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The Kitap Yayınları

Showing 51–78 of 78 results

  • What Philosophy Can Do?

    A leading American philosopher brings the tools of his trade to contentious contemporary debates. How can we have meaningful debates with political opponents? How can we distinguish reliable science from overhyped media reports? How can we talk sensibly about God? In What Philosophy Can Do, Gary Gutting takes a philosopher’s scalpel to modern life’s biggest questions and the most powerful forces in our society—politics, science, religion, education, and capitalism—to show how we can improve our discussions of contentious contemporary issues.

    Gutting introduces listeners to powerful analytic tools in the philosopher’s arsenal that they can use to make new sense of current debates. One such tool is a crucial distinction between inductive and deductive reasoning that explains why both sides on a disputed issue often are sure they have compelling cases for their views. Another is the principle of charity, which requires opposing parties to present each other’s arguments in their strongest forms—a tool that would make critiques both more respectful and more effective. Gutting also shows how concepts introduced by philosophers from Plato and Aristotle to Michel Foucault and John Rawls can clarify public discussions about morality, the economy, and medicine.

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  • How Propaganda Works

    Our democracy today is fraught with political campaigns, lobbyists, liberal media, and Fox News commentators, all using language to influence the way we think and reason about public issues. Even so, many of us believe that propaganda and manipulation aren’t problems for us―not in the way they were for the totalitarian societies of the mid-twentieth century. In How Propaganda Works, Jason Stanley demonstrates that more attention needs to be paid. He examines how propaganda operates subtly, how it undermines democracy―particularly the ideals of democratic deliberation and equality―and how it has damaged democracies of the past.

    Focusing on the shortcomings of liberal democratic states, Stanley provides a historically grounded introduction to democratic political theory as a window into the misuse of democratic vocabulary for propaganda’s selfish purposes. He lays out historical examples, such as the restructuring of the US public school system at the turn of the twentieth century, to explore how the language of democracy is sometimes used to mask an undemocratic reality. Drawing from a range of sources, including feminist theory, critical race theory, epistemology, formal semantics, educational theory, and social and cognitive psychology, he explains how the manipulative and hypocritical declaration of flawed beliefs and ideologies arises from and perpetuates inequalities in society, such as the racial injustices that commonly occur in the United States.

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  • Great Myths of the Brain (Great Myths of Psychology)

    Great Myths of the Brain introduces readers to the fieldof neuroscience by examining popular myths about the humanbrain.

    • Explores commonly-held myths of the brain through the lens ofscientific research, backing up claims with studies and otherevidence from the literature
    • Looks at enduring myths such as “Do we only use 10% ofour brain?”, “Pregnant women lose their mind”,“Right-brained people are more creative” and manymore.
    • Delves into myths relating to specific brain disorders,including epilepsy, autism, dementia, and others
    • Written engagingly and accessibly for students and lay readersalike, providing a unique introduction to the study of thebrain
    • Teaches readers how to spot neuro hype and neuro-nonsenseclaims in the media
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  • Uncommon Sense: The popular misconceptions of business, investing and finance and how to profit by going against the tide

    How would you like to succeed in business and master investment by profiting in untapped areas that the masses know nothing about?

    Uncommon Sense guides you to unique, little-known and commonly misunderstood strategies that generate lasting revenue and sustained results by going against the tide.

    In this book you’ll discover:
    – How to asses real value, understand the hidden motives of the media and see through hype.
    – Real business investing models such as hybriding and super-specialisation which will enable you to invest securely and profitably.
    – Understand the popular misonceptions, schemes, traps and truths which part you from your money – and learn how to defend yourself against them and secure lasting wealth.

    Essential reading for investors, innovators and entrepreneurs, Uncommon Sense provides a balanced, insightful and inspiring toolkit for making smart decisions in investing and business.

