“From Lettuce to Apple Tree: Retail in the Digital Era” tells the story of the transformation of a small traditional shop inherited by Andrés, the thirdgeneration in a family of merchants, who must reinvent the business to survive in today’s market. Through his journey, the...
Oratoria Estratégica: Método de Alto Rendimiento Vocal is the result of over 20 years of work on voice, communication, oratory, and phoniatrics, bringing together everything in Marta Pinillos’ High-Performance Vocal Method. Drawing on her expertise as a phoniatrist and communication specialist, the book demonstrates how...
This manual aims to be a pedagogical reference for teaching and learning corporate communication, designed with a pyramidal didactic structure. It begins with a “radiography” of some foundational intangible assets of organizations—such as brand personality, identity, culture, and corporate image—then moves on to the programs...
In the face of organized lies, organized truth. How can we combat post-truth? With pre-truth, a concept coined and defined by Enrique Sueiro as the conscious respect for reality — offering a foundation of verification on which diverse opinions and free behavior can stand. The...
We live in a narrative-driven world shaped by algorithms, where storytelling has become an essential tool to stand out. The emergence of Artificial Intelligence (AI) poses new challenges to ensuring your message creates an impact in this digital era, leading to questions such as: What’s the...
To accelerate your professional development in today’s competitive environment, it is essential to build a personal brand that is not only known but also recognized. Nowadays, being a good professional is not enough; you must actively demonstrate it. “Hecho y Dicho” is the ultimate guide for...
How could Newton’s laws be applied to companies’ competitive strategies? What would Pythagoras say about productivity and customer satisfaction if he were to rise from the dead? What advice would Mendeleev offer for successful innovation? Could Mendel’s laws of genetics help with leadership? Can change...
A small but growing number of people in many countries consistently avoid the news. They feel they do not have time for it, believe it is not worth the effort, find it irrelevant or emotionally draining, or do not trust the media, among other reasons....
This book is a selection of all the best that Spain has given to the world throughout history, and with which it seeks to value all the positive things it has as a society. Among the 1785 reasons, there are some as unknown to most...
¿Qué hay realmente detrás del impacto publicitario? ¿Qué relación tenemos los ciudadanos de a pie con la publicidad y las marcas? ¿Las amamos o las odiamos? Hace más de un siglo la revolución industrial y la producción en cadena obligaron a las empresas a buscar mercados...
Con abundantes casos prácticos y fascinantes argumentos intelectuales, este elegante manual trata aspectos económicos de la belleza, su valor y su efecto en productos, las marcas y su impacto en el mercado. Leerlo es un verdadero placer. Incuestionablemente, es uno de los mejores libros escrito...
This book presents an in-depth, careful study of our understanding of the concept of beauty in everyday objects and its impact on markets and brands. Moving beyond artistic notions of beauty, it demonstrates how beauty is an asset that can be leveraged in the marketplace. Traditionally,...
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