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Exprime La Idea: Tremendamente Sincero Y Formativo, Este Libro Explica Cã3mo Identificar La Idea Esencial Y Cã3mo Sacarle El Jugo Para Lograr Multiplicar El Valor de

Exprime La Idea: Tremendamente Sincero Y Formativo, Este Libro Explica Cã3mo Identificar La Idea Esencial Y Cã3mo Sacarle El Jugo Para Lograr Multiplicar El Valor de

          
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About the Book

Esta nueva edición de Exprime la idea es un homenaje póstumo a Pat Fallon, fundador junto a Fred Senn de la reconocida agencia publicitaria Fallon Worldwide. «Pat ha sido un visionario de nuestro sector, con métodos y resultados probados a nivel mundial; fue capaz de expandir su agencia por medio mundo y será recordado como uno de los grandes de la publicidad mundial. Este libro, sin duda, es prueba de todo ello. Léelo despacio, disfrútalo, aprende y saca tus propias conclusiones, porque no hay talento que se permita no cuestionar ni una sola idea. Ni siquiera las de este libro», tal y como dice Fernando Ocaña, prologuista y presidente no ejecutivo de Tapsa/Y&R. A través de casi 30 campañas de clientes tan prestigiosos como Amazon, BMW, Citybank, Rolling Stone, EDS, Holiday Inn, Lee Jeans, Miller, Nestlé, Skoda o Subway, descubrirás los errores y aciertos cometidos por estas marcas a la hora de querer posicionarse en el mercado a través de la publicidad así como a saber identificar la idea esencial y cómo sacarle el jugo para lograr multiplicar el valor de la creatividad. «La creatividad motiva», mantienen Fallon y Senn, y ellos no piensan en la publicidad (no al menos de forma exclusiva): para ellos la creatividad es una herramienta, ese punto de apoyo para mover el mundo, que es capaz de cambiar las cosas.
About the Author: Pat Fallon combina su profundo conocimiento sobre el posicionamiento de marcas con una vision pragmatica y estrategica de los problemas de comunicacion que acechan a muchas empresas. En 1981, decidio fundar su propia agencia e, inmediatamente, penso en Fred Senn como socio para aquella aventura. Hoy en dia Fallon Worldwide es una de las agencias mas admiradas y respetadas por la critica gracias a su fuerte compromiso con la creatividad. Fallon continua trabajando e en contacto directo con sus clientes, mientras que Senn ha orientado su trabajo a la formacion de nuevos creativos. Steve J. Martin es el director de Influence at Work (Reino Unido) empresa de formacion y servicios de consultoria a diferentes companias y organismos publicos basadas en la informacion incluida en este libro. Martin tiene experiencia en ventas y marketing y ha publicado articulos tanto en la prensa especializada como en prensa de informacion general. Es coautor del libro Sold! y ofrece conferencias en todo el mundo. Colabora como profesor de influencia y persuasion en muchas escuelas de negocios como en la Universidad Cranfield en Betfordshire (Reino Unido) y en la Sir John Cass London Business School. Pat Fallon combina su profundo conocimiento sobre el posicionamiento de marcas con una vision pragmatica y estrategica de los problemas de comunicacion que acechan a muchas empresas. En 1981, decidio fundar su propia agencia e, inmediatamente, penso en Fred Senn como socio para aquella aventura. Hoy en dia Fallon Worldwide es una de las agencias mas admiradas y respetadas por la critica gracias a su fuerte compromiso con la creatividad. Fallon continua trabajando e en contacto directo con sus clientes, mientras que Senn ha orientado su trabajo a la formacion de nuevos creativos. Cofundador en 1981 de la prestigiosa agencia de publicidad Fallon Worldwide y actualmente director de formacion."


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Product Details
  • ISBN-13: 9788488717511
  • Publisher: LID Editorial
  • Publisher Imprint: Lid Editorial
  • Depth: 14
  • Language: Spanish
  • Returnable: Y
  • Spine Width: 15 mm
  • Width: 150 mm
  • ISBN-10: 8488717512
  • Publisher Date: 01 Apr 2016
  • Binding: Paperback
  • Height: 226 mm
  • No of Pages: 213
  • Series Title: Acción Empresarial
  • Weight: 317 gr


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