- Start date
- Duration
- Format
- Language
- 4 Jun 2025
- 3 days
- Class
- Italian
Questo programma può offrirti i metodi analitici e gli strumenti pratici per conoscere e governare in modo efficace la tua area di vendita.
Ignorance is not just a lack of knowledge; it is also a form of incivility, a disregard for others and for the rules of civil coexistence. And yet, Italian society often rewards mediocrity and superficiality instead of valuing merit and talent, contributing to a social stagnation that harms everyone.
These are the observations from which Paolo Guenzi begins in his book Il marketing dell’ignoranza. Un prodotto Made in Italy di straordinario successo. Ignorance appears to be managed, spread, and even transformed into a strategic asset through a structured approach, with clear objectives and effective tools.
Among the instruments used to spread ignorance are disinformation, data manipulation, content trivialization, and the creation of false needs. Marketing strategies originally designed to improve relationships between businesses and their customers can become harmful to society when used irresponsibly and uncritically on a large scale—maliciously, unscrupulously, and opportunistically.
The antidote to ignorance is (or perhaps it would be more accurate to say should be) culture. Yet Italy ranks among the lowest industrialized nations in spending on education, research and development, culture, and innovation. Here, intellectual and scientific professions are less valued and less wel-paid than elsewhere. While in countries like India and China young people invest in education with determination, in Italy, a culture that devalues learning and promotes disengagement prevails.
Guenzi’s tone is ironic, but his concluding appeal is serious: a collective effort is needed to combat ignorance and promote culture and knowledge as tools for personal and social growth—with courage, passion, and awareness.
- Publisher: EGEA
- Publication date: gennaio 2025
- ISBN/EAN: 9788823889231
- Pages: 160
- Format: paper, e-Pub
PAOLO GUENZI has been teaching Marketing and Sales at Bocconi University and SDA Bocconi School of Management for thirty years. He has authored numerous management books and dozens of scientific articles published in prestigious international journals.
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