Innovation in Marketing-Consultancy Industry

Matteo Rinaldi ()
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Matteo Rinaldi: LUISS Business School

A chapter in Resilient Business Models, 2025, pp 241-246 from Springer

Abstract: Abstract This case study, “Human Centric Marketing Agency”, explores the vital role of human centrality in developing resilient marketing strategies amidst global challenges. It introduces the Human-to-Human (H2H) approach, which integrates big data analysis with deep insights into consumer lifestyles, attitudes, and behaviours to craft authentic and meaningful brand experiences. The core argument is that the inherent human need to belong to “tribes” is a powerful, often underutilised, catalyst for innovation and growth. In an era marked by unprecedented global challenges such as pandemics, wars, inflation, and climate change, understanding and authentically engaging with these consumer tribes is crucial for business model resilience and sustainable futures. The case emphasises that transcending traditional marketing methods and immersing oneself in target communities—comprehending their values, aspirations, and pain points—leads to remarkable brand growth, consumer loyalty, and a resilient customer base. This human-centric approach not only fosters innovation but also builds lasting connections that contribute to business longevity and value creation. By leveraging the collective strength of these communities, businesses can forge a brighter, more sustainable future.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-032-02766-5_11

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DOI: 10.1007/978-3-032-02766-5_11

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