Management Ebooks: "Growth Management"

Successful people and companies do two things at the same time: they are efficient day to day and they see great new opportunities. They use different styles of thinking and management to deliver cash today, and sustainable growth tomorrow. Wearing Two Hats is essential to business: but how and when to wear each one?

About the Author
Andrew Lester has worked in a variety of sectors, and was head of Jaguar Cars Ltd UK from 1996-2001, successfully leading the transition of the company. He has worked extensively in the UK, USA & Europe. He runs his own business consultancy (Carr-Michael Consulting Ltd), specializing in delivering sustainable growth. Andrew is married with two grown-up children and lives in Warwickshire. He has a degree in Marketing and Business Strategy.

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Marketing Ebooks: "Total Access"

Marketing as we know it is disappearing, declares industry legend Regis McKenna. As marketers focus on advertising and promotion, the chief information officer is automating their core functions. As they obsess over brand, the chief strategy officer is dispersing their responsibilities throughout the organization. And as they squabble over whether marketing is an art or a science, McKenna argues that they're completely overlooking what marketing has become: a technology.

What does this displacement mean for the future of marketing and its role in today's increasingly networked organizations? Who will manage the all-important customer relationship-and how? In this bold new book, McKenna marshals over forty years of experience as a marketing innovator, investor, and industry visionary to explore an emerging-and essentially different-marketing paradigm.

In this unconventional model, says McKenna, computers and the network do most of the work, from data gathering to customer care and response. The marketing function disappears into a network of relationships and responsibilities between man and machine throughout the value chain. Total consumer access to-and interaction with-the marketplace replaces the archaic broadcast model. For marketers, the end goal changes from creating brand awareness to satisfying customers. And brand itself becomes a "persistent presence" which sustains the customer dialogue however and whenever the customer chooses.

McKenna argues that marketers must shed their marginal role as image creators and take on the brave new role of managing this new infrastructure. They must learn to operate with one foot in marketing and one foot in information systems-integrating the people and technological tools necessary to deliver value and novelty to every customer anytime, all the time. Competitive advantage will come from engaging the entire business in this total access network-making marketing a mission-critical, enterprise-wide responsibility.

A rousing manifesto by a renowned pioneer of high-tech marketing, Total Access will remake marketing and redefine success in our networked world.

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Marketing Ebooks: "El Libro Blanco de la Televisión Interactiva"

El presente Libro Blanco, que nace con el objetivo de clarificar, homogeneizar y crear unos estándares en el entorno de la televisión interactiva, es el producto de las reuniones de un Grupo de Trabajo de IAB Spain. Pretendemos que este Libro se consolide como un documento de consulta para cualquier profesional anunciante interesado en conocer los beneficios y las ventajas de la televisión interactiva como plataforma publicitaria. En él, el lector encontrará una descripción de múltiples aspectos relacionados con las campañas de marketing y publicidad realizadas en la TVi con el fin de aclarar cuestiones a veces confusas debido a la novedad del medio.

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Management Ebooks: "Grow from Within"

IBM reports $15 billion of annual new revenues from 22 Emerging Business Opportunities.

In 2008, $4 billion in revenues from companywide innovation efforts allowed Whirlpool to maintain its top line, despite global recession and the steep drop in housing markets.

A DuPont business group leader, Ellen Kullman, backed an ambitious new business creation program and later became DuPont’s CEO.

Each of these companies has learned how to create new businesses on a repeatable basis. In Grow from Within, two leading scholars from the Kellogg School of Management explain how your company can discover the right approach to corporate entrepreneurship and make it profitable.

Taking innovation to the next level, corporate entrepreneurship is the process of building new businesses within an established organization— new businesses that are distinct from the core company but that leverage some of its most powerful assets. Grow from Within examines:

• The fundamentals of designing a new business
• The four dominant models of corporate entrepreneurship
• Ways to align your innovation program with your strategy
• Leadership requirements for developing new businesses

Innovation is critical to business success and growth, but it’s only the first step. Without strategically driven processes to turn insights into growing businesses, even the best ideas can fail. Creativity is often serendipitous; innovation management should not be.

