Novedades del último mes en eBooks de Marketing y publicidad

La guía definitiva para entender el marketing digital y la publicidad, escrita por una de las voces más reconocidas en la materiaEn la era del marketing digital, crecer no es una opción, sino una necesidad. El director general de marketing de Meta, Alex Schultz, comparte en este libro las estrategias que han impulsado a algunas de las empresas mas influyentes del mundo.A partir de dos decadas de experiencia, ofrece principios claros y herramientas practicas para entender a los clientes, medir correctamente el impacto de las campañas y maximizar el retorno de cada inversion. Una guia esencial para dominar el arte y la ciencia del marketing en el siglo xxi.

Olvídate de PowerPoint y aprende a cautivar a cualquier audiencia con el poder de un buen pitchEl experto en comunicación Danny Fontaine nos enseña cómo transformar el acto de presentar en una experiencia emocionante y creativa. Basandose en su amplia trayectoria, expone las claves psicologicas para conectar con cualquier publico y dominar el arte de vender una idea de forma breve y persuasiva. Todo ello con un enfoque muy practico, respaldado por estudios y anecdotas reales de algunas de las mejores (y peores) presentaciones de todos los tiempos. Ya sea en una sala de juntas o brindando en une boda, esta es tu guia para cautivar a cualquier audiencia.

¿Y si el miedo fuera la antesala de algo grande?Hay momentos en los que sabes que estás lista para dar un paso más… pero algo te detiene. El qué dirán, las dudas, la voz interna que susurra: «No soy

El primer libro del famoso desarrollador inmobiliario Beltrán Briones. Una guía práctica donde devela todos sus secretos para tener éxito en cualquier negocio o en tu marca personal."Nos estamos promocionando todo el tiempo, en cualquier ambito. Por eso este libro sirve para todos. Podes arrancar hoy mismo. No hace falta estar totalmente preparado. Empeza a promocionarte y ajusta mientras avanzas. Lo importante es hacer. Y estoy convencido de que si aplicas El Metodo Briones, vas a lograr resultados."Todo es una venta. En un mundo donde todos compiten por atencion, el que no se promociona pierde. La habilidad mas valiosa hoy es saber hacer marketing: comunicar quien sos, que ofreces y por que conviene elegirte. Beltran Briones explica el sistema que creo el mismo y que demuestra su eficacia todos los dias para posicionar su empresa, generar clientes y vender departamentos. A traves de su experiencia en el real estate, el autor prueba como la promocion y las relaciones publicas constantes pueden implementarse con exito en cualquier rubro. Esta es una guia practica. Un manual para emprendedores, profesionales y empresarios que quieren mejorar su imagen y aumentar la demanda. Explica que metricas mirar, como probar distintos canales y como construir una marca que efectivamente ayude a vender. El Metodo Briones se basa en conceptos simples y practicos aplicados al dia a dia de cualquier compañia.

Filosofía del marketing invita a pensar una disciplina habitualmente tratada desde la utilidad y la técnica, interrogando su significado como práctica social y fenómeno cultural. Ofrece una aproximacion filosofica, historica y antropologica al marketing con el objetivo de clarificar que es y que no es, cuales son sus limites y de que modo interviene en los procesos de persuasion, decision y organizacion social. Su valor diferencial reside en desplazar el foco desde la eficacia inmediata hacia el analisis critico del mercado y de las tecnicas que lo sostienen. En esta obra, Javier Jaspe Nieto examina el marketing como institucion historica, sometiendolo a un analisis conceptual que dialoga con la tradicion filosofica. El texto cuestiona la tendencia a identificar el marketing con cualquier forma de comunicacion persuasiva y revisa algunos de los supuestos mas extendidos en la literatura especializada. Se abordan cuestiones como: la relacion entre marketing y libertad, los limites ontologicos de la disciplina, la funcion de la retorica y el impacto del marketing sobre los modos de pensamiento y la cultura contemporanea. El resultado es una obra dirigida a profesionales, academicos y estudiantes que buscan comprender el marketing con mayor rigor intelectual, situandolo en un marco critico que permita pensar sus alcances y consecuencias en las sociedades actuales. Indice: Agradecimientos.- Prologo.- Introduccion.- 1.¿Es todo marketing?.- 2.El marketing visto desde fuera.- 3.El marketing visto desde dentro.- 4.¿Es el marketing una ciencia?.- Epilogo.- Bibliografia.- Glosario de terminos filosoficos clave.

