jueves, 31 de diciembre de 2009

Marketing Ebooks: "Basic Marketing"


This book is about marketing and marketing strategy planning. Basic Marketing
pioneered an innovative structure—using the “four Ps” with a managerial approach—for the introductory marketing course. It quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them.


About the Authors:

William D. Perreault, Jr. is currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School. He has also taught at Stanford University, the University of Georgia, and North Carolina State University, and has been an invited speaker at more than 80 universities. He was editor of the Journal of Marketing Research. The Decision Sciences Institute has recognized Dr. Perreault for innovations in marketing educati
on, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Essentials of Marketing and The Marketing Game! Dr. Perreault is a past president of the American Marketing Association Academic Council and was on the AMA Board.

E. Jerome McCarthy received his Ph.D. from the University of Minnesota. He has taught at the Universities of Oregon, Notre Dame, and Michigan State. He was honoured with the American Marketing Association’s Trailblazer Award in 1987, and he was voted one of the Top Five Leaders in Marketing Thought by marketing educators.


Management Ebooks: "A Fine Line"


"Esslinger's work shows that taste can triumph, design and production can be soul mates, and the eye of an individual can shape a product and a company." —From the Foreword by Michael Moritz, partner, Sequoia Capital

For the first time, Hartmut Esslinger, internationally acclaimed designer and founder of frog design, inc., reveals the secrets to better business through better design. Having spent forty years helping build the world's most recognizable brands, Esslinger shows how business leaders and designers can join forces to build creative strategies that will ensure a more profitable and sustainable future.

A Fine Line shares the amazing story of Esslinger's transformation from industrial design wunderkind to a global innovation powerhouse, while detailing the very real challenges facing businesses in the new global economy. Offering companies far more than a temporary innovation booster, Esslinger shows how he and frog build creative design into the framework of an organization's competitive strategy, the same approach that has worked so well for leading edge companies such as Sony, Louis Vuitton, Lufthansa, Disney, Hewlett-Packard, SAP, Microsoft, and Apple.

Offering a step-by-step overview of the innovation process—from targeting goals to shepherding new products and services to the marketplace—Esslinger reveals how to arrive at a design that reflects an intensely human experience and will connect strongly with consumers. With Esslinger's unique perspective, rich stories, and global mindset, A Fine Line explores business solutions that are environmentally sustainable and contribute to the future of a thriving and lasting global economy.

The blending of design and business intelligence holds the key for shaping a sustainable competitive advantage in the rapidly evolving creative economy. A Fine Line equips business leaders with the necessary tools to thrive in tomorrow's world.


miércoles, 30 de diciembre de 2009

Marketing Ebooks: "Essentials Of Marketing"


Essentials of Marketing provides an overview of the techniques, supporting theories and tactical decision-making processes involved in marketing. As well as traditional marketing techniques, up-to-date topics such as green issues, post-modern thinking, relationship marketing and ethics are also covered. This book is aimed at undergraduates taking an introductory marketing course.

Looking for a concise, clear, jargon-free book on marketing? Go no further. Jim Blythe's Essentials of Marketing, 3e is an ideal text for students new to marketing, students on a short introductory marketing course, overseas students needing a plain-English guide, or to anyone who needs a quick grasp of the subject.

'Essentials of Marketing is an engaging introductory text for students new to the study of marketing. The third edition brings the latest issues within marketing theory and practice to life in an authoritative but very readable fashion. Jim Blythe has carefully considered the needs of his readers through useful learning aids and an extensive glossary.' Dr. Matthew Higggins, Lecturer in Marketing and Consumption, University of Leicester

Avoiding a UK-centered viewpoint, Essentials of Marketing, 3e offers the following:

• NEW! Completely new relevant and up-to-date cases studies.
• NEW! A fully rewritten Chapter 12, covering relationship marketing, Internet marketing, marketing ethics, and the changing conceptual position of marketing in the 21st century.
• NEW! Extended coverage of global marketing theory.
• Self-test questions designed to aid student learning.
• Up-to-date and full referencing for the more academic student.

• Recommended further reading for each chapter.

'This new edition provides students with an ideal platform from which to discover the fundamental principles of marketing. The addition of new up-to-date case studies and a revised final chapter which addresses some key 21st century marketing issues provides the reader with real contemporary perspectives. The book offers an easy to follow a
nd jargon-free source of core theories and concepts together with helpful illustrative examples from around the world.' Dr. Phil Megicks, Head of Marketing Group, University of Plymouth, Senior Examiner for the Chartered Institute of Marketing Professional Certificate Marketing Fundamentals module.


Management Ebooks: "The Drucker Difference"

Peter F. Drucker was one of the most influential business thinkers in history. Considered the father of modern management, he was concerned not only with the human side of management, but also with the larger societal roles played by both companies and the individuals within them.

If there has ever been a time when such thinkers are relevant, it is now.

