Fare Marketing Rimanendo Brave Persone Etica E Poetica Del Mestiere Piu Discusso Del Mondo Book PDF, EPUB Download & Read Online Free

Fare marketing rimanendo brave persone
Author: Giuseppe Morici
Publisher: Feltrinelli Editore
ISBN: 8858819217
Pages: 176
Year: 2014-09-24T00:00:00+02:00
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“Perché convincere a comprare cose di cui non si ha bisogno, in un mondo che non ha più le risorse per produrle?” Cosa ha trasformato il marketing da uno dei mestieri più affascinanti a uno dei più discussi del mondo? Perché quando si vuole indicare un’operazione di pura facciata, senza alcuna sostanza, la si indica come un’operazione di “puro marketing”? Esiste una visione del marketing compatibile con la nostra società e le nostre esigenze attuali? Chi fa marketing si trova spesso schiacciato tra due poli opposti: da un lato, gli esaltati del marketing, e, dall’altro, chi vede il marketing come un’attività di persuasione occulta. Nella visione proposta dall’autore, il marketing supera la sua dimensione puramente economica, per diventare una funzione responsabile e generativa, per la società e per la vita delle persone, nella loro ricerca di senso, nei loro sogni, nei loro progetti. Per questo è necessario però che chi si occupa di marketing non si accontenti di gestire solo gli aspetti razionali della comunicazione, ma adotti anche gli strumenti di base della narratologia e da ultimo le conoscenze di base di analisi delle personalità e della psicologia umana. E soprattutto è necessario che nell’occuparsi della “poetica” del marketing, ossia del come costruire un marketing efficace, non si perda mai di vista “l’etica” del marketing, ossia il senso complessivo profondo di ciò che si fa per l’uomo e per la società.
Professione Brand Reporter
Author: Diomira Cennamo, Carlo Fornaro
ISBN: 8820378922
Pages: 288
Year: 2017-02-10T00:00:00+01:00
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Grazie al Web, la comunicazione d’impresa si arricchisce di nuovi strumenti. Imprese e organizzazioni no profit possono comunicare direttamente con il proprio pubblico diventando editori e fare informazione. Un cambiamento epocale che richiede lo sviluppo di nuove competenze, radicate negli ambiti più tradizionali del giornalismo, del marketing e della comunicazione d’impresa. A queste se ne aggiungono altre, più specifiche della comunicazione digitale, nate in parte dalla fusione di tutti questi ambiti e quindi inedite. Professione Brand Reporter è un manuale che guida in questo nuovo ambito professionale del brand journalism, da un punto di vista teorico e strategico. Un vademecum pratico per l’applicazione efficace delle tecniche e degli strumenti dell’informazione digitale al marketing e alla comunicazione d’impresa, che propone leve strategiche e pratiche ai nuovi professionisti dell’informazione, suggerendo ai manager approcci e percorsi organizzativi che li aiutino a strutturare la propria azienda come una vera media company.
Socialing. Un nuovo equilibrio tra consumatori, imprese e mercati
Author: Andrea Farinet
Publisher: FrancoAngeli
ISBN: 889172467X
Pages: 240
Year: 2015-08-27T00:00:00+02:00
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The New Rules of Green Marketing
Author: Jacquelyn Ottman
Publisher: Routledge
ISBN: 1351278665
Pages: 272
Year: 2017-10-19
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For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products – and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits – the new rules – is critical to winning over the mainstream consumer and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including:How to use a proactive approach to sustainability to spur innovationHow to frame environment-related benefits with relevance to mainstream brandsHow to communicate with credibility and impact – and avoid "greenwashing"How to team up with stakeholders to maximize outreach to consumersHow to use a life cycle orientation to ensure the integrity of one's offeringsHow to best take advantage of recent technological advances in social mediaDrawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies. This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers.
