Emprender tu marca personal

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Author :
Publisher : Profit Editorial
ISBN 13 : 8416115737
Total Pages : 140 pages
Book Rating : 4.4/5 (161 download)

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Book Synopsis Emprender tu marca personal by : Núria Costa Claret

Download or read book Emprender tu marca personal written by Núria Costa Claret and published by Profit Editorial. This book was released on 2015-05-04 with total page 140 pages. Available in PDF, EPUB and Kindle. Book excerpt: Técnicas de marketing y autoconomiento para crear tu propia marca. Este libro describe el proceso para emprender tu marca personal desde el análisis interior. De este modo, tu imagen, siendo siempre honesta y profesional, será visible y alcanzable para cualquier empresa potencial que necesite de tus cualidades. O, por otro lado, si quieres crear tu propio empleo o tu propia empresa, con la ayuda de tu marca personal, conseguirás diferenciarte del resto de profesionales ya existentes, atrayendo hacia ti los clientes más adecuados acorde con tus valores.

Crea tu proyecto Tube

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Author :
Publisher : Editorial Almuzara
ISBN 13 : 8483565498
Total Pages : 149 pages
Book Rating : 4.4/5 (835 download)

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Book Synopsis Crea tu proyecto Tube by : Roger Cusa

Download or read book Crea tu proyecto Tube written by Roger Cusa and published by Editorial Almuzara. This book was released on 2011-06 with total page 149 pages. Available in PDF, EPUB and Kindle. Book excerpt: ¿Cómo consiguió un fabricante de cepillos limpialenguas al borde de la bancarrota crear un imperio presente en 114 países? ¿Cómo una pequeña tienda de vinos pasó de facturar 4 a 45 millones de dólares en pocos meses convirtiendo a su fundador en uno de los expertos más influyentes del mundo? Detrás de estas y otras historias de éxito empresarial hay un secreto: el vídeo online y su aprovechamiento como nueva y eficaz herramienta de marketing. Roger Cusa analiza todas las posibilidades del vídeo en Internet y explica, paso a paso, cómo sacarle el máximo partido. Desde cómo generar contenidos atractivos hasta cómo obtener ingresos, «Crea tu Proyecto Tube» descubre todas las claves del Internetenimiento, la nueva forma de exprimir las innumerables posibilidades que ofrece Internet a empresas y particulares. Un ameno y práctico libro para aprender a conseguir fieles seguidores, fortalecer marcas, abrir nuevas vías de negocio y convertir en estrella a cualquier aficionado. Como defiende el autor, cualquier persona o empresa puede convertirse en un fenómeno de masas partiendo de la originalidad y sabiendo utilizar la tecnología.

177 Mental Toughness Secrets of the World Class

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Author :
Publisher :
ISBN 13 : 9780975500354
Total Pages : 0 pages
Book Rating : 4.5/5 (3 download)

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Book Synopsis 177 Mental Toughness Secrets of the World Class by : Steve Siebold

Download or read book 177 Mental Toughness Secrets of the World Class written by Steve Siebold and published by . This book was released on 2010 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Is it possible for a person of average intelligence and modest means to ascend to the throne of the world class? The answer is YES! Not only is it possible - it's being done everyday. This book shows you how. 177 takes youinside the thought processes, habits and philosophies of the world's greatest performers.

C—mo Convertir Tus Suenos En Riquezas

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Author :
Publisher : Trafford Publishing
ISBN 13 : 141207083X
Total Pages : 112 pages
Book Rating : 4.4/5 (12 download)

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Book Synopsis C—mo Convertir Tus Suenos En Riquezas by : Ruben Manuel Sanudo Gastelum

