lunes, 30 de noviembre de 2009

Marketing Ebooks: "Otras soluciones online para tu empresa"


Este volumen ofrece, en su primera parte, información práctica sobre cómo optimizar y obtener rentabilidad de un sitio web mediante las posibilidades ofrecidas por Google. Productos y herramientas como Google AdSense, Google Analytics, el Optimizador de sitios web, Google Insights for Search o el Centro para webmasters pueden ayudar a aumentar los ingresos que obtiene tu empresa a través de su página web.


En los epígrafes finales, hablaremos de otras herramientas online de las que puede beneficiarse tu negocio para la gestión de procesos y comunicaciones internas. Además, dedicaremos un epígrafe completo a YouTube y las oportunidades que ofrece a las empresas.


Management Ebooks: Gary Hamel "Leading The Revolution"


Gary Hamel, world-renowned business thinker and coauthor of Competing for the Future, the book that set the management agenda for the 1990s, now delivers an agenda for the twenty-first century with the national bestseller, Leading the Revolutio
n. Fully revised with a new introduction, this book provides an action plan for any company or individual intent on becoming and staying an industry revolutionary. Hamel argues that the fundamental challenge companies face is reinventing themselves and their industries, not just in times of crisis-but continually.

Based on an extensive study of "gray-haired revolutionaries," including Charles Schwab, Cisco, Virgin, UPS, Semex, and GE Capital, Leading the Revolution shows how companies can continue to grow and thrive, even in ever-changing turbulent world markets.

Distinctive features and benefits to readers:

" Explains the underlying principles of radical innovation

" Explores where revolutionary new business concepts come from

" Identifies the key design criteria for building companies that are activist-friendly and revolution-ready

" Details the steps your company must take to make innovation an enduring capability

Packed with insight and practical advice, Leading the Revolution shows you how to

" Get off the treadmill of incrementalism

" Save your company from becoming a "one-vision wonder"

" Harness the imagination and passion of every employee

" Create vibrant internal markets for ideas, capital, and talent

Leading the Revolution is not a book for cozy corner-office types. It is for everyone who has the guts to act on the knowledge that our heritage is no longer our destiny. This groundbreaking book from the premier business thinker of our time is a call to arms for the dreamers and doers who will lead us into the age of revolution.


Descargar - Download

domingo, 29 de noviembre de 2009

Marketing Ebooks: "Marketing online con Google"


Este volumen está dedicado a explicar las diferentes posibilidades que Google ofrece para realizar campañas de marketing online, este volumen se centra en mostrar las características del programa Google AdWords, a través del cual un anunciante puede poner en marcha campañas publicitarias en el buscador de Google y en los sitios web asociados a su red de contenido. Finalmente, se ofrece información sobre otro tipo de formatos y soluciones publicitarias.

Management Ebooks: "The Snowball: Warren Buffett and the Business of Life"


Here is THE book recounting the life and times of one of the most respected men in the world, Warren Buffett. The legendary Omaha investor has never written a memoir, but now he has allowed one writer, Alice Schroeder, unprecedented access to explore directly with him and with those closest to him his work, opinions, struggles, triumphs, follies, and wisdom. The result is the personally revealing and complete biography of the man known everywhere as “The Oracle of Omaha.”


Although the media track him constantly, Buffett himself has never told his full life story. His reality is private, especially by celebrity standards. Indeed, while the homespun persona that the public sees is true as far as it goes, it goes only so far. Warren Buffett is an array of paradoxes. He set out to prove that nice guys can finish first. Over the years he treated his investors as partners, acted as their steward, and championed honesty as an investor, CEO, board member, essayist, and speaker. At the same time he became the world’s richest man, all from the modest Omaha headquarters of his company Berkshire Hathaway. None of this fits the term “simple.”


When Alice Schroeder met Warren Buffett she was an insurance industry analyst and a gifted writer known for her keen perception and business acumen. Her writings on finance impressed him, and as she came to know him she realized that while much had been written on the subject of his investing style, no one had moved beyond that to explore his larger philosophy, which is bound up in a complex personality and the details of his life. Out of this came his decision to cooperate with her on the book about himself that
he would never write.

Never before has Buffett spent countless hours responding to a writer’s questions, talking, giving complete access to his wife, children, friends, and business associates—opening his files, recalling his childhood. It was an act of courage, as The Snowball makes immensely clear. Being human, his own life, like most lives, has been a mix of strengths and frailties. Yet notable though his wealth may be, Buffett’s legacy will not be his ranking on the scorecard of wealth; it will be his principles and ideas that have enriched people’s lives. This book tells you why Warren Buffett is the most fascinating American success story of our time.


sábado, 28 de noviembre de 2009

Revistas Económicas: The Economist November 28th - December 4th 2009


Edición en formato Pdf de la revista The Economist correspondiente al 28 de noviembre de 2009.

