Novedades del último mes en eBooks de Marketing y publicidad

El creador de campañas de marketing icónicas nos revela su secreto para influir en la sociedad: la conexión culturalNos pasamos el día tratando de influir en los demás. Todos somos vendedores de algo. En este libro, Marcus Collins nos enseña que, para inspirar, para llegar a nuestra audiencia, lo primero en lo que debemos pensar es en como apelar a sus valores y conectar con su cultura.Basado en mas de una decada de experiencia y con un afan divulgador, Collins nos adentra en las intrahistorias de algunas de sus famosas campañas con compañias como Nike o Apple para explicarnos de que manera podemos usar la cultura para influir en las personas.

Vender no es solo cerrar acuerdos ni alcanzar cuotas: es una forma de relación humana. En Modelo Daisugi. Domina el arte de las ventas, Pablo Moch propone una manera distinta de entender la actividad comercial, donde la generacion de riqueza esta directamente vinculada con la plenitud personal, la coherencia etica y la calidad de los vinculos que se construyen en el proceso. Este libro se integra a la Trilogia Daisugi, un modelo de liderazgo humanista inspirado en una tecnica japonesa de cultivo sostenible que enseña a crecer sin agotar el origen. Aplicado al mundo de las ventas, el modelo plantea que el desarrollo comercial autentico comienza en la persona, se fortalece en las relaciones y se consolida mediante procesos conscientes, disciplina y servicio genuino. A lo largo de estas paginas, el autor combina experiencia empresarial, reflexion profunda y herramientas practicas para resignificar el rol del vendedor, formar ejecutivos de desarrollo comercial y construir estructuras de ventas sostenibles. Modelo Daisugi. Domina el arte de las ventas invita a asumir el crecimiento economico como un proceso responsable y consciente, donde vender significa ayudar, generar confianza y crear riqueza compartida. Un recorrido que conecta desempeño comercial, proposito y plenitud en un mismo camino.

Hoy en día es impensable —y estaría destinado al fracaso— poner en marcha un negocio sin tener en consideración las redes sociales y las enormes oportunidades que ofrecen si se sabe utilizarlas corre

Libro especializado que se ajusta al desarrollo de la cualificación profesional y adquisición del certificado de profesionalidad HOTA0208 - GESTIÓN DE PISOS Y LIMPIEZA EN ALOJAMINTOS. Manual imprescindible para la formacion y la capacitacion, que se basa en los principios de la cualificacion y dinamizacion del conocimiento, como premisas para la mejora de la empleabilidad y eficacia para el desempeño del trabajo.

Libro especializado que se ajusta al desarrollo de la cualificación profesional y adquisición del certificado de profesionalidad HOTA0308 - RECEPCIÓN EN ALOJAMIENTOS. Manual imprescindible para la formacion y la capacitacion, que se basa en los principios de la cualificacion y dinamizacion del conocimiento, como premisas para la mejora de la empleabilidad y eficacia para el desempeño del trabajo.

Gana clientes y construye tu marca a través del poder del storytelling¿Quieres atraer más clientes, diferenciarte de la competencia y comunicar con impacto, pero no sabes cómo? La clave está en una herramienta tan antigua como poderosa: contar historias.Matthew Dicks narrador experto, campeon del Moth GrandSLAM y coach empresarial te enseña metodos claros y practicos para convertir experiencias cotidianas en relatos que venden, convencen e inspiran.Con ejemplos reales y tecnicas que puedes aplicar desde el primer dia, aprenderas a: Capturar la atencion, generar confianza y despertar emociones en tu audiencia Dominar los tres elementos clave de una historia eficaz Usar la vulnerabilidad para conectar con tu publico Utilizar el humor con intencion y proposito Destacar en un entorno saturado ¡Dejate guiar por Matthew Dicks y utiliza el storytelling para comunicar mejor, vender mas y construir una marca que realmente importe!

