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, Doctor in Business Administration, professor at ESPM, and the specialist in marketing and branding. The event will feature the author for a chat with the audience
In a constantly changing world, marked by technological disruptions and new consumer demands, companies need to adapt to remain competitive. In this context, marketing and branding take on even more strategic roles, demanding an updated view. The works of Marcos Bedendo 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. Place the human being at the center of the marketing strategy, recognizing your needs, expectations and individual 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 differentiators of this book is the participation of Philip Kotler, considered the "father of marketing" and one of the greatest specialists in this field in the world. Kotler contributes his vast 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 segments. Marcos Bedendo, using real examples, explore how branding should be integrated, going beyond traditional marketing strategies. The work explores from the initial creation of the brand to the strategic management of the portfolio, offering templates and practical guidelines to increase sales in highly competitive markets
Marcos Bedendo, author of the books and speaker at the event, he is a specialist with over 20 years of experience in marketing and branding. Worked at companies like Unilever, Whirlpool, Bauducco and Parmalat, in addition to being a university professor at the Pontifical Catholic University (PUC), Ibmec, Insper (Institute of Education and Research) and at the Higher School of Advertising and Marketing (ESPM). Bedendo is also the founder of BrandWagon, consulting that provides services to other companies
The book launch event will be an opportunity for marketing professionals, branding and communication update 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 take part in the signing session
We are very excited to host an event that not only celebrates the launch of these impactful works, but also offers a unique opportunity for discussions about the challenges and innovations in this vast field, what is marketing, commentFernando Penteado, Editorial Manager at Saraiva Educação
