Presents a new way of analysis for sales spots , creating specific client segmentation possibilities.Offers a new comprehension of competitive brand situation, originated by supemarketism, proposing new ways to understand buyer’s behavior.

Proposes a Marketing oriented to the tackling of current brand situation, like communicative wall,commoditization,and the presence of distributor’s brands, among others.

What you need to understand a good communication strategy does to prices? This work presents, with real life examples,options that must be considered by industries to build and defend a strong position.
Lês Éditions Liaisons, Paris, 1997
Ed AJE, Lisboa, 1998

Which are the inevitable evolutions which will confront traditional distribution?This work analyses problems and consequences: Consumer’s functions, global impact, government reaction, impact and solutions for Industries.
Lês Éditions Liaisons, Paris, 1998

In his new book, "The Blues of the Consumer", affirms that the companies of services can’t only answer to the needs, to the expectations or to the claims of the customers, but to its frustrations. As evidenced in several cases, the Marketing of the frustrations is a way to construct the difference.
In other words, the Customer always shows the way to be different, the question is to understand what he shows, to use this chance and to construct the true Customer Mystic.

• Éditions d’Organisation, Paris, 2005
• Pearson Education, São Paulo, 2006 - www.pearson.com.br

Prefaces for:
- Marcelo Angeletti
- Jean-Marc Sylvestre

Buzz Marketing
Georges Chétochine develops a really strategical model of buzz marketing that gives a bigger projection than the tactics of viral marketing, marketing of guerrilla or street marketing which is reduced normally.
It demonstrates thus, with cases and examples, how is it possible to take off the consumers of the current skepticism where the advertising places them- they are seen as simple passive spectators- and take them to a position of opening to the communication and active diffusion of the messages.
Pearson Education, São Paulo, 2006
LINK PARA PEARSON: www.pearson.com.br