by Julio Wallovits, Pau Virgili · Empresa Activa · tapa blanda · ISBN 9788492452781
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«La reconciliación con el consumidor» is the marketing essay by Julio Wallovits and Pau Virgili, published by Empresa Activa in paperback (128 pages).
The essay argues that marketing is no longer built by companies alone: the consumer participates in the brand's story. Only reconciliation between the two allows true innovation and elevates markets, with strategies that put people at the centre. It includes cases from Danone, El País, El Corte Inglés and Coca-Cola.
The work belongs to the Gestión del conocimiento collection and was published in 2011 in a Spanish-language edition.
It interests marketing, communication and customer service professionals, as well as those studying the relationship between brands and consumers.
