The Bookstore of Vila Fradique Coutinho received the launch of the books 2H Marketing: The Journey to Human To Human Marketing^^^^^ ibranding: How to Do in Practice (2nd edition)2, both written by Marcos Bedendo, Doctor of Business Administration, professor at ESPM, and specialist in marketing and branding. The event will feature the presence of the author for a chat with the public.
In a world in constant transformation, marked by technological disruptions and new consumer demands, companies need to adapt to remain competitive. In this context, marketing and branding assume even more strategic roles, requiring an updated view. Marcos Bedendo's works arrive at a crucial moment to assist corporations in this adaptation process.
The book “Marketing H2H: The Journey to Marketing Human To Human”, written by Philip Kotler, Waldemar Pfoertsch, Uwe Sponholz and Marcos Bedendo, presents an approach focused on building authentic relationships with customers. It places the human being at the center of marketing strategy, recognizing their individual needs, expectations and values. Through practical examples, case studies and discussions on adapting to technological and environmental changes, the book emphasizes the importance of a humanized and strategic approach.
One of the main differentials of this book is the participation of Philip Kotler, considered the “pai of marketing” and one of the leading experts in this segment in the world. Kotler contributes with his vast experience to offer a comprehensive and deep insight into 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, explores 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 of the event, is a specialist with more than 20 years of experience in marketing and branding. He worked in companies such as Unilever, Whirlpool, Bauducco and Parmalat, as well as being a university professor at the Pontifical Catholic University (PUC), Ibmec, Insper (Institute of Education and Research) and the Higher School of Propaganda and Marketing (ESPM). Bedingo is also founder of BrandWagon, a consultancy that provides services to other companies.
The book launch event will be an opportunity for marketers, branding and communication professionals to update themselves on the latest market trends and learn from one of the largest professionals in the field.In addition to the chat with the author, participants will also be able to purchase the books and participate in the autograph session.
“We are very excited to provide an event that not only celebrates the launch of these impactful works, but also provides a unique opportunity for discussions on the challenges and innovations in this vast field, which is marketing”, he comments Fernando Penteado, Editorial Manager of Saraiva Education.
