CV Lattes
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Universidade de São Paulo (USP). Escola de Comunicações e Artes (ECA) (Institutional affiliation for the last research proposal) Birthplace: Brazil
bachelor's at Publicidade e Propaganda from Universidade de São Paulo (1978), master's at Master Of Business Administration from Michigan State University (1983) and doctorate at Comunication from Universidade de São Paulo (1994). He is currently full professor at Universidade de São Paulo. Has experience in Comunication, focusing on Public Relations and Propaganda, acting on the following subjects: marketing, comunicação, relações públicas, administração and planejamento. (Source: Lattes Curriculum)
Building on previous research that identified best indicators for the evaluation and measurement of organizational communication on brand/image equity (Yanaze et. al, 2010), the proposed research focuses primarily on the impact of social communication strategies (CSR efforts) to enhance the model. This research also meets the principle objectives of the research center (CEACOM) of "develo…
This visiting scholar project aims to analyze and validate quality indicators of exposure of the corporate image in the media and the market, aiming to consolidate correlations of these indicators into an image risk management model. Such a model should be able, at the end of the present study, to express the branding value, based on a press content analysis - newspapers, magazines, blogs…
This monograph intends to present a theoretical proposal of political analysis, cultural trade, and Brazil´s creative industries, with the intention to discuss conceptual parameters for Cultural Marketing. It will be taken the marketing tools to inspect its use such as a model of information management to measure the Creative Economy and describe the perspectives of cultural policy in th…
| 2 / 2 | Completed research grants |
| 4 / 2 | Completed scholarships in Brazil |
| 1 / 0 | Completed scholarships abroad |
| 7 / 4 | All research grants and scholarships |
| Associated processes | |