Livraria da Vila Fradique Coutinho hosted the launch of the books 'Marketing H2H: A Journey to 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 for a Q&A session with the audience.
In a constantly transforming 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, requiring an updated vision. Marcos Bedendo's works arrive at a crucial moment to assist corporations in this adaptation process.
The book “H2H Marketing: The Journey to 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. It places 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 adapting to technological and environmental changes, the book emphasizes the importance of a humanized and strategic approach.
One of the main distinguishing features 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 his vast experience to offer a comprehensive and in-depth vision of the future of marketing.
How to Do It in Practice (2nd Edition)" is a guide that highlights branding as a fundamental management model for companies of all sizes and sectors. Using real-world examples, Marcos Bedendo explores how branding should be integrated, going beyond traditional marketing strategies. The book covers everything from the initial creation of the brand to the strategic management of the portfolio, 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 has worked for companies such as 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 the Higher 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 stay up-to-date on the latest market trends and learn from one of the leading experts in the field. In addition to a chat with the author, participants will also be able to purchase books and participate in an autograph session.
“We are very excited to provide 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, which is marketing,” comments Fernando Penteado, Editorial Manager at Saraiva Educação.
