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Empresa y Gestión

Javier Muñoz Senra

Loles Sancho Martí

Marketing educativo en acción

Estrategias prácticas para centros educativos

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

This publication is being released to coincide with the retrospective of the British-Japanese artist Simon Fujiwara at Mudam Luxembourg. It brings together a range of authors who explore Fujiwara's central themes and methods from diverse perspectives. The essays examine the structures underlying his works through the lens of topics such as psychoanalysis, iconography, branding, and marketing. In doing so, they also reflect on the conditions of artistic life and work in an increasingly mediatized world. Fujiwara's work, often described as a "distorted mirror of the 21st century," is both fascinating and unsettling. The publication invites readers to explore a complex, contradictory, and constantly evolving body of work.Simon Fujiwara (b. 1982, London) has developed a wide-ranging body of work that encompasses performance, video, painting, and immersive installations. His work explores constructions of the self in the 21st century, particularly in relation to technology and capitalism. In 2010, he received the Baloise Prize at Art Basel as well as the Frieze Cartier Award.

This publication accompanies the mid-career survey exhibition of British-Japanese artist Simon Fujiwara at Mudam Luxembourg. 
 About Simon Fujiwara
 brings together a range of writers who approach his practice from multiple perspectives, addressing its central themes, concerns and methodologies. The essays examine the underlying structures of Fujiwara’s work through fields such as psychoanalysis, iconography, branding and marketing, reflecting on the conditions of living and making art in an increasingly mediated world. Often described as holding a ‘distorted mirror to the twenty-first century’, Fujiwara’s work is both enchanting and unsettling. This first-of-its-kind publication offers a moment to reflect on a complex and evolving practice.
 Simon Fujiwara (1982, London) has developed a wide-ranging practice spanning performance, video, painting and immersive installations. His work explores constructions of the self in the twenty-first century, particularly in relation to technology and capitalism. He received the Baloise Prize at Art Basel and the Frieze Cartier Award in 2010.

About Simon Fujiwara

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

Updated with a new case study, this revised edition is a how-to guide for building habit-forming products. How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? In Hooked, Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Based on years of research, consulting, and practical experience, Eyal wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Eyal provides readers with: • Practical insights to create user habits that stick. • Actionable steps for building products people love. • Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products. Hooked is for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.

Updated with a new case study, this revised edition is a how-to guide for building habit-forming products. How do successful companies create products people can’t put down? Why do some products capture widespread attention while others flop? What makes us engage with certain products out of sheer habit? Is there a pattern underlying how technologies hook us? In Hooked, Nir Eyal answers these questions (and many more) by explaining the Hook Model—a four-step process embedded into the products of many successful companies to subtly encourage customer behavior. Through consecutive “hook cycles,” these products reach their ultimate goal of bringing users back again and again without depending on costly advertising or aggressive messaging. Based on years of research, consulting, and practical experience, Eyal wrote the book he wished had been available to him as a start-up founder—not abstract theory, but a how-to guide for building better products. Eyal provides readers with: • Practical insights to create user habits that stick. • Actionable steps for building products people love. • Fascinating examples from the iPhone to Twitter, Pinterest to the Bible App, and many other habit-forming products. Hooked is for product managers, designers, marketers, start-up founders, and anyone who seeks to understand how products influence our behavior.

How to Build Habit-Forming Products

Hooked

BestMasters

Zum Thema Nachhaltigkeit wird seit Jahren geforscht, unter anderem in Bezug auf unternehmerisches Engagement. Das gilt unter anderem für die Kosmetikindustrie, die für die Verwendung von Plastik und umweltschädlichen Chemikalien kritisiert wird. Dieses nachhaltige Engagement kann aus Markenführungssicht verwendet werden, um sich von Wettbewerbern abzugrenzen. Ob und wie verschiedene Kosmetikmarken&nbsp;Nachhaltigkeitskommunikation nutzen, wird in dieser Arbeit mit einer qualitativen Analyse ausgewählter sprachlicher Mittel untersucht. Die Ergebnisse zeigen diverse Gemeinsamkeiten bezogen auf die kommunizierten Inhalte und genutzten rhetorischen Mittel, Frames und Emotionsausdrücke. Allerdings werden jeweils andere thematische Schwerpunkte sowie unterschiedliche Kommunikationsinstrumente verwendet.&nbsp;Insgesamt zeigt diese Arbeit, dass sich theoretische Grundlagen zu Nachhaltigkeit, Markenführung und Kommunikationsinstrumenten in der Unternehmenspraxis bestätigen lassen.Die Autorin
 &nbsp;