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  • The Power of Framing: Creating the Language of Leadership

    “The primary work of leadership involves managing meaning through framing. Fairhurst shows that the way leaders use language to frame people, situations, and events has important consequences for the way individuals make sense of the world and their actions. The Power of Framing is an accessible and inspirational read for leaders who want to shape their organizations in ethically responsible ways.”
    —J. KEVIN BARGE, professor, Texas A&M University

    “An ideal book for MBA students and business professionals who are interested in specific tools for constructing leadership in their professional worlds. By focusing on the language toolbox of leadership, the book empowers anyone to construct leadership through talk and interaction.”
    —JOLANTA ARITZ, associate professor, Center for Management Communication, USC Marshall School of Business

    “Building on her earlier acclaimed work, and written in a highly accessible style, Fairhurst’s thoughtful study provides us with a practical and highly relevant analysis of the power of framing language from a leadership perspective. This is a must-have book.”
    —DAVID GRANT, professor of organizational studies, University of Sydney

    “Communication is the most important element of leadership, and framing of the subject and situation is one of the most powerful tools available to leaders. Gail Fairhurst has created the handbook to help leaders do this right. A must-read for anyone in a leadership capacity.”
    —RICH KILEY, venture capitalist, and retired Procter & Gamble marketing and HR executive

    “To be an effective global manager, there is nothing more critical than understanding how to frame an issue so that you are effectively communicating and motivating in a culturally sensitive manner. This book will tune you into these issues and show you how to make certain your communication is properly interpreted by your audience.”
    —OLGA JACOB, general sales manager (Belgium, Netherlands, and Luxembourg), American Airlines

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  • Hit Makers: The Science of Popularity in an Age of Distraction

    Nothing “goes viral.” If you think a popular movie, song, or app came out of nowhere to become a word-of-mouth success in today’s crowded media environment, you’re missing the real story. Each blockbuster has a secret history—of power, influence, dark broadcasters, and passionate cults that turn some new products into cultural phenomena. Even the most brilliant ideas wither in obscurity if they fail to connect with the right network, and the consumers that matter most aren’t the early adopters, but rather their friends, followers, and imitators — the audience of your audience.

    In his groundbreaking investigation, Atlantic senior editor Derek Thompson uncovers the hidden psychology of why we like what we like and reveals the economics of cultural markets that invisibly shape our lives. Shattering the sentimental myths of hit-making that dominate pop culture and business, Thompson shows quality is insufficient for success, nobody has “good taste,” and some of the most popular products in history were one bad break away from utter failure. It may be a new world, but there are some enduring truths to what audiences and consumers want. People love a familiar surprise: a product that is bold, yet sneakily recognizable.

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  • Reklam Teorileri

    Reklam araştırmalarında yani  reklamın nasıl çalıştığını anlamaya çalışırken yapılan araştırmalarda kullanılan  teorilerin yarısından biraz fazlası psikoloji bilim dalına aittir. İlgili diğer dallar ise pazarlama, iletişim, sosyoloji, antropoloji ve reklamın kendi teorileridir. Tamamı reklamın insanları nasıl etkilediğini  farklı varsayımlara dayalı hipotezlerle ortaya koyar ve reklamın nasıl çalıştığına yönelik bilgimizi zenginleştirir.

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  • Hidden Agenda: A Proven Way to Win Business & Create a Following

    Each of us pitches ideas every day. Sometimes we sell our ideas to a small room full of skeptical colleagues. Sometimes we pitch to a boss, or a board of directors, a new organization, or for the contract of our dreams. Regardless, it all boils down to the act of stirring someone to join you—to agree to followyou. Yet we consistently underestimate how critical it is to recognize the needs, spoken and unspoken, of the decision maker. Decisions are made by people, and people have needs and agendas. Understanding these needs and agendas are critical to success in business. Kevin Allen’s approach is not about persuading, but about creating a connection that assures a mutual win.

    Through his years of successfully pitching ideas, veteran ad man Allen has seen a pattern emerge: pitches aimed directly at the needs of the decision maker are winners. By recognizing the unspoken need of the decision maker, and connecting the pitch to that need, the likelihood of winning the sell is virtually assured. In The Hidden Agenda, Allen describes in practical terms an entirely new way to compel people to follow you and embrace what you are selling. The Hidden Agenda lays out concrete steps to identify the “who” you are reaching, “what” elements you can connect with, and “how” to connect with your audience with the end goal of simultaneously winning the sell and establishing an ongoing collaborative relationship.

