Catalogue

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.

This smooth, practical essay explains how and why investing in empathy, experience and storytelling is essential to be competitive in a market where algorithms set the rules.

How can you ride the waves of today’s techno-economic tsunamis without being overwhelmed? Well, by becoming #phygital – physical and digital, offering places of contact and handy services just a click away! Values, emotions and humanity are the core of a new marketing model designed for a world where the digital dimension is increasingly connected to physical experience.

In the words of series editor Paolo Iabichino, #Phygital is a trace left by a pioneer. The book caters to students, marketing managers and (small) entrepreneurs, showing how digital marketing and social psychology should merge if we want to save local shops from the competition of a future that is already here (the big online players) and turn human resources from fixed costs into real sources of worth.

Millions of life forms in a single drop of seawater: it is the micro-jungle called plankton, the invisible sap of Planet Earth.

Having revealed themselves to the first humans as a night light shining on the water’s surface, planktonic organisms are the basis of marine ecosystems, producing oxygen and feeding the smallest fish.

Beginning with the Gulf of Naples, the author gives us a multidimensional presentation of plankton: first on a small scale, detailing the massive biodiversity of alien-shaped, singularly behaved microbial plants and animals, all the way to a global scale, tracing the network that links chemical elements and aquatic photosynthesis, fish and plastics, the origin of life and climate change, science and society. The book’s foreword is by Telmo Pievani.

Discover the secrets behind the altruism of worker bees and how they build such perfectly shaped cells; learn about their many enemies and what can be done to protect the species.

Bees have been in the public eye for quite a few years now, not only because of their vital contribution to natural ecosystems and agricultural production but first and foremost because of the serious problems afflicting them and decimating their populations.

The book provides insights into what is happening as it takes us on a journey through the different levels of bees’ biological organisation: individual bees, colonies and their ecosystem.

A handy guide packed with tips for all your online food communication needs, to ensure that your pictures are a feast for the eyes, too!

Learn how to use a smartphone or an SLR camera to successfully shoot “non-photogenic” food; discover the special effects, apps and tools that can help you to make a dish irresistible. It is all explained here with the bare minimum technical language so that you can get it all even if you’re not a seasoned photographer.

Dedicated to restaurateurs, chefs, accommodation facilities, small businesses as well as food bloggers, social media managers and food lovers in general, the manual includes examples of backstage photography and tips on how to communicate with images on the web and social networks.

The book also features case studies of successful food galleries as well as interviews with some of Italy’s most popular food influencers.

A theoretical and practical manual to approach TikTok as a creator and a brand, the book illustrates the factors driving the app’s boom in Italy and abroad, and details what makes it different from its main rival, Instagram.

After a broad overview of the structure of the Chinese app released by ByteDance, we investigate the community, engagement, marketing and even advertising aspects available for brands and companies, as well as a number of successful Italian and international case studies.

The book includes a thorough examination of the app’s legal aspects, including privacy and protection of minors (40% of the world’s TikTokers are under 19) edited by an expert lawyer specialised in digital and influencer issues.

Coding tools to design successful strategies. Python, now at the peak of its popularity, is a language within everybody’s reach. Simple to learn, powerful and open source, it is used in a wide variety of professional and industrial sectors, from engineering to medical research to finance.

This book is a Python programming manual, for beginners and the more expert, and a quantitative analysis design manual. The very practical approach aims to make readers independent in their analyses, whether short term with a view to trading, or the medium-to-long term for investing.

After learning the basics of the language and the use of the main libraries, the statistical analysis of price data is carried out, seeking out inefficiencies that can be profitably used when making intraday and multiday trading systems. Readers are then led to the creation of an entire backtest engine and to further analyse classical and unconventional validation techniques. After comparing various systems operating on shares and commodities, the themes of multi-parametric optimization and risk management are further investigated, with a specific focus on Montecarlo Analysis and Equity & Performance Control.

In short, a book that describes in detail all the project, implementation and validation stages of ideas serving investors.