 Michelle Kämpfer 
 legte während Studienaufenthalten an der Heinrich-Heine-Universität Düsseldorf, der Katholischen Universität Eichstätt-Ingolstadt und der Åbo Akademi Turku ihren Forschungsschwerpunkt auf die Verwendung von Emotionen in Kommunikation. &nbsp;&nbsp;&nbsp;&nbsp;

Ein Vergleich der Unternehmenskommunikation von Kosmetikmarken

Nachhaltigkeitskommunikation in der Kosmetikbranche

The Little Book of Business

Uncover the psychological shortcuts that shape every decision you make - and learn how to use them in business. Voted #1 in the BBH World Cup of Advertising Books Winner of the Sales and Marketing Category at the Business Book Awards Before you can influence decisions, you need to understand what drives them. The Choice Factory is an essential read for anyone who wants to learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, behavioural science expert Richard Shotton investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, he draws on evidence from academia, real-life ad campaigns and his own original research. Entertaining and highly accessible, The Choice Factory is made up of 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Shotton interviews some of the smartest and most influential thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. Covering everything from priming to the pratfall effect, charm pricing to the curse of knowledge, with The Choice Factory as your guide it has never been easier to apply the science of behavioural economics to marketing. 'Actionable, memorable and powerful' - Seth Godin, bestselling author of This is Marketing Now part of the Harriman House Essentials Collection, a series showcasing the very best of business and finance books.

Harriman House Essentials

The Choice Factory

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

Focus Beyond the Business Card: A fun, step-by-step guide to growing your pet business through community advocacy & education

Paws, People, and Prosperity

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

Haufe Fachbuch

Mitarbeiterbindung senkt die betrieblichen Kosten und fördert die Wertschöpfung, Flexibilität und Innovationskraft des gesamten Unternehmens. Gunther Wolf beschreibt, wie Sie fachliches Know-how und Kompetenzen binden. Er erklärt den Weg zu einer mitarbeitendenzentrierten Erfolgskultur und bietet zahlreiche Beispiele für die praktische Umsetzung. So spielen Sie im Wettbewerb um die besten Arbeitskräfte ganz vorne mit. Das Buch verbindet Psychologie und Soziologie mit hoher Praxiserfahrung. So begeistern Sie Mitarbeiterinnen und Mitarbeiter für Ihre Unternehmensziele.
Inhalte:
<ul><li>Konkrete Maßnahmenpakete zur Mitarbeiterbindung</li><li>Die psychologischen und soziologischen Faktoren kennen und nutzen</li><li>Mit dem PEA-System das Humankapital und den Erfolg des Unternehmens steigern</li><li>Mit Kommentaren von: Mario Ohoven, Prof. Dr. Dr. Dr. h.c. F. J. Radermacher, Prof. Dr. Armin Trost, Dr. Gregor Gysi, Christian Lindner, Robindro Ullah, Boris Grundl, Anne M. Schüller u.v.m.</li></ul>
Neu in der 5. Auflage:
<ul><li>30 neue Mitarbeiterbindungsmaßnahmen</li><li>Bindung von Gen Z und Alpha sowie von Ankommenden</li><li>Definitionen der wichtigsten Begriffe rund um Mitarbeiterbindung</li><li>Wie man Unternehmensleitungen, Führungskräfte und Mitarbeitende davon überzeugt und dazu motiviert, etwas für die Bindung von Mitarbeitenden zu tun</li></ul>
&nbsp;

