Strategic Applied Marketing

Marketing has gone from being a golden chimera of the 1980s to an evolving organisational reality process.

What does marketing mean for a tbtb company?

The concrete application of statistical methods and models of market analysis is the key to business success. The implementation of quantity tools with quality tools finds practical expression in the company innovation process, its competitiveness and development.

Data Mining and Big Data, Descriptive and Predictive Market Segmentation, Canvas, Multidimensional Scaling, Conjoint Analysis and Customer Satisfaction are just to name but a few of the tools that hengi’s applied marketing implements every day to develop the company vision.

Embodying value to demand value

Firstly, marketing should be created and redefined as a decisive attitude to achieve the strongest market positioning, and then as an all-round horizontal philosophy.

Thinking strategically about the company in a market context is essential to avoid the price/product/service trap and create the conditions for one’s own company culture and attitude to change towards the outside world. In a nutshell, embodying value to demand value.

Now, we consider the new set of actions of the marketing mix: people, processes and tangible evidence without forgetting our beloved planet. Thus, marketing becomes an applied science that can truly develop a strategic company to create and strengthen the impact of the business system on the contemporary marketplace of ideas.

Ethics in Aesthetics

In tbtb businesses applied marketing starts its journey from an axiom: realising what it teaches us every day to start inside the company and then outside – getting into people in depth to anticipate their needs by succeding in contextualising the landscape and offering simple and clear answers.

This allows us to be a true and consistent company that conveys ethical messages about the brand authenticity in order to create the highest utility and uniqueness for people.

“being” ethical for and with the others

We are therefore helped by a company culture that urges our lifestyle to achieve excellence. This company culture can be an aesthetic value appreciated by the community. Hence, the community allows the company to exist and endure reaching a lasting success.

Therefore we can say that the strategic/applied marketing is aimed at achieving the most useful and unique organisation on the market.

The company will become more and more ethically desirable for and with people (both customers and suppliers) and the values of usefulness and uniqueness will develop the organisation towards the highest market positioning.


• Defining our ethical code (who we want to be)

• Qualifying people (improve rather than criticise)

• Giving value unconditionally (spreading happiness)


• Embracing the challenging vision (who we want to become)

• Creating confront with reality (objectivity and not subjectivity)

• Turning dreams into projects (protecting freedom)

Ethics in Aesthetics

Companies that implement strategic/applied marketing are companies that want to move away from the dangerous indifference of the market and position themselves clearly in the mind of your employee/customer.

The radical people-orientation leads to an increasingly vertical and value-based focus and continuous growth. This happens not only with and for customers but also towards tier 2 and tier 3 players in the company’s socio-economic ecosystem, i.e. suppliers.

Partnership becomes the value parameter that evaluates the company market position.

Company market positioning

Weak Partnership

01. Not defined company culture

02. Lack of strategic market orientation

03. Disorganised and unproductive organisation

04. The ‘only’ goal achievement method

05. PRODUCT: price orientation, product and service “What else can we sell?”


Sustainable partnership

01. Incomplete and not shared corporate culture

02. Obsolete market orientation (5P’ mktg)

03. The organisation is developed from individual talents on the basis of achieved turnover.

04. False sense of productivity to obtain individual results

05. PRODUCT: Result orientation “What else can we sell?”

06. STRATEGIC CORPORATE: incomplete and linked to external needs

Emerging Partnership

01. Strong company culture but not shared outside

02. Incomplete strategic market orientation

03. Attitude to grow the strategic organisation according to the vision

04. Expansion and growth that are not strengthened by collective productivity

05. PRODUCT: customer orientation “What else can we do for our customer?”

06. STRATEGIC CORPORATE: identity but incomplete recognisability and interactivity

Strong partnership

01. Inspired, shared and protected company culture

02. Strategic market orientation toward tbtb positioning

03. Growth and strategic management of the organisation

04. Productivity and collective motivation to develop the attitude to change

05. PRODUCT: leadership and orientation toward people growth “What else do we need to achieve for people growth?”

06. STRATEGIC CORPORATE: identity, acknowledgment and value of increased interactivity

Partnership for the challenging growth project

The partnership highlights contemporaneity of the system, as employees, suppliers and customers share te same living habits so to achieve that challenging growth project to create collective growth for the overall improvement.

We therefore want to grow the partnership as a value of collective intelligence and radical ambition to spread the attitude to change for the challenging, excessive and revolutionary vision because it is the most useful and unique for the people..

In fact, the resulting higher market positioning confirms the organisation strategic approach to achieve ‘the best of the best’ position, symbol of the highest value for the social and economic community in the marketplace of ideas.

In this context, all the companies belonging to the socio-economic system decide, inspire, share and protect the company culture. This is to evolve their internal leadership and building all together their successful partnership to create the best trade for profit, prosperity and the future of the planet.

The strategic advantage for such organisations is both emotional and rational, as the ‘tbtb’ market level is an ideal breeding ground to build a consolidated expansion towards the motivating company vision.

the best of the best

• high demand

• beyond price

• human quality of the product

• people-oriented leadership

• motivation and productivity

the good of the good

• low demand

• according to price media

• medium quality

• false people-oriented approach

• motivation and false productivity

the best of the worst

• high demand

• low price

• low quality

• weak people-oriented approach

• demotivation and false productivity

Being the best of the best

The company with a ‘best of the best’ orientation always develops the attitude of the organisation to achieve the vision and become the most useful and unique company in the market. This happens according to its company culture and collective productivity, in order to evolve socio-economic ecosystem services to build better people among better people.

Strategic/applied marketing is the optimal function to realise the perspective of a successful and collective success that will last over time and beyond time.