Descargar - Download

Marketing Ebooks: "Buscadores: La clave de tu negocio en internet"


Este volumen presenta una aproximación, por un lado, a las técnicas de inclusión y posicionamiento de páginas web en buscadores (Search Engine Optimization, SEO), con consejos e información relativa a prácticas recomendadas para webmasters, y, por otra parte, al marketing en buscadores (Search Engine Marketing, SEM), incluyendo una descripción del sistema de pago por clic (PPC) y de los principales programas de publicidad en buscadores.

Management Ebooks: Timothy Ferriss "The 4-Hour Workweek"


Olvídate del trasnochado concepto de jubilación y deja de aplazar
tu vida: no hace falta esperar; existen demasiadas razones para no hacerlo. Si tu sueño es dejar de depender de un sueldo, viajar por el mundo a todo tren, ingresar más de 10.000 euros al mes o, simplemente, vivir más y trabajar menos, este libro es la brújula que necesitas.

En esta guía paso a paso sobre cómo diseñar tu vida descubrirás:

-Cómo Tim pasó de ganar 40.000 dólares al mes trabajando 80 horas semanales a 40.000 dólares mensuales en 4 horas por semana.

-Cómo subcontratar a ayudantes virtuales y dedicarte a hacer lo que quieras.

-Que existen ejecutivos de grandes empresas recorriendo el mundo sin dejar su trabajo.

-Cómo eliminar el 50% de tu trabajo en 48 horas aplicando los principios de un olvidado economista italiano.

-Cómo transformar una carrera profesional larga en breves temporadas de actividad laboral y frecuentes «minijubilaciones».


viernes, 27 de noviembre de 2009

Revistas Económicas: Business Week - 07 December 2009


Edición en formato Pdf de la revista económica Business Week correspondiente al 7 de diciembre de 2009.


Marketing Ebooks: "Tu empresa en la red"


En este volumen se detallan las ventajas que ofrece Internet a las pymes y se analiza la situación de la pequeña y mediana empresa española frente a las Tecnologías de la Información, haciendo especial hincapié en Internet y el comercio electrónico. Asimismo, se analiza la infuencia de Internet en los negocios y se ofrece una serie de consejos sobre cómo sacar el mejor partido al medio online.

Además, se ofrece una introducción a las formas actuales de marketing en Internet, entendidas como una extensión del marketing tradicional. Se incluye la explicación de diversas técnicas de promoción y venta por Internet enfocadas a pymes y, fnalmente, se ofrece una introducción a las herramientas de medición y análisis de tráfco y resultados en Internet existentes en la actualidad.

Management Ebooks: Jack Welch "Winning: The Answers"

In Winning, their 2005 international bestseller, Jack and Suzy Welch created a rare document, both a philosophical treatise on fundamental business practices and a gritty how-to manual, all of it delivered with Jack's trademark candor and can-do optimism. It seemed as if "no other management book," in the words of legendary investor Warren E. Buffett, would "ever be needed."

Instead, Winning uncovered an insatiable thirst to talk about work. Since the book's publication, the Welches have received literally thousands of questions from college students and seasoned professionals alike, on subjects ranging from leadership and global competition to tough bosses and building teamwork. Indeed, questions about virtually every business and career challenge have poured in—some familiar, others surprising, many urgent and probing, and all of them powerfully real.

Winning: The Answers takes on the most relevant of these questions, and in doing so, its candid, hard-hitting responses expand and extend the conversation Jack and Suzy Welch began with Winning. It is a dialogue that is sure to be both compelling and immensely useful to anyone and everyone engaged in the vital work of helping an organization grow and thrive.


jueves, 26 de noviembre de 2009

Marketing Magazines: Revista Brandlife 26 de Noviembre 2009


Edición en formato Pdf de la revista Brandlife correspondiente al jueves 26 de noviembre de 2009.



Marketing Ebooks: "Crossing the Chasm"


Here is the bestselling guide that created a new game plan for marketing in high-tech industries.
Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.



Management Ebooks: John C. Maxwell "EL Mapa para Alcanzar el Éxito"


El Mapa para Alcanzar el Exito. Difícil tarea es definir el éxito. La mayordomia de las personas lo hacen equivalente a la riqueza, el poder y la felicidad. Pero el verdadero éxito no es algo que uno adquiere o logra. Mas bien es un viaje que se emprende y que dura toda la vida.

En un estilo fresco, directo y lleno de buen humor, John C. Maxwell nos hace participes de sus ideas acerca de lo que significa ser exitoso. Revela una definición que pone el éxito genuino a su alcance, y le motiva para seguir luchando por sus sueños.


miércoles, 25 de noviembre de 2009

Marketing Ebooks: "Always On"

The Wall Street Journal Bestseller

We stand at the beginning of a consumer-centric age--an era with potentially enormous returns for leaders in marketing, advertising and media--if they get their approach right. The new media environment is “always on,” digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it.

