Catalogue | Frankfurt Book Fair 2011 | Ute Körner Literary Agent
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Non fiction | Religion | Business<br />
Does the Church Goes Bust?<br />
This is a voyage to understand why the<br />
Catholic religion no longer “sells” as it<br />
used to, but it is also a wager on a new<br />
route, a solution in terms of re-branding<br />
and repositioning to help the Church face<br />
this “market crisis” and recuperate lost<br />
clients.<br />
The Catholic Church created the “guilt<br />
market”, invented the stain first and then<br />
the stain remover; it has become a<br />
powerful Brand, a multinational with the<br />
largest network of “sales points” that<br />
exists…<br />
Once the Church sent missionaries all<br />
over the world.<br />
Today this institution risks losing<br />
even its “internal clientele”…<br />
?<br />
Bruno Ballardini is one of the bestknown<br />
marketing and strategic<br />
communications experts in Italy.<br />
He has worked for the biggest advertising<br />
multinationals, among which Compton,<br />
BBDO, Saatchi & Saatchi and Young &<br />
Rubicam.<br />
He teaches Techniques of advertising<br />
communication at the University of<br />
Rome, La Sapienza, and writes for Il Sole<br />
24Ore.<br />
His is the cult-book Jesus Washes Whiter,<br />
Or How the Church Invented Marketing,<br />
an international bestseller published in<br />
2000. It has sold more than 60,000<br />
copies in Italy and was sold to 12<br />
countries.<br />
Bruno Ballardini<br />
Jesus and the Season Sales<br />
Why the Church no Longer Sells<br />
Edizioni Piemme · Milano, <strong>2011</strong><br />
304 pages<br />
·<br />
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