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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.doaj:869f7bfd31be49c4af8e3d6a3d9f3f1a fatcat:7s3zqi5pfff7hmbcttazbmq6ri