How to transform marketing skills into successful performance Does marketing impact business performance or not? Does investment in Marketing & Sales skills generate returns for companies? The answer that emerges from this volume is certain. Marketing really matters, because it guides companies’ strategic choices and because it directly impacts their economic-financial indicators, through appropriate skills and metrics. The book is the result of the joint work of the teachers of the Marketing Area of SDA Bocconi School of Management, supplemented by the contribution of some senior managers and company cases (Enel, Enel Energia, Vodafone, Swatch Group, Chiesi Group, Fiat, Philips, Danone , IBM, Prenatal) which indicate the directions for achieving excellence in marketing, sales, communication and retailing.