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RAQUEL OBERLANDER

VALERIA ODDONE

MARCA PERSONAL COMO ESTRATEGIA DE MARKETING

Borja Pascual

La clave del éxito en los negocios

EL PLAN DE EMPRESAS

Transform your marketing strategy and engage with customers in ways never before possible.In a world that is changing at unprecedented speeds, the marketing landscape stands at the brink of a profoundly new paradigm. In the AI-driven era, meaningful experiences reign supreme and brands must engage with their customers in new and exciting ways.Although the mission is clear, marketers may feel like they're faced with a sea of static amid a massive influx of data and tremendous cultural shifts. But customers leave subtle clues about exactly what content they want to see, products they want to encounter, and ultimately, the entire online experience they desire with every click, scroll, and purchase.Personalization is the needed mechanism that decodes a clear signal from the noise, and those that use it as the cornerstone of their marketing strategy can unlock a world of opportunity. Those who wait to begin their personalization journey not only lose their competitive advantage, but also fall further behind the pack.The brands that can transcend the noise, understand their customer's wants and needs, and transmit a clear signal back to each individual will create the emotional bonds that lead to long lasting brand loyalty. Think of this book as your decoder ring as you transform your personalization project into a powerhouse.Use it to: <ul><li>Learn the basics of personalization and discover its opportunities across channels</li><li>Communicate the benefits of personalization to your business and gain buy-in</li><li>Establish a scalable structure that fits your organization</li><li>Activate a clean, repeatable process for end-to-end campaign management</li><li>Discover the right tools and methodologies for success</li><li>Get inspiration for your testing roadmap with 70+ use cases</li></ul>

Transform your marketing strategy and engage with customers in ways never before possible. Personalized Customer Experience is a timely primer on the basics of personalization, and how it can be applied across channels.

Why Personalization Wins the Customer Experience

Marketing in the AI Era

«Raja, que es un experto en marketing de vanguardia, no sólo ofrece una visión fascinante del Quinto Paradigma del Marketing, sino que también muestra cómo jugar hábilmente en él y ganar. Es un libro excepcional que marcará un hito en el mundo del marketing.» -—ASHOK VASWANI, director general de Banca de consumo y pagos de Barclays Raja Rajamannar, Chief Marketing &amp; Communications Officer de Mastercard, una de las marcas más premiadas y reconocidas a nivel mundial, nos comparte en este libro las estrategias más innovadoras y de vanguardiapara navegar los desafíos derivados de la evolución de la tecnología, la cual ha dado pasos agigantados en las últimas décadas y ha impactado en la forma en la que hacemos marketing en la actualidad. Aquí encontrarás las herramientas más visionarias para sumarte a tiempo a la revolución, para que tu marcacomercial tenga éxito y asegurarte de que tu empresa o el lugar donde trabajas siga siendo relevante de cara al futuro. En Quantum marketing los lectores aprenderán a: Comprender la evolución del marketing. Obtener las mejores tácticas de marketing que se deben seguir en una industria en constante evolución. Romper el paradigma mental para competir en cualquier empresa. Conocer a los principales especialistas en marketing de diversas industrias. ENGLISH DESCRIPTION Raja, who is an expert in cutting-edge marketing, not only offers a fascinating insight into the Fifth Paradigm of Marketing but also shows how to play skillfully within it and win. It is an exceptional book that will mark a milestone in the world of marketing.” —ASHOK VASWANI, Chief Executive Officer of Consumer Banking and Payments at Barclays Raja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges that result from today's unprecedented disruption. As technology has continually evolved in the last several decades, marketing has had to change with it, evolving through four significant stages that build on the strategies and tools of the previous era. What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution. Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination. As Chief Marketing Officer of Mastercard, one of the world's most recognizable and decorated brands, Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful. In Quantum Marketing, readers will: Understand the evolution of marketing and how to be at the forefront of future change. Get clarity on the right marketing strategies and tactics to pursue amidst an ever-evolving industry. Achieve breakthroughs in innovative thinking to compete in modern business. Gain perspective from top marketers across industries. Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what marketers are doing to get ready for this shift, and what the new world will look like for companies, consumers, and society as the race to develop revolutionary marketing strategies reaches a whole new level.