The thought leaders at Booz & Company and strategy+business magazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world, Always On introduces you to the companies that are reshaping the ways we will reach customers in the future.

Their secrets are in this book, including how to:

  • Match your messages to the right media
  • Learn the leading strategies of consumer-centric pioneers
  • Discover the lessons of laggard marketers
  • Explore viral marketing
  • Track advertising spending shifts
  • Capture emerging opportunities in a world of constant change
  • Master the new marketing metrics
  • Engage your customers on their terms

Figuring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking-qualities that have never been adequately nurtured in a marketer's traditional career path. Always On puts you at the front of the race for successful innovation, with the latest successful approaches and techniques--essential competitive knowledge in a marketing and advertising world that never quits.


Management Ebooks: "Predictably Irrational"

In this edition of the New York Times and Wall Street Journal bestseller Predictably Irrational, Duke University's behavioral economist Dan Ariely explores the hidden forces that shape our decisions, including some of the causes responsible for the current economic crisis. Bringing a much-needed dose of sophisticated psychological study to the realm of public policy, Ariely offers his own insights into the irrationalities of everyday life, the decisions that led us to the financial meltdown of 2008, and the general ways we get ourselves into trouble.

Blending common experiences and clever experiments with groundbreaking analysis, Ariely demonstrates how expectations, emotions, social norms, and other invisible, seemingly illogical forces skew our reasoning abilities. As he explains, our reliance on standard economic theory to design personal, national, and global policies may, in fact, be dangerous. The mistakes that we make as individuals and institutions are not random, and they can aggregate in the market-with devastating results. In light of our current economic crisis, the consequences of these systematic and predictable mistakes have never been clearer.

Packed with new studies and thought-provoking responses to readers' questions and comments, this revised and expanded edition of Predictably Irrational will change the way we interact with the world-from the small decisions we make in our own lives to the individual and collective choices that shape our economy.


martes, 24 de noviembre de 2009

Marketing Ebooks: "The Social Media Marketing Book"


Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities.

The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery.

Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations

Understand the history and culture of each social media type, including features, functionality, and protocols

Get clear-cut explanations of the methods you need to trigger viral marketing successes

Choose the technologies and marketing tactics most relevant to your campaign goals

Learn how to set specific goals for your campaigns and evaluate them accord
ing to key performance indicators


Praise for The Social Media Marketing Book:

"Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet." --Guy Kawasaki, co-founder of Alltop.com

"If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that." --Chris Brogan, President of New Marketing Labs

"This book demonstrates a beginning to the endless possibilities of the Social Web." -- Brian Solis, publisher of leading marketing blog PR 2.0


Management Ebooks: Donald Trump & Robert Kiyosaki "Why We Want You To Be Rich"


Donald Trump and Robert Kiyosaki are both concerned. Their concern is that the rich are getting richer but America is getting poorer. Like the polar ice caps, the middle class is disappearing. America is becoming a two-class society.

Soon you will be either rich or poor. Donald and Robert want you to be rich.

The world is facing many challenges and one of them is financial. The entitlement mentality is epidemic, creating people who expect their countries, employers, or families to take care of them. Trump and Kiyosaki, both successful businessmen, are natural teachers who share a passion for education. They have joined forces to address these challenges, because they believe you cannot solve money problems with money. You can only solve money problems with financial education. Trump and Kiyosaki want to teach you to be rich. Why We Want You To Be Rich was written for you.


lunes, 23 de noviembre de 2009

Marketing Ebooks: Jack Trout "Repositioning"

The book that completes Positioning . . .

Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind—a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode.

Repositioning shows you how to adapt, compete—and succeed—in today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategies—providing a must-have arsenal of proven marketing techniques specifically redesigned for our current climate. With Repositioning, you can conquer the “3 Cs” of business: Competition, Change, and Crisis . . .

  1. BEAT THE COMPETITION: Challenge your rivals, differentiate your product, increase your value, and stand out in the crowd.
  2. CHANGE WITH THE TIMES: Use the latest technologies, communications, and multimedia resources to connect with your consumers.
  3. MANAGE A CRISIS: Cope with everything from profi t losses and rising costs to bad press and PR nightmares.

Even if your company is doing well, these cutting-edge marketing observations can keep you on top of your game and ahead of the pack. You’ll discover how expanding product lines may decrease your overall sales, why new brand names often outsell established brands, and why slashing prices is usually a bad idea. You’ll learn the dangers of attacking your competitors head-on—and the value of emphasizing value. You’ll see how consumers can have too many choices to pick from—and what you can do to make them pick your brand.

Drawing from the latest research studies, consumer statistics, and business-news headlines, Trout reveals the hidden psychological motives that drive today’s market. Understanding the mindset of your consumers is half the battle. Winning in today’s world is often a matter of repositioning. It’s how you rethink the strategies you’ve always relied on. It’s how you regain the success you’ve worked so hard for. It’s how you win the new battle of the mind.