Mitarbeiterbindung senkt die betrieblichen Kosten und fördert die Wertschöpfung, Flexibilität und Innovationskraft des gesamten Unternehmens. Gunther Wolf beschreibt, wie Sie fachliches Know-how und Kompetenzen binden. Er erklärt den Weg zu einer mitarbeitendenzentrierten Erfolgskultur und bietet zahlreiche Beispiele für die praktische Umsetzung. So spielen Sie im Wettbewerb um die besten Arbeitskräfte ganz vorne mit. Das Buch verbindet Psychologie und Soziologie mit hoher Praxiserfahrung. So begeistern Sie Mitarbeiterinnen und Mitarbeiter für Ihre Unternehmensziele.Inhalte:<ul><li>Konkrete Maßnahmenpakete zur Mitarbeiterbindung</li><li>Die psychologischen und soziologischen Faktoren kennen und nutzen</li><li>Mit dem PEA-System das Humankapital und den Erfolg des Unternehmens steigern</li><li>Mit Kommentaren von: Mario Ohoven, Prof. Dr. Dr. Dr. h.c. F. J. Radermacher, Prof. Dr. Armin Trost, Dr. Gregor Gysi, Christian Lindner, Robindro Ullah, Boris Grundl, Anne M. Schüller u.v.m.</li></ul>Neu in der 5. Auflage:<ul><li>30 neue Mitarbeiterbindungsmaßnahmen</li><li>Bindung von Gen Z und Alpha sowie von Ankommenden</li><li>Definitionen der wichtigsten Begriffe rund um Mitarbeiterbindung</li><li>Wie man Unternehmensleitungen, Führungskräfte und Mitarbeitende davon überzeugt und dazu motiviert, etwas für die Bindung von Mitarbeitenden zu tun</li></ul>&nbsp;

Retention Management, Performance Improvement, Arbeitgeberattraktivität

Mitarbeiterbindung

This uniquely accessible textbook offers students and field practitioners a series of insightful lessons on marketing, each exploring a distinct theme. Unlike traditional textbooks, this easy-to-read guide emphasizes creativity and conceptual understanding, allowing you to engage with topics based on your interests without following a fixed order, resulting in a broader understanding of marketing principles and their real-world applications.
The chapters cover a range of key concepts, including:
<ul>
<li>The evolution of marketing definitions</li>
<li>The fundamentals of positioning</li>
<li>Branding and how it shapes consumer perceptions</li>
<li>Social marketing and its transformative potential</li>
<li>The intricacies of pricing strategies</li>
</ul>
Each lesson is enriched with real-world examples and illustrations, providing practical insights and making abstract concepts tangible.
This book is an invaluable resource for undergraduate and postgraduate students in Marketing, Management, and Business, as well as practitioners seeking a contemporary update on marketing concepts. By offering a modular, concept-based approach, this book invites you to explore marketing's role and significance in today's dynamic marketspace, encouraging critical reflection and independent thinking. Whether you're a student or a professional, this book provides the tools to deepen your understanding of marketing and its impact on the world around us.
Emílio Távora Vilar is a Full Professor at the University of Lisbon with more than 30 years of experience teaching design, marketing, and management-related courses to both undergraduate and postgraduate students in Design and Art. He holds a degree in Communication Design, an MBA in Design Management, and a PhD in Management specialising in Marketing. Over the years, Emílio Vilar has coordinated the undergraduate and master's programmes in Communication Design and has led or contributed to their ongoing reformulation. He has also served as Vice Dean and President of the Pedagogical Council. Alongside his academic roles, he is the author of five books and has published over 50 research papers.

This uniquely accessible textbook offers students and field practitioners a series of insightful lessons on marketing, each exploring a distinct theme. Unlike traditional textbooks, this easy-to-read guide emphasizes creativity and conceptual understanding, allowing you to engage with topics based on your interests without following a fixed order, resulting in a broader understanding of marketing principles and their real-world applications.The chapters cover a range of key concepts, including:<ul><li>The evolution of marketing definitions</li><li>The fundamentals of positioning</li><li>Branding and how it shapes consumer perceptions</li><li>Social marketing and its transformative potential</li><li>The intricacies of pricing strategies</li></ul>Each lesson is enriched with real-world examples and illustrations, providing practical insights and making abstract concepts tangible.This book is an invaluable resource for undergraduate and postgraduate students in Marketing, Management, and Business, as well as practitioners seeking a contemporary update on marketing concepts. By offering a modular, concept-based approach, this book invites you to explore marketing's role and significance in today's dynamic marketspace, encouraging critical reflection and independent thinking. Whether you're a student or a professional, this book provides the tools to deepen your understanding of marketing and its impact on the world around us.

A Practical Guide to Key Concepts

Ten and a Half Lessons in Marketing

Marketing educativo en acción

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