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Empresa y Gestión

Javier Muñoz Senra

Loles Sancho Martí

Marketing educativo en acción

Estrategias prácticas para centros educativos

Do you want to know how to come up with bold, innovative ideas? Are you keen to learn how culture can be leveraged to create change? Are you eager to learn from industry insiders? This innovative new textbook assembles leading names from the world of advertising to share their insights and experience from all aspects of the industry, helping you understand the various professional roles available and how they relate to your study. Professionals working at a range of recognisable brands (such as the BBC and Molson Coors) and leading advertising agencies - including ManningGottlieb and VCCP - come together to provide the inside story on everything from idea generation to planning global ad campaigns. At the end of each chapter, editors Mike Ryder and Mary Hargreaves, leading scholars from Lancaster University Management School, provide academic responses to the issues raised. Intuitively structured to take you on a journey from the beginnings of advertising as a medium to topical considerations such as influencer marketing, Advertising: A Practitioner Perspective covers both the creative and analytical aspects of the discipline. By discovering the concerns and outlooks of some of the industry's leading lights, you will gain a deeper understanding of both sides of the agency-client relationship, as well as the critical and theoretical perspectives of the theorists who helped shape them. Perfect for undergraduate and postgraduate students aiming to work in advertising, this unique book offers a grounded, accessible and experience-led look at the industry. Advertising: A Practitioner Perspective helps you connect theoretical knowledge with practical insight, enabling you to embark on a well-researched career path fully prepared to hit the ground running in the dynamic world of advertising.

A Practitioner Perspective

Advertising

De Gruyter Handbooks in Business, Economics and Finance

De Gruyter Handbook of Integrated Marketing Communication

Every entrepreneur has made a decision they knew was wrong the moment they made it. The data said yes. The advisors said yes. The room said yes. But something said no.
That something was right.

In Build Trust. Become the Brand., Sunil Godse, engineer, entrepreneur, and creator of the Intuitive Branding Process, reveals why the most expensive business decisions are not the ones that look wrong on paper. They are the ones that felt wrong before the paper was signed.

After helping over 200 entrepreneurs unlock $500 million in growth, Godse identified four distinct intuitive signal types that every entrepreneur operates with simultaneously: Experiential, Relational, Situational, and Creative. When all four are read accurately, decisions compound trust. When even one is ignored, the cost compounds quietly until the damage becomes impossible to explain away.

Through real case studies spanning Nike, Theranos, Airbnb, Blockbuster, and dozens of individual entrepreneurs, Build Trust. Become the Brand. shows exactly what ignored signals cost, and what becomes possible when leaders learn to trust the signal before the data catches up.

This is not a book about branding. It is a book about decision-making: the system your brain has been running all along, and the framework that finally makes it precise.
For entrepreneurs doing $1 million or more who know something is off but cannot locate it, this book is the signal that was already there.

Build Trust. Become the Brand

Simple, low-risk experiments for long-term profit growth that you can test right now--from Google's former Chief Evangelist, Nicolas Darveau-Garneau.As a business leader or marketer, if you've been pouring your efforts into efficiency metrics (like customer acquisition cost or return on ad spend) instead of trying to optimize profits, your methodology is unsustainable. In the age of AI, optimizing the wrong key performance indicator can be catastrophic.Whether you work at a Fortune 500 giant, a startup, or a nonprofit, Be a Sequoia, Not a Bonsai gives you a growth playbook that will help you correctly prioritize sustainability over short-term efficiency.With step-by-step guides and hundreds of case studies, Darveau-Garneau will shift how you measure marketing success by teaching you how to: <ul><li>Maximize profitable growth by tracking the right metrics, not vanity metrics.</li><li>Acquire the most valuable customers, not just the most customers.</li><li>Dramatically increase customer lifetime value with practical, scalable strategies.</li><li>Strengthen your brand with modern, profit-driven branding approaches.</li><li>Deliver a customer experience your competitors can't match.</li><li>Build a culture of rapid testing and innovation that keeps you ahead.</li></ul> Nicolas Darveau-Garneau has advised senior executives at more than a thousand companies. He discovered that the fastest-growing 5% all followed these same seven principles. . .The best part? These breakthroughs don't require acquisitions, billion-dollar tech investments, or years of product development. They're simple, testable, affordable, and scalable. And they're all based on one premise: Corporate sequoias prioritize profitable growth, while bonsai concentrate on efficiency and stay small. ". . .a groundbreaking book. Nicolas Darveau-Garneau has distilled thousands of CEO and CMO meetings into a playbook every ambitious leader needs to read--and, more importantly, put into practice every day." --Jasper Malcolmson, Head of Growth at Gusto and Robinhood

