Marketing : the heart and the brain of branding / Javier Sánches Lamelas

1. An explanation and some consequences-- How Does this Work? -- The Power of Emotions -- Rational Communication -- 2. Building the martketing factory-- A Few Words about Marketing and Research -- Understanding Answers -- Steps to Effective Research -- A Few Misconceptions -- About Marketing and Organization -- Working in a Marketing Factory -- Sourcing Ideas -- Choosing Talent -- Martketing & mathketing -- 3. Making people fall in love-- Decide to Whom You Want to Talk -- Some Consequences -- Build the Right Dialogue -- Creating Emotional Attachment -- The Big Change - Media -- The Universal Rating Point -- Innovation Is Not a Department -- (In Marketing) The Way You Look Is What You Are -- 4. Capturing all the value (a bit of mathketing)-- Value and Price -- A Few Words about Private/Retail Labels -- ... And about Luxury Brands -- The Shopper -- Throwing Good Money after Bad -- Generating "Recurrent" Revenues -- Getting More Out of Marketing Investments -- 5. Looking into the future -- Revenue-Generating Marketing -- 6. Some conclusions -- 7. ... And one final thought.