Catalogue

The development of science throughout the history of mankind, on a quest to discover what the world is made of.

The book moves from the reflections of the ancients to the great intellectual adventure in search of the atom, all the way to the modern description of how matter is made, how it interacts and the laws that govern it.

We go from Democritus’ atomism to that of the 19th century with the discovery of the electron and the atomic nucleus, all the way to the revolution brought in by quantum mechanics that would eventually lead to quantum field theory and the discovery of antimatter. It is a journey interwoven with scientific and philosophical themes through the juxtaposition between vacuum and matter, continuous and discrete, part and whole, wave and particle, chance and necessity.

Dedicated to the tens of thousands of Amazon Italia salespeople, this is the first manual in Italian that highlights the fundamental strategies and techniques to take advantage of Amazon's advertising platform.

Today, there are five million Amazon vendors worldwide and the number grows by the day. And yet, less than 200,000 of these vendors manage to break through the 100,000-euro-per-year turnover wall. This means that uploading products to Amazon and hoping for good sales is no longer enough. This book provides Amazon sellers with all the strategic and operational pointers needed to set up a proper advertising strategy thanks to the Amazon Advertising platform. It details all the possibilities offered by the Amazon platform step by step: from the customer journey through Amazon to the types of sponsored ads; from the construction of a campaign to its optimisation; from store structure to the importance of data analysis.

How can the structural changes that affect the global economy be exploited? This book accompanies readers in understanding the megatrends that will drive the economic and social development of the coming decades.

Based on these premises, around twenty investments scenarios are described, developing demographic, technological, environmental, social and geo-strategic themes.

Each scenario is accompanied by the construction of a theoretical portfolio consisting of listed companies and innovative start-ups, and asset management instruments such as ETFs, certificates and funds. These scenarios can be easily replicated by the readers, who will have available for their analyses more than 400 financial instruments.

The book provides a chance to take a look at how the world is changing with global warming, overpopulation, scarcity of resources, the increasing role of East Asia, the extensive application of digital technologies, the entry of robotics and Artificial Intelligence in society and at work: all these megatrends represent new challenges for individuals, the economy, society, and the planet.

This is the first book in Italy that details every step to become a professional Social Media Manager and stand out from the competition.

It provides a practical and effective guide to the profession, exploring the golden rules to make social media a full-blown business resource; customer and budget management; social media planning. Based on the author's years of direct experience in the field, the book is useful both for aspiring social media managers as well as seasoned pros looking to boost their performance and learn proven techniques they can immediately spend in their daily work.

The ultimate guide to storytelling by the leading Italian author is back, with updated methods and tools to create a narrative about a brand, a product or even life. The latest edition of Corporate storytelling provides a detailed explanation of the fundamental techniques, steps and processes of storytelling both in individual brand and business storytelling.

Packed with the most recent case studies, practical examples and exercises, the book shows you how to identify the "what", "where", "how" and "why" of telling your company’s story, no matter its type and size. Stories are crafty – they don’t come free; they need to be sought, found and told. Most of the chapters include a worksheet where you can set up an actual storytelling project.

Throughout the book’s five chapters, a physicist and a philosopher move between science and consciousness, exploring topics ranging from the scientific method to the role of the technology that shapes the world, up to the reflection on the existence of a Creator God.

The dialogue begins by examining contradictory attitudes towards science and technology. On the one hand, science makes it possible to explain matter and the Universe, thanks to the mesmerizingly perfect laws of physics; yet, there is plenty of scepticism towards the very knowledge that provides the keys to interpret reality. On the other hand, technology has a dramatic impact on everyday life, embracing everything between the extremes of those who cannot do without it and those who flat out reject it. Scientific thought meets philosophy, poetry and art, providing complementary food for thought to settle timeless disputes between science and philosophy or between science and religion.

This is Italy’s first book dedicated to social writing. It is a practical guide for businesses, communication agencies and professionals. It provides theoretical and practical answers to the daily questions of thousands of people working with Facebook, Instagram and LinkedIn, filling a crucial gap in the writing manual market.

Who are the users and how do you grasp their attention? How do you write a post or advertisement? How do you write a caption or biography for Instagram? The book is an indispensable guide as it answers all these questions, providing plenty of tips, examples and proven techniques for anyone working with social media.

This is the first book on neurobranding to come out in Italy. It explains the principles of neuroscience and how to use them to improve brand identity communication and how to ethically model consumer behaviour.

Mariano Diotto – a university lecturer and speaker at the main marketing events – has been the first to introduce neurobranding in Italy, using a new approach to brand positioning and communication strategies.

In addition to a thorough theoretical study of the brain, archetypes and cognitive bias, the book includes an exhaustive selection of interviews and case studies, making it a unique touchstone for the rapidly growing discipline that is neuromarketing.

The book is a ground-breaking solution for entrepreneurs, managers, creatives, art directors and even students, who will find new strategic models they can easily apply in their professions.

The book investigates the very special relationship between fathers and sons through two cases drawn from two seminal texts for Western culture – the Odyssey and Pinocchio –, giving each a truly unique interpretation.

It starts with the Odyssey, the focus here not being Odysseus but Telemachus, who chooses his own father. With detective-like precision and examining the clues scattered throughout Homer’s epic poem, Bencivenga retraces the fundamentally arbitrary nature of this choice: Telemachus does not know that the shipwrecked man before him is his father, but he eventually feels and decides that he is. It is the son, then, who establishes who his father is.

The second example is taken from Pinocchio, a story traditionally given an uplifting interpretation where a mechanical child takes on social responsibilities and eventually becomes human. Here, on the other hand, the book is about Geppetto, who eventually chooses to be a father by progressively humanising the puppet until he recognises it as his own son. The first book in the Invasioni series, In the Name of the Father and of the Son offers a unique take on the elective nature of what appears to be a blood bond.

This book describes in detail ETFs (Exchange Traded Funds) and ETCs (Exchange Traded Commodities), financial instruments listed in real time that enable to positively and negatively replicate the performance of an underlying financial asset (typically stock exchange indices, bond indices and raw materials).

In the first part of the book, the author deals fully and comprehensively with the various types and the main features of ETFs and ETCs. In the second part, he describes the selection criteria to identify the most efficient ETFs to use for building up an investment portfolio.

The final part focuses on the main operating strategies that can be used to achieve positive yields in the medium-to-long term with a limited degree of risk. Each strategy is objective and can be replicated by any investor and comes with statistical tests to check its profitability and degree of risk.

The objective of the book is to make readers able to build and manage an ETF portfolio prudently in order to be autonomous and independent from the advice given by their banks or financial promoters.