The Drucker Difference casts new light on Drucker’s business philosophy, analyzing his most important ideas in the context of today’s business world. Through individual contributions by professors from The Peter F. Drucker and Masatoshi Ito Graduate School of Management, it combines expert insight and current scholarship to reveal how organizations and executives can interpret and apply Drucker’s timeless ideas.

Today’s top business thinkers provide sixteen chapters analyzing Drucker’s views on the most critical issues of our time, including:

  • Government, business, and civil society (Ira Jackson)
  • The interplay of values and power within companies (Karen E. Linkletter and Joseph A. Maciariello)
  • Applying collaboration to “knowledge work” (Craig L. Pearce)
  • Drucker’s management vision (Richard Smith)
  • Economic environment, innovation, and industry dynamics (Hideki Yamawaki)

Each contributor explains a single, classic aspect of Drucker’s work, examines its implications in today’s business environment, and applies an up-to-date and contemporary interpretation of Drucker’s wisdom.

Covering everything from marketing and leadership to strategy and governance, The Drucker Difference is both a timely new assessment and a valuable addition to the canon of Drucker literature.


Descargar - Download

martes, 29 de diciembre de 2009

Marketing Ebooks: "Ogilvy on Advertising"


In Ogilvy On Advertising David Ogilvy writes about all aspects of advertising.

He explains all the tips and rules he has learned about advertising through his own experience and through looking at data. He mainly writes about the aspects of advertising he knows from his own experience, particularly print advertising. In his book, he states that he does oversimplify some complicated subjects, making it easy for readers to understand. The book is broken down into 20 chapters, which all discuss different aspects related to advertising. The division of chapters makes the book easy to read. It does not read together like a whole book, but can be read just section by section depending on what you want to learn.

First, Ogilvy examines how to produce advertisements that sell, jobs in advertising, how to run an ad agency and how to get clients. Then he moves on to talk about print advertising, making television commercials that sell, advertising corporations, how to advertise foreign travel, business-to-business advertising, and direct mail. Finally, he addresses research, marketing, and influential advertising people.


Management Ebooks: "Trump 101: The Way to Success"


In Trump 101, Trump himself becomes your personal mentor and coach as he shares tips, tactics, and strategies, all designed to help you make the most of yourself, your career, and your life. Each chapter covers a basic rule or belief, and shows you how to make it work for you. Learn the vital qualities and skills that every successful businessperson needs.


Being successful in business requires much more than hard work and good ideas. You have to be persistent, tough, confident, curious, flexible, passionate, patient, and in love with what you're doing. You were probably born with some of these qualities; the rest, you can and must develop. Now, you can learn them from the very best—Donald Trump.

In Trump 101, Trump himself becomes your personal mentor and coach as he shares tips, tactics, and strategies, all designed to help you make the most of yourself, your career and your life.

In his singular, no-nonsense style, Trump gives you smart, vital information. Each chapter contains a basic rule or belief, and shows you how to make it work for you. You'll also find challenging questions submitted to Trump on his popular Trump University blog, along with frank and honest answers.

Discover what Trump can teach you about the most important qualities and skills that every businessperson needs. The world's greatest dealmaker shows you how to:

  • Find the work you love and do it
  • Set high standards and meet them
  • Think Trump-scale
  • Negotiate to win
  • Be tough, not nasty
  • Turn problems, even disasters, into gold
  • Concentrate on your target
  • And much, much more

If, like Donald Trump, you're a busy person, caught up in the relentless race to learn, adapt to constant change, and do more, faster, and better than ever before, Trump 101 fits right into your hectic schedule. Each brief, pithy entry delivers hard-won wisdom guaranteed to raise both your spirits and your business prospects right now.

As Trump emphasizes repeatedly, knowledge is power. If you're searching for the knowledge that will power your career far beyond your wildest dreams, there's only one place to start—Trump 101.


lunes, 28 de diciembre de 2009

Marketing Ebooks: "Malcolm McDonald on Marketing Planning"


Malcolm McDonald on Marketing Planning guides readers through the production of a marketing plan made to work in the real world. With the emphasis on practicality, this book covers the essentials of marketing planning and the strategic marketing process. Key content includes: defining markets and segments, setting marketing objectives and strategies, advertising and sales promotion strategies, and price and sales strategies. Tes
t questions at the end of each chapter aid understanding. Written by an authority on marketing plans, this book is useful for any busy marketing professional who needs a short, sharp revision of their planning skills, or a handy guide to put their plans on the right track.


Revistas Económicas: The Economist January-December 2009


Todas las ediciones de la revista The Economist correspondientes al año 2009.


Revistas Económicas: Harvard Business Review December 2009


Edición en formato Pdf de la prestigiosa revista económica Harvard Business Review correspondiente al mes de diciembre de 2009.