Management Ebooks: "Yo Me He LLevado Tu Queso"


Lo malo de los manuales de autoayuda que invaden nuestras librerías y mesillas de noche (aparte de lo mal escritos que están y lo feos que son sus autores) es que te obligan a hacerlo todo por ti mismo. Tú tienes que leerlos, acordarte de cada uno de los doce pasos y hasta ponerlos en práctica. No es éste el caso. Éste es el manual de autoayuda para la gente a la que no le interesa esforzarse, para los que no quieren ni levantarse
del sofá.

Este manual les explicará cómo mejorar sin mover un dedo. Es más, ni siquiera es necesario leer el libro. Sólo con comprarlo y colocarlo en un sitio bien visible de la casa te sentirás más feliz, inteligente y deseable. Ello se debe a un revolucionario tratamiento que le han dado al papel, un compuesto químico bautizado con el nombre de Osmósix y perfectamente inhalable en posición horizontal.

En este libro, el periodista Darle Bristow -Bovey ha resumido las lecciones de cientos de manuales de autoayuda. Si antes sospechadas que eran una sarta de tonterías, ahora no te cabrá la menor duda. Darl
e es uno de los mejores columnistas de su país, Sudáfrica, pero el éxito no lo ha cambiado y sigue cumpliendo sus promesas: al final de este libro te enterarás de quién se ha llevado el dichoso queso. Y, lo que es más importante, habrás aprendido unos cuantos trucos para que no se lleven también tu cerebro.


domingo, 22 de noviembre de 2009

Marketing Ebooks: "Los Mejores Libros De Marketing Según MENG"


A partir de una investigación realizada por Anderson Analitycs, en la cual se preguntaba a los miembros del Marketing Executives Networking Group (MENG), que libro sobre Marketing recomendarían a un colega del área de Marketing. Pues bien, el resultado de esta investigación, trajo como resultado el siguiente Top 10 de los libros más recomendados por los miembros de MENG. Un dato curioso es que el hecho de que para pertenecer a MENG el aspirante debe de tener unos ingresos mínimos mensuales de $160 mil dólares.

A continuación podeis ver los libros que conforman el Top 10, y como no podía ser de otra forma, todos y cada unos de ellos ya han sido posteados en el blog, con lo cual os dejo los enlaces directos a los post para que podaís descargar los ebooks, algunos de ellos en su versión en inglés y otros en castellano.

Management Ebooks: Ken Blanchard "Leading at a Higher Level"


Generalmente se considera que el objetivo primordial de un líder consiste en procurar que la organización consiga unos indicadores financieros satisfactorios. Esto es cierto cuando se trata simplemente de liderar.


Pero en lo que al liderazgo de nivel superior se refiere, no basta con los indicadores financieros; también es importante fomentar el bienestar de todos los miembros de la organización. Sólo así se logra que esta última consiga un rendimiento sin igual.

En este texto, el autor presenta su visión definitiva sobre la excelencia en liderazgo. Entre los temas tratados están: visión y meta correctas, cómo tratar a los empleados y liderazgo servicial, entre otros.


Gurús del Management: Ken Blanchard


Es un prominente conferenciante, consultor y escritor. Ha escrito libros de gran éxito , entre los cuales se destacan The One Minute Manager, Gung Ho, Whale Done!, Raving Fans y Empowerment Takes More Than a Minute. En total ha vendido más de 13 millones de copias de sus libros, publicados en más de 25 idiomas.

Pocas personas han creado un impacto tan positivo en la gestión cotidiana de la gente y de las compañías como Ken Blanchard. Sus amigos, colegas y clientes lo caracterizan como uno de los más incisivos, comprensivos y perspicaces teóricos de la comunicación del mundo contemporáneo.

Como escritor ha llegado mucho más allá, incluso, que como conferenciante internacional. Su fenómeno, The One Minute Manager, escrito en coautoría con Spencer Johnson, ha vendido más de 9 millones de ejemplares.

Ken es presidente y director espiritual —así se llama su cargo— de The Ken Blanchard Companies y profesor visitante de su alma mater, Cornell University, donde obtuvo su título en gobierno y filosofía y su doctorado en administración educativa y liderazgo, y de donde hoy es síndico emérito. Obtuvo una maestría en sociología en la Colgate University. Sus muchos premios por sus contribuciones en el campo de la administración y el liderazgo incluyen:

  • El premio a la excelencia del Council of Peers de la National Speakers Association en 1991
  • El Martillo de oro de Toastmaster International en 1992
  • La inclusión en el Hall de la Fama de la revista Training en la Conferencia de Lakewood sobre desarrollo de recursos humanos (HRD) en 1992
  • El premio por su contribución distinguida al desarrollo de los recursos humanos de la American Society of Training and Development (ASTD) en 1996

sábado, 21 de noviembre de 2009

Revistas Económicas: The Economist November 21dt - 27th 2009


Edición en formato Pdf de la revista económica The Economist correspondiente al 21 de noviembre de 2009.

