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Pese a los cuantiosos recursos invertidos en investigaci�n de mercado, casi un 80% de los nuevos productos fracasan. �Por qu�? �Acaso los consumidores no saben lo que quieren?

Gerald Zaltman investiga este rompecabezas y llega a la conclusi�n de que las herramientas de las que abusa el marketing –encuestas, entrevistas y din�micas de grupo- y sus planteamientos tradicionales no consiguen profundizar lo suficiente para ayudar a los consumidores a descubrir y expresar lo que realmente quieren.

En este libro, Zaltman argumenta que un 95% de lo que pensamos se sit�a en el inconsciente. Por lo tanto, sacar a la luz los deseos de nuestros clientes nos exige que comprendamos la "mente del mercado".

Apoy�ndose en las investigaciones de disciplinas tan diversas como la neurolog�a, la sociolog�a, el an�lisis literario y la ciencia cognitiva, Zaltman se�alan c�mo interact�an la mente, el cerebro, el cuerpo y la sociedad cuando los consumidores analizan sus necesidades y eval�an los productos.

El autor demuestra c�mo las empresas l�deres "explotan la mina del inconsciente" con resultados extraordinarios y presenta herramientas y t�cnicas innovadoras que ayudan a los profesionales a:

- Formularse preguntas que apelen a la parte inconsciente del cerebro.
- Medir las reacciones del consumidor a los est�mulos de marketing y corregir sus estrategias.
- Comprender c�mo funciona su propia mente, y c�mo pueden llegar a pensar de manera m�s creativa.

La mente del mercado est� esperando a que la exploren. Aseg�rese de que sus competidores no lleguen antes.

• Sales Rank: #3190659 in Books
• Published on: 2004-03-01
• Original language: Spanish
• Dimensions: 9.25" h x 6.50" w x 1.25" l, 1.51 pounds
• Binding: Hardcover
• 400 pages

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0 of 0 people found the following review helpful.
Five Stars
By Rodrigo Echeverry
Excelente libro, muy recomendado.

1 of 1 people found the following review helpful.
My master degree
By Minor Jimenez Guevara
Resulta ser mi mejor herramienta y mi mejor fuente para elaborar me trabajo de maestr�a en Neuromarketing, me dio todos los insumos y gu�a para realizarlo.
Para completar debes ir a las fuentes que cita y eso mutiplica la informaci�n y contesta todas tus dudas.

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[L227.Ebook] Free Ebook Maddie's Tail Wag, an Activity Book for Young Children (Maddie's Tail Wag is a collection of activities and coloring pages for animal lover

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• Sales Rank: #6527450 in Books
• Binding: Paperback
• 18 pages

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[F732.Ebook] Download Ebook Tonalization, by Shinichi Suzuki

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Dr. Suzuki questioned why all vocalists vocalize every day to improve their voices, but instrumentalists do not do so every day with their instruments. He believes that on any instrument, one needs to practice to make a more beautiful tone. First he talks about playing a beautiful resonant tone with the bow while plucking the string with a finger. When a pizzicato is played, the resonance goes on for a long time. Students should listen to that resonance and play the same kind of clear beautiful sound. He talks about how to make a difference in the tone by using a different bow speed, how to practice to find the resonance point, how to change the weight of the arm on the bow to produce a different kind of tone, and how to change tone color. This book includes all of Dr. Suzuki's basic ideas about tone.

• Sales Rank: #1901378 in eBooks
• Published on: 1994-10-01
• Released on: 2009-05-29
• Format: Kindle eBook

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1 of 1 people found the following review helpful.
Great!
By Heather
This is a nice supplement to Suzuki Book 2 violin students. Producing a sweet tone is one of the most important things for a violinist!

0 of 0 people found the following review helpful.
Also a very refreshing course even for the advanced violinist ...
By Leonora Arteaga
Also a very refreshing course even for the advanced violinist. It gives you tools rather than tips to build a solid foundation for the technique. It does not matter if you learned technique from Suzuki or other method or if you are a beginner​ or a concert violinist.

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[E813.Ebook] Download Ebook Electrostatics, by Niels Jonassen

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This book is the most comprehensive treatment yet of the problems faced by the engineer caused by static electricity. Written in as non-technical a manner as possible, given the depth of the material, this book discusses the material from the beginner level to many advanced topics for engineers and designers. It discusses not only the harmful and damaging known effects of static electricity on electrical and electronic equipment, but the possible solutions and applications that can be used to stop it.

• Sales Rank: #6462484 in Books
• Published on: 1997-12-31
• Original language: English
• Number of items: 1
• Dimensions: .68" h x 6.28" w x 9.24" l, .89 pounds
• Binding: Hardcover
• 512 pages

Review
The ESD Journal editorial staff highly recommends Electrostatics by Niels Jonassen! - ESD Journal, December 1997

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4 of 4 people found the following review helpful.
May be understood by the novice and the engineer!
By A Customer
Jonassen has accomplished in this book the complicated feat of descibing electrostatics in such as way that it may be understood by the novice and the engineer. The ESDJournal.com has a complete book review.

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[V435.Ebook] Get Free Ebook Diversity and Classification of Flowering Plants, by Armen Takhtajan

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The culmination of more than fifty years of research by the foremost living expert on plant classification, Diversity and Classification of Flowering Plants is an important contribution to the field of plant taxonomy. In the last decade, the system of classifying plants has been thoroughly revised. Instead of describing every individual family, Takhtajan includes descriptions in keys to families, which he calls "descriptive keys." The advantage of descriptive keys is that they give both the characteristic features of the families and their differences. The delimitation of families and orders drastically differs from the one accepted by the Englerian school and from the one accepted in Arthur Cronquist's system. Takhtajan favors the smaller, more natural families and orders, which are more coherent and better-defined, where characters are easily grasped, and which are more suitable for information retrieval and phylogenetic studies, including cladistic analysis (because it reduces polymorphic codings).

