Catalogue

This is the first relationship marketing handbook that investigates, explores and teaches – in scientific and humanistic terms – how to build effective marketing and communication strategies thanks to your knowledge of your audience.

It details the tools, techniques, methods and processes you need in order to create a relationship marketing strategy in line with business and personal goals, going beyond a purely theoretical analysis of the relationship market.

Polarisation, trolling, memorability and strategic visions are the social capital of today's brands: understanding how to rationally approach this market is crucial to creating an organic roadmap for your business. Learning to exploit one’s knowledge of and one’s relationship with the target audience is one of the most effective tools that brands have at their disposal for strategic marketing.

The book includes numerous first-hand accounts as well as a pragmatic approach to relationship marketing to help you effectively plan your objectives and marketing and communication strategy measurements.

Learning to tell your story online is the key to getting recognised and creating the conditions for selling. As the author explains, if your customers cannot perceive what sets you aside from others, they’ll end up using that one go-to parameter – the lowest price.

So how can small businesses draw on their own heritage of stories, knowledge and values to stand out? How can the Internet and social media be used to gain exposure, build up a reputation and find new customers?

Fulvio Julita explains the ins and outs of storytelling for small businesses, as well as the steps to set the objectives of the narrative, organise an editorial plan, and shape the content. The book will guide you through the development of your very own strategy with practical examples, exercises and downloadable fact sheets. It also provides plenty of advice on writing, photography, video and digital channel management, as well as a description of the Five Jar and SIEPE methods: the former explains how to write content for social media, whereas the latter shows how to organise an editorial plan and stimulate creativity. Both are extraordinary tools to tell your story online the right way, right from the start.

This is the first Italian handbook that explains how to apply neuromarketing and neuroscience to storytelling, in order to create more usable and effective content.

Thanks to its easy-to-read but rigorously scientific approach, it helps readers understand one of the new frontiers opened by neuroscience: the creation of effective contents constructed thanks to the knowledge of the brain and how it reacts, learns and focuses.

The author indicates the key points and the most recent discoveries, stressing risks and opportunities. Specific attention is given to Italian experiences through interviews with researchers and experts and the presentation of some business cases.

The book is designed for marketers and UX writers as well as for communication professionals in general; it is especially suitable for undergraduate and postgraduate students as well as for vocational trainees.

This is a guide to Milan's Monumental Cemetery, Italy's largest open-air museum, with over 100,000 visitors every year.

In its over 150 years of existence it has become the “city of the dead” for Milan’s most prominent figures, who summoned the most famous sculptors and architects of their time to eternalise themselves and their descendants.

Today, many of these great families have been forgotten; nevertheless, the sculptures of artists such as Vincenzo Vela, Medardo Rosso, Adolfo Wildt, Lucio Fontana, Giacomo Manzù and Giò Pomodoro, as well as the funerary chapels of architects such as Piero Portaluppi, Mario Labò, Giulio Cesare Arata and other lesser-known architects still stand proud. The range of architectural styles is quite remarkable.

The guide is organised into thematic itineraries. It is indispensable for finding your way around and reaching monuments of great artistic and civic importance, as well as for spending a few pleasant hours in the open air, away from the chaos of the big city.

Here is a simple and pragmatic look into main topics related to the design, implementation and management of a multi-device website.

Over the last ten to fifteen years, websites have evolved dramatically, becoming complex commercial tools for implementing strategies and achieving objectives. There has been a shift from information to usability and finally to user experience.

This is why creating and maintaining a website is no longer enough, neither for individual professionals nor for full-blown businesses. Thanks to the many examples given within, the book aims to provide support and guidance to all readers preparing to create and manage a website for their business.

The beauty of mathematics is generally linked to the idea of simplicity, perfection and harmony; but mathematics can also be unsettling, shocking or even monstrous. The aim of this book is to show that many branches of mathematics do indeed reach into the dark side.

The book is presented as a sort of bestiary, much like its mediaeval namesakes; it takes readers on a journey to discover incredible numerical “creatures”, illustrating their quirks, deformities and unlikely features. Divided into fourteen chapters (each one dedicated to a kind of mathematical creature), the book lays out the never-ending challenges faced by mathematicians over the centuries in their attempt to explain and tame numbers, in a no-holds-barred war that sometimes morphs into a tormented love story or a long tale of magicians and spells made of formulas and theorems.

The topics have been selectedbased on their degree of “monstrosity” and form a puzzle bound to appeal to novice and experienced readers alike. The author moves from negative numbers to infinity; presents geometries that seem to defy common sense, from Escher's drawings to fractals; and explores disconcerting logical paradoxes. They are all surprising and unexpected mathematical monsters – and this is the real secret to their shocking beauty.

The history of light – a crucial part of the universe’s life – goes hand in hand with the great discoveries of modern physics, from the first attempts to measure the speed of light itself to relativity and quantum mechanics.

The book explains the nature of light: its behaviour both as a wave and as a particle; Newton's spectrum of colours; Maxwell's electromagnetic waves; how gravity curves space and thus the trajectories of light rays; the issue of general relativity. The last chapter details the various ways in which light is produced, in a straightforward, reader-friendly manner.

Through anecdotes, curiosities and examples, the book explores where and how light is produced and goes as far as Hawking radiation, lasers and antimatter.

This book provides a marketing and communication method – paired with a vast body of scientific knowledge on the mind, brain and behaviour – that can be instantly applied to increase the success rate of one's own ventures.

Why do companies of all shapes and sizes, led by experienced managers with significant resources at their disposal, end up launching so many projects that underperform or downright fail? The reason is the difficulty in understanding people's needs and the aspects that influence their purchasing decisions. Nowadays, though, we have the tools to engineer success and choose the more promising paths to follow.

Applied Neuromarketing explains how to implement the most important notions of neuroscience and behavioural science; it provides a concise approach to entering the market, using methods that are not just about neuromarketing but also include a broader vision, aimed at understanding what drives people to buy in every possible context.

The book includes the outcomes of practical case studies to guide you in making optimal business choices.

The unpublished story of the piano given by Einstein to his sister Maja in 1931, against the backdrop of Fascist Italy.

If objects could talk, imagine how many stories they could tell: the stories of the people they belonged to, but also the stories of the times they lived in. The story of Einstein's piano, which passed into the hands of painter Hans Joachim Staude and is now kept at the Arcetri Astrophysical Observatory, is studded with events that were sometimes wonderful, sometimes tragic, but never trivial. Its adventures played out alongside the lives of many men and women who had to face daily and epochal challenges, the common thread being music. Music bound their lives together in the decade in which racial laws were passed.

Through sources and images, the book retraces the relationship between Einstein and Italy and especially Florence, investigating the history of Italy during the Fascist period in relation to music, art and culture, but also the Jewish question, the war, and emigration to the United States.

This book is a roadmap for all adults – not necessarily parents – who want to live a more aware, attentive and adventurous relationship with children and youths, as they rediscover that happiness is not an extra in life but an actual birthright.

It is a guide that helps us to take care of ourselves in our educational role and then look after the children and adolescents we care about; it teaches us how to rethink what it means to grow up, making happiness the number one educational priority.

Each of the book’s six sections is enriched by practical suggestions, enabling us to approach mindfulness in a sustainable and welcoming manner. The book then delves into the practices of the heart, exploring qualities such as attention, kindness, acceptance and compassion. They are qualities that everyone possesses, but that mindfulness helps us to nurture in our relationship with children and youths. The last part of the book includes ideas for putting mindfulness into practice at home and in the classroom, with expressive games, guided practice and thematic narratives available both in print and as audio tracks.