Desnudando La Mente Del Consumidor Nueva Edicion

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Desnudando la mente del consumidor. Nueva edición

Author : Cristina Quiñones
Publisher : Paidos Empresa Perú
ISBN 13 : 6124327651
Total Pages : 290 pages
Book Rating : 4.1/5 (243 download)

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Book Synopsis Desnudando la mente del consumidor. Nueva edición by : Cristina Quiñones

Download or read book Desnudando la mente del consumidor. Nueva edición written by Cristina Quiñones and published by Paidos Empresa Perú. This book was released on 2023-11-01 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: ¡MIREMOS MÁS ALLÁ DEL CONSUMO!¡DESNUDEMOS LA MENTE DEL CONSUMIDOR! Insight viene del vocablo in, 'adentro', y sight, 'visión'. Por tanto, significa mirar dentro de las personas, mirar más allá de lo evidente, desnudar la mente y su corazón. Los insights representan descubrimientos o revelaciones sobre las formas de actuar, pensar y sentir del consumidor, y al descubrirlos se pueden gatillar o inspirar innovadoras estrategias de marketing, construcción de marca y de planificación estratégica. Ello supone entender los mecanismos de la mente humana y la psicología. En la base de toda esta filosofía de marketing está la consideración de que la persona (en su rol de consumidor) debe ser valorado no solo como agente económico, sino, sobre todo, como ser humano. La necesidad de ir en búsqueda de su corazón y no solo de su bolsillo. De ahí que se requiera desnudar primero nuestra propia mente, antes de desnudar la mente de nuestros consumidores. Este libro intenta representar una versión teórico-práctica de los fundamentos del consumer insight como concepto, herramienta y fundamento de un marketing de consumo céntrico, es decir, un marketing basado en las personas. En estas páginas se detallan las técnicas, las herramientas y los casos de marcas que han construido sus promesas de valor o estrategias fundamentales en estas verdades humanas. En esta nueva edición se incluyen 11 casos de aplicación del insight en sectores/industrias como las microfinanzas, educación, construcción, inmobiliaria, cuidado personal, consumo masivo, entre otras. ¿ Insighteamos?

Cosmetic Formulation

Author : Heather A.E. Benson
Publisher : CRC Press
ISBN 13 : 0429529082
Total Pages : 571 pages
Book Rating : 4.4/5 (295 download)

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Book Synopsis Cosmetic Formulation by : Heather A.E. Benson

Download or read book Cosmetic Formulation written by Heather A.E. Benson and published by CRC Press. This book was released on 2019-04-05 with total page 571 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cosmetics are the most widely applied products to the skin and include creams, lotions, gels, and sprays. Their formulation, design, and manufacturing ranges from large cosmetic houses to small private companies. This book covers the current science in the formulations of cosmetics applied to the skin. It includes basic formulation, skin science, advanced formulation, and cosmetic product development, including both descriptive and mechanistic content with an emphasis on practical aspects.

Applying Neuroscience to Business Practice

Author : Dos Santos, Manuel Alonso
Publisher : IGI Global
ISBN 13 : 152251029X
Total Pages : 351 pages
Book Rating : 4.5/5 (225 download)

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Book Synopsis Applying Neuroscience to Business Practice by : Dos Santos, Manuel Alonso

Download or read book Applying Neuroscience to Business Practice written by Dos Santos, Manuel Alonso and published by IGI Global. This book was released on 2016-10-25 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: Neuroscience is a multidisciplinary research area that evaluates the structural and organizational function of the nervous system. When applied to business practices, it is possible to investigate how consumers, managers, and marketers makes decisions and how their emotions may play a role in those decisions. Applying Neuroscience to Business Practice provides theoretical frameworks and current empirical research in the field. Highlighting scientific studies and real-world applications on how neuroscience is being utilized in business practices and marketing strategies to benefit organizations, as well as emergent business and management techniques being developed from this research, this book is a pivotal reference source for researchers, managers, and students.

