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Technical Notes  Inbound Marketing: How to Make Your Clients Come to You

Capizzani, Mario; Valdés, Pau Web 2.0 has changed how we look for, compare and acquire products and services. Building on this change in behavior, a new form of marketing works to attract customers organically instead of trying to "push" people into purchases. IESE's Mario Capizzani breaks it down. Read article

Knowledge Exchange  The Future of Advertising Is Storytelling

Oliver, Xavier; Tatge, Larisa How can a company distinguish itself in a crowded field, now that everyone seems to know all about everything? The answer is great storytelling, says IESE's Xavier Oliver. Reveal what your company really stands for, what it offers the world, and you are sure to win some hearts and minds. Read article

Books  Management Truths in an Age of Fake News

Rosenberg, Mike; Seager, Phil Do newspapers, magazines or books have a future? Will terrestrial television exist as a meaningful player in five years' time? Amid attacks and dramatic changes, leading IESE professors and practitioners share the timeless tools needed to manage media and entertainment businesses. Read article

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