Marketing Ebooks: "Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers"


From the creator of the number one business blog comes a powerful exploration of how, and why, businesses had better be blogging: Naked Conversations.
According to experts Robert Scoble and Shel Israel, blogs offer businesses something that has long been lacking in their communication with customers -- meaningful dialogue. Devoid of corporate-speak and empty promises, business blogs can humanize communication, bringing companies and their constituencies together in a way that improves both image and bottom line.

The authors use more than 50 case histories to explain why blogging is an efficient and credible method of business communication. You'll find yourself excited about the possibilities blogs present after reading just a few pages. Discover how:
Prominent business leaders, including Mark Cuban of the Dallas Mavericks, Bob Lutz from General Motors, and Jonathan Schwartz of Sun Microsystems, are beginning to use blogs to connect with their customers in new ways. Blogging has changed the rules of communication and competition. You can launch an effective blogging strategy and the reasons why you should. Featuring a foreword by Tom Peters, this is a resource you and your business can't do without.

Management Ebooks: "A Class with Drucker"


Hailed as 'a warm and useful read', "A Class with Drucker" brings to life invaluable advice from the world's greatest thinker and writer on management. From 1975 to 1979, author William Cohen studied under the great Peter Drucker and became the first graduate of his doctoral program. What Drucker taught him literally changed his life. In a matter of a few years, he was recommissioned in the Air Force and rose to the rank of major general. Eventually, he became a full professor, management consultant, multibook author, and university president all the while maintaining a nearly lifelong friendship with the master.


In "A Class with Drucker", Cohen shares many of Drucker's teachings that never made it into his countless books and articles, ideas that were offered to his students in classroom or informal settings. Cohen expands on Drucker's lessons with personal anecdotes about his teacher's personality, lack of pretension, and interactions with students and others. He also shows how Drucker's ideas can be applied to the real-world challenges managers face today. Enlightening and intriguing, this book will enable anyone to gain from the timeless wisdom of the inspiring man himself.



viernes, 20 de noviembre de 2009

II Jornada de Marketing Móvil para PYMES‏


Estimad@s Amig@s,

En nombre de Salvador Carrillo, presidente de la Mobile Marketing Association en España,
tenemos el placer de invitarles a la II Jornada de Marketing Móvil para Pymes,
patrocinada por Flash2Flash.

El acto tendrá lugar en el hotel Confortel PíoXII -en la avenida de PíoXII, 77 (Madrid)-
el próximo 2 de diciembre de 10.00 a 13.30.

Rogamos confirme su asistencia inscribiéndose a través de la página web
de la Mobile Marketing Association a la que tendrá acceso si pincha aquí:

http://www.mmaspain.com/EventoPymes/index.html


Revistas Económicas: Actualidad Económica - 12 y 19 de Novimbre 2009


Ediciones en formato Pdf de la revista Actualidad económica correspondientes al 12 y 19 de noviembre de 2009.


Actualidad Económica 19/11/09


Actualidad Económica 12/11/09

Revistas Económicas: Business Week - 30 November 2009


Edición en formato Pdf de la revista económica Business Week correspondiente al 30 de noviembre de 2009.



Marketing Ebooks: "How to Sell More Stuff!"


Sales promotions are used by the smallest mom-and-pop storefront to the most sophisticated consumer product marketer—and everyone in between. Unfortunately, not many sales promotions are done well, and most marketers and managers know that. How to Sell More Stuff tells executives, agencies, internal departments, entrepreneurs, and students alike how to close sales by influencing immediate customer behavior through an array of promotional techniques, including sweepstakes, tie-ins, coupons, events, and more.

Authors Steve Smith and renowned Professor Don E. Schultz give readers a fact-filled how-to handbook that covers the entire sales promotion spectrum clearly, concisely, and completely. Professor Schultz introduces each chapter with an insightful, analytical perspective, and then the authors show readers:

• How to choose the right tactic from over 100 options, reviewing descriptions, advantages, and disadvantages
• How to budget the program
• Pitfalls, cautions, and opportunities
• How to put it all together with procedures and checklists
• Examples of leading promotions from Campbell Soup, General Mills, Stanl
ey Tools, and Procter & Gamble

Every business wants to increase sales—from small businesses to agencies to corporations to sales organizations to B2Bs. With How to Sell More Stuff, Smith and Schultz show them how to pick the right promotion to meet their needs and execute it flawlessly to achieve the desired results.

About the Author

Steve Smith has been immersed in promotional marketing for 25
years. He’s been vice president–creative director and vice president–account supervisor with some of the largest advertising and promotion agencies, serving Fortune 500 brands from virtually every business category—Coca-Cola, 3M, Burger King, Kraft, Target, Gibson guitars, and others. He’s a Reggie and One Show Silver winner. In 1998, Smith established his own consulting and creative company serving major agencies and companies.

