Articles on Marketplace

Thoughts, case studies, book reviews, debates and tips on Marketplace, written by prominent authors and carefully edited by FOROALFA.

Portrait of Jorge Del Toro
Author:
Jorge Del Toro
Title:
Creating Emotional Ties with Customers
Synopsis:
Companies should do more for their customers: they should establish an emotional connection.
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2
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23
Portrait of José Antonio Giménez
Author:
José Antonio Giménez
Title:
Design and chess blindness
Synopsis:
Low-tech design paves today a path designers should have never left, but businesses are still dazzled by a technological sensationalism that forgot to give answers.
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Main illustration of the article Are we destined to fail as entrepreneurs?
Author:
Marco Rinaldi
Title:
Are we destined to fail as entrepreneurs?
Synopsis:
The growing number of creative professionals that venture into entrepreneurship raises doubts and concern.
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10
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5
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72
Portrait of Alvaro Magaña
Author:
Alvaro Magaña
Title:
Design: accomplice or ally to consumption?
Synopsis:
In response to the article “Sign consumption”, the question arises: which is, or should be, design's relationship with economical culture?
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Portrait of Martín Álvarez Comesaña
Author:
Martín Álvarez Comesaña
Title:
Sign consumption
Synopsis:
Culture adherence to the speech of globalization require reviewing purposes and values design assumed.
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Portrait of Andrés Gustavo Muglia
Author:
Andrés Gustavo Muglia
Title:
A navel too big
Synopsis:
Isn't it too much to ask design to “make the world better”? Isn't there in such request an exacerbation of its goals (and of designers) above its possibilities and concerns?
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2
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1
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79
Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
And where are the opportunities?
Synopsis:
Somebody has a problem and somebody has the answer to that problem, but... ¿How can we do to meet this couple?
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3
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696
Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
The challenge of communicating value
Synopsis:
A question to which creative entrepreneurs have no answer to: the value of their proposal.
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696
Portrait of Mariano Larrazabal
Author:
Mariano Larrazabal
Title:
Do you Know Really What Marketing Is?
Synopsis:
Advertising, marketing and sales are three concepts that need to be clearly differentiated by professionals.
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15
Main illustration of the article About Effectiveness
Author:
Fernando Del Vecchio
Title:
About Effectiveness
Synopsis:
Being efficacious entails doing the right things; being efficient, doing them correctly. Being effective means being efficacious and efficient.
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696
Portrait of Vanessa Lerner
Author:
Vanessa Lerner
Title:
Do We Really Know What a Graphic Brand Conveys?
Synopsis:
If we really know the meaning of a graphic brand, will we be closer to know what is probably being created in the public's mind?
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60
Portrait of Pablo Bertero
Author:
Pablo Bertero
Title:
Creative Myopia
Synopsis:
The lack of strategic thinking in design and creativity proposals leads indirectly to the standardization of creative results.
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1
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1
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63
Portrait of Juanjo Junoy
Author:
Juanjo Junoy
Title:
To Think, Feel and Do: Three Clues to Perception
Synopsis:
Understanding how our perception works and how it affects us is the clue to produce really effective messages, not just award-winning ones.
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171
Portrait of Nelly Paola Armas
Author:
Nelly Paola Armas
Title:
A new Marketing for latin america
Synopsis:
Estatization process on the region promotes a new marketing focus.
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60