The evolution of the placement. The application to the cultural product

The attention to the customer’s requirements is increasingly and the instruments directed to the customer retention are essential. This view must fall within the analysis and definition of the placement’s goals. The research starts from that to take a step forward, overcoming the placement of the firm/product towards the customer and reaching the placement of the supply towards the market, involving every player. Starting from the previous statements the research suggests a model of marketing plan which shows this passage. The work’s stages are: - The evolution of the placement within the passage from the marketing of relation to the one “of net”(“one to one”-“many to many”); - The positioning proposals as an important instrument for the passage from the analysis to the marketing mix, within the marketing plan; - An application of the placement map and of the marketing plan to the cultural goods; - The elaboration of a model of analysis of the impacts applied to the case under examination. The last stage of the research concerns the elaboration and the application of a model of evaluation of the impacts in terms of suitable strategies of exploitation. The model lets us compare the present situation (As Is) with the ideal one (To Be), the object is to single out in connection the different elements of the cultural system and of the system of reference, in order to act on them, to remove the negative impacts and to exalt the positive ones in virtue of the casual chain of efficiency. Keywords: placement, positioning, marketing plan, cultural goods, model of analysis of impacts. Cases Study: Cultural Product. 2