The Seven Growth Secrets of the World’s Most Successful Companies

Be a Sequoia, Not a Bonsai

Visionary marketing insider, Christian Muche, Founder of the annual Possible conference, has built his career by turning bold ideas into transformative platforms that shape industries and inspire global audiences. In The Future Possible, Christian shares the latest groundbreaking innovation at the intersection of marketing and technology so that businesses of all types can learn what is needed to succeed over the coming decades.The key themes include: <ul><li>Trust as the primary currency (earned, measured, defended).</li><li>Moments as the flywheel that turns attention into adoption.</li><li>Networks as the distribution logic for ideas, products, and reputation.</li></ul>This is the playbook to building trust-first brands that travel across markets and media. Chapters include executive frameworks that leaders can apply immediately, and a clear way to lead through AI acceleration, cultural volatility, and the post-attention economy without whiplash.

Leadership, Human Connection, and Creating What Comes Next

The Future Possible

Palgrave Studies in Marketing, Organizations and Society

This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves. Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities. 


The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of brand identifier registrations and disputes. He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law. In modern times, the legal system not only enables brand marketing but sets limits on it as well. The book concludes by examining some modern developments that are testing the limits. 


Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape.

A Legal Perspective on the History of Brand Marketing

From Marking Products to Marketing Brands

Essentials

Dieses Buch ist ein praxisorientiertes Workbook für Führungskräfte, Unternehmer:innen und Selbstständige, die ihre Personal Brand fundiert, wertebasiert und wirksam entwickeln möchten. Viele erfahrene Persönlichkeiten verfügen über hohe fachliche Kompetenz - erleben ihre Positionierung jedoch als unscharf oder wenig differenziert. Marketingmaßnahmen greifen häufig zu kurz, wenn innere Klarheit, persönliche Haltung und strategische Ausrichtung nicht stimmig miteinander verbunden sind. Die Folge: Sichtbarkeit ohne Substanz - oder Substanz ohne klare Wirkung. Dieses Buch verbindet beides. Positionierung wird hier nicht als reines Marketinginstrument verstanden, sondern als bewusster Entwicklungsprozess: von innerer Klarheit zu sichtbarer Wirkung. In einem klar strukturierten, sechsstufigen Prozess werden zentrale Bausteine einer starken Personal Brand systematisch erarbeitet - von Werteklärung und Selbstverständnis über Identität und Differenzierung bis hin zu Kommunikation und Präsenz im Markt. Jedes Kapitel kombiniert kompakte Impulse mit Reflexionsfragen, strukturierten Übungen und konkreten Transferaufgaben. So entsteht Schritt für Schritt eine konsistente, authentische und strategisch tragfähige Positionierung, die im unternehmerischen Alltag gelebt werden kann. Der Fokus liegt dabei auf: Wertebasierter SelbstklärungEntwicklung einer klaren Markenidentitätbewusster Differenzierung im WettbewerbsumfeldAufbau von Resonanz und Anziehungskraftstimmiger Umsetzung in Kommunikation und Auftritt Inspirierende Perspektivwechsel - aus meinen interkulturellen Business-Erfahrungen in Marokko - eröffnen neue Denk- und Gestaltungsräume, ohne den klaren Praxisbezug zu verlieren. Das Buch richtet sich an Führungskräfte, Entrepreneure und Selbstständige, die ihre Positionierung nicht delegieren, sondern aus ihrer eigenen Identität heraus entwickeln wollen - klar, reflektiert und mit Haltung.

