The American economic model is a winner. Why the other countries do not
imitate it? To find an answer to this we need to think in medical terms.
Which give their best when describing the major diseases. For exemple
Italy is a very good ground for such studies. Because the Italian system
is a rather "domesticated capitalism". Which means capitalism that is
sick and restrained by marxist culture. Widespread in government administration,
the media, the arts and "naturally" in politics itself.
Silvio Berlusconi is a successful entrepreneur. A manager now committed
to Italian Politics in order to bring Italy’s economic system closer to
the US model. Given such intentions he had the courage to break the wall
of silence and say clearly that Italy was sick with communism and that
the best medicine was to bring the country closer to the American model.
This approach is set out in a great principle of philosophy. "The rule
of Berlusconi" sets out in fact the business enterprise method as grafted
onto political management in order to improve it. By this grafting onto
our political scene of the business enterprise method one arrives at the
postulation of "social marketing", the "product" of which is economic
wellbeing social order and the elimination of poverty. In practice the
law, efficiency, professional capabilities, solidarity, politics, the
economy are all tools in the function of politics. But the business enterprise
method teaches people, through "social marketing", how to decide, utilize
and merge our instruments of management in order to achieve social wellbeing.
The book entitled "The Egg of Berlusconi" is based on Italy’s experience
of recent economic policies & defines "social marketing" as a general
and universal method that can be applied in any country and to any kind
of economic system. Left wing culture has now thought up a "third way",
a synthesis of free market economics and communism but here – already
prepared – we have a "fourth way": it is "contractual socialism", that
is a kind of socialism not prevaricating by the force of arms but through
"social marketing".
A BOOK AND A METHOD
FOR GOVERNMENT ADMINISTRATION
"The business enterprise method" is the surest approach to creating
economic growth, given that all today's major corporations and new technologies
were created by privately owned businesses. And as modern society has
an insatiable appetite for money in order to pay for pensions, health
services and in order to create employment, perhaps the time has come
to apply this method also to managing government administration, in order
to ensure our standard of living and social solidarity for everyone. This
is an obvious and self-evident conclusion. A real case of Christopher
Columbus's Egg (which in the Italian language means a 'very obvious solution').
Or rather 'The Egg of Berlusconi', to use the name of the Italian statesman,
Berlusconi himself, who for the first time expressed belief in the 'enterprise
method'. On this basis therefore a new start can be made in ensuring subsequent
progress, the success of which can easily be imagined. Government should
deploy advertising, marketing and must have a sales network to meet its
needs, rather than through fiscal constrictions, and follow the methods
of the privately owned businesses which enabled Italian marketing to achieve
such extraordinary successes in recent years. In 'The Egg of Berlusconi'
these rules and many more are expressed as what in technical terms is
known as the 'social marketing mix'.
To see what "Sgobbolino" thinks,
WHAT IS SOCIAL MARKETING?
Marketing is the
discipline that created the worldwide explosion in consumer goods and
social welfare. Government, social solidarity, administration have remained
behind simply because they have not yet started to make use of marketing.
We now want to fill this gap. Through marketing, exactly. Which can be
the locomotive for an improved and more widespread social welfare. Is
this a very ambitious objective ? Maybe. But probably it's a good idea
to start discussing it.
To see what "Sgobbolino" thinks ,
WHAT SOCIAL MARKETING "IS NOT"
Attention. Social
marketing does not mean just advertising or market research. It means
much more. Marketing means 'doing as you must in the market'. Which is
to say trying to understand the end user and his needs. And create a product
or a regulation that everyone can easily understand, without impositions,
but just as you do in a handshake.
RECOMMENDED BY TAX OFFICERS
Bringing to the surface what is known as tax evasion
will - in all probability - not be a 'military' operation.. It isn't going
to be a great man hunt. It is more likely to be a major marketing operation,
in which the 'tax' will have to be considered as if it were the price
of a product. And in which citizens will be seen as the buyers of the
product. This approach is 'recommended by tax officers', because probably
this will be the true and great tax revolution. And it will be far more
advantageous for tax officers and for the country as a whole. The tax
police corps will undoubtedly be useful. But they will never manage to
discover 4 million tax evaders (statistics from Censis, in the Italian
Republic). This would obviously be an impossible result. Perhaps it would
be better to 'convince' our tax evaders. And to achieve this we need a
clear commercial policy. Conducted through the approach of 'social marketing'.
To see what "Sgobbolino" thinks ,
ADVICE FOR THOSE WILLING TO UNDERSTAND
Why do our
laws not function? What do we need to do in order to make them work and
to improve our bureaucracy? Here a book entitled 'The Egg of Berlusconi'
is recommended to whoever wishes to know more of the answers to these
questions.
To see what "Sgobbolino" thinks, or
A MANAGER FOR THE ECONOMY
Increasingly often, Italy's economists are called
to the bedside of governments in difficulty. And this is right, of course.
But the problem is different. It is a question rather of who is going
to apply the solutions under any given'economic formula' prepared by the
economic experts ? Furthermore why under similar conditions and 'economic
formulae' some nations achieve successful development and others don't
? Why for example in Italy - while operating under the same legal system
- northern Italy is much more developed that the southern regions ? The
answer is perhaps as follows. Modern economies need the 'enterprise method'
to be applied in a big way to government departments. Where we need a
true entrepreneur. Because between an economic expert and an entrepreneur
there is the same difference as between a teacher of art history and an
artist. The former explains. But only the latter creates.
To see what "Sgobbolino" thinks,
BERLUSCONI
Silvio Berlusconi
is one of the most characteristic businessmen in the Italian economic
system. Many commentators believe the Cavaliere is also the entrepreneur
who has brought more innovations to Italy. The most significant one is
in our tv system. Which has totally changed during the 80s due to the
setting up of commercial tv stations controlled by Fininvest, the holding
company founded by Silvio Berlusconi. Who has operated (amongst other
businesses) in many different sectors ranging from construction to football
teams. Everyone also agrees that he has also completely transformed Italian
politics, by leading an organization called Forza Italia which won the
elections of 1994, when his party won the largest electoral vote. Silvio
Berlusconi has in effect brought into the Italian political arena the
methods, culture and concrete approach of business. In conclusion economics
is no more than the description and interpretation of such achievements.
Given this premiss, one cannot discuss the 'enterprise method', management
of government administration, without referring to Silvio Berlusconi.
CONTRACTUAL SOCIALISM
The book entitled
'The Egg of Berlusconi' discusses a new trend in politics known as 'contractual
socialism'. The definition could seem to be a contradiction. This is not
so. Contractual socialism is simply a method available to those who would
follow marketing methods rather than state controlled policies.
To see what "Sgobbolino" thinks,
BOOK REVIEWS
If you want to read the main reviews of "The Egg
Of Berlusconi" published in Italian dailies,
FOREWORD TO THE BOOK
If you wish to see the Foreword to "The Egg Of
Berlusconi",
ABOUT THE AUTHOR
Amedeo Nigra
lives in Milan, was born in 1948, is a reserve officer of an alpine
regiment, a parachutist, was trained in Catholic schools and scouting
groups and after classical high school, he studied law at Milan
university, while working in the consumer products area for ten
years.
He then commenced as a qualified lawyer in 1980
and has since published several works including: 'Safeguarding
profit', 'The joint stock company', 'Commentary on
leasing regulations', 'Manual of transportation'.
He writes for the daily Il Giornale.
His leisure is often dedicated to walking on
the Italian Dolomites with his wife, Anna.
How order the book
To know
how is possible to order the book "The Egg Of Berlusconi",