Cosmetic Formulation

Author : Heather A.E. Benson
Publisher : CRC Press
ISBN 13 : 1482235404
Total Pages : 479 pages
Book Rating : 4.4/5 (822 download)

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Book Synopsis Cosmetic Formulation by : Heather A.E. Benson

Download or read book Cosmetic Formulation written by Heather A.E. Benson and published by CRC Press. This book was released on 2019-04-05 with total page 479 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cosmetics are the most widely applied products to the skin and include creams, lotions, gels and sprays. Their formulation, design and manufacturing ranges from large cosmetic houses to small private companies. This book covers the current science in the formulations of cosmetics applied to the skin. It includes basic formulation, skin science, advanced formulation, and cosmetic product development, including both descriptive and mechanistic content with an emphasis on practical aspects. Key Features: Covers cosmetic products/formulation from theory to practice Includes case studies to illustrate real-life formulation development and problem solving Offers a practical, user-friendly approach, relying on the work of recognized experts in the field Provides insights into the future directions in cosmetic product development Presents basic formulation, skin science, advanced formulation and cosmetic product development

Dictionary of Spoken Spanish

Author : United States. War Department
Publisher :
ISBN 13 :
Total Pages : 758 pages
Book Rating : 4.A/5 ( download)

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Book Synopsis Dictionary of Spoken Spanish by : United States. War Department

Download or read book Dictionary of Spoken Spanish written by United States. War Department and published by . This book was released on 1945 with total page 758 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Effective Advertising

Author : Gerard J. Tellis
Publisher : SAGE
ISBN 13 : 1452276749
Total Pages : 217 pages
Book Rating : 4.4/5 (522 download)

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Book Synopsis Effective Advertising by : Gerard J. Tellis

Download or read book Effective Advertising written by Gerard J. Tellis and published by SAGE. This book was released on 2003-11-20 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Recently nominated one of five finalists selected for the 2005 Berry-AMA Book Prize for best book in marketing! "Tellis has done a remarkable job. He has brought together an amazingly diverse literature. Unlike some other sources that claim to be able to measure the effects of advertising, Tellis′s thoroughness and ability to understand and convey results of various experiments and statistical analyses helps the reader to separate the wheat from the chaff. Any student of advertising, whether new to the field or a seasoned veteran executive or researcher, should read this book." --Alan G. Sawyer, University of Florida Effective Advertising: How, When, and Why Advertising Works reviews and summarizes an extensive body of research on advertising effectiveness. In particular, it summarizes what we know today on when, how, and why advertising works. The primary focus of the book is on the instantaneous and carryover effects of advertising on consumer choice, sales, and market share. In addition, the book reviews research on the rich variety of ad appeals, and suggests which appeals work, and when, how, and why they work. The first comprehensive book on advertising effectiveness, Understanding Effective Advertising reviews over 50 years of research in the fields of advertising, marketing, consumer behavior, and psychology. It covers all aspects of advertising and its effect on sales, including sales elasticity, carryover effects, content effects, and effects of frequency. Author Gerard J. Tellis distills three decades of academic and professional experience into one volume that successfully dismisses many popular myths about advertising, such as: * Advertising has a powerful influence on consumers and often generates consumer need * The effects of advertising persist for decades * If an ad fails initially, repetition will ensure its ultimate success * Ads need only one to three exposures to succeed * Advertising by argument is the most effective method * The best ads are unique and original * Advertising is very profitable Tellis then provides alternatives and establishes the following truths about advertising: * Advertising is vitally important for free markets, but its action is subtle and its discovery is fragile * The effects of advertising are short-lived * If ads are not initially effective, repetition will not make them more effective * Scientific principles can show which ads work, though firms often ignore advertising research and persist with ineffective ads * Advertising by emotion may have the most effective appeal * Templates can yield very effective ads * Advertising is often unprofitable Effective Advertising will be an important addition to courses at the graduate or undergraduate level in advertising, marketing, communication, and journalism. It will also be an invaluable reference for professionals and researchers working in these fields.

Desnudando la mente del consumidor

Author : Cristina Quiñones
Publisher : Grupo Planeta Spain
ISBN 13 : 6124650134
Total Pages : 220 pages
Book Rating : 4.1/5 (246 download)

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Book Synopsis Desnudando la mente del consumidor by : Cristina Quiñones

Download or read book Desnudando la mente del consumidor written by Cristina Quiñones and published by Grupo Planeta Spain. This book was released on 2014-07-25 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: Este libro intenta presentar una visión teórico-práctica de los fundamentos del Consumer Insight como concepto, herramienta y fundamento de un marketing consumo-céntrico, es decir, un marketing basado en las personas. Se detallan las técnicas, herramientas y casos de marcas que han construido sus promesas de valor o estrategias fundamentadas en estas verdades humanas.