Grow from Within provides the knowledge you need to conceive and design valuable new businesses that breathe life into ideas and dramatically improve your top and bottom lines.

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Marketing Ebooks: "Mobile Marketing"

In the past 10 years mobile phones have gone from being high-end gadgets only the wealthy could afford to an essential accessory, now owned by a large portion of the population of the world. The integration of the Internet, mobility and communications at the device, service and transport level has created a new set of business opportunities.

Mobile marketing has become a mainstream marketing tool and marketers must now identify and reach their mobile audience. This book is designed to teach marketeers how to tap into this potential.

Mobile Marketing is as different from traditional marketing as Internet marketing was, and this book outlines methods and techniques for:

* Defining and implementing a wireless marketing strategy
* Making sense of what can be a technically and commercially confusing industry
* Providing a wealth of carefully chosen international cases and examples to demonstrate techniques in the real world

Written by experienced practitioners with experience of advising major international companies on both strategy and individual campaigns in the mobile sector it is an essential guide and reference for professional marketeers.

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Management Ebooks: "Leadership"

An update of one of the most popular Essential Managers titles, Leadership will show you how to guide and mentor your staff in order to get the best out of them. Part of the best-selling Essential Managers series, this book will carry the same livery on the jacket, but will have new text and a completely modern, updated design.

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Marketing Ebooks: "Introduction to Marketing Concepts"

Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing.

The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject.

A balance between basic marketing and strategic concepts makes it suitable for all levels. Each chapter contains a series of vignettes to illustrate the theory, with e-marketing perspective evident throughout and a Web-based resource that accompanies the text.

* Thoughtfully written to accommodate the time pressures on students and lecturers
* An online resource accompanies the book featuring additional case material, a tutor work plan and PowerPoint overheads
* International appeal, featuring topics such as global branding

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Management Ebooks: "The Coaching Connection"

Coaching has traditionally focused entirely on the individual...sometimes even at the expense of improving measurable business results for the company. Now, The Coaching Connection shows managers how they can use contextual coaching to simultaneously promote both individual and organizational growth. The book helps readers align what individual contributors do best with what organizations need most, ensuring everyone involved their highest probability for success.

Readers will find a coaching methodology that takes into consideration factors such as strategy, organizational structure, corporate culture, and company-wide communication. The book includes a 360-degree assessment covering the ten most essential skill sets of well-balanced and effective leaders, as well as systems for measuring and managing talent. This is an essential guidebook for companies seeking to improve their people...and their bottom line results.

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Marketing Ebooks: "Customers Are Irrational"

As many businesses are discovering, customer behavior doesn’t always make sense. That really shouldn’t be surprising. As recent studies have shown, people tend to base their decisions on more subconscious, emotional desires than on rational, practical choices. What’s more, customers aren’t able to tell you accurately why they do what they do.

Combining recent research findings with real-world examples from his consulting practice on customer experience, William J. Cusick examines how the sub­con­scious part of the brain drives the decisions and behavior of every customer on a daily basis and introduces the concept of "the irrational customer." All Customers Are Irrational shows why businesses must change their approach to attracting and retaining customers, and proposes ways they can alter their strategies on everything from customer research, product design and website development to call center management, employee recruitment, and retail store layouts, by focusing on what customers are actually doing instead of what they’re saying. Honest, direct and insightful, All Customers Are Irrational will help businesses tap into the impulses and motivations that both attract and retain consumers for the long haul.

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Management Ebooks: "Awakening The Leader Within"

Far from the typical leadership book that explores only theories and concepts, this interactive coaching experience takes you on a personal journey to awaken a new way of leading and a new way of living. Blending the power of an inspiring story with the power of reflective questions, this transformative book gives you deep, enduring ways to create value in all parts of your life.