El escenario Asumes el rol de responsable de desarrollo de negocio de Singular Glass (singularglass.es), empresa especializada en fabricacin y montaje de soluciones en vidrio para proyectos singulares donde este material es el autntico protagonista: fachadas estructurales, lucernarios, barandillas de escaleras de diseo, divisorias tcnicas, vidrios conmutables y soluciones a medida para espacios premium, entre otros. La direccin te traslada un objetivo claro: acelerar el crecimiento B2B a travs de relaciones de alto valor con prescriptores de prestigio (arquitectos, diseadores, interioristas, ingenieras) que puedan especificar Singular Glass en hoteles, edificios emblemticos, edificios pblicos (va subcontratacin) y otros espacios singulares. Se espera que plantees iniciativas creativas e innovadoras que vayan ms all de la visita comercial tradicional o del catlogo tcnico.

Most businesses approach customer interviews through feature validationasking potential buyers whether they would use proposed solutions. This book explores why validation-focused conversations often produce misleading enthusiasm rather than actionable insight, examining the structural tensions between seeking confirmation and uncovering genuine behavioral patterns.Through analysis of interview methodology, question design, and response interpretation, this work reveals how effective customer discovery operates through problem exploration rather than solution pitching. It investigates the friction between leading questions that generate positive feedback and open inquiry that exposes actual purchasing drivers, exploring why businesses that prioritize validation frequently build products based on polite responses rather than authentic need.Readers will examine the mechanics of behavioral evidence identification, the role of past decision analysis in future prediction, and the interplay between stated preferences and actual purchasing patterns in buyer research. The book challenges assumptions about customer feedback reliability, interview techniques, and the research practices that either facilitate or undermine accurate market understanding before significant resource commitment.

In a world full of deepfakes and empty promises, the truth has become the most valuable commodity. The Trust Bulwark shows you how to build a brand that is as massive and unshakeable as a fortress. In times of total transparency, integrity is not a moral luxury but a hard economic necessity.We examine the mechanics of trust building. Learn how to create a customer loyalty through radical honesty that no advertising budget in the world could buy. Its about the match of word and deed in every second of your business. We deconstruct the mechanisms of manipulation.Become the master of authenticity. We show you strategies for communicating your values and how to build a community that doesnt just buy your products but shares your mission. Learn why trust drastically lowers the transaction costs of your company and how you thereby become the undisputed leader in your market. Build on granite, not on clicks. The truth always winsin the end. Build your bulwark today.

Most businesses approach headline writing through curiosity formulasgap techniques, intrigue patterns, and clickbait structures designed to generate immediate clicks. This book explores why attention-optimized headlines often produce disengaged audiences when content fails to deliver on exaggerated promises, examining the structural tensions between capturing attention and maintaining credibility.Through analysis of reader behavior patterns, message positioning, and engagement sustainability, this work reveals how effective headlines operate as precision filters rather than broad attention nets. It investigates the friction between maximizing clicks and attracting qualified interest, exploring why headlines that prioritize shock value frequently generate traffic that converts poorly while specific value propositions consistently attract engaged audiences.Readers will examine the mechanics of relevance signaling, the role of clarity in attention retention, and the interplay between curiosity creation and expectation management in commercial messaging. The book challenges assumptions about headline optimization, attention-grabbing techniques, and the communication principles that either facilitate or undermine meaningful audience connection in information-saturated environments.

This book explores the strategic mechanics behind exceptional customer service and its role in building sustainable business relationships. It examines how care-driven service models operate differently from transactional approaches, revealing patterns in customer retention, team culture, and operational systems that compound over time.The content reframes service not as a cost center but as a revenue catalyst, exploring tensions between efficiency metrics and relationship depth. Readers will examine case frameworks from organizations that prioritize service excellence, understanding how deliberate care creates competitive advantages in crowded markets.Through systematic analysis of service touchpoints, communication dynamics, and recovery protocols, the book reveals how exceptional service operates as a strategic differentiator. It navigates the intersection of human connection and scalable systems, offering insights into team training, feedback loops, and cultural alignment that sustain service quality.