Don E. Schultz is considered by many to be the foremost authority on promotional marketing and integrated marketing communications. He is professor (emeritus-in-service) at the Medill School of Journalism, Northwestern University, as well as president of Agora, Inc., a marketing communications consulting firm, and the author and coauthor of 13 books, including Essentials of Sales Promotion. Schultz is a promotional marketing pioneer who was key in turning a display and premium business into the sophisticated, strategic marketing discipline it is today.


Management Ebooks: John C. Maxwell "Desarrolla al Líder que hay en ti"


En este clásico de la literatura empresarial que se ha convertido en un éxito de ventas a nivel mundial,
John C. Maxwell nos revela las claves para desarrollar nuestras capacidades de liderazgo. Los principios intemporales que propone, aplicados a nuestra vida y a la de nuestras organizaciones, producirán cambios positivos a través de la integridad y la autodisciplina. Con su particular estilo, ameno y lleno de anécdotas, Maxwell explora:


- La verdadera definición de liderazgo. Liderazgo es influencia. Nada más y nada menos. Aquel que cree ser un líder pero no tiene a nadie que le siga, se está engañando a sí mismo.

- Las cualidades del liderazgo. El liderazgo no es un club exclusivo. Las cualidades para llegar a ser un líder pueden aprenderse.

- La diferencia entre dirección y liderazgo. Lograr que otros hagan un trabajo es tarea de un director. Inspirar a otros para que mejoren su trabajo es el logro de un líder.


jueves, 19 de noviembre de 2009

Marketing Magazines: Revista Brandlife 19 de Noviembre 2009


Edición en formato Pdf de la revista Brandlife correspondiente al jueves 19 de noviembre de 2009.

Marketing Ebooks: Paco Underhill "Why We Buy"


Por qué compramos un libro sorprendente sobre la cultura de la compra. Es un libro sobre nosotros, nuestros padres y nuestros hijos. Sobre lo que hacemos y lo que no hacemos en tiendas y restaurantes. Es una guía que ofrece ideas y consejos sobre cómo adaptarse a los cambiantes consumidores. Para el público en general este libro es un divertido espejo de quien somos realmente. Paco Underhill y su empresa Envirosell son fundadores de la Ciencia del Shopping. Entre sus clientes están McDonalds, Citibank y muchos más.


Management Ebooks: "5 Claves Para Innovar"

El libro propone cinco claves (pasos o etapas) para iniciar la actividad de innovación en cualquier empresa con el propósito de ser diferente y competitivo hoy en día:

  1. Entiende lo que pasa en tu mercado.
  2. Adapta el negocio a tu cliente.
  3. Incorpora nuevas ideas a tus productos.
  4. Trabaja en forma de proyectos.
  5. Impulsa el cambio en tu empresa.

miércoles, 18 de noviembre de 2009

Marketing Ebooks: Philip Kotler "Marketing in the Public Sector"


Marketing in the Public Sector
is a groundbreaking book written exclusively for governmental agencies. It offers dozens of marketing success stories from agencies of all types–from around the world–so that you can make a difference in your organization. World-renowned marketing expert Dr. Philip Kotler and social marketing consultant Nancy Lee show that marketing is far more than communications and has at its core a citizen-oriented mindset. You’ll become familiar with the marketing toolbox and come to understand how these tools can be used to engender citizen support for your agency, increase ut
ilization of your products and services, influence positive public behaviors–even increase revenues and decrease operating costs.

This book offers no-nonsense roadmaps on how to create a strong brand identity, gather citizen input, and evaluate your efforts. It presents a step-by-step model for developing a marketing plan, pulling the lessons of the entire book together into one, high-impact action plan. Simply put, this book empowers you to build the “high-tech, high-touch” agency of the future–and deliver
more value for every penny you spend.


Management Ebooks: Napoleon Hill "Piense y Hagase Rico"


Es así de sencillo: la riqueza y la realización personal están al alcance de todas aquellas personas que lo desean, basta simplemente con develar un secreto, el secreto del éxito. Para ello sencillamente hay que estar dispuesto a develarlo.


Napoleon Hill aprendió del famoso industrial, filántropo y escritor Andrew Carnegie este secreto del éxito. Lo que hizo fue sistematizarlo, después, hacerlo accesible a todas las personas sin importar su clase s
ocial.

“Piense y hágase rico” es una obra diseñada para alcanzar el éxito, no sólo el triunfo económico sino, sobre todo, como logro de esta íntima satisfacción que permite el equilibrio personal y que significa la base de las empresas más comprometidas y deseadas.



martes, 17 de noviembre de 2009

Marketing Ebooks: "Buyology: Truth and Lies About Why We Buy"


¿Cuánto sabemos acerca de por qué compramos? ¿Qué es lo que verdaderamente influye en nuestras decisiones en el mundo actual saturado de mensajes? ¿Un comercial cautivador, un eslogan llamativo, un jingle pegajoso? ¿O, la decisión de comprar está por encima de todo esto y tiene que ver con pensamientos tan profundos como la mente subconsciente? ¿Estaremos al tanto de esto?

