Inteligencia Comercial
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Inteligencia Comercial

3.75 (20 ratings by Goodreads)
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Description

One of Spain's most successful publicists shares his marketing wisdom by detailing commercial intelligence--what it is, why it's necessary, and how to acquire it. Luis Bassat uses many examples, such as a comparison between painters Picasso and Van Gogh in terms of commercial appeal and sales, to illustrate the importance of the concept, which he purports instills confidence, something all types of businesses and professionals need in order to thrive. Included are testimonies from modern commercial intelligence exponents, including Isak Andic of Mango, Peter Brabeck of Nestle, Shelly Lazarus of Ogilvy & Mather Worldwide, Ingvar Sviggum of Ford of Europe, and Kees van der Graaf of Unilever. "Uno de los publicistas mas exitosos de Espana comparte su sabiduria del mercadeo detallando la inteligencia comercial--que es, para que es necesaria y como se puede adquirir. Luis Bassat utiliza muchos ejemplos, entre ellos una comparacion entre los pintores Picasso y Van Gogh en cuanto a su atractivo comercial y sus ventas, para ilustrar la importancia del concepto, el cual el autor alega que inculca confianza, algo que todo tipo de empresa y de profesional necesita para prosperar. Se incluyen testimonios de exponentes contemporaneos de la inteligencia comercial, incluyendo Isak Andic de Mango, Peter Brabeck de Nestle, Shelly Lazarus de Ogilvy & Mather Worldwide, Ingvar Sviggum de Ford of Europe y Kees van der Graaf de Unilever."show more

Product details

  • Paperback | 189 pages
  • 140 x 218 x 16mm | 281.23g
  • Plataforma Editorial
  • Barcelona, Spain
  • Spanish
  • New edition
  • 3rd
  • 841511530X
  • 9788415115304
  • 1,285,606

About Luis Bassat

Luis Bassat is the founder and honorary president of Grupo Bassat Ogilvy and the president of the Fundacion Carmen y Luis Bassat (Carmen and Luis Bassat Foundation). He holds conferences all over the world, and his private collection is displayed at the Museo de Arte Contemporaneo de Mataro (Mataro Museum of Contemporary Art). He is the author of "Confesiones personales de un publicitario," "El libro rojo de la publicidad," and "El libro rojo de las marcas." Isak Andic is the cofounder and president of the popular Spanish fashion group Mango.show more

Review Text

One of Spain's most successful publicists shares his marketing wisdom by detailing commercial...show more

Rating details

20 ratings
3.75 out of 5 stars
5 40% (8)
4 15% (3)
3 30% (6)
2 10% (2)
1 5% (1)
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