Estratégia de Growth Marketing é um convite para abandonar a ilusão das vitórias rápidas e encarar o crescimento como ele realmente é: um processo estratégico, contínuo e profundamente conectado à ló

Have you ever wondered why coffee shop punch cards often start with two free stamps already filled out? It isnt generosity; it is a meticulously calculated psychological trap. When a task appears artificially underway, the human brain cannot resist the urge to finish it.The Endowed Progress Effect explains the cognitive glitch where providing artificial advancement drastically accelerates our motivation. This book dissects how marketers weaponize this vulnerability to manipulate our goal-oriented biology, transforming casual buyers into obsessive completists.We explore the neurological reward systems that drive this phenomenon, unmasking the algorithms and loyalty programs designed to manufacture loyalty out of thin air. Readers will discover how to defend themselves against manipulative retail strategies and learn to ethically apply this powerful motivational framework to supercharge their own personal productivity.

In 1992, the Hoover company devised what seemed like the ultimate retail promotion: buy a vacuum cleaner, get two free international round-trip flights. It was designed to clear excess inventory. Instead, it triggered the most catastrophic, self-inflicted financial disaster in the history of British marketing.Hoovers Flight Fiasco deconstructs the arrogant mathematical negligence that brought a multi-million-pound empire to its knees. The company assumed customers wouldnt jump through the bureaucratic hoops required to claim the tickets. They severely underestimated the publics sheer determination to exploit a glaring corporate loophole.This book chronicles the chaos that ensued as thousands of people bought vacuums they didnt need, overwhelming airlines, tying the company in endless litigation, and permanently destroying the brands reputation. Business leaders and marketers will learn the lethal consequences of underestimating the consumer and the vital importance of stress-testing promotional logistics.

The glowing hum of a neon sign is the quintessential backdrop of the modern city night, signaling open diners, cheap motels, and bustling bars. Yet, behind this colorful aesthetic lies a cutthroat, highly specialized industry that manipulated the physics of noble gases to rewrite the rules of visual marketing and urban geography.This book exposes the hidden economics of the commercial neon industry. It explores how the intricate, labor-intensive process of bending glass tubes and injecting electrified gas created an unbreakable B2B monopoly in the mid-twentieth century. You will discover the psychological mechanics of luminous advertising, detailing how specific wavelengths of light are engineered to trigger subconscious consumer hunger and bypass rational purchasing decisions.Furthermore, the narrative traces the logistical nightmare of transporting fragile, toxic signs across continents, and how the rise of cheap, mass-produced LED alternatives forced the neon industry to pivot from retail advertising to high-end, exclusive artistic installations. It is a deep dive into the business of capturing human attention in the dark.See the urban nightscape through the lens of pure profit. Read this book to understand how electrified gas shaped the modern consumer mind.

We consider a diamond ring to be the ultimate, timeless symbol of eternal love and commitment. It feels like an ancient human tradition, deeply embedded in our collective culture. In reality, it is the product of the most successful, manipulative, and enduring marketing campaign ever engineered by a single corporate entity.Carbon Illusions deconstructs the brilliant and ruthless architecture of the De Beers diamond cartel. The book uncovers how a company sitting on massive, common reserves of crystallized carbon managed to artificially strangle the global supply chain to create the ultimate illusion of scarcity. It details the psychological infiltration of Hollywood, where ad agencies deliberately manufactured the social rule that a man must spend two months salary to prove his worth.By tracing the journey from the brutal mines of South Africa to the velvet boxes of Fifth Avenue, the narrative exposes the mechanics of Veblen goodsproducts that paradoxically become more desirable the more arbitrarily expensive they get.You will gain a masterclass in the creation of perceived value. The book equips readers to see through modern artificial scarcity, empowering you to make decisions based on intrinsic worth rather than engineered social pressure.

When you purchase a high-end designer fragrance, you are paying for the promise of elegance, rarity, and raw attraction. You are holding a beautifully crafted glass bottle that supposedly contains the rarest extracts from exotic flowers. In truth, you are buying a few cents worth of synthetic chemicals wrapped in a multi-million-dollar psychological illusion.Bottled Margins peels back the secretive curtain of the global fragrance industry to reveal the staggering economics of scent. The book uncovers the hidden laboratories where industrial chemists synthesize artificial molecules that cost pennies to produce, yet retail for hundreds of dollars. It explores the invisible monopoly of the few massive flavor and fragrance houses that actually design the scents for rival fashion brands.The narrative delves into the potent olfactory psychology used to bypass consumer logic, manipulating the brains limbic system to trigger nostalgia and status anxiety.Readers will receive a stark lesson in the extreme limits of brand positioning. By understanding how the perfume industry transforms cheap liquids into liquid gold, you will learn the ultimate secrets of high-margin pricing and how to ethically engineer perceived value in your own business ventures.