Author: Jamie Holmes
Publisher: Broadway Books
ISBN: 0385348398
Pages: 336
Year: 2016-10-11
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"An illuminating look at the surprising upside of ambiguity--and how, properly harnessed, it can inspire learning, creativity, even empathy Life today feels more overwhelming and chaotic than ever. We face constant political and economic upheaval, and we're bombarded with information, much of it contradictory. Managing uncertainty--in our jobs, our relationships, and our everyday lives--is fast becoming an essential skill. What should we do when we have no idea what to do? In Nonsense, Jamie Holmes shows how we react to ambiguous situations and how we can do it better. Being confused is unpleasant, so we tend to shutter our minds as we grasp for meaning and stability, especially in stressful circumstances. We're hard-wired to resolve contradictions quickly and extinguish anomalies. But in doing so, we lose a vital opportunity to learn something new, solve a hard problem, or see the world from another perspective. Over the last few years, new insights from social psychology and cognitive science have deepened our understanding of the role of ambiguity in our lives and Holmes brings this research together for the first time, showing how we can use uncertainty to our advantage. Whether we're dealing with an unclear medical diagnosis or launching a risky new product, Nonsense promises to transform the way we conduct business, educate our children, and make decisions. In an increasingly unpredictable, complex world, it turns out that what matters most isn't IQ, willpower, or confidence in what we know. It's how we deal with what we don't understand"--
Kapferer on Luxury
Author: Jean-Noël Kapferer
Publisher: Kogan Page Publishers
ISBN: 0749474378
Pages: 240
Year: 2015-03-03
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Kapferer on Luxury addresses the No 1 challenge of all major luxury brands today: How can these brands pursue their growth yet remain luxury? How do you reconcile growth and rarity? Kapferer on Luxury offers a selection of the most recent and insightful articles and original essays on the luxury growth challenge from Jean-Noël Kapferer, a world-renowned luxury analyst and co-author of the reference book The Luxury Strategy. Each chapter addresses a specific issue relating to the luxury growth challenge such as sustaining the 'luxury dream', adapting the internet to luxury demands, re-widening the gap with premium brands' competition, facing the demand of the Chinese clients, the importance of non-delocalization, rising sustainable quality and experiential standards, developing real luxury services and managing luxury brands within groups without diluting their equity and more. As such, Kapferer on Luxury is the perfect and timely resource for luxury executives, communication managers, luxury observers and advanced students, willing to deepen their understanding of this major luxury challenge.
60-Minute Brand Strategist
Author: Idris Mootee
Publisher: John Wiley & Sons
ISBN: 1118659961
Pages: 256
Year: 2013-05-17
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Praise for 60-Minute Brand Strategist "A fresh take on the wisdom of putting brand strategy at the heart of corporate strategy. Brilliant insights for a fast-moving world." —Angela Ahrendts, CEO, Burberry "Idris Mootee paints a sharp, comprehensive, and finely articulated analysis of the potential of meaningful brands in the 21st century's cultural scenario and business landscape. The result is a smart manual that reminds you and your company how to build relevant, authentic, sustainable, and successful brands in an evolving society." —Mauro Porcini, Chief Design Officer, PepsiCo Inc. "Idris's book teaches us how to engage today's increasingly cynical consumers on a deeper emotional level to build real equity and leadership. He demonstrates how to break out of the box and connect business strategy to brand strategy, and how the right brand story never really ends!" —Blair Christie, SVP and CMO, Cisco Systems, Inc. "It's rare to find a book that's both inspiring and practical but Idris nailed it! He has crafted the ultimate guide to brand building in the connected world with visual clarity and thought-provoking strategy." —Eric Ryan, cofounder, Method Products, Inc. This book is about one thing only: branding. Period. In this economy ruled by ideas, the only sustainable form of leadership is brand leadership. 60-Minute Brand Strategist offers a fast-paced, field-tested view of how branding decisions happen in the context of business strategy, not just in marketing communications. With a combi-nation of perspectives from business strategy, customer experience, and even anthropology, this new and updated edition outlines the challenges traditional branding faces in a hyper-connected world. This essential handbook of brand marketing offers an encyclopedia of do's and don'ts, including new case studies of how these concepts are being used by the world's most successful and valuable brands. 60-Minute Brand Strategist is your battle plan, filled with powerful branding tools and techniques to win your customers' hearts and defeat the competition.
Technology Vs. Humanity
Author: Gerd Leonhard
ISBN: 0993295827
Year: 2016-09-06
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Futurist Gerd Leonhard breaks new ground again by bringing together mankind's urge to upgrade and automate everything-down to human biology itself-with our timeless quest for freedom and happiness. Before it's too late, we must stop and ask the big questions: How do we embrace technology without becoming it? When it happens-gradually, then suddenly-the machine era will create the greatest watershed in human life on Earth. Technology vs. Humanity is one of the last moral maps we'll get as humanity enters the Jurassic Park of Big Tech. Artificial intelligence. Cognitive computing. The Singularity. Digital obesity. Printed food. The Internet of Things. The death of privacy. The end of work-as-we-know-it, and radical longevity: The imminent clash between technology and humanity is already rushing towards us. What moral values are you prepared to stand up for-before being human alters its meaning forever? Gerd Leonhard is a new kind of futurist schooled in the humanities as much as in technology. In his most provocative book to date, he explores the exponential changes swamping our societies, providing rich insights and deep wisdom for business leaders, professionals and anyone with decisions to make in this new era. If you take being human for granted, press Reset now with this passionately argued call to create a genuinely braver new world.