This book explores how subscription business models create predictable revenue streams through ongoing value delivery rather than one-time transactions. It examines patterns in subscription failures where enterprises prioritize acquisition over retention, revealing mechanisms through which consistent value perception, usage habit formation, and cancellation friction combine to generate compound customer lifetime value that stabilizes cash flow and enterprise valuation.The content reframes subscription economics not as passive recurring billing but as continuous relationship management where perceived value must exceed subscription cost at every renewal cycle. Readers will examine frameworks for identifying subscription-suitable offerings, structuring tiered membership levels, and designing onboarding sequences that establish immediate value recognition before first billing cycles complete.Through systematic analysis of retention mechanics, the book reveals how successful subscription models operate through balancing acquisition investment against churn prevention while maintaining unit economics that compound profitably over member lifetimes. It navigates tensions between pricing accessibility and revenue optimization, exploring decision models for billing frequency, feature gating, and engagement monitoring that maximize customer retention without compromising growth velocity. The work addresses cancellation management, win-back strategies, and community building that transform subscription offerings from convenience billing into indispensable recurring expenses customers defend during budget reviews.

This book explores how memorable brand identities develop through strategic coherence across visual, verbal, and experiential touchpoints rather than isolated logo design. It examines patterns in brand confusion where enterprises lack consistent identity expression, revealing mechanisms through which deliberate brand architecture creates recognition, recall, and emotional resonance that differentiate offerings in crowded markets.The content reframes brand identity not as aesthetic preference but as systematic communication infrastructure that shapes customer perception and business positioning. Readers will examine frameworks for defining brand essence, articulating core values, and translating strategic positioning into visual language, tone of voice, and interaction patterns that remain consistent across all customer encounters.Through systematic analysis of identity construction, the book reveals how strong brands operate as shorthand for specific value propositions and customer promises. It navigates tensions between creative expression and strategic discipline, exploring decision models for color psychology, typography selection, imagery guidelines, and messaging frameworks that reinforce intended brand associations. The work addresses implementation challenges, team alignment, and evolution management that enable brands to maintain recognition while adapting to market shifts and organizational growth.

Most businesses approach year-end revenue opportunities through promotional tacticsdiscounts, campaigns, and intensified marketing during holiday periods. This book explores why promotion-centered strategies often compress margins while creating operational strain, examining the structural tensions between volume-driven sales and profitable seasonal positioning.Through analysis of consumer behavior patterns, competitive dynamics, and revenue sustainability during peak periods, this work reveals how holiday profitability operates through strategic differentiation rather than discount-driven volume. It investigates the friction between chasing year-end sales targets and constructing offers that maintain value perception, exploring why businesses that prioritize transaction volume frequently sacrifice customer quality and long-term relationship potential.Readers will examine the mechanics of premium positioning during discount-heavy seasons, the role of inventory planning in margin preservation, and the interplay between short-term revenue acceleration and sustainable customer acquisition. The book challenges assumptions about holiday marketing approaches, pricing strategies during competitive periods, and the operational practices that either facilitate or undermine profitable year-end performance.

This book explores how low-ticket business models generate sustainable revenue through transaction volume and purchase frequency rather than premium pricing strategies. It examines patterns in pricing approaches where enterprises assume higher prices automatically yield better margins, revealing mechanisms through which streamlined operations, frictionless purchasing, and customer lifetime value optimization create profitability at lower price points that expand market accessibility.The content reframes low-ticket monetization not as budget offerings but as strategic positioning that removes financial barriers while maintaining operational efficiency through automation and systematization. Readers will examine frameworks for identifying products suitable for volume-based models, designing conversion funnels that minimize purchase hesitation, and constructing upsell sequences that compound customer value over repeated transactions.Through systematic analysis of high-frequency sales mechanics, the book reveals how consistency operates as the critical success factor when individual transaction values remain modest. It navigates tensions between scale requirements and operational complexity, exploring decision models for pricing psychology, payment processing optimization, and fulfillment automation that enable profitable low-ticket offerings. The work addresses traffic generation strategies, retention mechanisms, and metric monitoring that transform sporadic sales into predictable revenue streams through compounding customer relationships.

Most businesses approach word-of-mouth as something to encourage through campaigns, prompts, and social sharing features. This book explores why engineered word-of-mouth initiatives often produce forced recommendations that lack credibility, examining the structural tensions between marketing-driven advocacy requests and naturally occurring customer enthusiasm.Through analysis of recommendation patterns, trust dynamics, and organic sharing behaviors, this work reveals how authentic word-of-mouth operates as a byproduct of experience quality rather than a programmable marketing channel. It investigates the friction between requesting recommendations and creating experiences worth discussing, exploring why businesses that focus on manufacturing virality frequently overlook the operational excellence that makes customers genuinely eager to share.Readers will examine the mechanics of spontaneous advocacy, the role of remarkable experiences in conversation generation, and the interplay between product delivery and natural customer storytelling. The book challenges assumptions about word-of-mouth triggers, shareability design, and the organizational practices that either facilitate or undermine genuine customer enthusiasm in saturated markets.