Based on the premise that you need to grow as a person to grow as a leader, the story centers on Bensen Quinn, a CEO facing a deluge of personal and professional challenges. As Quinn faces the defining moments of his life, you will learn valuable lessons about authentic and purposeful leadership, applicable at home and in the boardroom. In a time when issues of business ethics crowd the headlines–causing many leaders to question whether profit should be a leader’s only goal–the practical applications of this book are more timely than ever. Expect to have a life-enriching reading experience.

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Marketing Ebooks: "U R a Brand!"

An innovative field guide to business success, U R A BRAND! combines today's hottest business concept with the realities of the modern workplace to help business professionals everywhere harness their personal potential, take charge of their careers, and contribute their dynamic energy to create sustainable advantage for their organizations. Taking field-tested strategies directly from the playbook used by Madison Avenue's best product brand managers, U R A BRAND! unlocks the hidden rules for creating a one-of-a-kind self-brand. Like having a personal coach right by your side, here are the inside secrets of how to think and act like a brand.

A Top Ten List of tried-and-true strategies, plenty of exercises, and "brainstormer" tools in each chapter make hands-on practical what it takes to package a personal brand with a powerful visual and verbal identity, think in terms of markets, and execute a tactical marketing plan that generates the buzz needed to become an effective brand builder. U R A BRAND! gives voice to dozens of executives and savvy professionals who have realized the power of these self-brand principles to move up the corporate ladder, reenergize a stalled career, start their business, or establish an intrapreneurial enterprise that generates both personal and organizational growth and success.

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Management Ebooks: "Who Killed Change"

Who Killed Change?

Solving the Mystery of Leading People Through Change

Every day organizations around the world launch change initiatives—often big, expensive ones—designed to improve the status quo. Yet 50 to 70 percent of these change efforts fail. A few perish suddenly, but many die painful, protracted deaths that drain the organization's resources, energy and morale.

Who or What Is Killing Change?

That's what you'll find out in this witty whodunit. The story features a Columbo-style detective, Agent Mike McNally, who's investigating the murder of yet another change. One by one, Agent McNally interviews thirteen prime suspects, including a myopic leader named Victoria Vision; a chronically tardy manager named Ernest Urgency; an executive named Clair Communication, whose laryngitis makes communication all but impossible; and several other dubious characters.

The suspects are sure to sound familiar and you're bound to relate them to your own workplace. In the end, Agent McNally solves the case in a way that will inspire you to become an effective Change Agent in your own organization. A step-by-step guide at the back of the book shows you how to apply the story's lessons to the real world. Key questions help you evaluate the health of your organization's change initiatives, and you'll learn best practices for enabling and sustaining the desired change.

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Marketing Ebooks: "New Strategic Brand Management"

Adopted international by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but has become synonymous with the topic itself.

The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.

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Management Ebooks: "Warren Buffett Managing Capital, Leading People"

Many best-selling books have tried to unlock Buffett's secrets by analyzing his genius as an investor. But they missed the real point! THE REAL WARREN BUFFETT is the first book to uncover the truth about how Buffett has delivered his astonishing performance—not by being a stock picker but as a CEO, leading people and managing capital. Zeroing in on his original management style and leadership approach, THE REAL WARREN BUFFETT stands apart with its powerful and practical lessons in corporate strategy, leadership, and the stewardship of publicly owned companies.

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Marketing Ebooks: "Marketing Without Advertising"

The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend.

