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The book · 2018

Marketing e Gestão Postos à Prova

In this book, I brought together what I have learned about marketing and management since I started on the internet in 1995: start with ideas, test, and measure the results. You can read every chapter here on the site or download the PDF.

Read online → Download PDF ↓ View on Amazon ↗
13 parts 60 chapters written in 2017 published in 2018

Preface

  1. 01 Preface →
  2. 02 What happened after the start of my career →

Introduction

  1. 03 You only move forward with some degree of imbalance →
  2. 04 Start by moving and questioning everything →
  3. 05 Seeing through new lenses with Design Thinking →
  4. 06 Innovation only happens in a mess →
  5. 07 You have to give before you gain →

Management

  1. 08 Management →
  2. 09 Don’t look for the fish, learn to fish →
  3. 10 What I’ve learned over these years of my career, or the age of ready-made recipes →
  4. 11 New management, same old story →
  5. 12 What a crisis is and how to deal with it →
  6. 13 One conversation is worth more than 50 emails →
  7. 14 Of all the ways to give feedback you know, which ones are actually productive? →
  8. 15 In an automated, tool-driven world, where does HR fit in? →
  9. 16 Why companies lose their top talent →
  10. 17 Hire professionals, not babies →
  11. 18 Having so many certainties is rarely a good thing →

Marketing

  1. 19 Marketing →
  2. 20 What I’ve learned in digital marketing: everyone wants it, few do it →
  3. 21 The stage marketers’ magic formula doesn’t exist →
  4. 22 Do you sell your product or solve your customer’s problem? →
  5. 23 How to create a unique and undeniable selling proposition →
  6. 24 Defining your market niche gives you better audiences and less competition →

Content marketing

  1. 25 Content marketing is about knowing how to talk to people →
  2. 26 Why content marketing needs a strategy →
  3. 27 Content brings substantial returns →

Digital Marketing

  1. 28 Digital Marketing →
  2. 29 Lead generation is just the tip of the iceberg →
  3. 30 Here is the customer retention technique that works →

Tools and Metrics

  1. 31 Growth hacking is just a fancy name for marketing done right →
  2. 32 What a CRM can do for your company →
  3. 33 What Big Data really means for digital marketing →
  4. 34 You think you are data-driven, but the data are disorienting you →
  5. 35 Proving marketing ROI: the sector’s greatest challenge is not a challenge →
  6. 36 What is the value of each client of your business? Learn about LTV or Lifetime Value →
  7. 37 I compared NPS measurement tools and here is the result →

Campaigns

  1. 38 First mover in marketing: the advantages of being first →
  2. 39 The surprises that are no longer surprises →
  3. 40 Mistakes that are killing your email-marketing conversions →
  4. 41 Omnichannel is a new word for an old concept →

Branding

  1. 42 Think twice (or three times) before taking a political stance with your brand →
  2. 43 Professionals exposing clients on social media: your job doesn’t make you superior →
  3. 44 Your business is a glass box everyone can see →
  4. 45 Your employees are your first brand promoters →

The Future of Marketing

  1. 46 From now on, marketing is about social responsibility →
  2. 47 The unexpected is a destination →
  3. 48 The future of customer experience →
  4. 49 How do you exceed expectations to grab attention? →
  5. 50 What clients expect from your marketing agency in the future →
  6. 51 Marketing expectations for 2018 →

The Future of Business

  1. 52 The Future of Business →
  2. 53 Understanding machine learning and artificial intelligence →
  3. 54 5 reasons why the collaborative economy is the future →
  4. 55 Digital influencers are leading you to make mistakes →
  5. 56 How fintechs are breaking our taboos about money →
  6. 57 Technology isn’t destroying jobs, it’s replacing them →

Conclusion

  1. 58 The Brazilian “jeitinho” means being creative →
  2. 59 Your work is part of your life, and you need to start treating it that way →

References

  1. 60 REFERENCES →