This book explores the strategic dynamics of managing challenging client relationships while maintaining professional integrity and operational effectiveness. It examines how friction points emerge in client interactions, revealing patterns in communication breakdowns, expectation misalignments, and emotional escalation that undermine business relationships.The content reframes difficult clients not as problems to avoid but as opportunities to refine service protocols and strengthen organizational resilience. Readers will examine frameworks for de-escalation, boundary-setting, and conflict resolution that preserve both client relationships and team wellbeing.Through systematic analysis of high-pressure scenarios, the book reveals how professionalism under stress operates as a competitive advantage. It navigates the tension between accommodation and assertiveness, exploring communication techniques, emotional regulation, and decision frameworks that transform volatile situations into trust-building moments. The work addresses team training, response protocols, and cultural practices that sustain service quality when stakes are highest.

This book explores how passive audiences transform into active communities through strategic shifts in interaction design and value exchange models. It examines patterns in broadcast-style communication where enterprises maintain one-directional relationships with followers, revealing mechanisms through which participatory frameworks, peer interaction facilitation, and member empowerment create self-sustaining networks that generate organic growth and loyalty.The content reframes community development not as audience size expansion but as relationship depth cultivation where members transition from content consumers to active contributors and peer connectors. Readers will examine frameworks for identifying connection opportunities, designing dialogue spaces, and creating participation incentives that reward engagement beyond passive consumption.Through systematic analysis of community evolution stages, the book reveals how genuine communities operate through reciprocal value creation where members benefit from peer relationships as much as organizational offerings. It navigates tensions between maintaining quality standards and encouraging broad participation, exploring decision models for conversation prompts, recognition systems, and moderation protocols that foster inclusive belonging while protecting community culture. The work addresses platform selection, leadership development, and ritual establishment that transform transactional audiences into committed communities providing feedback, advocacy, and collaborative innovation.

Most businesses design referral programs around incentivesoffering rewards to customers who bring new clients. This book explores why incentive-driven referral systems often produce transactional recommendations rather than authentic advocacy, examining the structural differences between programs that generate temporary spikes and those that create sustained organic growth.Through analysis of customer behavior patterns, recommendation dynamics, and advocacy mechanics, this work reveals how referral systems operate as extensions of customer experience rather than isolated marketing tactics. It investigates the tension between manufactured viral growth and naturally occurring word-of-mouth, exploring why businesses that focus on engineering virality frequently miss the foundational elements that make customers genuinely eager to recommend.Readers will examine the mechanics of trust transfer in referral contexts, the role of value alignment in sustainable advocacy, and the friction between short-term acquisition incentives and long-term relationship quality. The book challenges assumptions about referral motivations, program design principles, and the organizational practices that either facilitate or undermine authentic customer recommendations in competitive markets.

This book explores how strategic storytelling operates as a business communication tool that creates emotional resonance and drives decision-making beyond logical argumentation. It examines patterns in corporate messaging where feature lists and data overwhelm fail to generate customer action, revealing mechanisms through which narrative structure, character development, and conflict resolution engage human psychology in ways that facilitate memory retention and behavioral change.The content reframes business storytelling not as entertainment but as persuasive architecture that makes abstract value propositions concrete and relatable. Readers will examine frameworks for identifying authentic brand narratives, structuring customer journey stories, and crafting founder origin accounts that build credibility while creating emotional investment in business outcomes.Through systematic analysis of narrative mechanics, the book reveals how effective business stories operate through universal story elements adapted to commercial contexts. It navigates tensions between authenticity and strategic messaging, exploring decision models for story selection, protagonist identification, tension creation, and resolution framing that align emotional engagement with business objectives. The work addresses storytelling across sales presentations, marketing content, investor pitches, and internal communications that transform transactional relationships into committed partnerships.