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Author states that the work was inspired by her mother, Sandra Martinelli, CEO of ABA, and Philip Kotle, considered the ‘father of marketing’
Like mother, like daughter! Inspired by her mother, Sandra Martinelli, CEO of ABA (Brazilian Association of Advertisers), and Philip Kotler, the author, who just turned 18, launched her first work, ‘Branding in the era of social networks – taking care of brands has never been so important’, with a focus on generation Z.
Antônia commented on the influence of her mother and Kotler, the ‘father of marketing’, in her first book: ‘Since I was born I have lived with this universe of marketing inside and outside the house, which I have fallen in love with over the years. My father and I always accompanied my mother to the Cannes Lions Festival and, at home, it was always common for us to analyze and comment on advertising campaigns.’
Regarding Kotler, the young woman highlighted the reference that he is for those who study marketing and, in her books, she had already predicted that social networks would cause a revolution in the advertising industry and consumers would play a much more active role. ‘In my book, I show how his ideas connect with what we see today on social media: branding being used to build a positive and strong image of brands and create closer relationships with consumers’, stated the author .
The autograph night took place on the 20th, at the Livraria da Vila da Alameda Lorena, in São Paulo. The event was attended by parents, Sandra and Mauricio Martinelli Luperi, relatives, friends and professionals in the advertising market.