Management Ebooks: "Guide to Management Ideas and Gurus"


Good management is a precious commodity in the corporate world, and good ideas are even more rare. Guide to Management Ideas and Gurus gathers the most influential ideas and thinkers that have defined modern management into one compact guide. This new book builds on Guide to Management Ideas (2003) and adds entries on the most influential business thought leaders of the past and present. Topics covered range from Active Inertia and Disruptive Technology to Triple Bottom Line and the Long Tail, while the management gurus covered include Jim Collins, Peter Drucker, Philip Kotler, Michael Porter, Tom Peters, and many others.

About the Author
Hindle, international management consultant and author, is a business writer whose contributions are regularly published in management journals.


domingo, 27 de diciembre de 2009

Marketing Ebooks: "The Nature Of Marketing"

We live in a digital world where a small number of people – sometimes even one person – can quickly become the voice of one hundred, one thousand, or one million and more. This is having a profound influence on marketing and the need that brands have to tap into and build social communities.

The Nature of Marketing is a unique perspective on how digitally linked populations behave as a single organism, similar to a swarm of fish. These human swarms are fueled by the connectivity and speed of the social networking generation, and are replacing the rules of marketing with principles that are fundamentally different from anything before.

This book helps put trends like social networks and Web 2.0 in a larger and more timeless context. As brand communications move from monologue to dialogue, a new marketing plan is needed to engage the community and start a conversation with people who can help expand upon the brand message and experience.

Chuck Brymer lays out a well-documented case that traditional marketing and branding are as important as ever. However, the doctrine of herd marketing – one-way mass communications – must be adjacent to the new realities of swarm marketing – the power of people communicating with each other in unprecedented speed and numbers.

We now have the potential to dramatically grow the value and influence of brands using an approach that is as fresh as Web 2.0, but as enduring as human nature. The Nature of Marketing is your guide to the next great revolution in how we reach our customers to gain their loyalty and advocacy.

Watch Chuck Brymer speak at ANA: http://www.youtube.com/watch?v=6zYz9apIyfM


Revistas Económicas: Harvard Business Review January-December 2009


Ediciones de la revista Harvard Business Review correspondientes al año 2009.


Management Ebooks: Ken Blanchard "The One Minute Entrepreneur"


In The One Minute Entrepreneur, Ken Blanchard (coauthor of the #1 bestselling business classic The One Minute Manager), Don Hutson, CEO of U.S. Learning, and Ethan Willis, CEO of Prosper Learning, tell the inspiring story of one man’s challenges in creating his own business. Through a powerful and engaging narrative,
we confront many of the typical problems all entrepreneurs face in starting up their business, from finding new sources of revenue to securing the commitment of their people and the loyalty of their customers.

More important, we learn the secrets to becoming a successful entrepreneur, including how to build a firm foundation, how to ensure a steady cash flow, and how to create legendary service. In addition, the book offers invaluable advice, delivered through One Minute Insights, from such entrepreneurs and thinkers as Sheldon Bowles, Peter Drucker, Michael Gerber, and Charlie “Tremendous” Jones.


Today, in the midst of the largest entrepreneurial surge in U.S. history, four out of five small businesses continue to fail. The One Minute Entrepreneur offers businesspeople and would-be entrepreneurs a treasure trove of wisdom on how to think, act, and succeed in creating and sustaining a business, no matter what their industry.


sábado, 26 de diciembre de 2009

Marketing Ebooks: "Marketing For Dummies"

Covers everything from essential marketing principles and techniques to the latest methods and trends

Want to sharpen your marketing skills to promote your products and services? Whether you're introducing a new product or jumpstarting your existing marketing plans, Marketing For Dummies, 3rd Edition, helps you get a handle on such basic marketing concepts as the four P's-product, pricing, positioning, and placement - and boost your sales with innovative new approaches.

Packed with over 25 percent new and revised material, this practical, savvy, guide shows you how to treat every aspect of interacting with customers-including customer service and the product itself - as an opportunity to grow the organization. You'll learn how to prepare hard-hitting campaigns, plan a marketing budget and stick to it, and seize new opportunities to increase customer awareness and appreciation of your product or service.

  • Explains Internet and search engine marketing to work for you
  • Helps you identify customers where you least expect them
  • Offers tips on using online resources to size up competitors
  • Covers effective product positioning in a crowded marketplace
  • Introduces guerilla and global marketing
You don't have to be a marketing genius to expand your customer base and boost sales, but you will need a little help from Marketing For Dummies, 3rd Edition.


Marketing Magazines: Revista Brandlife 24 Diciembrre 2009


Edición de la Revista Brandlife correspondiente al jueves 24 de diciembre.


Management Ebooks: "The Art Of Innvation"


IDEO, the widely admired, award-winning design and development firm that brought the world the Apple mouse, Polaroid's I-Zone instant camera, the Palm V, and hundreds of other cutting-edge products and services, reveals its secrets for fostering a culture and process of continuous innovation.

