by Féliz Muñoz Lázaro · LID Editorial Empresarial, S.L. · tapa blanda · ISBN 9788483567692
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«La marca de la felicidad» is the marketing and communication essay by Féliz Muñoz Lázaro, published by LID Editorial Empresarial in paperback (in Spanish).
The book reviews six decades of Coca-Cola communication in Spain and explains how the company has associated the brand with happiness through advertising campaigns and marketing actions. It includes little-known anecdotes, successes, mistakes and QR codes to watch ads and understand the keys of the world's most valuable brand.
First edition, published on 19 November 2013 within the Acción Empresarial collection. 189 pages.
For students and professionals of marketing, communication and advertising interested in business cases and the history of Coca-Cola.
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