• Sales Rank: #3124436 in Books
• Published on: 1997-04-15
• Original language: English
• Number of items: 1
• Dimensions: 10.25" h x 1.41" w x 7.50" l, 3.03 pounds
• Binding: Hardcover
• 620 pages

Review
"Would I buy this book? Absolutely, for the morphological data alone. Is it the final word in agiosperm phylogeny? Probably not. It is very much a synthesis in progress, and we are again greatly indebted to the author for moving us along to the next step in this synthesis." -- "Quarterly Review of Biology"

From the Back Cover

Armen Takhtajan is among the greatest authorities in the world on the evolution of plants. This book culminates almost sixty years of the scientist's research of the origin and classification of the flowering plants. It presents a continuation of Dr. Takhtajan’s earlier publications including "Systema Magnoliophytorum" (1987), (in Russian), and "Diversity and Classification of Flowering Plants" (1997), (in English). In his latest book, the author presents a concise and significantly revised system of plant classification (`Takhtajan system') based on the most recent studies in plant morphology, embryology, phytochemistry, cytology, molecular biology and palynology. Flowering plants are divided into two classes: class Magnoliopsida (or Dicotyledons) includes 8 subclasses, 126 orders, c. 440 families, almost 10,500 genera, and no less than 195,000 species; and class Liliopsida (or Monocotyledons) includes 4 subclasses, 31 orders, 120 families, more than 3,000 genera, and about 65,000 species.This book contains a detailed description of plant orders, and descriptive keys to plant families providing characteristic features of the families and their differences.

About the Author

The author is one of the greatest botanists of the 20th century who was awarded "The Henry Allan Gleason Award" by the New York Botanical Garden� for the book "Diversity and Classification of Flowering Plants" (1997). Citation: This work, which is a complete classification of the angiosperms to the genus level, is the culmination of over sixty years of research in botany focusing on flowering plants systematics and phytogeography.

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This cutting-edge rhetoric combines a practical, process-oriented approach to argumentative writing with dynamic visuals and fresh, contemporary content. Thoroughly tested in the authors' own classrooms, the essays--including those written by the authors' own students--serve as motivational models for student writing. Cartoons, comic strips, photographs, and skill-building exercises complement the book's process pedagogy to stimulate critical thinking on a wide range of issues. DYNAMIC ARGUMENT, Brief Second Edition, presents thirteen chapters sequenced to lead students through the writing process. From chapter to chapter, students discover a variety of persuasive writing tools. They then learn to develop their own points of view and to use logic to support them.

• Sales Rank: #586830 in Books
• Brand: Brand: Cengage Learning
• Published on: 2012-01-01
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x 7.75" w x .75" l, 1.45 pounds
• Binding: Paperback
• 432 pages

Features

• Used Book in Good Condition

Review
"It is a text that has all of the components that are needed to make students critical readers, thinkers and writers. From a text that explains the technical details to well selected examples of types of writing, DYNAMIC ARGUMENT is an all in one text for the writing classroom."

"I highly recommend this book. It is very well organized and clear in its objectives. It takes you step by step through the art of persuasion in a way that builds on previously learned knowledge, reinforcing each step, then, along the way."

"Unlike many other rhetoric texts, this book presents both classic and contemporary information so students have a wide array of techniques to choose from when adapting their own style to their arguments."

About the Author
As Director of English Education at Arkansas State University since 1991, Robert Lamm teaches teachers how to teach writing. Past highlights include serving as a teacher-consultant for a National Writing Project site in Oklahoma 1980-1991 and directing an NWP site in Arkansas 1992-1999. Dr. Lamm taught graduate-level English courses at Notre Dame University (summers of 2007 and 2008) as a visiting professor. Since 2003, he has directed the Summer Writing Retreat at the Hemingway-Pfeiffer Education Center. Dr. Lamm currently is collaborating with colleagues in Syria and China on ESL research projects. In spring 2012, he will serve as a visiting professor at the University of Jilin, China. His doctoral dissertation (1994) at the University of Oklahoma was on methods of teaching argumentative writing.

Justin Everett is Interim Director of Writing Programs at the University of the Sciences, where he oversees first-year writing, the university Writing Center, writing across the curriculum, and professional writing. He also serves as acting chair of the Professional Writing faculty. In addition to first-year writing, he teaches courses in professional writing, public relations writing, advanced argumentative writing, scientific writing, rhetoric of science, and other areas. Dr. Everett is active in the Council of Writing Program Administrators, the Philadelphia Council of Writing Program Administrators, and the Independent Writing Programs Affiliate of the CWPA. When not administering writing programs, Dr. Everett serves as co-chair of the Pulp Studies area for the Popular Culture Association.

Most helpful customer reviews

0 of 0 people found the following review helpful.
One Star
By paige
Wasn't the right book for my class. Didn't use.

2 of 3 people found the following review helpful.
Dynamic Argument
By K. Borushko-newbauer
I only recommend this book as a required text. It's full of boring, lengthly, poorly written essays. Other than that, there's not much to say about it.

4 of 5 people found the following review helpful.
Ridiculous!
By KMac
This book is horrible. The example essays are terrible, but my prof says that part of the point is to see what is wrong with the essays so we can all avoid similar mistakes. I am generally generous when rating textbooks. They are not really meant to be entertaining, but this was is truly awful. Poorly written, uninteresting, lay out of the book doesn't make sense, poor flow from one chapter to another..... Please don't make this text your assigned reading, Professors!

See all 11 customer reviews...

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