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Copyrights of the Italian Version are entirely devolved to Save the Children, the international organization that has been fighting for over 100 years to save children at risk and guarantee them a future.
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THE BOOK
LISTEN is a marketing text that comes from the experiences of the two authors: on the one hand, a manager with an extensive international background, gained in highly competitive sectors, who has also been teaching with passion for many years, transferring to young men and women everything that can’t be learned inside a classroom. The other is a Professor, with a strong propensity for action, divided between the classrooms at the University of Turin and the boards of directors of major national corporations. Marco Andrea Tolentino and Anna Claudia Pellicelli summarised the best of two worlds that, now more than ever, need to communicate more and more in order to benefit from each other. And they did it by telling their own way of seeing reality, made up of brands that captivate, persuade, and disappoint. Brands that are born, and travel through time, or that die because they are unable to listen, to recognise that they can make mistakes, due to the presumption of those who do not want to change their point of view.
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LISTEN takes the reader on an exciting journey, placing listening at the center of the brand management process; regardless of whether it’s big or small, established or new. Listening helps to reflect, to question oneself, to understand what you’re missing to become the best, or simply to remain competitive. Listening is the only way to be credible, to have consensus, to not be afraid of challenges, or the uncertainty of tomorrow, especially in times like these.
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LISTEN is a guide capable of developing skills such as listening, reality observation, in-depth analysis of what is happening around us and the reasons why some things happen, and others don't. Listening is at the heart of everything: it’s an active and non-trivial practice, and never a simple passive behaviour, which requires the absence of preconceptions, the dismantling of mental constructs and limits, courage, the desire to dream.
THE AUTHORS
Marco Andrea Tolentino
Marco Andrea Tolentino, born in Turin in 1974, has a degree in Law, and is a multifaceted manager with a twenty- year long experience in the fields of marketing, communication and sales, obtained by holding important positions in leading international organizations operating in various competitive sectors: automotive, sport and lifestyle. Fiat, Pininfarina, Juventus, Italia Independent and Adidas are some of the prestigious brands with which he has collaborated throughout his career. He is Adjunct Professor at the University of Turin, where he teaches Sales & Marketing and Branding.
Anna Claudia Pellicelli, born in Modena, graduated in Economics, holds a Phd in Business Administration from Bocconi University and London Business School, ITP at INSEAD. She is Full Professor in Business Management, she is the Director of the Marketing Master within the Management Department of the University of Turin, where she teaches Strategic and International Marketing, Branding. At international level, she carries out research and teaching activities at various foreign universities, and she is the author of numerous publications in various management fields. She holds positions in executive committees and boards of directors. Statutory auditor.
ANNA CLAUDIA PELLICELLI
FOR INFORMATION:
Dear Marco and Anna Claudia,
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for the first time in the history of humanity an entire generation of children globally had to interrupt their education: the closure of schools to contain the spread of Covid-19 in the most acute phase of the emergency left 1.6 billion of minors out of school.
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An alarming fact that concerns many children and adolescents also in Italy, affected by the socio-economic consequences of the emergency. An overwhelming impact for which 1 million more children (there were already 1.2 million before the pandemic) are now in danger of slipping into absolute poverty.
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Alongside the dramatic economic impoverishment, there is a concrete danger of a strong increase in educational poverty which was already widespread in our country before the crisis. Children and adolescents, especially those living on the fringes, have been away from school and their classmates for months. To stay by their side, we launched the Rewrite the Future campaign, with which we reached almost 57,000 beneficiaries in the first phase of the emergency, committing ourselves to reaching 100,000 children aged 0 to 17 in 30 deprived districts of cities and metropolitan areas of Italy. by 2021.
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We will be alongside our children and young people, the most vulnerable ones, also at an institutional level, so that citizens, families, schools, third sector, companies and institutions can work together to put the rights of minors back at the center as a compass to intervene in the present and rewrite the future.
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This will only be possible thanks to the generous contribution of people like you.
For this I want to thank you again, from my heart, on behalf of the children and families that you will allow us to reach.
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Claudio Tesauro
President for Italy