Neuromarketing

Author : Leon Zurawicki
Publisher : Springer Science & Business Media
ISBN 13 : 3540778292
Total Pages : 291 pages
Book Rating : 4.5/5 (47 download)

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Book Synopsis Neuromarketing by : Leon Zurawicki

Download or read book Neuromarketing written by Leon Zurawicki and published by Springer Science & Business Media. This book was released on 2010-09-02 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another. Hence, it reveals that consumers utilize mental accounting processes different from those assumed in marketers' logical inferences when it comes to time, problems with rating and choosing, and in post-purchase evaluation. People are often guided by illusions not only when they perceive the outside world but also when planning their actions - and consumer behavior is no exception. Strengthening the control over their own desires and the ability to navigate the maze of data are crucial skills consumers can gain to benefit themselves, marketers and the public. Understanding the mind of the consumer is the hardest task faced by business researchers. This book presents the first analytical perspective on the brain - and biometric studies which open a new frontier in market research.

Brandwashed

Author : Martin Lindstrom
Publisher : Random House Australia
ISBN 13 : 1742753922
Total Pages : 304 pages
Book Rating : 4.7/5 (427 download)

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Book Synopsis Brandwashed by : Martin Lindstrom

Download or read book Brandwashed written by Martin Lindstrom and published by Random House Australia. This book was released on 2011-09-28 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: A shocking insider's look at how global giants conspire to obscure the truth and manipulate our minds. Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years. Here, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned dollars. Picking up from where Vance Packard's bestselling classic, The Hidden Persuaders, left off more than half-a-century ago, Lindstrom reveals: New findings that reveal how advertisers and marketers intentionally target children at an alarmingly young age - starting when they are still in the womb! Shocking results of an fMRI study which uncovered what heterosexual men really think about when they see sexually provocative advertising (hint: it isn't their girlfriends). How marketers and retailers stoke the flames of public panic and capitalize on paranoia over global contagions, extreme weather events, and food contamination scares. The first ever neuroscientific evidence proving how addicted we all are to our iPhones and our Blackberry's (and the shocking reality of cell phone addiction - it can be harder to shake than addictions to drugs and alcohol). How companies of all stripes are secretly mining our digital footprints to uncover some of the most intimate details of our private lives, then using that information to target us with ads and offers 'perfectly tailored' to our psychological profiles. How certain companies, like the maker of one popular lip balm, purposely adjust their formulas in order to make their products chemically addictive. What a 3-month long guerrilla marketing experiment, conducted specifically for this book, tells us about the most powerful hidden persuader of them all. And much, much more. This searing expose introduces a new class of tricks, techniques, and seductions - the Hidden Persuaders of the 21st century- and shows why they are more insidious and pervasive than ever.

Brand Sense

Author : Martin Lindstrom
Publisher : Simon and Schuster
ISBN 13 : 1439172013
Total Pages : 194 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis Brand Sense by : Martin Lindstrom

Download or read book Brand Sense written by Martin Lindstrom and published by Simon and Schuster. This book was released on 2010-02-02 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: The definitive book on sensory branding, shows how companies appeal to consumers’ five senses to sell products. Did you know that the gratifying smell that accompanies the purchase of a new automobile actually comes from a factory-installed aerosol can containing “new car” aroma? Or that Kellogg’s trademarked “crunch” is generated in sound laboratories? Or that the distinctive click of a just-opened jar of Nescafé freeze-dried coffee, as well as the aroma of the crystals, has been developed in factories over the past decades? Or that many adolescents recognize a pair of Abercrombie & Fitch jeans not by their look or cut but by their fragrance? In perhaps the most creative and authoritative book on how our senses affect our everyday purchasing decisions, global branding guru Martin Lindstrom reveals how the world’s most successful companies and products integrate touch, taste, smell, sight, and sound with startling and sometimes even shocking results. In conjunction with renowned research institution Millward Brown, Lindstrom’s innovative worldwide study unveils how all of us are slaves to our senses—and how, after reading this book, we’ll never be able to see, hear, or touch anything from our running shoes to our own car doors the same way again. An expert on consumer shopping behavior, Lindstrom has helped transform the face of global marketing with more than twenty years of hands-on experience. Firmly grounded in science, and disclosing the secrets of all our favorite brands, Brand Sense shows how we consumers are unwittingly seduced by touch, smell, sound, and more.

