Tabla de Contenidos: “…ALARCÓN GUZMÁN -- JOSÉ LUIS SARDÓN -- ARTURO SALAZAR LARRAÍN (+) -- IVÁN ALONSO -- CARLOS ESPÁ -- CARLOTA CASALINO SEN -- ISMAEL PINTO VARGAS (+) -- ROCÍO CHIRINOS MONTALBETTI -- TERESINA MUÑOZ-NAJAR -- SANTIAGO PEDRAGLIO -- MIGUEL CRUCHAGA -- MAURICIO NOVOA -- LOURDES FLORES NANO -- GLAUCO SEOANE -- MARIELLA BALBI -- GIOVANNA POLLAROLO -- DANIEL CÓRDOVA CAYO -- GONZALO CARRANZA BIGOTTI -- PEDRO CATERIANO BELLIDO -- LAS FOTOGRAÍAS UTILIZADAS EN LA CARÁTULA DE ESTE LIBRO, FUERON RECUPERADAS (...) -- RECIENTES PUBLICACIONES DE EDITORIAL UPC…”

Tabla de Contenidos: “…Conté "Bloques exentos de volumetría libre": Hans Scharoun : Romeo y Julieta, Stuttgart-Zuffenhausen ; Francesca Sartogo, Arnaldo Bruschi : Capo Linaro, S. Marinella ; Herbert Stranz : Wilhelmsruher Damm (Märkisches Viertel), Berlin-Wittenau ; Oswald Mathias Ungers : Wilhelmsruher Damm (Märkisches Viertel), Berlin-Wittenau ; Karl Fleig: Wilhelmsruher Damm (Märkisches Viertel), Berlin-Wittenau; Alison & Peter Smithson: Robin Hood Gardens, Londres ; Werner Düttmann : Mehringplatz, Berlin-Kreuzberg ; Kazuyo Sejima, Ryue Nishizawa : Bloque de viviendas, Kitagata Gifu -- URV…”

Tabla de Contenidos: “…The Customer Doesn't Own the Service Asset -- The Digital Transformation of Services Branding and Marketing -- The Rise of Self-Service -- New Opportunities through Informed Contact -- From Product Manufacturing to Service Providers -- Building a Powerful Services Brand -- Be Clear on the Value Proposition and How to Execute It -- Create Standards -- Engage Employees and Communicate, Communicate, Communicate -- Use Metrics to Track Progress -- Consider Loyalty Programs -- Summary -- Notes -- SECTION THREE Gaining Insight about Your Brand and Quantifying Its Statur -- Chapter 13 Digital Transformation and the Evolution of Customer Insights in Brand Building -- The Value of the Customer Journey Mindset -- Exploratory Empathy-Driven Insights and Innovation -- Persona Development -- Measurement and Data Collection Opportunities -- Elevating Research Methods to Leverage Customer Journey Insights -- Qualitative Methods: Relentless Pursuit of the "Why" -- Quantitative Methods: Harnessing the Power of Big Tech/Big Data -- In Practice: How to Ensure that Modern Insights Can Deliver for the Brand -- Summary -- Notes -- Chapter 14 Using Neuroscience to Assess Brands -- The Neuroscience Tool Kit -- EEG -- fMRI -- Eye-Tracking -- Emerging Tools -- Neuroscience and Brand Insight -- fMRI Imaging and Brand Associations -- EEG, Brand Emotions, and Engagement -- fMRI, EEG, and Brand Design -- Summary -- Notes -- Chapter 15 Measuring Brand Relevance and Health -- Brand Measurement Techniques -- Awareness Tracking -- Attitudinal Brand Tracking -- Asking Open-Ended Questions: A Less-Biased Way To Measure Brand Associations -- Assessing Brand Health and Defining Brand-Building Strategies -- Lego (High-High-High): The Case for Brand Extension -- Samsung (High-Low-Low): The Case for Rebranding -- Barilla: (Low-High-Low): The Case for Awareness Building…”