Download or read book C—mo Convertir Tus Suenos En Riquezas written by Ruben Manuel Sanudo Gastelum and published by Trafford Publishing. This book was released on 2008-10-10 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: Es un libro que inicia al lector con un auto cuestionamiento de lo que significa el ÉXITO, como proyecto personal de cada persona. Con su extensa experiencia de negocios y de la vida, más sus propios triunfos y fracasos, el autor ofrece expertas recomendaciones para la superación personal y consecución de la riqueza y prosperidad. Desde cómo iniciar un proyecto – rentable en términos económicos – hasta cómo cambiar de aires si éste no funciona. Inclusive prevé qué hacer si el lector actúa, emprende y fracasa. Provee, asimismo, de consejos para evitar los fracasos. Y cómo salir rápidamente del desgaste emocional que supone el perder… en caso de que se presente la derrota. El autor deja ver que, si hallamos cuál es nuestra Misión Personal, y si trabajamos en lo que amamos, seremos felices. Y será entonces cuando lograremos entender cómo ganar dinero haciendo lo que se ama. “Empatar el gusto con el lucro”, apunta el autor. En esta obra encontrarás: * Cómo definir tus propios indicadores de éxito. * Los pasos a dar para descubrir tu misión personal. * Maneras de liberar el poder de tu mente y con actitudes positivas. * Consejos prácticos para triunfar en la vida, en los negocios, y ser feliz en el trayecto. * Qué hacer si el éxito y la prosperidad no se logran en los primeros intentos. Y cómo reintentarlo. * Cómo reducir las posibilidades del fracaso… ¡y más! Triunfar, ganar dinero y ser feliz no es privilegio de unos cuantos. Tú puedes hacerlo si desencadenas las fortalezas que residen en tu mente y las transformas en actitudes y pensamientos positivos. Y, sin dilación alguna, actúas con ese primer paso que te llevará hacia la conquista de la buena fortuna, el apropiado ser, el productivo hacer… para el bien ¡tener!

Hello, Fears

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Author :
Publisher : Sourcebooks, Inc.
ISBN 13 : 1492688908
Total Pages : 186 pages
Book Rating : 4.4/5 (926 download)

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Book Synopsis Hello, Fears by : Michelle Poler

Download or read book Hello, Fears written by Michelle Poler and published by Sourcebooks, Inc.. This book was released on 2020-05-05 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: Are you ready to break free from the grip of fear and embark on a journey of personal growth and empowerment? For readers of motivational books like Daring Greatly and Girl, Wash Your Face, this growth mindset personal development book from acclaimed speaker and influencer, Michelle Poler, will help you push out of your comfort zone and find authentic happiness. With a captivating blend of vulnerability, humor, and actionable insights, Michelle shares her story of conquering 100 fears in 100 days and provides a roadmap to help you navigate the uncharted territories of your fears. From public speaking and taking risks to facing rejection and embracing vulnerability, Hello, Fears equips you with the tools and mindset needed to set life-changing goals, embrace courage, and live a life without limits. Learn how to identify and understand your fears, uncovering their root causes Discover proven techniques to step out of your comfort zone and face challenges with confidence Overcome the fear of failure and transform setbacks into stepping stones for success Embrace vulnerability and build authentic connections in your personal and professional life Cultivate resilience and adaptability in the face of uncertainty and change Develop a growth mindset and harness fear as a catalyst for personal growth Whether you're struggling with fear in your career, relationships, or personal aspirations, Hello, Fears provides the guidance and motivation you need to break free and live a life driven by courage, resilience, and purpose. Embrace the transformative power of fear and unlock your true potential today!

Milady's Standard Nail Technology [With Workbook]

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Author :
Publisher : Milady Publishing Corporation
ISBN 13 : 9781401839147
Total Pages : pages
Book Rating : 4.8/5 (391 download)

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Book Synopsis Milady's Standard Nail Technology [With Workbook] by : Milady Publishing Company

Download or read book Milady's Standard Nail Technology [With Workbook] written by Milady Publishing Company and published by Milady Publishing Corporation. This book was released on 2002-08-01 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

El Poder de tu Marca Personal

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Author :
Publisher : Bubok
ISBN 13 : 8468543098
Total Pages : 328 pages
Book Rating : 4.4/5 (685 download)

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Book Synopsis El Poder de tu Marca Personal by : Rubén Martín Rubio