Ethics and Neuromarketing

Author : Andrew R. Thomas
Publisher : Springer
ISBN 13 : 3319456091
Total Pages : 219 pages
Book Rating : 4.3/5 (194 download)

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Book Synopsis Ethics and Neuromarketing by : Andrew R. Thomas

Download or read book Ethics and Neuromarketing written by Andrew R. Thomas and published by Springer. This book was released on 2016-10-19 with total page 219 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies of neuromarketing to consider the ethical implications of applying powerful tools for data collection. The rationale behind neuromarketing is that human decision-making is not primarily a conscious process. Instead, there is increasing evidence that the willingness to buy products and services is an emotional process where the brain uses short cuts to accelerate the decision-making process. At the intersection of economics, neuroscience, consumer behavior, and cognitive psychology, neuromarketing focuses on which emotions are relevant in human decision-making, and uses this knowledge to make marketing more effective. The knowledge is applied in product design; enhancing promotions and advertising, pricing, professional services, and store design; and improving the consumer experience as a whole. The foundation for all of this activity is data gathering and analysis. Like many new processes and innovations, much of neuromarketing is operating far ahead of current governmental compliance and regulation and thus current practices are raising ethical issues. For example, facial recognition software, used to monitor and detect a wide range of micro-expressions, has been tested at several airports—under the guise of security and counterterrorism. To what extent is it acceptable to screen the entire population using these powerful and intrusive techniques without getting passengers’ consent? Citing numerous examples from the public and private sectors, the editors and contributing authors argue that while the United States has catalyzed technological advancements, European companies and governments are more progressive when it comes to defining ethical parameters and developing policies. This book details many of those efforts, and offers rational, constructive approaches to laying an ethical foundation for neuromarketing efforts.

The Practical Pocket Guide to Account Planning

Author : Chris Kocek
Publisher :
ISBN 13 : 9780989284905
Total Pages : 0 pages
Book Rating : 4.2/5 (849 download)

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Book Synopsis The Practical Pocket Guide to Account Planning by : Chris Kocek

Download or read book The Practical Pocket Guide to Account Planning written by Chris Kocek and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: the difference between most Account Planning job descriptions and day-to-day realities, critical planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research, techniques for writing better briefs and ideas for how to lead more engaging briefings, and how to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients. Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.

Contemporary Logistics in China

Author : Ling Wang
Publisher : Springer
ISBN 13 : 9811010528
Total Pages : 289 pages
Book Rating : 4.8/5 (11 download)

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Book Synopsis Contemporary Logistics in China by : Ling Wang

Download or read book Contemporary Logistics in China written by Ling Wang and published by Springer. This book was released on 2016-06-20 with total page 289 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the sixth volume in a series entitled “Contemporary Logistics in China,” authored by researchers at the Logistics Center, Nankai University. In the spirit of the five preceding volumes, published annually in previous years, this book carries on the ideal of providing a systematic exposition on the development of logistics in China to the English-speaking community. Specifically, this volume captures China’s logistics development at a crucial turning point. On the one hand, it echoes the new horizon advocated by the Government’s One-Belt-One-Road Initiative for global cooperation; on the other, it resonates with the new blueprint of implementing the main contents of the 13th Five-year Plan on logistics development. Subjects covered include the macro-factors pertaining to logistics development, region-specific plans, industry-wide transformation, globally oriented moves, and current hot topics. Expositions and analyses on these subjects are based on the latest available sources and statistical data. As with the previous volumes, the ultimate aim of this book is to present a timely portrait of the rapid growth of China’s logistics market and the status of its logistics industry’s evolution. In so doing, this book offers an in-depth analysis of the critical issues and dilemmas amid the ongoing, dynamic and multi-faceted development, and presents a valuable reference source for interested readers in the academic and professional fields.

How Brands Become Icons

Author : D. B. Holt
Publisher : Harvard Business Press
ISBN 13 : 1422163326
Total Pages : 282 pages
Book Rating : 4.4/5 (221 download)

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Book Synopsis How Brands Become Icons by : D. B. Holt

Download or read book How Brands Become Icons written by D. B. Holt and published by Harvard Business Press. This book was released on 2004-09-15 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than brands--they are cultural icons. How do managers create brands that resonate so powerfully with consumers? Based on extensive historical analyses of some of America's most successful iconic brands, including ESPN, Mountain Dew, Volkswagen, Budweiser, and Harley-Davidson, this book presents the first systematic model to explain how brands become icons. Douglas B. Holt shows how iconic brands create "identity myths" that, through powerful symbolism, soothe collective anxieties resulting from acute social change. Holt warns that icons can't be built through conventional branding strategies, which focus on benefits, brand personalities, and emotional relationships. Instead, he calls for a deeper cultural perspective on traditional marketing themes like targeting, positioning, brand equity, and brand loyalty--and outlines a distinctive set of "cultural branding" principles that will radically alter how companies approach everything from marketing strategy to market research to hiring and training managers. Until now, Holt shows, even the most successful iconic brands have emerged more by intuition and serendipity than by design. With How Brands Become Icons, managers can leverage the principles behind some of the most successful brands of the last half-century to build their own iconic brands. Douglas B. Holt is associate professor of Marketing at Harvard Business School.