    This entertaining book moves at a rapid clip and is full of lively anecdotes of hard-won advertising campaigns. From Mastercard’s iconic “Priceless” campaign to Rudy Giuliani’s mayoral campaign, Kevin Allen has seen first-hand how to effectively find, connect, and speak to the Hidden Agenda to win business unfailingly, every time.

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  • The Diet Myth: The Real Science Behind What We Eat

    Why do most diets fail? Why does one person eat a certain meal and gain weight, while another eating the same meal loses pounds? Why, despite all the advice about what to eat, are we all still getting fatter?

    The answers are much more surprising – and fascinating – than we’ve been led to believe. The key to health and weight loss lies not in the latest fad diet, nor even in the simple mantra of ‘eat less, exercise more’, but in the microbes already inside us.

    Drawing on the latest science and his own pioneering research, Professor Tim Spector demystifies the common misconceptions about fat, calories, vitamins and nutrients. Only by understanding what makes our own personal microbes tick can we overcome the confusion of modern nutrition, and achieve a healthy gut and a healthy body.

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  • Viral Marketing: The Science of Sharing

    This is not your typical “how to get shared” book.

    It would be nice to believe that viral success is as easy as being sneezed on. Those who spend a marketing dollar relish the possibility that the brave new world has brought brave new rules and the tantalising potential for a free ride. After applying scientific method and rigorous research to the topic, Nelson-Field says, “Wake up and smell the well-branded coffee.”

    Using original research from more than 2 years of work, 5 different data sets, around 1000 videos, 9 individual studies and a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, Viral Marketing offers solid advice on the nebulous business of video sharing. Dr Nelson-Field reports new knowledge on sharing, memory and the influence of creative devices.

    Viral Marketing suggests that contrary to current trends, the old scientific laws of buyer behaviour and advertising still apply to social media. Marketers who have read How Brands Grow (Sharp, 2010) will find the key research that underpins this new work familiar. Nelson-Field’s research builds on the science behind brands and buying.

    This is a must read book for anyone working in the social media space. Read it before you strap those roller skates onto a kitten, it might just save you some time, money and credibility.

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  • Kaygına Aldanma 3. Baskı Ön Kapak Görseli

    The Worry Trick : How Your Brain Tricks You into Expecting the Worst and What You Can Do About It

    Are you truly in danger or has your brain simply “tricked” you into thinking you are? In The Worry Trick, psychologist and anxiety expert David Carbonell shows how anxiety hijacks the brain and offers effective techniques to help you break the cycle of worry, once and for all.

    Anxiety is a powerful force. It makes us question ourselves and our decisions, causes us to worry about the future, and fills our days with dread and emotional turbulence. Based in acceptance and commitment therapy (ACT) and cognitive behavioral therapy (CBT), this audiobook is designed to help you break the cycle of worry.

    Worry convinces us there’s danger, and then tricks us into getting into fight, flight, or freeze mode – even when there is no danger. The techniques in this audiobook, rather than encouraging you to avoid or try to resist anxiety, show you how to see the trick that underlies your anxious thoughts, and how avoidance can backfire and make anxiety worse.

    If you’re ready to start observing your anxious feelings with distance and clarity – rather than getting tricked once again – this audiobook will show you how.

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  • The Attention Merchants: The Epic Scramble to Get Inside Our Heads

    One of the Best Books of the Year
    The San Francisco Chronicle * The Philadelphia Inquirer * Vox * The Globe and Mail (Toronto)

    From Tim Wu, author of the award-winning The Master Switch ( a New Yorker and Fortune Book of the Year) and who coined the term “net neutrality”—a revelatory, ambitious and urgent account of how the capture and re-sale of human attention became the defining industry of our time.

    Ours is often called an information economy, but at a moment when access to information is virtually unlimited, our attention has become the ultimate commodity. In nearly every moment of our waking lives, we face a barrage of efforts to harvest our attention.
    This condition is not simply the byproduct of recent technological innovations but the result of more than a century’s growth and expansion in the industries that feed on human attention. Wu’s narrative begins in the nineteenth century, when Benjamin Day discovered he could get rich selling newspapers for a penny. Since then, every new medium—from radio to television to Internet companies such as Google and Facebook—has attained commercial viability and immense riches by turning itself into an advertising platform. Since the early days, the basic business model of “attention merchants” has never changed: free diversion in exchange for a moment of your time, sold in turn to the highest-bidding advertiser. Full of lively, unexpected storytelling and piercing insight, The Attention Merchants lays bare the true nature of a ubiquitous reality we can no longer afford to accept at face value.