The most persistent myth in sales is that closing requires force. That urgency must be manufactured, resistance must be crushed, and confidence must be performed loudly enough to silence doubt. Closing Without Pressure examines what actually drives a buyers decision to commit and reveals how the most effective sales professionals operate in deliberate opposition to this assumption.This book reframes the conventional understanding of the closing moment. Rather than treating it as a high-stakes confrontation, it explores closing as the natural conclusion of a carefully constructed relational process one built on precision listening, measured pacing, and the systematic cultivation of trust.Drawing on patterns observed across sustainable, high-retention sales relationships, the book examines the dynamics between persuasion and patience, between conviction and restraint, and between the sellers agenda and the buyers readiness. It explores how soft-sell methodology functions not as a passive alternative to assertive selling, but as a strategically superior discipline that compounds loyalty and referrals over time.For sales professionals, consultants, and entrepreneurs who seek an approach rooted in integrity rather than pressure, this book offers a deliberate, strategically grounded exploration of conversion as a relational outcome not a tactical victory.

Every purchase begins long before a customer reaches the checkout. It begins the moment a narrative takes hold shaping perception, building trust, and quietly dissolving resistance. The Story Sell examines the underlying mechanics of narrative-driven copywriting and explores how strategic storytelling functions as a persuasive force in modern marketing.This book reframes assumptions about what copywriting actually does. Rather than positioning it as a collection of clever phrases or conversion tricks, it examines copywriting as a discipline of tension and resolution where the readers internal conflict becomes the terrain the writer must navigate with precision and intention.Drawing on patterns observed across high-performing campaigns and enduring brand narratives, the book reveals how story structure operates at the level of attention, emotion, and decision. It explores the dynamics between authenticity and persuasion, between specificity and universality, and between the voice of the brand and the voice of the customer.For marketers, entrepreneurs, and communicators who seek to move beyond transactional messaging, this book offers a deliberate, strategically grounded exploration of narrative as a sustainable competitive advantage in crowded markets.

The first email a subscriber receives is not a formality it is the most consequential moment in the entire customer relationship. It sets the tone, establishes expectations, and begins the quiet process of determining whether a new contact becomes a loyal buyer or a silent unsubscribe. Welcome Sequence Mastery examines the underlying mechanics of high-converting onboarding email systems and explores how deliberate sequence design functions as the foundation of sustainable list revenue.This book reframes the assumption that welcome sequences are simply introductory pleasantries. Instead, it explores how strategic message architecture, intentional pacing, and trust-layered storytelling operate together to guide a new subscriber through a carefully constructed journey from initial curiosity to confident purchasing decision.Drawing on patterns observed across email-driven businesses with high retention and conversion consistency, the book examines the dynamics between value delivery and commercial intent, between automation and perceived intimacy, and between early engagement signals and long-term subscriber behavior. It reveals how the welcome sequence, when constructed with precision, becomes the single highest-leverage asset in an email marketing system.For entrepreneurs, digital marketers, and content creators seeking to move beyond generic autoresponder sequences, this book offers a strategically grounded exploration of subscriber onboarding as a deliberate, compounding discipline rooted in relational integrity.

Dieses Buch erforscht die strategische Kunst des Category Design also, wie Unternehmen nicht in bestehenden Markten konkurrieren, sondern vollig neue schaffen. Es zeigt, wie visionare Denker durch prazise Positionierung und klare Narrativen ganze Marktlogiken verandern. Statt um Marktanteile zu kampfen, konstruieren sie Spielfelder, die sie selbst definieren. Das Werk verbindet marketingstrategische Tiefe mit praktischer Markenfuhrung und veranschaulicht, wie langfristige Differenzierung durch konsequentes Eigenkategorisieren entsteht.

Objections are not the enemy of a sale they are its most revealing moment. When a prospect pushes back, hesitates, or deflects, they are not signaling the end of a conversation. They are signaling the beginning of the real one. The Objection Destroyer examines the underlying dynamics of resistance in sales and explores how strategic language patterns transform friction into forward momentum.This book reframes the conventional assumption that objections must be "handled" or "overcome." Instead, it explores how skilled sales professionals navigate resistance by understanding the tensions beneath the surface the gap between what a prospect says and what they actually need to feel confident moving forward.Drawing on patterns observed across high-performing sales conversations, the book examines how script structure, tone calibration, and deliberate pacing operate together to shift the emotional and rational state of a buyer. It explores the dynamics between persistence and empathy, between structure and spontaneity, and between closing pressure and cultivated trust.For sales professionals, entrepreneurs, and business owners who seek to move beyond aggressive closing tactics, this book offers a strategically grounded exploration of objection navigation as a deliberate, sustainable discipline one that compounds over time into consistently refined conversion outcomes.