There isn't a business in America that doesn't want to be more creative in its thinking, products, and processes. At many companies, being first with a concept and first to market are critical just to survive. In The Art of Innovation, Tom Kelley, general manager of the Silicon Valley based design firm IDEO, takes readers behind the scenes of this wildly imaginative and energized company to reveal the strategies and secrets it uses to turn out hit after hit.

IDEO doesn't buy into the myth of the lone genius working away in isolation, waiting for great ideas to strike. Kelley believes everyone can be creative, and the goal at his firm is to tap into that wellspring of creativity in order to make innovation a way of life. How does it do that? IDEO fosters an atmosphere conducive to freely expressing ideas, breaking the rules, and freeing people to design their own work environments. IDEO's focus on teamwork generates countless breakthroughs, fueled by the constant give-and-take among people ready to share ideas and reap the benefits of the group process. IDEO has created an intense, quick-turnaround, brainstorm-and-build process dubbed "the Deep Dive."

In entertaining anecdotes, Kelley illustrates some of his firm's own successes (and joyful failures), as well as pioneering efforts at other leading companies. The book reveals how teams research and immerse themselves in every possible aspect of a new product or service, examining it from the perspective of clients, consumers, and other critical audiences.


viernes, 25 de diciembre de 2009

Feliz Navidad 2009


Desde Marketing & Management os deseamos una muy Feliz Navidad 2009.




Marketing Ebooks: "Services Marketing: Text and Cases"


Marketing is crucial in any industry: for service based organizations it's absolutely critical. This textbook looks at the issues, models and theories behind services marketing. It is supported by a range of substantial international case studies and offers an insight into the operation of many different service industries.


Management Ebooks: "The Secret Language of Leadership"


The book introduces the concept of narrative intelligence—an ability to understand and act and react agilely in the quicksilver world of interacting narratives. It shows why this is key to the central task of leadership, what its dimensions are, and how you can measure it. The book’s lucid explanations, vivid examples and practical tips are essential reading for CEOs, managers, change agents, marketers, salespersons, brand managers, politicians, teachers, parents—anyone who is setting out to the change the world.


jueves, 24 de diciembre de 2009

Marketing Ebooks: Agustín Medina "Notas Al Margen"


Desde el inicio de su trayectoria publicitaria, Agustín Medina ha ido plasmando siempre sus pensamientos en cientos de artículos publicados en muy diferentes medios. Este libro recoge una selección de los primeros, los que vieron la luz entre 1971 y 1995. Una lección de historia, centrada en los años más gloriosos de la publicidad española.


Management Ebooks: "Lasting Leadership"


Now in paperback...What outstanding leaders do, and how they do it. Building corporate culture that can withstand anything. Reinventing your business: when it's time, how to do it. Key attributes of lasting leadership. The greatest business leaders of our generation. How they achieved the impossible. What you can learn from them. How to use those lessons to supercharge your career. Two of the world's leaders in business knowledge and insight come together to select and profile the 25 most influential businesspe
ople of the past quarter century. The team: Nightly Business Report, the United States' #1 daily TV business news program, and Knowledge@Wharton, The Wharton School's online journal of research and business analysis.

The book's incisive profiles show exactly how each business leader became so influential. They teach lessons you can use to discover, refine, and nurture your own leadership style -- and gain powerful influence in your own career. You'll gain new insights into familiar faces (Jack Welch, Lou Gerstner, Bill Gates).But you'll also gain greater appreciation for less heralded individuals -- from Mary Kay's Mary Kay Ash to Mohammed Yunus, whose 'microlending' revolution is helping millions of poor people around the
world transform themselves into entrepreneurs. No other book offers this much actionable insight into this many extraordinary business leaders.


miércoles, 23 de diciembre de 2009

Marketing Ebooks: "Build Your Customer Strategy"


Goods and services are no longer enough.Today's customers attach an emotional connection to the products they use and to the businesses at which they shop. Wouldn't you love to have your customers raving about your company or about your product and calling it their own? Now you can.

With his profound insight, simplicity, and uncommon sense, industry expert and author Jim Barnes shows you how managers and executives can create lasting and genuine customer relationships that will withstand the competitive overtures of other companies. He draws on his more than thirty years of experience listening to end-consumers and business customers from a wide variety of industries to enable you to develop your own customer strategy, using the building blocks of successful customer relationships that are presented in this book.

Filled with case histories of companies that have succeeded in building solid, genuine relationships with customers, this book will help you to maximize and capitalize on the opportunities your customers represent. This hands-on book:

  • Explores the process of developing and sustaining customer relationships that establish an emotional connection
  • Explains how to achieve the lofty status where customers will actually be proud to be your customers
  • Considers how to manage difficult relationships, such as those that take place via technology or at great distances
  • Helps you take the pulse of your customer relationships and identify where those relationships are weak and where they are strong

Required reading for every CEO, chief customer officer, customer service executive, and marketing executive, this book urges you to adopt—and keep in mind—the customer's perspective and what it means as a customer to have a relationship with a company or brand. Build Your Customer Strategy shows you how to make a connection with your customers that will not simply satisfy them, but also build and keep their loyalty for your business's long-term success.