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  • It’s Not the Size of the Data — It’s How You Use It: Smarter Marketing with Analytics and Dashboards

    Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies. Mounds of marketing metrics are generated across touchpoints and channels. It can be information overload–too much, too scattered. But locked in the vast quantity of information are accurate, data-driven answers to every marketing question. Analytic dashboards are transformative web-based tools that gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance. World renowned marketing expert Koen Pauwels supplies a simple yet rigorous methodology and wealth of case studies to help any size organization, in any industry, turn data into productive action. He explains step by step how to: Gain crucial IT support Build a rock-solid database Select key leading performance indicators Design the optimal dashboard layout Use marketing analytics to improve decisions and reap rewards Gut decisions are outdated and downright dangerous. Whether you’re trying to allocate resources between online and offline marketing, measure the ROI of specific efforts, or scale up a creative campaign, dashboard analytics bring scientific precision and insight to marketing efforts–with far better results.

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  • Whistling Vivaldi: How Stereotypes Affect Us and What We Can Do (Issues of Our Time)

    The acclaimed social psychologist offers an insider’s look at his research and groundbreaking findings on stereotypes and identity.

    Claude M. Steele, who has been called “one of the few great social psychologists,” offers a vivid first-person account of the research that supports his groundbreaking conclusions on stereotypes and identity. He sheds new light on American social phenomena from racial and gender gaps in test scores to the belief in the superior athletic prowess of black men, and lays out a plan for mitigating these “stereotype threats” and reshaping American identities.

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  • Intelligence in the Flesh: Why Your Mind Needs Your Body Much More Than It Thinks

    An enthralling exploration that upends the prevailing view of consciousness and demonstrates how intelligence is literally embedded in the palms of our hands

    If you think that intelligence emanates from the mind and that reasoning necessitates the suppression of emotion, you’d better think again—or rather not “think” at all. In his provocative new book, Guy Claxton draws on the latest findings in neuroscience and psychology to reveal how our bodies—long dismissed as mere conveyances—actually constitute the core of our intelligent life. From the endocrinal means by which our organs communicate to the instantaneous decision-making prompted by external phenomena, our bodies are able to perform intelligent computations that we either overlook or wrongly attribute to our brains.

    Embodied intelligence is one of the most exciting areas in contemporary philosophy and neuropsychology, and Claxton shows how the privilege given to cerebral thinking has taken a toll on modern society, resulting in too much screen time, the diminishment of skilled craftsmanship, and an overvaluing of white-collar over blue-collar labor. Discussing techniques that will help us reconnect with our bodies, Claxton shows how an appreciation of the body’s intelligence will enrich all our lives.

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  • Ferrari’si Olmayanlar için Girişimcilik

    Ferrari’si Olmayanlar İçin Girişimcilik, yatırım planlarınızla gerçek hayat arasında edinmeniz gereken mottoları sunuyor. Aziz Emre Günel 22 yılık kurumsal çalışmaları sonucunda edindiği deneyimleri yeni markalarla, start-up’larla, KOBİ’lerle, büyüme yolundaki girişimlerle ve girişimcilik hayallerini gerçeğe dönüştürmek isteyenlerle paylaşıyor. Mentor-mentee ilişkisinden, şirket yönetim ilkelerinden, kurum içi girişimcilikten ve girişimciliğin temel ilkelerinden bahsediyor, bu yolda emin adımlarla ilerlemek isteyenlere rehberlik ediyor.

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  • Advertising Transformed: The New Rules for the Digital Age

    Advertising Transformed is the ultimate guide to advertising in the 21st century. In an advertising world transformed by digital technology it sets out what current and would-be admen and women need to know to create advertising that works.

