Luca Cordero di Montezemolo

Il caso Ferrari: marketing fra tecnologia e passione

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A company driven by technology and passion, Ferrari has always relentlessly strived to achieve excellence. Excellence in every aspect of its activities: the performance of its vehicles, levels of active and passive safety, the entire engineering and manufacturing process, customer relation management, after-sales activities, the expertise of all its employees and the quality of their working conditions. The excellence of a premium-brand automobile may sometimes be intangible. But every two weeks - 16 times a year - Ferrari affronts the world's biggest car manufacturers in the most technologically advanced motor sport series, Formula 1, where the only measure of excellence is taking the chequered flag first.


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