En BUY-OLOGY, Lindstrom presenta los sorprendentes e innovadores hallazgos, de tres años y US$ 7 millones en estudios de NEUROMARKETING, una investigación de vanguardia que mira dentro de los cerebros de 2000 voluntarios de todo el mundo mientras se le mostraban diversos anuncios, logotipos, comerciales, marcas y productos. Los sorprendentes resultados de esta investigación rompen con lo que hemos creído durante mucho tiempo acerca de lo que seduce nuestro interés y nos impulsa a comprar.

Entre sus conclusiones:

1. A pesar de las prohibiciones del gobierno, la publicidad subliminal todavía nos rodea – desde los bares hasta las vallas de la autopista a los supermercados.

2. Marcas "Cool", al igual que los iPods accionan nuestro instinto de apareamiento.

3. Otros sentidos - el olfato, el tacto, y el sonido - son tan poderosos, que nos despiertan físicamente cuando vemos un producto.

4. El sexo no vende. En muchos casos, las personas con ropa escasa y en poses sugerentes, no sólo no logran persuadir a comprar productos - a menudo nos alejan.

5. Las empresas rutinariamente copian del mundo de la religión y crean rituales -como beber una Corona con un limón - para capturar nuestro dinero.

6. Entretenidas historias acerca de cómo respondemos a reconocidas marcas como Marlboro, Nokia, Calvin Klein, Ford, y American Idol.

BUYOLOGY es un fascinante y sorprendente viaje en la mente de los consumidores de hoy que cautiva a cualquiera que ha sido seducido - o apagado – por vendedores que intentan ganar nuestra lealtad, nuestro dinero, y nuestra mente.

Management Ebooks: "SuperFreakonomics"

The New York Times best-selling Freakonomics was a worldwide sensation, selling over four million copies in thirty-five languages and changing the way we look at the world. Now, Steven D. Levitt and Stephen J. Dubner return with SuperFreakonomics, and fans and newcomers alike will find that the freakquel is even bolder, funnier, and more surprising than the first.

Four years in the making, SuperFreakonomics asks not only the tough questions, but the unexpected ones: What's more dangerous, driving drunk or walking drunk? Why is chemotherapy prescribed so often if it's so ineffective? Can a sex change boost your salary?

SuperFreakonomics challenges the way we think all over again, exploring the hidden side of everything with such questions as:

  • How is a street prostitute like a department-store Santa?
  • Why are doctors so bad at washing their hands?
  • How much good do car seats do?
  • What's the best way to catch a terrorist?
  • Did TV cause a rise in crime?
  • What do hurricanes, heart attacks, and highway deaths have in common?
  • Are people hard-wired for altruism or selfishness?
  • Can eating kangaroo save the planet?
  • Which adds more value: a pimp or a Realtor?

Levitt and Dubner mix smart thinking and great storytelling like no one else, whether investigating a solution to global warming or explaining why the price of oral sex has fallen so drastically. By examining how people respond to incentives, they show the world for what it really is – good, bad, ugly, and, in the final analysis, super freaky.

Freakonomics has been imitated many times over – but only now, with SuperFreakonomics, has it met its match.


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lunes, 16 de noviembre de 2009

Marketing Ebooks: "Los 10 Mejores Articulos de Marketing y Ventas De La Historia"


Por primera vez en España, los lectores de Expansión podrán acceder al mejor compendio de artículos de Marketing y Ventas, de la mano de los mayores expertos mundiales en ambas materias. DAEMON QUEST, única empresa especializada en Inteligencia de Clientes y Estrategias Avanzadas de Marketing, ha puesto todo su empeño en que los textos más imprescindibles escritos por los más prestigiosos “gurús” del mundo se reúnan en un coleccionable único.


Ésta Biblioteca es el fruto de un esfuerzo de cuidadosa selección que en DAEMON QUEST hemos realizado utilizando dos de nuestros mejores recursos: nuestro contacto permanente con las máximas autoridades mundiales en el ámbito del Marketing y las Ventas, con quienes mantenemos un diálogo fluido y permanente, así como nuestro “know-how” en dos materias que dominamos y que explotamos con éxito, dentro y fuera de nuestro país.

Nos hemos planteado el reto de ofrecer una selección de artículos que no deje nada en el tintero. Nombres tan relevantes como Tom Peters, Philip Kotler, Das Narayandas, Jack Trout, Martha Rogers, Don Peppers, o Ben Shapiro, por citar a algunos ejemplos, ofrecerán a los lectores de Expansión, en esta interesante y selectiva serie, las claves para afrontar los desafíos que se plantean en el apasionante universo del Marketing y las Ventas.


