Alessandro Martemucci

Six digital tools to make your marketing “leaner”

FeaturesApr 19, 2021

FEATURE – To make the right decisions, the contribution of the team and the leader’s intuition are not enough. It’s also critical to identify the most effective channels and activities for your marketing activities.

Lean marketing and the voice of the customer

FeaturesMar 15, 2021

Alessandro Martemucci

FEATURE – What does it really mean to listen to the “voice of the customer”? This article discusses how lean marketing can help us to truly understand customer value and, therefore, increase our sales.

What lean marketing teaches us about packaging

FeaturesJan 14, 2021

Alessandro Martemucci

FEATURE – What role does packaging play when it comes to marketing a product? The author discusses “lean packaging” and shares the example of an Italian toilet paper maker.

Turning a cave into a museum with lean marketing

FeaturesNov 26, 2020

Alessandro Martemucci

FEATURE – Using lean marketing principles, an entrepreneur in southern Italy was able to pivot from a potentially bad investment and create a unique customer experience instead.

The lean candidate

Case studiesOct 19, 2020

Alessandro Martemucci

CASE STUDY – Have you ever considered how Lean Thinking could apply to politics? The author explains how the result of a mayoral race in southern Italy was ultimately determined by the lean approach adopted by one of the candidates.

A tool for effective marketing strategies

FeaturesSep 14, 2020

Alessandro Martemucci

FEATURE – Tools and framework help us to bring lean principles to life and act on our strategies. The author introduces the Lean Marketing Canvas.

Why lean marketing is the future

FeaturesJul 23, 2020

Alessandro Martemucci

FEATURE – No organization can expect to survive without a sound marketing strategy. The author outlines the main elements and advantages of a lean marketing approach.

Lean innovations for restaurants

FeaturesJun 22, 2020

Alessandro Martemucci

FEATURE – The restaurant business has always been tough, but Covid-19 is now presenting it with new challenges. The author shares a few lean practices that can help restaurants develop competitiveness.

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Alessandro Martemucci

Six digital tools to make your marketing “leaner”

Lean marketing and the voice of the customer

What lean marketing teaches us about packaging

Turning a cave into a museum with lean marketing

The lean candidate

A tool for effective marketing strategies

Why lean marketing is the future

Lean innovations for restaurants