«Raja, que es un experto en marketing de vanguardia, no sólo ofrece una visión fascinante del Quinto Paradigma del Marketing, sino que también muestra cómo jugar hábilmente en él y ganar. Es un libro excepcional que marcará un hito en el mundo del marketing.» -—ASHOK VASWANI, director general de Banca de consumo y pagos de Barclays Raja Rajamannar, Chief Marketing &amp; Communications Officer de Mastercard, una de las marcas más premiadas y reconocidas a nivel mundial, nos comparte en este libro las estrategias más innovadoras y de vanguardiapara navegar los desafíos derivados de la evolución de la tecnología, la cual ha dado pasos agigantados en las últimas décadas y ha impactado en la forma en la que hacemos marketing en la actualidad. Aquí encontrarás las herramientas más visionarias para sumarte a tiempo a la revolución, para que tu marcacomercial tenga éxito y asegurarte de que tu empresa o el lugar donde trabajas siga siendo relevante de cara al futuro. En Quantum marketing los lectores aprenderán a: Comprender la evolución del marketing. Obtener las mejores tácticas de marketing que se deben seguir en una industria en constante evolución. Romper el paradigma mental para competir en cualquier empresa. Conocer a los principales especialistas en marketing de diversas industrias. ENGLISH DESCRIPTION Raja, who is an expert in cutting-edge marketing, not only offers a fascinating insight into the Fifth Paradigm of Marketing but also shows how to play skillfully within it and win. It is an exceptional book that will mark a milestone in the world of marketing.” —ASHOK VASWANI, Chief Executive Officer of Consumer Banking and Payments at Barclays Raja Rajamannar, Chief Marketing Officer of Mastercard, shares breakthrough, frontier strategies to navigate the challenges that result from today's unprecedented disruption. As technology has continually evolved in the last several decades, marketing has had to change with it, evolving through four significant stages that build on the strategies and tools of the previous era. What happens next in the fifth stage, or Fifth Paradigm, will not be an evolution, but a revolution. Almost everything about how marketing is done today, including the very notion of a brand itself, will require a complete re-imagination. As Chief Marketing Officer of Mastercard, one of the world's most recognizable and decorated brands, Raja Rajamannar shares the forward-thinking ways all businesses must rethink their entire marketing landscape to remain relevant and be successful. In Quantum Marketing, readers will: Understand the evolution of marketing and how to be at the forefront of future change. Get clarity on the right marketing strategies and tactics to pursue amidst an ever-evolving industry. Achieve breakthroughs in innovative thinking to compete in modern business. Gain perspective from top marketers across industries. Quantum Marketing is for all business people who seek to understand how rapidly marketing is evolving, what marketers are doing to get ready for this shift, and what the new world will look like for companies, consumers, and society as the race to develop revolutionary marketing strategies reaches a whole new level.

Quantum marketing. Domina la nueva mentalidad para conectar con los consumidores de mañana / Quantum Marketing

Empresa y Gestión

María Rodríguez-Rabadán

Estrategia y creatividad para contenidos de marca en la era de la IA

Branded content

Willard Chiuya

Curbing Tobacco Side Marketing By Farmers In Zimbabwe

A Working Model Towards Curbing Tobacco Side Marketing

Keko Martínez

El capital sin sentido carece de valor

Capital trascendente

&lt;p&gt;&lt;b&gt;&lt;i&gt;Virtual Engagement&lt;/i&gt; presents contemporary perspectives on virtual marketing with a focus on business-to-consumers and business-to-business marketing practices.&lt;/b&gt; Innovative technology-led ecommerce strategies have been addressed through the global best practices and case studies in the emerging markets.&lt;/p&gt;&lt;p&gt;Case studies are discussed in each chapter to support the discussions on various aspects of virtual marketing. The book argues that firms need to develop cost-effective e-commerce by engaging customers in business modeling. &lt;/p&gt;

 Rajagopal

Managing Seamless Marketing with Technology

Virtual Engagement

Since the original publication of Building A Storybrand, over one million business leaders have discovered Donald Miller's powerful Storybrand Framework and they are making millions. Now, the classic resource for connecting with customers has been fully revised and updated, making it even more powerful to prepare you for today's challenges.

When you apply the StoryBrand framework your brand will stand out. Developing that framework to clarify your message and grow your business is about to get a whole lot simpler. . .Since the original publication of&nbsp;Building a StoryBrand, over one million business leaders have discovered Donald Miller's powerful StoryBrand framework, and their businesses are growing. Now, the classic resource for connecting with customers has been fully revised and updated, making it an even more powerful tool to prepare you to engage customers.In a world filled with constant, on-demand distractions, it has become very hard for business owners to effectively cut through the noise to reach their customers. Without a clear, distinct message, customers will not understand what you can do for them and won't engage.In&nbsp;Building a StoryBrand 2.0, Donald Miller not only deepens his teaching on how to use his seven universal story elements—he'll provide you with one of the most powerful and cutting-edge tools to help with your brand messaging efficacy and output. The StoryBrand framework is a proven process that has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Now you can have access to the perfected version, making it more essential.Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band,&nbsp;Building a StoryBrand 2.0&nbsp;will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.

Clarify Your Message So Customers Will Listen

Building a StoryBrand 2.0

Business and Management (R0)

&lt;p&gt;Retailing has changed rapidly in recent years with the pandemic accelerating the long-term growth of e-commerce. Drawing on a unique data set drawn from hundreds of thousands of interviews over almost two decades, this book takes a close look at changes in consumers&amp;rsquo; shopping preferences, behaviors, and influences.&lt;/p&gt;
&lt;p&gt;Across a range of topics, the authors argue that the rise of e-commerce has coincided with a decline in consumer preferences&amp;mdash;what people buy and where they buy it. This presents challenges for both retailers and manufacturers.&lt;/p&gt;
&lt;p&gt;The authors propose that the answer lies with consumers. A focus on consumers is fundamental to designing effective marketing strategies and campaigns. However, retailers and brands often have different perspectives about consumers. This book bridges that gap. The broad scope of topics and longitudinal data give retailers and brand marketers a roadmap for building and maintaining consumer preference in a rapidly changing and challenging environment.&lt;/p&gt;

MARCA PERSONAL COMO ESTRATEGIA DE MARKETING

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