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Por um lado, os autores classicos olham para o marketing como a disciplina dos vendedores de ilusoes, de banha da cobra, no fundo, de mentiras, e nao como os aliados da transmissao para o grande publico das suas ideias. Estes grandes autores, eles proprios por definicao vendedores de ilusoes esbeltamente construidas na forma de textos, temem o enfoque dado nos resultados financeiros, que provirao de formas alternativas de conceber e promover os seus titulos...
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Por outro lado, os colaboradores do novo grupo sentem-se ultrapassados nas suas competencias: desde quando um qualquer gestor ou marketer podera influenciar de forma mais positiva um escritor do que um editor com vinte anos de casa? Desde quando um departamento de comunicacao podera saber melhor que o proprio escritor como divulgar a sua mais recente obra?
Sendo a primeira a desbravar este caminho, a LeYa tem muito ainda por onde evoluir pois, como afirmou Wally Ollins no livro On B®and: This kind of thinking is quite hard for an organization that has spent its entire life making products...
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