Management Ebooks: The Art of What Works"


A commonsense approach to creating effective new strategies from ones that are proven to work

From Napoleon through Jack Welch, great leaders have always "borrowed" great ideas from others. The Art of What Works cuts against the grain of today's one-size-fits-all strategic gurus to argue that there are no intrinsically good or bad strategies--just flexible strategies that work best in given situations. Welch's appropriation of Six Sigma from Motorola, and use of its best features to revitalize GE, is a recent example of this approach.

In this insightful and practical guide, leading strategist William Duggan lays the groundwork for building new strategic frameworks by observing what works--and what doesn't--in the real world. The Art of What Works shows business professionals how to:

  • Recognize and adopt great ideas and strategies
  • Modify strategically sound ideas to their own benefit
  • Decide on a course of action--then modify it when necessary

About the Author

William Duggan, Ph.D., teaches strategy at Columbia Business School. He is the author of four previous books, including Napoleon's Glance : The Secret of Strategy, and has twenty years of experience as a strategy advisor and consultant. Duggan is also cofounder of Creative Strategy Group, which helps organizations and individuals apply the art of what works to whatever they do.

domingo, 15 de noviembre de 2009

Management Ebooks: Thomas Friedman "La Tierra Es Plana"


Thomas Friedman
, tres veces ganador del prestigioso premio Pulitzer y auténtico gurú de la economía en la actualidad, presenta en su esperadísimo y bestselleriano "La Tierra es Plana" las claves que explican el fenómeno conocido como «aplanamiento » o «muerte de las distancias», por el cual tanto la economía como la sociedad, las estructuras de poder e, incluso, los gobiernos, se han visto profundamente alterados y socavados. Con un estilo brillante, claro y directo, Friedman acerca al lector al complicado proceso de la globalización, que nos aboca a un nuevo orden social, y explica sus logros y desgracias.


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Marketing Ebooks: Frederick Reichheld "Loyalty Rules!"


Fewer than half of today's employees believe that their companies deserve their loyalty. Web-empowered customers now defect more easily and more quickly than ever. Has loyalty become an outdated notion in today's marketplace?
Fred Reichheld, author of the bestselling book The Loyalty Effect, argues that loyalty is still the fuel that drives financial success-even, and perhaps especially, in today's volatile, high-speed economy-but that most organizations are running on empty. Why? Because leaders too often confuse profits with purpose, taking the low road to short-term gains at the expense of employees, customers, and ultimately, investors.

In a business environment that thrives on networks of mutually beneficial relationships, says Reichheld, it is the ability to build strong bonds of loyalty-not short-term profits-that has become the "acid test" of leadership.
Based on extensive research into companies from online start-ups to established institutions-including Harley-Davidson, Enterprise Rent-A-Car, Cisco Systems, Dell Computer, Intuit, and more-Reichheld reveals six bedrock principles of loyalty upon which leaders build enduring enterprises. Underscoring that success requires both understanding and measuring loyalty, he couples each principle with straightforward actions that drive measurement systems, compensation, organization, and strategy:

* Play to win/win: never profit at the expense of partners.
* Be picky: membership must be a privilege.

* Keep it simple: reduce complexity for speed and flexibility.

* Reward the right results: worthy partners deserve worthy goals.
* Listen hard and talk straight: insist on honest, two-way communication and learning.

* Preach what you practice: explain your principles, then live by them.
Providing tools for implementing the timeless principles of loyalty in a volatile economy, Loyalty Rules! is a practical guidebook for taking the high road in business-the only road that leads to lasting success.


Gurús del Marketing: Frederick Reichheld


Considerado como uno de los “25 mejores consultores del mundo”, Frederick. F. Reichheld es fundador y director general de Bain & Company, unas de las compañías más prestigiosas del mundo en su sector. En el seno de la empresa, Reichheld ha creado, dirige y controla Company’s Loyalty Practice, un área especialmente dirigida a maximizar las estrategias de fidelización de sus clientes. Autor de los famosísimos best-sellers Loyalty Rules! y The Loyalty Effect, Frederick F. Reichheld es, además, profesor de la Harvard Business School.

Reichheld, considera que actualmente, cada vez más compañías reconocen que el valor que tiene el ciclo de vida de un cliente es la forma correcta de considerar la rentabilidad; tienen incluso analistas que observan muy de cerca los costos de adquisición de un cliente, debido a que éstos se están incrementando. Entonces, cada vez más ejecutivos ven que la lealtad del cliente es vital, y creo que serán más inteligentes al administrarla correctamente.

La otra cosa es que muchas empresas ni siquiera pueden medir las tasas de retención de clientes. Creo que el 15 o el 20 por ciento, como máximo, de las compañías que he visto miden la retención. Con Internet, ya no hay excusa para no hacer un seguimiento de los clientes reiterativos en sus compras, de los prospectos, del porcentaje de penetración. Así que la herramienta está ahí, como un arma. Algunas compañías la van a aprovechar y algunas se van a disparar con ella.