(NEURO)LEADERSHIP AND MARKETING

Chapter 1 Traditional vs. Modern approach to leadership
Chapter 2 Leadership as (Self) Branding
Chapter 3 Leadership Effectiveness
Chapter 4 Neuroleadership as a data-driven approach for assessing leadership. An online experiment of neuro-politics

This book offers a constructive perspective about the integration of leadership and marketing: one of its most innovative and original aspects is its redefinition of the link between these two fields of study, not as a mere tool for gaining consensus, but to build transparent and responsible leadership. Through a combination of theoretical models and practical case studies, the authors highlight that effective leadership is not simply about strategic self-positioning in the marketplace of ideas, but also about the ability to manage expectations, communicate effectively, and maintain consistency between messaging and real-world actions.

Myriam Caratù, PhD, is Assistant Professor of Marketing Management at UNINT. She holds two Masters’ Degrees (one in Marketing and Communication and one in Italian Studies, from Sapienza University), as well as an MFA in Creative Writing from LUISS University.

Sanja Vlahovic, PhD, is Associate Professor of Human Resources Management and Leadership at UNINT and Distinguished Professor at John Wesley School of Leadership, Carolina University, USA.