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Promoting Italian book publishing throughout the world





This smooth, practical essay explains how and why investing in empathy, experience and storytelling is essential to be competitive in a market where algorithms set the rules.

How can you ride the waves of today’s techno-economic tsunamis without being overwhelmed? Well, by becoming #phygital – physical and digital, offering places of contact and handy services just a click away! Values, emotions and humanity are the core of a new marketing model designed for a world where the digital dimension is increasingly connected to physical experience.

In the words of series editor Paolo Iabichino, #Phygital is a trace left by a pioneer. The book caters to students, marketing managers and (small) entrepreneurs, showing how digital marketing and social psychology should merge if we want to save local shops from the competition of a future that is already here (the big online players) and turn human resources from fixed costs into real sources of worth.

Genre: Essays

Subject: Economics / Industry / Management

Publishing house:


Year of publication: 2020

Published in: Milano

Number of pages: 160

Price: 14,90

ISBN: 978-88-203-9312-0


Nicolò Andreula

Nicolò Andreula is an economist, consultant and trainer based in Bari, where he co-founded TEDx Bari. He is Scientific Director of the Master in Digital Entrepreneurship at H-Farm.