    Branding expert and Managing Director of Think BBDO, Fons Van Dyck, synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. It covers some of the key issues affecting advertising professionals today and focuses in particular on how advertisers can engage with increasingly empowered consumers on multiple channels on a global and local scale. Backed by case studies of Effie award winning campaigns from brands such as Evian, Mercedes and IBM, Advertising Transformed provides readers with the insights and expertise to meet the changing requirements of modern advertising and devise exciting campaigns that prove its continuing value.

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  • In This Moment: Five Steps to Transcending Stress Using Mindfulness and Neuroscience

    Little daily hassles can add up to big, big stress.

    Whether you’re stuck in traffic, hauling your kids out the front door in the morning, dealing with a demanding boss, or worrying about money, it’s easy to become overwhelmed. Stress is a normal part of daily life; but over time, chronic stress can take its toll on both your mental and physical health, leading to everything from anxiety and depression to weight gain and disease. So how can you move past the little hassles that get in the way of fully enjoying life?

    In This Moment will show you how to find a sense of calm and serenity using a breakthrough, evidence-based program grounded in mindfulness and neuroscience. Imagine feeling stressed, and being able to work through it by paying attention to your thoughts and feelings, moment by moment, no matter where you are or what you’re doing. It’s not as difficult as it sounds!

    Written by cofounder of acceptance and commitment therapy (ACT) Kirk Strosahl and pioneering behavioral health researcher Patricia Robinson, the mindfulness exercises in this book will help you strengthen the parts of your brain that support vitality and a sense of being fully present in the here and now. And with a little practice, you will learn to combat stress in healthy ways, stay balanced, and live a happier life, no matter what challenges arise.

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  • Growth Hacker Marketing: A Primer on the Future of PR, Marketing and Advertising

    A Primer on the Future of PR, Marketing and Advertising

    A new generation of megabrands like Facebook, Dropbox, Airbnb, and Twitter haven’t spent a dime on traditional marketing. No press releases, no TV commercials, no billboards. Instead, they rely on a new strategy—growth hacking—to reach many more people despite modest marketing budgets. Growth hackers have thrown out the old playbook and replaced it with tools that are testable, trackable, and scalable. They believe that products and businesses should be modified repeatedly until they’re primed to generate explosive reactions.
    Bestselling author Ryan Holiday, the acclaimed marketing guru for American Apparel and many bestselling authors and multiplatinum musicians, explains the new rules and provides valuable examples and case studies for aspiring growth hackers. Whether you work for a tiny start-up or a Fortune 500 giant, if you’re responsible for building awareness and buzz for a product or service, this is your road map.

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  • Dignity- Its Essential Role in Resolving Conflict

    The desire for dignity is universal and powerful. It is a motivating force behind all human interaction—in families, in communities, in the business world, and in relationships at the international level. When dignity is violated, the response is likely to involve aggression, even violence, hatred, and vengeance. On the other hand, when people treat one another with dignity, they become more connected and are able to create more meaningful relationships. Surprisingly, most people have little understanding of dignity, observes Donna Hicks in this important book. She examines the reasons for this gap and offers a new set of strategies for becoming aware of dignity’s vital role in our lives and learning to put dignity into practice in everyday life.

    Drawing on her extensive experience in international conflict resolution and on insights from evolutionary biology, psychology, and neuroscience, the author explains what the elements of dignity are, how to recognize dignity violations, how to respond when we are not treated with dignity, how dignity can restore a broken relationship, why leaders must understand the concept of dignity, and more. Hicks shows that by choosing dignity as a way of life, we open the way to greater peace within ourselves and to a safer

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  • Spin Sucks: Communication and Reputation Management in the Digital Age

    Most PR books tell you how to “spin” your message. People are sick of that! Spin Sucks will teach you how to communicate honestly, responsibly, openly, and authentically…and truly earn the trust of your customers, stakeholders, investors, and communities.

    Top PR thought leader and blogger Gini Dietrich runs the number one PR blog in the world, spinsucks.com, where she shares cutting-edge tips and tools for effective, ethical communications. Now, she’s integrated all she’s learned into a complete, actionable guide for every business leader who understands there are new rules to communications, but don’t know what to do.

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  • How Brands Grow: Part 2: Emerging Markets, Services, Durables, New and Luxury Brands

    Following the success of international bestseller How Brands Grow: What Marketer’s Don’t Know comes a new book that takes readers further on a journey to smarter, evidence-based marketing.

