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: "Financial Shock"

"The obvious place to start is the financial crisis and the clearest guide to it that I've read is Financial Shock by Mark Zandi...it is an impressively lucid guide to the big issues." --The New York Times

"In Financial Shock, Mr. Zandi provides a concise and lucid account of the economic, political and regulatory forces behind this binge." --The Wall Street Journal

"Aggressive builders, greedy lenders, optimistic home buyers: Zandi succinctly dissects the mortgage mess from start to (one hopes) finish." --U.S. News and World Report

"A more detailed look at the crisis comes from economist Mark Zandi, co-founder of Moody's Economy.com. His "Financial Shock" delves deeply into the history of the mortgage market, the bad loans, the globalization of trashy subprime paper and how homebuilders ran amok. Zandi's analysis is eye-opening...he paints an impressive, more nuanced picture." --Kiplinger's Personal Finance Magazine

"If you wonder how it could be possible for a subprime mortgage loan to bring the global financial system and the U.S. economy to its knees, you should read this book. No one is better qualified to provide this insight and advice than Mark Zandi." --Larry Kudlow, Host, CNBC's Kudlow & Company

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Marketing Ebooks: "Getting a Foothold in Social Media"

You’ve heard the buzz. But you don’t have any idea where to start. It starts with a strategy, rooted in a desire to forge better relationships with your customers. Your time is already crunched, and you’re probably wondering where you’re going to ft social media into the big picture. But instead of thinking of this as something new, look at social media as an enhanced way of doing the business you’re already doing.

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Revistas Económicas: Talent Management Magazine, February 2010

Edición en formato Pdf de la revista Talent Management correspondiente al mes de febrero de 2010.

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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: "Retailization Brand Survival in the Age of Retailer Power"

Welcome to the age of the retailer. With annual revenues of $60 billion, Procter & Gamble is the largest brand manufacturer in the world, yet its proceeds are dwarfed by Wal-Mart’s $285 billion in annual revenue. Brands no longer control the market—they are at the mercy of retailers.

Retailization illustrates how brand power is slowly and inexorably being replaced by retailer power. Many brands, though, lack the tools needed to prevent them becoming trapped between massive, global retailers and well-informed, demanding shoppers. In this new retail-centric world, marketing as we know it is being severely challenged, and there is an overwhelming need for fresh thinking and new tactics.

Retailization is a call for brand managers to radically reinvent how they reach their customers. Based on a "Retailization" study conducted by A.C. Nielsen, it reveals how the world's most successful brands sell themselves in today's evolving marketplace. It provides brand managers revitalizing techniques that will redefine the way they think about and use marketing.

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Management Ebooks: "El Pensamiento Lateral"

Cuando uno sabe lo que quiere, pero no sabe cómo conseguirlo, tiene un problema cuya solución requiere el "pensamiento lateral", un pensamiento creativo que en el fondo es una manera diferente de usar el cerebro sin utilizar la lógica, aunque ello pueda parecer irracional. Pero las posibilidades del hombre no terminan ahí: ¡son tantos los que han pasado a la historia precisamente por usar otro tipo de pensamiento, otras categorías distintas! El pensamiento lógico, la lógica, es unidireccional, sigue el camino que ella misma se traza; el pensamiento lateral cuenta con infinitas maneras de llegar a una solución, porque llega a ella por caminos distintos a los del pensamiento lógico.

El pensamiento lateral es un pensamiento creativo, es una forma de escapar de las ideas fijas que atan las alas de la creación. Sin comparar uno con otro estos dos pensamientos, sin decir cuál de ellos es el mejor, es necesario reconocer que ambos son igualmente necesarios: el pensamiento lateral, creativo, es para crear ideas; el pensamientológico es para desarrollarlas, seleccionarlas y usarlas.

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