answers - they start by listening. Alessandro Giuliani, Managing Director, SDA Bocconi Asia Center, reminds us that before you can coach, you must first learn from the coachee’s perspective. Because true coaching isn’t about telling - it’s about understanding, guiding, and unlocking growth together. Watch this short clip for a simple yet powerful reminder on what makes managers effective coaches. 5th Edition of 𝗦𝗣𝗔𝗥𝗞 𝟮𝟬𝟮𝟱 – 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗖𝗼𝗻𝗰𝗹𝗮𝘃𝗲 & 𝗔𝘄𝗮𝗿𝗱𝘀, presented by IBM, with Masters' Union as Talent Partner and Nestlé Professional as Beverage Partner Anuranjita Kumar Sameer Mathur Shruti Sud Meeta Srivastava Ruchi Shah Muninder Anand Shweta Kataria Mehak Bansal #SPARK2025 #WeAce #MadeForMore

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