Management Ebooks: John Maxwell "Los 21 Minutos Mas Productivos En El Dia De Un Lider"


El liderazgo es complejo y tiene muchas facetas: respeto, experiencia, fortaleza emocional, vision, coordinacion, habilidades de las personas... y la lista es larga.

La buena noticia es que su capacidad de liderazgo no es ni estatica ni rigida. No importa en que punto se encuentre en este momento, usted puede alcanzar elevados niveles de efectividad, y Los 21 minutos mas poderosos en el dia de un lider puede ser un instrumento vital en ese proceso.

martes, 22 de diciembre de 2009

Marketing Ebooks: Seth Godin "Whats Matters Now"


Here are more than seventy big thinkers, each sharing an idea for you to think about as we head into the new year. From bestselling author Elizabeth Gilbert to brilliant tech thinker Kevin Kelly, from publisher Tim O'Reilly to radio host Dave Ramsey, there are some important people riffing about important ideas here. The ebook includes Tom Peters, Fred Wilson, Jackie Huba and Jason Fried, along with Gina Trapani, Bill Taylor and Alan Webber.


Management Ebooks: "Fooled by Randomness"


Fooled by Randomness is the word-of-mouth sensation that will change the way you think about business and the world. Nassim Nicholas Taleb–veteran trader, renowned risk expert, polymathic scholar, erudite raconteur, and New York Times bestselling author of The Black Swan–has written a modern classic that turns on its head what we beli
eve about luck and skill.

This book is about luck–or more precisely, about how we perceive and deal with luck in life and business. Set against the backdrop of the most conspicuous forum in which luck is mistaken for skill–the world of trading–Fooled by Randomness provides captivating insight into one of the least understood factors in all our lives. Writing in an entertaining narrative style, the author tackles major intellectual issues related to the underestimation of the influence of happenstance on our lives.


The book is populated with an array of characters, some of whom have grasped, in their own way, the significance of chance: the baseball legend Yogi Berra; the philosopher of knowledge Karl Popper; the ancient world’s wisest man, Solon; the modern financier George Soros; and the Greek voyager Odysseus. We also meet the fictional Nero, who seems to understand the role of randomness in his professional life but falls victim to his own superstitious foolishness.

However, the most recognizable character of all remains unnamed–the lucky fool who happens to be in the right place at the right time–he embodies the “survival of the least fit.” Such individuals attract devoted followers who believe in their guru’s insights and methods. But no one can replicate what is obtained by chance.

Are we capable of distinguishing the fortunate charlatan from the genuine visionary? Must we always try to uncover nonexistent messages in random events? It may be impossible to guard ourselves against the vagaries of the goddess Fortuna, but after reading Fooled by Randomness we can be a little better prepared.


lunes, 21 de diciembre de 2009

Marketing Ebooks: "Marketing the Sports Organisation"

Marketing and the world of sport overlap in two main ways: in the marketing of sports related products and services, and in the use of sports events to market a broader range of products and services. Marketing the Sports Organisation introduces the most effective marketing methods and tools available to sports organizations, and offers practical, step-by-step advice for sports organizations in the use of relationship marketing techniques.

Comprehensive and innovative in its approach, the book includes:

  • a practical framework for implementing relationship marketing throughout the product and service range

  • an in-depth examination of tools and methods that increase the value of the product for the consumer

  • a genuinely international approach, applicable in all countries

  • detailed international case studies from the world of sport.

Offering a thorough introduction to first principles in sports marketing, and focused throughout on best practice, this book is essential reading for all students of sport and business marketing, and for all professionals seeking to improve their sports marketing activity, in both commercial and non-profit contexts.


Management Ebooks: "Trump Never Give Up"


In Never Give Up, Donald Trump tells the dramatic stories of his biggest challenges, lowest moments, and worst mistakes—and how he uses tenacity and creativity to turn defeat into victory. Each chapter includes an inspiring story from Trump’s career and concludes with expert commentary and coaching from adversity researcher and author Paul Stoltz. Inspirational and intelligent, Never Give Up will help you deal with your own personal challenges, failures, and weaknesses.


During his long business career, Donald Trump has known astonishing highs and lows. In Never Give Up, the world's most famous businessman talks candidly about his own biggest challenges, lowest moments, and toughest fights—and how he turned those setbacks into new successes.

Trump knows more than a little about turning defeat into victory. Early in his real estate career he learned that every building project faces major unexpected delays, obstacles, and problems. He began to prepare for adversity and even welcome it. That kind of attitude can give you power to conquer obstacles and succeed in the face of long odds.

