Catalogue

After the revolution in the way products and services are churned out, Lean Thinking has become Lean Lifestyle – a lifestyle on and off the job to boost results, agility and well-being.

From the author of the best-sellers Innovazione Lean and Toyota Way, this is the first book for all readers who want to make their companies grow and increase their own and others’ well-being.

The book provides a practical explanation of a new way of working and doing business, delivering high impact, simplicity and agility in an increasingly fast-paced and complex world. Lean working becomes a strategy for achieving a true work-life balance and bringing out the very best of people in the company, with greater individual and organisational effectiveness.

Lean Lifestyle Strategy brings together over ten years of hands-on experience and features numerous testimonials from entrepreneurs and managers who reveal the behind-the-scenes of success stories, including Orogel, Sammontana, Siemens Italia, Marcegaglia, Campari, Ferretti Yachts, Poste Italiane, Labomar, Lucchini RS, Cromology, Stanley Black & Decker.

As well as being the cornerstone of Italian mixing, the Americano is also the most popular drink of all times. Here, its mysterious origins are explored, as well as the legends and anecdotes that have made it an icon, along with the twists of famous bartenders.

So many stories and recipes go into one glass of this iconic cocktail. The Americano wins over the most diverse palates thanks to its bittersweet taste coming from a blend of two Italian giants, namely Vermouth and Campari. The Americano has a long and exciting history that the authors have retraced thanks to historical documents and recipes, in order to share it with the world of bartending. When did the Americano really arrive in Italy? De Roberto mentioned it in his 1895 book on love, talking about “a kind of vermouth-bitters-soda water that whets the appetite and sets up digestion.”

This book is the story of the first mixed drink in Italy, which later gave rise to other cocktails such as the Negroni and the Negroni Sbagliato. After an absorbing historical journey, the focus shifts to the basic recipe of this iconic cocktail and then goes into detail with variations by national and international bartenders, making the book a must for cocktail amateurs and professionals alike. Learn everything about this traditional Italian drink – the symbol of the Italian aperitif.

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.

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.

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 book provides a straightforward and practical description of the tools and tricks you need to achieve the financial goal of €1,000,000.

Inspired by the author’s desire to help parents plan the financial future of their families and their children, this book is also suitable for readers with little financial experience who are aware of how important it is to learn how to manage one’s finances.

The first part of the book details the reasons and strategies for saving up €1,000,000 through an accumulation plan based on smart periodic savings. In the second part, the assets and financial tools to achieve this goal are analysed. In the third and final part, the author shows how he using his personal finances to pave the way to €1,000,000 for his daughter, riding the wave of megatrends.