Gabriele Carboni: The Marketing Book Endorsed by Pope Francis, Italian History, and Impact Marketing Podcast Por arte de portada

Gabriele Carboni: The Marketing Book Endorsed by Pope Francis, Italian History, and Impact Marketing

Gabriele Carboni: The Marketing Book Endorsed by Pope Francis, Italian History, and Impact Marketing

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 A History of Marketing / Episode 15This is not a current events podcast, but this episode is more timely than usual.I’m joined by Gabriele Carboni, a marketer, author, consultant based in Italy. I met Carboni through Philip Kotler. Together they co-authored the book, “Enlightened Management” which is about how Impact Marketing can have a positive impact for people and the planet.Gabriele Carboni is probably the only marketer to have a book endorsed by the late Pope Francis. The Vatican issued this comment on Carboni’s book, “Civil Economy.” (Translated from Italian) “His Holiness encourages every reader, every business leader and every person of good will to take inspiration from this work, to transform every professional environment into a place of growth, not only economic but human and spiritual.“I'm publishing this episode just a few days since we learned of the passing of Pope Francis. But I recorded this conversation with Gabriele Carboni in February, when Pope Francis was alive but had been in the news due to health issues.Carboni shares some great stories about meeting Pope Francis and earning an endorsement from the Pope. He also shares about what it’s like to write a book with Phil Kotler, and speaks to the rich legacy of the Italian Renaissance, Enlightenment, and Italian Humanism. We discuss how the ideas from these eras and schools of thought influenced marketing as a field and inspired Carboni to focus on impact marketing.A Marketing Collaboration with Philip KotlerAndrew Mitrak: Gabriele Carboni, welcome to A History of Marketing.Gabriele Carboni: Hi Andrew, thank you for having me.Andrew Mitrak: So we connected via an introduction from Philip Kotler and you recently co-authored a book with Phil. So let's start the conversation there. How did you first learn about Philip Kotler and when did you first meet him?Gabriele Carboni: I was already beginning my company, which is a marketing company, obviously, digital marketing company. Digital marketing was my hobby and then we started a company with two business partners.Because, of course, I was good at building websites, I was good at creating graphics, so the operational part I had. But I needed to understand the strategy better, so I bought a copy of Marketing Management. And then I read it. And then since I'm also a journalist, I was invited to Milan in 2017. Philip Kotler was speaking there. And this is a fun story because in Italy you need to be part of an association to be a journalist. It's not just you write and you are a journalist, you need to get trained and then to be part of an order, there is the order of the journalists. So you have your press badge.So I went to the event with my badge and I said, "I am a journalist, this is my badge." Of course, I was not known as a journalist, it's not even my job. But I was there with my badge and I said, "Look, I'm a journalist, I have the badge. Can I interview Philip Kotler?" And of course they said, "Of course you cannot, because you are we don't know you, you're not in our list. So go and listen to the speech, but you're not going to meet him."Then I said, "Okay, at least I get a free event with Philip Kotler, I'm going to listen." After the event, the event was very small, it was in a university in Milan. And I saw that there was a press room. Then I went to where there was a person on the door and I said, "Look, I'm a journalist, this is my badge. I want to interview Philip Kotler." And he said, "No, you're not on the list."I took a look inside the room and I saw a pregnant woman who happened to be the press manager, and I told her that my wife, which was true, was pregnant too. So they were both at the seventh month of pregnancy. And we started talking, I tried to be nice with her and since, I don't know, we connected somehow. She said, "Okay, after everyone, if we have like 30 seconds, you can have a picture with him and this is the max I can do."It happened that at the end of everything, he was drinking a coffee, eating something. I had my occasion, I had my photo with him and then we had half an hour to speak. So I happened to be the last, but I got all the time in the world and it was very nice because I gifted him my first book, which was in Italian, but he liked the approach. I tried to explain to him an idea I had at that time which then became this card deck which actually was awarded one of the three best marketing innovations in the world in 2019 and he gave me a lot of advice. And then I asked him to write the book together and he said, "No," because, of course, he didn't know me.Andrew Mitrak: Yeah, you're pushing your luck a little bit there. You've already gotten in, you've gotten to meet him, you've gotten a half hour and right in the first meeting you've asked him to co-author a book.Gabriele Carboni: Exactly.So a year later, 2018, he came to Bologna, which is near where I live, so it was easier. Still with the journalist badge. At that time I was ...
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