Packed with exciting tales of Trump-scale deals good and bad, Never Give Up also includes hardcore business advice on:

  • Fighting back from defeats and setbacks

  • Turning big problems into even bigger opportunities

  • Turning enemies and rivals into friends and allies

Using temporary failures to motivate yourself—and make you tougher

Having confidence in yourself—especially in the face of risk and fear—is the key to overcoming adversity and achieving your dreams. Never Give Up gives you that confidence with major-league stories and insights from a master businessman. It's the perfect motivational tool for tenacious, creative businesspeople who know that adversity and success go hand-in-hand.


domingo, 20 de diciembre de 2009

Marketing Ebooks: "World Wide Rave"


What the heck is that?

A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there.

Rules of the Rave:

  • Nobody cares about your products (except you).
  • No coercion required.
  • Lose control.
  • Put down roots.
  • Point the world to your (virtual) doorstep.

You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so.

What happens when people can't stop talking online about you, your company, and your products? A World Wide Rave is born that can propel a brand or company to seemingly instant fame and fortune. How do you create one? By learning the secret to getting links, YouTube, Facebook, and blog buzz to drive eager buyers to your virtual doorstep. For free.

In World Wide Rave, David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR, reveals the most exciting and powerful ways to build a giant audience from scratch.


Management Ebook: "El ABC Para Crear Un Equipo De Negocios Exitoso"

El código de honor invisible que transforma a grupos de personas en equipos de campeones.

El autor aborda los principales problemas que enfrentan los empresarios por su incapacidad para formar y entrenar de manera eficiente “equipos”, es decir, personal competitivo, capacitado y, sobre todo, solidario con sus compañeros y con la empresa.

La fórmula que propone Blair Singer para tener un negocio exitoso se basa en el liderazgo y en la creación de un código de honor que cada empresario debe inculcar en su equipo de trabajo para que todos los miembros trabajen unidos. El código de honor genera responsabilidad y sentimiento de apoyo entre los miembros del equipo; es el punto de partida en cualquier organización y está constituido por las reglas de cada empresa.

Este libro ofrece al lector consejos para crear un código de honor propio, y de esta forma:

• Atraer los mejores jugadores a tu negocio

• Garantizar que todos los miembros de tu equipo tengan un máximo desempeño

• Transformar a las personas ordinarias en campeones

• Infundir lealtad y confianza a tu equipo para que permanezcan unidos bajo presión

• Eliminar los estresantes roces personales en tu empresa

• Usar la presión como un aliado para generar resultados extraordinarios

• Crear equipos de campeonato en tu lugar de trabajo, casa y comunidad


sábado, 19 de diciembre de 2009

Revistas Económicas: December 19th - January 1st 2010


Edición en formato Pdf de la revista The Economist correspondiente al 19 de dieciembre de 2009.


Revistas Económicas: Business Week - 28 December 2009


Edición en formato Pdf de la revista Business Week correspondiente al 28 de diciembre de 2009.

Marketing Ebooks: "Marketing That Matters"


Written by two down-to-earth, experienced entrepreneurs, this work is an in-the-trenches guide to building a marketing plan that embodies personal values instead of exploiting them.

About the Author

Chip Conley has won numerous awards including Guerrilla Marketer of the Year from the American Travel Marketing Executives, Northern California Entrepreneur of the Year, National Humanitarian Hospitality Company of the Year, and the Experience Stager of the Year at a conference in Las Vegas in which Joie de Vivre beat out competition that included Disney, Cirque de Soleil, and Ian Schrager Hotels. Chip's book, The Rebel Rules: Daring to be Yourself in Business, was published.


Descargar - Download

Management Ebooks: Keith Ferrazzi "Never Eat Alone"


Una guía esencial basada en el mundo real que nos muestra el modo de crear y gestionar nuestra red de contactos, diseñada conforme a nuestro estilo personal y a los objetivos de nuestra carrera.

El secreto para crecer en los negocios y en lo personal es lograr
acercarse a las personas, como nos enseña KeithFerrazzi en Nunca comas solo. Este maestro de la “agenda” nos muestra el modo de crear y gestionar nuestra red de contactos; una nueva forma de crecer en tu profesión basada en el placer de establecer relaciones sinceras y generosas, donde todos tienen algo que dar y recibir.


viernes, 18 de diciembre de 2009

Marketing Ebooks: "The Customer Rules"

Whether you run your own company or work for a large corporation, establishing customer loyalty is a prerequisite for business growth. In The Customer Rules, C. Britt Beemer, a leading consumer research and marketing consultant, and bestselling business author Robert Shook offer practical advice on how to build a robust company culture based on the concept of unsurpassed customer-service designed to increase your market share.