The Situated Politics of Belonging

Author : Nira Yuval-Davis
Publisher : SAGE
ISBN 13 : 184787875X
Total Pages : 249 pages
Book Rating : 4.8/5 (478 download)

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Book Synopsis The Situated Politics of Belonging by : Nira Yuval-Davis

Download or read book The Situated Politics of Belonging written by Nira Yuval-Davis and published by SAGE. This book was released on 2006-06-27 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: This collection of essays examines the racialized and gendered effects of contemporary politics of belonging, issues which lie at the heart of contemporary political and social lives. It encompasses critical questions of identity and citizenship, inclusion and exclusion, emotional attachments, violent conflicts and local/global relationships. The range - geographically, thematically and theoretically - covered by the chapters reflects current concerns in the world today. A timely contribution to the ongoing debates in the field, it will be a valuable companion to scholars working in the areas of multiculturalism, globalisation and culture, race and ethnic studies, gender studies and studies of post-partition societies.

The Culture Code

Author : Clotaire Rapaille
Publisher : Currency
ISBN 13 : 0767920570
Total Pages : 226 pages
Book Rating : 4.7/5 (679 download)

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Book Synopsis The Culture Code by : Clotaire Rapaille

Download or read book The Culture Code written by Clotaire Rapaille and published by Currency. This book was released on 2007-07-17 with total page 226 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why are people around the world so very different? What makes us live, buy, even love as we do? The answers are in the codes. In The Culture Code, internationally revered cultural anthropologist and marketing expert Clotaire Rapaille reveals for the first time the techniques he has used to improve profitability and practices for dozens of Fortune 100 companies. His groundbreaking revelations shed light not just on business but on the way every human being acts and lives around the world. Rapaille’s breakthrough notion is that we acquire a silent system of codes as we grow up within our culture. These codes—the Culture Code—are what make us American, or German, or French, and they invisibly shape how we behave in our personal lives, even when we are completely unaware of our motives. What’s more, we can learn to crack the codes that guide our actions and achieve new understanding of why we do the things we do. Rapaille has used the Culture Code to help Chrysler build the PT Cruiser—the most successful American car launch in recent memory. He has used it to help Procter & Gamble design its advertising campaign for Folger’s coffee – one of the longest lasting and most successful campaigns in the annals of advertising. He has used it to help companies as diverse as GE, AT&T, Boeing, Honda, Kellogg, and L’Oréal improve their bottom line at home and overseas. And now, in The Culture Code, he uses it to reveal why Americans act distinctly like Americans, and what makes us different from the world around us. In The Culture Code, Dr. Rapaille decodes two dozen of our most fundamental archetypes—ranging from sex to money to health to America itself—to give us “a new set of glasses” with which to view our actions and motivations. Why are we so often disillusioned by love? Why is fat a solution rather than a problem? Why do we reject the notion of perfection? Why is fast food in our lives to stay? The answers are in the Codes. Understanding the Codes gives us unprecedented freedom over our lives. It lets us do business in dramatically new ways. And it finally explains why people around the world really are different, and reveals the hidden clues to understanding us all.

The Poisoned Water

Author : Fernando Benítez
Publisher : Carbondale : Southern Illinois University Press
ISBN 13 :
Total Pages : 168 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis The Poisoned Water by : Fernando Benítez

Download or read book The Poisoned Water written by Fernando Benítez and published by Carbondale : Southern Illinois University Press. This book was released on 1973 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: This first English translation makes available to English-speaking readers a powerful modern Mexican novel, first published in 1961. Fernando Benítez, well-known Mexican author, journalist, and winner of Mexico's 1968 best-book award, exploits a true but little-known incident by building it into a tightly structured, tense, and tragic novel of social protest. The incident on which the novel is based is a bloody rebellion against the village feudal master touched off by joking comment on the "poisoning" of the water as one of Don Ulises's men is pushed into the plaza fountain. Feeding on itself, the rumor spreads that the "boss" has poisoned the local spring, and rebellion follows, with its violent and unforeseen consequences. The result is a frightening look at one of Mexico's major social problems and glaring ironies--that over fifty years after a revolution fought by the peasant and for the peasant, most rural groups are still living below the national economic standard.