Das Workbook für klare Positionierung mit Haltung für Führungskräfte und Entrepreneure

Die Personal Branding Journey

Unreasonable Hospitality

Put the ideas of the New York Times bestseller Unreasonable Hospitality into action with this beautifully illustrated, interactive companion guide from Will Guidara, former co-owner of the legendary restaurant Eleven Madison Park.With his book Unreasonable Hospitality, Will Guidara issued a compelling invitation: "No matter what business you're in, you can make the choice to be in the hospitality industry." His lessons about service and leadership celebrated the one principle that never goes out of season: the human desire to be taken care of.If Unreasonable Hospitality is the why, then The Field Guide is the how.This practical, step-by-step journal offers a clear roadmap for applying Guidara's lessons in real life, helping you turn generous thinking into consistent action. Inside, you'll learn how to: <ul><li>Build and lead your team with consistency, integrity--and yes, hospitality</li><li>Develop a culture of hospitality with five essential components--excellence, communication, collaboration, feedback, and repair--and the systems that will keep those values front and centre</li><li>Create bespoke gestures with the power to transform ordinary transactions into extraordinary experiences--as well as how to create a ready-made toolkit of simple, repeatable actions that still feel personal</li></ul> Featuring deeply personal stories, his own as well as those of readers he's encountered, the book is packed with practical exercises that are as relevant to the CEO of a Fortune 500 as they are to the ambitious intern at the front desk. Each can be done on your own, with your team, or company-wide at the annual retreat.Beautifully designed and illustrated in full colour, this delightful, participatory guide-meant to be marked up and discussed-will have you feeling like a kid about to crack open a new colouring book. You'll walk away inspired, with a power pack of specific, immediately actionable ideas to help you elevate the magic in what you do-for yourself, the people you work with, and the people you serve.

Unreasonable Hospitality: The Field Guide

Hidden Code

Secret Science Behind Every Memorable Brand

Hidden Code of Branding

DK Little Book of

Discover more than 60 of the most important ideas, strategies, and milestones in the field of business in this accessible and innovative pocket-sized guide. From the earliest forms of trade and the invention of money to Adam Smith’s “invisible hand” and Henry Ford’s assembly line, and from the rise of corporate strategy to modern digital marketing, consumer psychology, the gig economy, and sustainable commerce, The Little Book of Business examines the philosophies and practices behind global industries and successful start-ups. Packed with infographics and flowcharts that explain complex concepts in a simple but exciting way, The Little Book of Business offers you the perfect introduction to the subject in a portable format perfect for reading on the go.

The Little Book of Business

Responsible Leadership and Sustainable Management

This book delves into the concept of net zero, going beyond its traditional focus on emissions to include other environmental impacts. It covers a wide range of topics, such as demand response and dynamic pricing, consumer behavior and life cycle assessment, policy guidelines, Nash equilibrium, and more. In an era where sustainability is not just a trend but a necessity, the book introduces a fresh approach to aligning business branding strategies with environmental responsibility, emphasizing net zero's transformative potential to reshape brand-consumer relationships.The book's scope is broad yet detailed, comprehensively exploring the intersection between sustainability and branding. It includes insightful chapters that integrate net zero principles from diverse perspectives. More importantly, it provides practical, real-world applications of these principles. These applications demonstrate how embracing net zero can improve consumer trust and loyalty. Furthermore, the book offers practical strategies and tools for businesses at any stage of their sustainability journey to effectively communicate their sustainability efforts.The expected readership for this book spans a wide range of professionals and academics. Marketing and branding professionals will find valuable insights into positioning their brands as sustainability leaders, tapping into the growing consumer demand for environmentally responsible companies. Business leaders and entrepreneurs will gain a deeper understanding of how to implement net zero practices that go beyond compliance, driving long-term value and competitive advantage. Additionally, students and academics in business, marketing, environmental studies, and organizational behavior will be benefit from the multi-disciplinary insights and practical applications.

Net Zero: Brand Transpersonal to Win Consumers

Marketing educativo en acción

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