Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that allows them to make better decisions. It provides a simple structure that allows the user to visualize the dynamics and interaction of the different stages of the marketing plan and adapt the products and services to the needs of their clients, thus, “finding” the best position in relation to their competitors. This chapter presents a methodology of marketing that aligns the marketing plan with a highly connected and constantly changing market, but also online interaction vs. offline interaction, thus facilitating marketer planning. The canvas marketing model is validated by 146 marketeers from 17 distinct sectors of activity, allowing authors to gauge the timeliness and usefulness of this Framework.

Companies to adapt to today's society, characterized by continuous changes, adopt strategies to search for new opportunities, sometimes emerging business models, different from the parent company's business area. If they do not want to diversify their core business, they choose to create a new company that will be independent from the parent company, the spin-off. The aim of this study is to analyze and analyze the parent company's influence on spin-off performance, in terms of motivating factors for creation, transferred resources, relationship type and spin-off performance in the post-spin-off period. To achieve this objective, 31 surveys were analyzed, answered by workers who occupy management positions in spin-off companies in the USA and Canada. The statistical analysis of the data suggests that the concentration of the business area and the maximization of shareholder value are the main reasons for the creation of the spin-off. The most mentioned spin-off challenges are aggressive competition and efficient allocation of efficient resources. One of the characteristics of the spin-off is that it is an independent company, a fact that is not verified in the sample under analysis. However, the spin-off's performance does not change when it becomes independent.

Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that allows them to make better decisions. It provides a simple structure that allows the user to visualize the dynamics and interaction of the different stages of the marketing plan and adapt the products and services to the needs of their clients, thus, "finding" the best position in relation to their competitors. This chapter presents a methodology of marketing that aligns the marketing plan with a highly connected and constantly changing market, but also online interaction vs. offline interaction, thus facilitating marketer planning.

For the present work, the authors intend to demonstrate how the dramatic expression activity, based on modern theatre, may work as a lever in the commercial technician's relationship with their customers. This work uses the case study to understand the phenomenon of motivation in commercial technicians working in the automotive sector. From the behavioral analysis, a proximity relationship is observed between dramatic expression and direct sales marketing. A strengthening of co-presence is observed, where there is evidence of greater emotional interaction and motivation in the negotiation process. These modalities of communion show a greater motivation which provides a relationship experienced and shared by the members, an openness to improvisation, in an atmosphere of trust and with recourse to experiences. This new sales concept aims to free the sales technician from monotony and lack of confidence and direct him towards direct and experiential contact with the customer, providing memorable experiences.

The European Data Portal is one of the worldwide initiatives that aggregates and make open data available. This is a case study with a qualitative approach that aims to determine to what extent the datasets from the Government and Public Sector, Transport, and Education, Culture and Sport categories published on the portal meet the Data on the Web Best Practices (W3C). With the datasets sorted by last modified and filtered by the ratings Excellent and Good+, we analyzed 50 different datasets from each category. The analysis revealed that the Government and Transport categories have the best-rated datasets, followed by Transportation and, lastly, Education. This analysis revealed that the Government and Transport categories have the best-rated datasets and Education the least. The most observed BPs were: BP1, BP2, BP4, BP5, BP10, BP11, BP12, BP13C, BP16, BP17, BP19, BP29, and BP34, while the least observed were: BP3, BP7H, BP7C, BP13H, BP14, BP15, BP21, BP32, and BP35. These results fill a gap in the literature on the quality of the data made available by this portal and provide insights for European data managers on which best practices are most observed and which ones need more attention.