The Book

Eight parts and fifty chapters, tracing marketing from its origins as a problem of distribution to the questions the discipline has to answer now. Published in full and free to read.

You can also ask it a question and get an answer built only from its pages, with the passages it drew on. The chapters are published in the original Italian.

1. PART I: Reframing the Discipline: People × Purpose × Planet
2. PART II: From Market to People
3. PART III: Designing Strategy for Impact
4. PART IV: Co-Creating Meaning and Shared Prosperity
5. PART V: Cultivating Conversations and Collective Intelligence
6. PART VI: Distribution, Presence, and Interaction
7. PART VII: Enlightened Growth and Generative Futures
8. PART VIII: Governing Value