A combination of extensive market research unprecedented in scope, as well as close studies of fourteen companies that excel in the area of customer service, The Customer Rules distills profitable lessons on how to achieve strong customer loyalty. Referencing specific research findings, Beemer and Shook examine the obstacles that too often distract a company's focus from its most important task--providing preeminent service and creating a unique customer experience. The authors then supply fourteen workable solutions to ensure the return of customers time and time again, including:

  • Instill the importance of customer service in every employee
  • Use a “small-town” approach to meeting customers' needs no matter how big your company is
  • Develop a unique identity your customers will seek out
  • Maintain a focus on the customer before, during, and after the sale

Success in retail, service, manufacturing, or any other business always boils down to the customer experience. Beemer and Shook use in-depth interviews with high-level managers from such companies as Chubb, NetJets, Edward Jones, Lexus, Johnson & Johnson, and Four Seasons Hotels to illustrate the best ways for creating exceptional customer service. The Customer Rules gives you the tools you'll need to become the undisputed leader in your industry.


Management Ebooks: "The Black Swan"


El Cisne Negro
del profesor Nassim Nicholas Taleb es best seller en el New York Times y amazon.com. Un libro que cambiará la visión del mundo.

¿Qué es un cisne negro?

Para empezar, es un hecho improbable, sus consecuencias son importantes y todas las explicaciones que se puedan ofrecer a posteriori no tienen en cuenta el azar y sólo buscan encajar lo imprevisible en un modelo perfecto. El éxito de Google y YouTube, y hasta el 11-S, son «cisnes negros». Con ironía, irreverencia y un profundo conocimiento de los caprichos del mundo real, un especialista en incertidumbre y matemático implacable nos conduce por los deliciosos vericuetos de lo improbable.


jueves, 17 de diciembre de 2009

Marketing Magazines: Revista Brandlife 17 de Diciembre 2009


Edición en formato Pdf de la revista Brandlife correspondiente al 17 de diciembre de 2009.


Marketing Ebooks: "Guerrilla Marketing for Job Hunters 2.0"

"This is an immensely helpful book, with the ancient wisdom of recruiters, and the up-to-date insights of two skilled Internet surfers. If you're job-hunting, you'll be grateful to learn the tips and tricks of these two seasoned veterans. I learned a lot myself."
—Richard N. Bolles, author, What Color Is Your Parachute?

"I have been an apprentice, a company president, and a CEO. No other single source provides a more contemporary and embracing job search bible. This book offers literally hundreds of little known insider tips, strategies, out-of-the-box success stories, hands-on exercises, and pearls of wisdom. Many readers will hear the words, 'You're Hired' due to David Perry, Jay Levinson, and Guerrilla Marketing for Job Hunters."
—Kelly Perdew, Executive Vice President, Trump Ice winner of The Apprentice 2

"Guerrilla Marketing for Job Hunters is an absolutely 'right on' book for today's job market. It not only has great job search tips but it takes you into the electronic job search system better than anything I've seen written to date."
—William J. Morin, Chairman and CEO, WJM Associates, Inc. former CEO of DBM

Using a typically unconventional Guerrilla approach, authors Levinson and Perry cover all the basics of a winning campaign. This book covers:

  • Using the Internet for everything from research and job searches to your own Web site, blogs, and podcasting
  • Performing an extreme resume makeover and creating a higher-powered value-based resume
  • Harnessing the full power of Google, LinkedIn, and ZoomInfo to uncover opportunities in the "hidden job market" ahead of your competition (or other job hunters)
  • Branding yourself and selling your strengths in resumes, letters, e-mail, and interviews
Guerrilla Marketing for Job Hunters includes real-life war stories from successful job hunters and expert tips and tactics from over 100 prominent headhunters.


Management Ebooks: "29 Leadership Secrets from Jack Welch"

Jack Welch built a career out of fighting waste. 29 Leadership Secrets from Jack Welch follows in Welch's footsteps, boiling the legendary CEO's leadership successes down to 29 strategies that made GE the world's most competitive company­­and Welch the world's most successful and admired CEO.

This all-in-one Welch reference updates material from Robert Slater's bestselling Get Better or Get Beaten, and is today's ultimate fast-paced, no-nonsense handbook on the ways of Jack Welch. It taps into the heart of Welch's courage, innovation, and leadership success by examining simple leadership secrets that include:

  • Managing less is managing better
  • Make quality the job of every employee
  • Have global brains and vision
About the Author

Robert Slater is the author of a number of bestselling business books, including four books on Jack Welch. A veteran journalist with more than 25 years of experience with Time, Newsweek, and UPI, Slater is widely regarded as one of the world's foremost authorities on General Electric and Jack Welch.


miércoles, 16 de diciembre de 2009

Marketing Ebooks: "Introduction to Sport Marketing"


Introduction to Sport Marketing is a highly accessible text that presents the key principles and tools of sport marketing. Written by an expert in sport management and marketing, it combines clear explanations with case studies, exercises, web-based activities and illustrations, highlighting the techniques applicable to the non-profit, professional, and government sectors of sport. In addition to addressing traditional sport marketing concepts, the text also offers a unique chapter on cutting edge ideas and technologies in new media sport marketing.

Written for readers new to sport marketing or at the start of their careers, the text equips the reader with a strong knowledge basis.

Introduction to Sport Marketing should be the first stop on any beginner sport management and marketing student's reading list.

