Published books, projects and editorial partnerships

Digital Platforms for Marketing and Communication

Written as teaching material for "Digital Platforms and Technology" classes at "Digital Media Communication Management" MBA course at Escola Superior de Propaganda e Marketing (ESPM University), in São Paulo - Brazil, this book presents an overview about digital platforms' concepts and strategic matters that business managers have to deal with. 2nd edition (2017)

  • The impact of technology on business
  • Digital Platforms as brand receptive environments
  • Transaction Digital Platforms
  • Business Management Digital Platforms
  • Digital Platforms as independent monetization environments
  • Connected products as customer relationship platforms
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eCommerce: Concepts, processes, management and monetization

Written as teaching material for "eCommerce" classes of "Digital Design and Communication" graduate course at at Escola Superior de Propaganda e Marketing (ESPM University), in São Paulo - Brazil, this book presents an overview about basic electronic commerce processes and management concerns. 1st edition (2018)

  • Introducing e-commerce, its characteristics and peculiarities
  • Multichannel management
  • E-commerce operations macro processes
  • Transactional Digital Platforms
  • Digital monetization models
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Playing god

Released in 2016, it presents basic concepts to create and manage virtual worlds and digital immersive experiences (MMORPGs, Games), through storytelling and alternate reality perception.

  • Human senses as elements to define reality
  • Virtual realities
  • Elements of an alternate reality
  • Characters and support characters
  • Financing system
  • Transmedia narratives
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App-assionate: Relationships in a connected world

Scheduled for 2018, "App-assionate" explores the evolution of human relationships through connecting technologies and matchmaking digital tools (such as Tinder, Happn, OkCupid, among others).

  • Human evolution and its relationships
  • Understanding the multiple aspects of what is "love"
  • The impact of digital social networks on human relationships
  • Matchmaking tools and their reward mechanics
  • Stories people tell
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Read Introductory chapter (PT-Br)

Handbook of Research on Business Models in Modern Competitive scenarios

Est. 2019, published by IGI Global, it compiles 26 scientific articles about innovative business models. The collaboration was with the chapter "Price management on global digital subscription services using freemium business model".

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Influencing Influencers

In progress; it'll investigate strategies to work with social influencers, understanding what have changed on how brands are managed on an ungraded relationship between consumers and companies in a connected world.

  • From the Intergalactic Computer Network to Social Networks
  • What is "influence"?
  • Reach, affinity and credibility
  • Organic viral potential
  • Advertising on social media
  • Brand ambassadors' classification model
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Naked Marketing - A Journey to the Future of Marketing

This is the second book from J. Christian Andersen, founder and CEO of Relationwise, danish online influencers' mapping platform.

Christian has travelled to Brazil to better understand advertising trends, having in the background the billboard/hoarding ban in São Paulo city and, in order to do that, has invited some Brazilian professionals to share their point of view on marketing future.

Chapter 2 - Transparency Makes the Façade an Illusion - presents our conversation about how brands/companies must 'undress' themselves from advertising masks and focus their efforts on effectively being what they want to communicate.

Some quotes below:

We should not take the worst of offline advertising and try to apply it online. Instead, both online and offline should use the best forms of non-interruptive marketing.
The mission/vision concept is really strong, but it has lost its real value. It has turned into a plague at the president's office. They are just words. It was strong once, and then when you put that in a beautiful frame, it does not represent what they are and it does not guide their decisions.
In our digitally connected world, consumers talk to each other; consequently brands are increasingly exposed and cannot realy on advertising to hide their failures or enhance or prove their benefits. They need to be more real and communicate what they are, and they need to be what they're communicating
Humanising means merely dropping the mask of the brands, of the companies. So humanising is something that is naturally tied to the exposition we are facing nowadays. As an analogy, in the past, when people used to go to a restaurant, they'd sit at the table and eat their food. The kitchen was hidden. Now the Kitchen is in the middle of the restaurant.

Free download - "Naked Marketing"