The Four
Author: Scott Galloway
Publisher: Penguin
ISBN: 0735213658
Pages: 310
Year: 2017
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In his highly provocative first book, Scott Galloway pulls back the curtain on exactly how Amazon, Apple, Facebook, and Google built their massive empires. While the media spins tales about superior products and designs, and the power of technological innovation, Galloway exposes the truth: none of these four are first movers technologically - they've either copied, stolen, or acquired their ideas. Readers will come away with fresh, game -changing insights about what it takes to win in today's economy. Print run 125,000.
The Way of the Bow
Author: Paulo Coelho
Publisher: Lulu.com
ISBN: 0557010071
Pages: 71
Year: 2008-09-29
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This book is written exclusively for the internet by the international best-selling author Paulo Coelho."The Way of the Bow" relates the story of Tetsuya, the best archer of the country, who conveys his teachings to a boy in his village. Throughout the story, several essential thoughts are reflected: our daily efforts and work, how to overcome difficulties, steadfastness, and courage to take risky decisions.Paulo Coelho has managed to express in these pages many of the values which inspire our daily work: innovation, flexibility, adaptation to changes, enthusiasm, and team work.
The Golden Cage
Author: Shirin Ebadi
Publisher: Kales Press
ISBN: 0979845645
Pages: 256
Year: 2011-04-30
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Shirin Ebadi, the first Muslim woman to receive the Nobel Peace Prize (2003), and the only Iranian to receive a Nobel Prize in any field, releases a new memoir in April 2011 entitled The Golden Cage: Three Brothers, Three Choices, One Destiny. The book is a fascinating, contemporary autobiographical story of how Iran came to be the nation it is today. The timeliness of her writing is all the more important with daily breaking news of democracy arising in the region. As she says of her new publication, “History is best described through life stories that are told in simple ways by appealing to what human beings hold in common, the love of life and country.” She is a remarkable woman because of her keen intellect, but even more so because of her inbred commitment to, and understanding of, egalitarianism. It is honest to interpret this to mean she is a fierce advocate for women's and children's rights. In addition to focusing on bringing democracy to Iran, she is a visionary in having foreseen what we are now witnessing in the Middle East and foreseeing the same to be inevitable throughout the world for all dictatorships. Dr. Ebadi attributes this in part to the spread of technology, which allows those imprisoned by governments to see how the free world lives. Naturally, the oppressed choose free will. She also believes the innate human spirit to be a driving force behind the inevitability of democracies. Of central importance in Dr. Ebadi's message about Iran and Islam is that she is a moderate. She believes Islam and democracy are compatible. Dr. Ebadi loves peace and abhors violence. In between those two ends, lays a middle ground in which she deftly works to persuade world leaders and the world population to better understand her homeland. A place where she describes the people as a simmering kettle -- bubbling to the top is her voice and those of others calling for Iran's democratization. Clearly this has made her an enemy of the current Iranian regime. She was out of the country when those ruling Iran further attacked in June 2009, compelling her to begin a life in exile. She would face certain arrest and imprisonment were she to return home. For now, she believes it is best to remain living in exile and to continue speaking out around the world, advocating peacefully for all people to be free from oppression. Her new book, The Golden Cage, and companion public speaking itinerary, are crucial parts of her plan.
Model Code of Judicial Conduct
Publisher: American Bar Association
ISBN: 1590318390
Pages: 190
Year: 2007
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The Green Marketing Manifesto
Author: John Grant
Publisher: John Wiley & Sons
ISBN: 0470687312
Pages: 320
Year: 2009-08-11
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We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good. The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.
Careless People
Author: Sarah Churchwell
Publisher: Penguin Group USA
ISBN: 0143126253
Pages: 432
Year: 2015-01-27
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Originally published: London: Virago, 2013
The Sixties
Author: Arthur Marwick
Publisher: A&C Black
ISBN: 1448205425
Pages: 810
Year: 2011-09-28
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If the World Wars defined the first half of the twentieth century, the sixties defined the second half, acting as the pivot on which modern times have turned. From popular music to individual liberties, the tastes and convictions of the Western world are indelibly stamped with the impact of this tumultuous decade. Framing the sixties as a period stretching from 1958 to 1974, Arthur Marwick argues that this long decade ushered in nothing less than a cultural revolution – one that raged most clearly in the United States, Britain, France, and Italy. Marwick recaptures the events and movements that shaped life as we know it: the rise of a youth subculture across the West; the sit-ins and marches of the civil rights movement; Britain's surprising rise to leadership in fashion and music; the emerging storm over Vietnam; the Paris student uprising of 1968; the growing force of feminism, and much more. For some, it was a golden age of liberation and political progress; for others, an era in which depravity was celebrated, and the secure moral and social framework subverted. The sixties was no short-term era of ecstasy and excess. On the contrary, the decade set the cultural and social agenda for the rest of the century, and left deep divisions still felt today.

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