* apply marketing theory and frameworks to the unique sport industry environment
* understand the best marketing approaches for non-profit, professional, and government sport
* appreciate the characteristics and behaviours of sport consumers
* conduct an internal and external analysis of a sport organization and specify a market positioning strategy
* identify marketing opportunities and generate marketing objectives
* cultivate a sport brand
* acquire, manage and evaluate sport sponsorships
* devise marketing activities specifically for sport services
* capitalise on new media technologies for sport marketing

Management Ebooks: "Talent Is Overrated"


Un libro que nace de uno de los artículos más relevantes publicados por la revista
Fortune en años: “Qué hace falta para ser grande”. Colvin negaba en él que la grandeza de personalidades como Winston Churchill, Warren Buffett o Tiger Woods, viniera predeterminada por su talento natural. Era la perseverancia y el trabajo lo que les había llevado al éxito. El talento está sobrevalorado ahonda en esa idea y da las claves de cómo debemos trabajar, cómo debemos analizar los resultados de nuestros progresos y, lo más importante, cómo aprender de nuestros errores. Con una importante labor de investigación y recopilación de casos, el autor ha construido un libro imprescindible para saber sacar lo mejor de nosotros mismos.


martes, 15 de diciembre de 2009

Marketing Ebooks: "Business - Marketing, Planning and Strategy"


Marketing Planning and Strategy is designed for courses at the junior/senior-level in marketing strategy, business unit strategy analysis, strategic market planning, marketing planning, strategic marketing management and advanced marketing. It focuses on building the strategic skills necessary to compete in the global economy by using a variety of analytical frameworks to understand how companies formulate strategy, make strategic decisions, and how they implement strategy. This text focuses on marketing strategy from the viewpoint of the business unit and clearly distinguishes marketing strategy from marketing management.

About the Author


Dr. Subhash Jain is Professor of Marketing in the School of Busines Administration at University of Connecticut. Dr. Jain received his Masters of Business Administration and Ph.D. from the University of Oregon, and undergraduate work at University of Rajasthan, India and Standford Univerisity. He specializes in Global Marketing and Market Planning and Strategy. Currently Dr. Jain is Executive Director for International Business Programs, University of Connecticut; he is a member of American Marketing Association, Academy of Marketing Science and Academy of International Business, Planning Forum.

Dr. Jain is a consultant to corporations including NCR, Heinkein, Mead, and UTC and Inernational Institutions such as GATT and World Bank. He has authored seven books, about one hundred papers and is listed in Who's Who in Consulting; Men of Achievement and International Scholars Directory; American Men and Women of Science.

Management Ebooks: "The Five Dysfunctions Of A Team"


In The Five Dysfunctions of a Team Patrick Lencioni once again offers a leadership fable that is as enthralling and instructive as his first two best-selling books, The Five Temptations of a CEO and The Four Obsessions of an Extraordinary Executive. This time, he turns his keen intellect and storytelling power to the fascinating, complex world of teams.

Kathryn Petersen, Decision Tech's CEO, faces the ultimate leadership crisis: Uniting a team in such disarray that it threatens to bring down the entire company. Will she succeed? Will she be fired? Will the company fail? Lencioni's utterly gripping tale serves as a timeless reminder that leadership requires as much courage as it does insight.

Throughout the story, Lencioni reveals the five dysfunctions which go to the very heart of why teams even the best ones-often struggle. He outlines a powerful model and actionable steps that can be used to overcome these common hurdles and build a cohesive, effective team. Just as with his other books, Lencioni has written a compelling fable with a powerful yet deceptively simple message for all those who strive to be exceptional team leaders.


lunes, 14 de diciembre de 2009

Marketing Ebooks: "Email Marketing By the Numbers"

Marketers, it's time to let go. Say goodbye to short-term customer relationships, intangibles, and opinions. You can't trust your gut or rely on intuition anymore. The new era of marketing is here; and it's based on data, analysis, and what people actually do rather than what they say.

Email Marketing by the Numbers applies such modern marketing principles to the world's greatest marketing tool—permission email. Email marketing expert Chris Baggott reveals what works, what doesn't, and how to leverage the power of email to accomplish all of your goals.

Are you ready to create better relationships with your customers and prospects? Are you ready to take advantage of email's affordability, interactivity, and targeting capabilities? Whether you work for a mom-and-pop shop or a megacorporation, the tactics here will take your email marketing program to a higher level. Baggott explains how to:

  • Speak to your audience as individuals

  • Spark and maintain subscriber engagement

  • Build a database of quality addresses

  • Segment an audience based on data

  • Find and create relevant content

  • Combine email with viral and word-of-mouth marketing strategies

  • Use surveys, forms, and other feedback tools

  • Keep your email program legitimate and spam-free

With case studies, proven tactics, and additional secrets from more than twenty professional marketers from around the world, Email Marketing by the Numbers is the perfect marketing guide for any organization.