Behind every thriving email list lies a discipline that most marketers underestimate. Not the size of the list, nor the frequency of sends, but the deliberate alignment between audience intent and message design. The $1 Per Subscriber Email Strategy examines the underlying mechanics of high-performing email systems and explores how strategic list monetization operates as a compounding business asset.This book reframes the common assumption that email marketing success is primarily a volume game. Instead, it explores how precision segmentation, intentional sequencing, and trust-calibrated messaging function together to transform passive subscribers into consistently engaged, responsive audiences.Drawing on patterns observed across sustainable email-driven businesses, the book examines the dynamics between automation and authenticity, between nurture and conversion, and between short-term campaign thinking and long-term list equity. It explores how subscriber relationships, when cultivated with strategic intention, generate revenue outcomes that scale proportionally with audience trust rather than audience size.For entrepreneurs, digital marketers, and small business owners seeking to move beyond spray-and-pray broadcast tactics, this book offers a strategically grounded exploration of email as a deliberate, high-retention revenue channel built on engagement integrity rather than inbox volume.

Three forces, operating in deliberate combination, account for a disproportionate share of the worlds most effective sales outcomes. Not price. Not product superiority. Not even brand recognition. Scarcity Urgency Social Proof examines the underlying behavioral mechanics of these three persuasion pillars and explores how their strategic integration transforms hesitant prospects into committed buyers.This book reframes the assumption that scarcity, urgency, and social proof are simply tactical add-ons applied at the closing stage of a sales process. Instead, it explores how these mechanisms function as foundational design principles woven into the structure of offers, communications, and customer experiences from the earliest point of contact.Drawing on patterns observed across high-converting campaigns, resilient brand ecosystems, and sustained sales performance, the book examines the dynamics between authentic scarcity and manufactured pressure, between genuine social validation and performative proof, and between urgency that serves the buyer and urgency that merely serves the seller. It reveals how the trifecta, when applied with integrity and precision, creates the conditions under which consumer confidence compounds naturally toward decision.For marketers, entrepreneurs, and sales strategists seeking a sophisticated understanding of influence beyond surface-level tactics, this book offers a strategically grounded exploration of behavioral persuasion as a disciplined, ethically conscious practice rooted in genuine value delivery.

Copywriting that converts is not the product of creative inspiration it is the result of deliberate structural thinking applied to human attention and decision-making. The entrepreneurs, marketers, and brand builders who consistently produce copy that drives commercial outcomes understand something that creative-first writers frequently overlook: every word in a converting piece of copy earns its position by serving a specific persuasive function. Removing that function collapses the conversion.This book explores the underlying dynamics of high-converting copywriting as a commercial discipline in 2026. It examines how attention operates at each stage of a readers journey from the initial hook that interrupts passive scrolling to the closing line that resolves hesitation and catalyzes action. It reveals the tension between copy that sounds compelling and copy that actually converts, and why the gap between the two is almost always structural rather than stylistic.Rather than presenting a swipe file collection, this book reframes assumptions about what copywriting mastery actually requires. It navigates the mechanics of hook construction, desire escalation, objection resolution, and the deliberate alignment between copy tone and buyer psychology examining how writers and entrepreneurs who understand conversion architecture consistently outperform those who rely on creative instinct alone. Copy that converts is rarely accidental. It is engineered with precision, tested with discipline, and refined with deliberate analytical attention.

Every purchase, click, and conversion begins not with logic but with a trigger a precise moment when attention sharpens, resistance softens, and a decision quietly forms beneath conscious awareness. The Trigger Points examines the underlying behavioral mechanics of consumer response and explores how strategic marketers design messaging that operates at the intersection of cognition, emotion, and intent.This book reframes the conventional assumption that marketing persuasion is primarily a creative discipline. Instead, it explores how psychological triggers scarcity, social proof, identity alignment, loss aversion, and pattern interruption function as systematic, repeatable mechanisms that can be understood, applied, and refined with deliberate precision.Drawing on patterns observed across high-performing campaigns and enduring brand communications, the book examines the dynamics between rational messaging and emotional resonance, between conscious persuasion and latent influence, and between ethical application and manipulative exploitation of psychological leverage. It reveals how the most effective marketing does not push a consumer toward a decision it constructs the conditions under which the decision feels inevitable.For marketers, entrepreneurs, and brand strategists seeking to move beyond surface-level tactics, this book offers a strategically grounded exploration of consumer psychology as a disciplined, integrity-conscious foundation for sustainable marketing practice.