    How Brands Grow Part 2, by Jenni Romaniuk and Byron Sharp, is about fundamentals of buying behaviour and brand performance – fundamentals that provide a consistent roadmap for brand growth, and improved marketing productivity.

    Ride the next wave of marketing knowledge with insights such as how to build Mental Availability, metrics to assess the strength of your brand’s Distinctive Assets and a framework to underpin your brand’s Physical Availability strategy. Learn practical insights such as smart ways to look at word of mouth and the sort of advertising needed to attract new brand buyers.

    This book is also a must read for marketers working in emerging markets, services, durables and luxury categories, with evidence that will challenge conventional wisdom about growing brands in these markets. If you’ve ever wondered if word of mouth has more impact in China, if luxury brands break all the rules of marketing or if online shoppers are more loyal to brands or retailers, this book is for you.

    If you read and loved How Brands Grow, it’s time to move to the next level of marketing. And if you haven’t, get ready — this book will change the way you think about marketing forever.

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  • The Caterpillar Way Lessons in Leadership, Growth and Shareholder Value

    THE NEW YORK TIMES BESTSELLER!
    How one tenacious company found the drive to succeed–on a global scale

    In the early 1980s, Caterpillar, Inc. lost one million dollars per day for three consecutive years. Its continuing existence came into question. Today, “CAT” is the world’s most profitable manufacturer of construction and mining equipment and large engines. The now legendary global company made numerous well-calculated, though risky decisions for three consecutive decades–in the process scaling to heights unimaginable to even the finest business enterprises.

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  • The Ad-Free Brand: Secrets to Building Successful Brands in a Digital World

    Today you can build powerful, enduring brands at amazingly low cost — without expensive ad campaigns, huge marketing budgets, self-interested outside agencies, or deep specialized expertise. All you need are passion for your brand, low-cost digital tools, and The Ad-Free Brand.Drawing on his experience helping build Red Hat’s billion-dollar global brand, Chris Grams integrates classic brand positioning concepts with 21st century digital strategies, tools, and practices. Grams presents great new ways to collaboratively uncover, communicate, and evolve your ideal brand position, embed it in organizational culture, and work with your brand community to make it come to life. This step-by-step guide will lead you through the entire brand positioning process, while providing all you need to build a winning brand on a tight budget!

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  • How Brands Grow: What Marketers Don’t Know

    This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application.

    The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contrary to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

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  • Brand Breakout: How Emerging Market Brands Will Go Global

    World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. This best-selling, updated edition outlines eight strategies – including the Asian tortoise route, from B2B to B2C, brand acquisition and leveraging cultural resources – that will take brands from domestic dominance to worldwide triumph and dominance.

    For each strategic route, Kumar and Steenkamp examine the most effective implementation and identify the problems that companies will face and how these can be overcome. Full of international case studies including HTC, Tata Motors, Samsung, Lenovo, Pearl River Piano, Havaianas and Corona, the authors demonstrate that their strategies and underlying strategic brand-building principles are here to stay. Brand Breakout is not only a practical and enlightening guide for emerging market brands but crucial reading for Western companies who should not underestimate the challenge coming from these up-and-coming international businesses. It equips readers with the knowledge and techniques so that their brand can finally go global.

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  • Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information

    Going against conventional marketing wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix, a totally new way of thinking about consumer decision making and marketing, and about developing more effective business strategies.

    How people buy things has changed profoundly—yet the fundamental thinking about consumer decision-making and marketing has not. Most marketers still believe that they can shape consumers’ perception and drive their behavior. In this provocative book, Stanford professor Itamar Simonson and bestselling author Emanuel Rosen show why current mantras are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes.

    Absolute Value answers the pressing questions of how to influence customers in this new age. Simonson and Rosen point out the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides a totally new way of thinking about marketing.

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  • Endülüs

    Endülüs Medeniyeti tarihe ve insalığa mal oldu. XV. Yüzyıldan itibaren İspanya’da Endülüslerin nüfusu da çok azaldı. Fakat onlar bugün, insanlığa armağan ettikleri üç dev mirasla anılıyorlar ve anılacaklardır da.

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