The Vila Fradique Coutinho Bookstore hosted the launch of the books'Marketing H2H: A Journal for Human-to-Human Marketing' and'Branding: How to Do It in Practice (2nd edition), both written by Marcos Bedendo, PhD in Business Administration, professor at ESPM, and specialist in marketing and branding. The event will feature the author's presence for a chat with the audience.
In a constantly changing world, marked by technological disruptions and new consumer demands, companies need to adapt to stay competitive. In this context, marketing and branding assume even more strategic roles, requiring an updated perspective. Marcos Bedendo's works arrive at a crucial moment to assist corporations in this adaptation process.
The book“Marketing H2H: A Journal for Human-to-Human Marketing”, written by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz, and Marcos Bedendo, presents an approach focused on building authentic relationships with customers. Put the human being at the center of the marketing strategy, recognizing their individual needs, expectations, and values. Through practical examples, case studies, and discussions on adaptation to technological and environmental changes, the book emphasizes the importance of a humanized and strategic approach.
One of the main highlights of this book is the participation of Philip Kotler, considered the "father of marketing" and one of the world's leading experts in this field. Kotler contributes with his extensive experience to provide a comprehensive and in-depth view of the future of marketing.
Already“Branding: How to do it in practice (2nd edition)”It is a guide that highlights branding as a fundamental management model for companies of all sizes and sectors. Marcos Bedendo, using real examples, explores how branding should be integrated, going beyond traditional marketing strategies. The work explores from the initial creation of the brand to strategic portfolio management, offering templates and practical guidance to increase sales in highly competitive markets.
Marcos Bedendo, author of the books and speaker at the event, is a specialist with over 20 years of experience in marketing and branding. He worked at companies such as Unilever, Whirlpool, Bauducco, and Parmalat, in addition to being a university professor at Pontifical Catholic University (PUC), Ibmec, Insper (Institute of Education and Research), and the School of Advertising and Marketing (ESPM). Bedendo is also the founder of BrandWagon, a consultancy that provides services to other companies.
The book launch event will be an opportunity for marketing, branding, and communication professionals to update themselves on the latest market trends and learn from one of the top professionals in the field. In addition to the chat with the author, participants will also be able to purchase the books and attend the autograph session.
“We are excited to provide an event that not only celebrates the launch of these impactful works, but also provides a unique opportunity for discussions about the challenges and innovations in this vast field, which is marketing,” he comments.Fernando Penteado, Editorial Manager at Saraiva Education.
