Ripensare il paradigma del bisogno
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Ripensare il paradigma del bisogno

Ripensare il paradigma del bisogno


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About the Book

Cosa accade quando il marketing incontra il morire? Questa pubblicazione ha lo scopo di presentare Palliative Marketing come un sistema di pensiero e come una specifica pratica di fare mercato non solo per il raggiungimento di determinate performance economico-finanziarie o di corporate social responsibility, ma anche per aiutare la società a stare in un rapporto intimo con le dimensioni più difficili dell'esistenza umana, quali ad esempio il dolore, la sofferenza, la morte. Con l'accostamento delle parole "Palliative" e "Marketing" intendiamo indicare il ripensamento del marketing declinato in questo nuovo sistema di pensiero e di pratica. Esso mette insieme in un'unica espressione due dimensioni apparentemente inconciliabili. La prima è un chiaro rimando al campo delle cure palliative, che non definisce però un perimetro d'azione ma suggerisce un modello da cui attingere la cifra dell'esperienza di cura che massimamente emerge dalla relazione con la finitezza e il morire. La seconda dimensione chiama in causa il marketing non solo come attività professionale o disciplina teorica ma anche come vero e proprio linguaggio attraverso cui la nostra società parla oggi. L'incontro (il dialogo) di queste due parole ci consente di guardare la società di mercato in cui viviamo con occhi diversi e cogliere in essa le possibilità di cura che affiorano, ogni volta in maniera peculiare, nelle diverse relazioni che coinvolgono imprese e clienti.

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Michele Corengia ha studiato Economia e Scienze Sociali all'Università Bocconi di Milano, dove ha conseguito anche una laurea specialistica in Marketing Management. Nel suo dottorato ha indagato la relazione tra marketing e cure palliative.

Danilo Serra è laureato in Filosofia, con un dottorato in Studi umanistici transculturali. Conduce ricerche nei campi della filosofia della biologia, della fenomenologia, dell'estetica e dell'etica.


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Product Details
  • ISBN-13: 9798878023672
  • Publisher: Amazon Digital Services LLC - Kdp
  • Binding: Paperback
  • Language: Italian
  • Returnable: N
  • Weight: 150 gr
  • ISBN-10: 8878023671
  • Publisher Date: 31 Jan 2024
  • Height: 203 mm
  • No of Pages: 78
  • Spine Width: 5 mm
  • Width: 133 mm


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