In a time of economic crisis there can be easily observed the difficulty in finding managerial viable solutions to support the business at least at a level considered satisfactory in terms of economic performance. The managers will try to adopt marketing strategies able to drive to the preservation of the competitive position held in the reference market and to achieve goals. But this cannot be achieved without a pertinent analysis of the situation of both enterprise and business environment.

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... is also necessary to assess the marketing skills at its disposal, those specific capabilities needed to conduct a profitable operation. All the marketing department's efforts will be directed to implement sales techniques capable of giving to the promoted products specific advantages and thus to achieve the marketing goals proposed.