{"product_id":"fare-marketing-rimanendo-brave-persone-etica-e-poetica-del-mestiere-piu-discusso-del-mondo","title":"FARE MARKETING RIMANENDO BRAVE PERSONE. ETICA E POETICA DEL MESTIERE PIU DISCUSSO DEL MONDO","description":"\u003cdiv style=\"text-align: center;\" data-mce-style=\"text-align: center;\"\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cstrong\u003eAutore\u003c\/strong\u003e: \u003cmeta charset=\"utf-8\"\u003e\n\u003cspan data-mce-fragment=\"1\"\u003eMorici Giuseppe\u003c\/span\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e \u003cstrong\u003eEditore\u003c\/strong\u003e: \u003cmeta charset=\"utf-8\"\u003e\n\u003cspan data-mce-fragment=\"1\"\u003eFeltrinelli\u003c\/span\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cstrong\u003eCollana:\u003c\/strong\u003e \u003cmeta charset=\"utf-8\"\u003e\n\u003cspan data-mce-fragment=\"1\"\u003eUniversale Economica\u003c\/span\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cstrong\u003eISBN\u003c\/strong\u003e: \u003cmeta charset=\"utf-8\"\u003e\n\u003cspan data-mce-fragment=\"1\"\u003e9788807884658\u003c\/span\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cstrong\u003eData di pubblicazione\u003c\/strong\u003e: \u003cmeta charset=\"utf-8\"\u003e\n\u003cspan data-mce-fragment=\"1\"\u003e24\/09\/2014\u003c\/span\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\u003cspan data-mce-fragment=\"1\"\u003e\u003cstrong\u003eNumero di pagine\u003c\/strong\u003e: \u003cmeta charset=\"utf-8\"\u003e176\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\n\u003cstrong\u003eDimensioni:\u003c\/strong\u003e‎ 13 x 1.12 x 19.99 cm\u003cbr\u003e\u003cspan style=\"font-family: -apple-system, BlinkMacSystemFont, 'San Francisco', 'Segoe UI', Roboto, 'Helvetica Neue', sans-serif; font-size: 1.4em;\"\u003e-\u003c\/span\u003e\u003cbr\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"attr\"\u003e\u003cspan data-mce-fragment=\"1\"\u003e\u003cstrong\u003eDescrizione\u003c\/strong\u003e:\u003c\/span\u003e\u003c\/div\u003e\n\u003cdiv class=\"popup-para\" data-mce-fragment=\"1\"\u003e\n\u003cdiv class=\"upper-first-letter read-more-abstract\" data-mce-fragment=\"1\"\u003e\n\u003cdiv class=\"popup-para\"\u003e\n\u003cdiv class=\"upper-first-letter read-more-abstract\"\u003e\n\u003cdiv class=\"popup-para\"\u003e\n\u003cdiv class=\"upper-first-letter read-more-abstract\"\u003e\n\u003cmeta charset=\"utf-8\"\u003e\n\u003cspan\u003eCosa ha trasformato il marketing da uno dei mestieri più affascinanti a uno dei più discussi del mondo? Perché quando si vuole indicare un'operazione di pura facciata, senza alcuna sostanza, la si indica come un'operazione di \"puro marketing\"? Esiste una visione del marketing compatibile con la nostra società e le nostre esigenze attuali? Chi fa marketing si trova spesso schiacciato tra due poli opposti: da un lato, gli esaltati del marketing, e, dall'altro, chi vede il marketing come un'attività di persuasione occulta. Nella visione proposta dall'autore, il marketing supera la sua dimensione puramente economica, per diventare una funzione responsabile e generativa, per la società e per la vita delle persone, nella loro ricerca di senso, nei loro sogni, nei loro progetti. Per questo è necessario però che chi si occupa di marketing non si accontenti di gestire solo gli aspetti razionali della comunicazione, ma adotti anche gli strumenti di base della narratologia e da ultimo le conoscenze di base di analisi delle personalità e della psicologia umana. E soprattutto è necessario che nell'occuparsi della \"poetica\" del marketing, ossia del come costruire un marketing efficace, non si perda mai di vista \"l'etica\" del marketing, ossia il senso complessivo profondo di ciò che si fa per l'uomo e per la società.\u003c\/span\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003cdiv style=\"z-index: 3; display: none;\" id=\"vcwxcwqzerappipYoutubeVideoContainer\" class=\"pipYoutubeVideoScaleup\" data-mce-style=\"z-index: 3; display: none;\"\u003e\u003cimg src=\"data:image\/png;base64,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\" id=\"pipYoutubeVideoIcon\"\u003e\u003c\/div\u003e\n\u003cdiv\u003e\u003c\/div\u003e\n\u003cdiv style=\"z-index: 3; 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