Marketing Without Advertising teaches small business owners practical strategies to:

* attract new customers and build trust

* encourage customer recommendations

* improve customer service and turn even dissatisfied customers into active supporters of the business

* list products and services widely and inexpensively

* plan marketing events that will keep customers involved

* use the Internet to market services and products

This essential book will help you market your business with common sense, not piles of cents

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Management Ebooks: "Las 17 Cualidades Leyes Incuestionables Del Trabajo En Equipo"

Todo el mundo es parte de un equipo. Si usted esta casado, usted y su cónyuge son un equipo. Si usted es un empleado, usted y sus compañeros de trabajo son un equipo. Si usted da su tiempo a una iglesia u otra organización, usted es parte de un equipo de voluntarios. En su estilo único, y fácil de entender, el doctor Maxwell denuncia el proceso de construir un equipo ganador, de una manera sencilla de retener y de ponerla en práctica.

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Marketing Ebooks: "Harvard Business Review on Customer Relationship Management"

The Harvard Business Review Paperback Series is designed to bring today's managers and professionals the fundamental information they need to stay competitive in a fast-moving world. From the preeminent thinkers whose work has defined an entire field to the rising stars who will redefine the way we think about business, here are the leading minds and landmark ideas that have established the Harvard Business Review as required reading for ambitious businesspeople in organizations around the globe.

This collection features an all-new roundtable discussion with a unique "closing essay" on followership. The collection also builds on the special leadership issue of Harvard Business Review.

About the Author Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.

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Management Ebooks: "Zara and her Sisters"

Zara is the best known Spanish brand at an international level, and is listed among the hundred most valuable companies in the world. This insightful new book reveals the secrets behind Zara's success and examines the steps that its creator, Amancio Ortega, took to make Zara the global market leader in fashion.

"The author of this book clarifies all legends about Zara in order to explain the key to success of a company that at first sold housecoats and later on has become the second biggest clothes seller in the world." -- El País

"Analyzing in detail the history of a company, especially if it is on active service, represents a very important action for those who have already begun to build their own businesses, work in other sectors but want to know more about other cases" -- ABC

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Management Ebooks: "Aprende A Pensar Por Ti Mismo"

Sin duda, pensar es la tarea más importante a la que debemos enfrentarnos los humanos, y es algo que, además, tenemos que hacer todos los días. En este sentido, si pensar fuera una labor natural y fácil todos seríamos genios. Lo que ocurre, sin embargo, es que prestamos muy poca atención al pensamiento, sobre todo si tenemos en cuenta su importancia a la hora de resolver problemas, tomar decisiones, hacer planes y enfrentarnos a las cosas en general. Necesitamos, pues, marcar unas etapas, establecer unos pasos que nos ayuden a mejorar en este terreno:

- Saber adónde vamos y qué queremos obtener.
- Dilucidar qué información tenemos y qué otra necesitamos.
- Establecer alternativas e ideas nuevas.
- Elegir entre las posibilidades y reducir las opciones a una sola línea de acción.
- Seguir adelante y practicar con las herramientas del pensamiento.

Del mismo modo en que los ordenadores no son nada sin el software, también el mecanismo de la memoria humana necesita un sistema de codificación para poder "pensar". De Bono lo ha descrito a través de un modelo muy fácil de recordar y de utilizar: sólo un maestro puede permitirse resumir tantos años de experiencia en un enunciado tan simple.

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Marketing Ebooks: "Social Media Hotel Marketing"

La irrupción de las nuevas tecnologías está haciendo evolucionar de una manera galopante el modelo turístico tradicional. El turismo en España es uno de los motores de su PIB, siendo en Internet el tercer sector que mueve más negocio. La situación actual, en una etapa de crisis económica mundial, y en un entorno cada vez más competitivo, están funcionando como catalizadores de un nuevo marketing.

Este nuevo marketing se basa principalmente en la evolución del propio turista, que ha pasado de ser mero consumidor de productos turísticos a ser productor, pero también a ser pieza clave en la promoción de los destinos y de las marcas -turista adprosumer (productor-consumidor y generador de promoción). El turista de hoy necesita compartir sus experiencias de sus viajes y, de hecho, lo realiza en su mayoría en la Red, pero también en el boca a boca a tradicional.

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