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Help! I do not understand Italian companies

months ago I started this group with the feeling there was something unclear in the behavior of companies that refuse to think in terms of marketing. As the "Clandestine Marketing" how I feel but I continued to investigate to look (internet) and to study with particular reference to Small Medium Enterprises (SMEs). - The situation that I see in the field of small and medium enterprises is similar to the one where doctors (those who work in marketing) are trying to swallow for patients (SMEs), a bitter medicine that you absolutely do not want. Those involved in marketing is absolutely convinced that SMEs need to use a rational marketing to substantially improve their situation, something that SMEs are not convinced and who reject a priori. - Another aspect that I would like to investigate in the future concerns the feeling that there is a definite underground and implied "Mafia"'s business and institutional which in fact did not commit any crime entrepreneur who selects, consultant or company must be taken into account and who actually should be deleted because, outside the circle of giving to get. And now I end my comment about "Help! I do not understand Italian companies "I focused on SMEs, particularly in view of the difficulty of going into the turns of the large companies I mentioned above. SMEs contribute to global GDP to an estimated 35 to 45 percent. From research done on samples of Italian SMEs few years ago showed that 75% of SMEs have incomplete or erroneous ideas about the function and role of marketing. In addition, 15% are convinced that marketing is a waste of time and money. I also believe that in the language that uses an SME the meaning differs from that of a company more. For example, for an SME are convinced the term "investment" has the meaning of expenditure and therefore with a negative connotation while greater investment in a company can mean "income opportunities". In 2002, researchers from British universities have compiled a dictionary of terms used by SMEs, which differ in meaning from the language of the largest companies. I discovered that the particularities of SMEs is not only the Italian companies but a feature of small businesses in the world and then in later when I talk about SMEs also mean foreign companies. SMEs often sell B2B and I think the situation is different when you buy another SME or larger company. The searches that were made at an international level shows how they are unsuitable for the marketing models adopted by large companies (4P and derivatives) when applied to SMEs. So you have developed a number of marketing models more suitable (eg Gummesson's Rs 30) But even the type of product handled greatly change the marketing model that is realized. For example, those who provide products with high unit value has a reduced frequency of transactions and require a high accountability for those who decide to buy, so it happens that many companies unknowingly adopt a model of relationship marketing where the same contractor or a partner or a manager run their own the customer relationships established over time. Of course all this while helping in the comprehension of the PM not to be decisive in the approach with the same information. He's overestimating the marketing thinking of giving the best solutions to a category that seems to be more resistant to shocks and high productivity? I do not think so and I think that despite Marketing spontaneously adopted by SMEs is efficient can be improved in many respects but I think this question must Porsel frequently.
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