Download or read book El Poder de tu Marca Personal written by Rubén Martín Rubio and published by Bubok. This book was released on 2019-11-29 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: Te encuentras atascado/a y no sabes cómo avanzar en tu vida profesional. No estás apostando por ti o vives y trabajas para los demás. Te cuesta sacar el mayor potencial a tu imagen y a tu comunicación. Y la pregunta clave: ¿sabes cómo crear una Empresa Rentable a través de tu Marca Personal? En este libro, el experto en Marca Personal Rubén Martín comparte contigo su metodología de trabajo testada en más de 50 personalidades por toda España, con la que alcanzarás los siguientes resultados: Crearás tu mejor versión en el ámbito personal, social y de negocios. Te posicionarás en tu sector como experto referente. Generarás una comunidad a tu alrededor. Aumentarás tu fuente de ingresos con Éxito.

The Forbidden

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Author :
Publisher : Cambridge Scholars Publishing
ISBN 13 : 144380777X
Total Pages : 403 pages
Book Rating : 4.4/5 (438 download)

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Book Synopsis The Forbidden by : Benito Pérez Galdós

Download or read book The Forbidden written by Benito Pérez Galdós and published by Cambridge Scholars Publishing. This book was released on 2009-03-26 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: Benito Pérez Galdós, considered Spain’s most important novelist after Cervantes, wrote 77 novels, several works of theater and a number of other tomes during his lifetime (1843–1920). His works have been translated into all major languages of the world, and many of his most highly regarded novels, those of the contemporary period, have been translated into English two, three and even four times over. Of the few “contemporary novels” of Galdós that until now have not come to light in English, The Forbidden is certainly among the most noteworthy. The story line concerns a wealthy philanderer, José María Bueno de Guzmán, who attempts to buy the favors of his three beautiful married cousins. He is successful with the first, Eloísa, a grasping materialist who falls deeply in love with him. Then he rejects her in order to attempt to seduce the youngest, Camila. Meanwhile, the third, the pseudo-intellectual María Juana, jealous, seduces José María. But it is Camila, healthy, impetuous and wild, who resists his temptations and holds our attention. The novelist and critic Leopoldo Alas, Galdós’s contemporary, calls her “the most feminine, graceful, lively female character that any modern novelist has painted.” As a naturalistic study, in the manner of Balzac in particular, principal characters of Galdós’s other novels (El doctor Centeno, La de Bringas, La familia de León Roch) become fleetingly visible in The Forbidden. In addition, the entire Bueno de Guzmán family gives evidence of the naturalistic emphasis on heredity: they all display certain physical or mental disorders. Eloísa has a morbid fear of feathers, María Juana often feels that she has a tiny piece of cloth caught in her teeth, José María suffers bouts of depression, an uncle is a kleptomaniac, one of the relatives writes letters to himself, etc. At the same time, this novel shows the foibles of Spanish society where status is determined by one’s associates, by the wearing of finery, and by living on borrowed money. In their history of Spanish literature, Chandler and Schwartz call Galdós “the greatest novelist of the nineteenth century and the only one who deserves to be mentioned in the same breath with great novelists like Balzac, Dickens and Dostoievsky.” The Forbidden, written at the height of the author’s creative powers, is a major work and its publication for an English-speaking audience is long overdue.

Created for a Purpose

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Author :
Publisher : Barbour Publishing
ISBN 13 : 1643525875
Total Pages : 126 pages
Book Rating : 4.6/5 (435 download)

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Book Synopsis Created for a Purpose by : Darlene Sala

Download or read book Created for a Purpose written by Darlene Sala and published by Barbour Publishing. This book was released on 2020-06-01 with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: God Has a Purpose for You, Daughter of the King! Do you struggle with feelings of inadequacy, inferiority, and worthlessness? Do you ever ask yourself: Am I worth anything? Is it wrong to be an introvert? How do I deal with my broken past? Don’t think you’re alone. Millions of others have faced the same battles you do—and have overcome them. They’ve been victorious by learning to see themselves as God sees them—as unique individuals ready to make a special contribution in the world. They’ve come to understand that they were Created for a Purpose. And so were you. That’s the message of this devotional: God made you, loves you, and has a plan for your life. Take that message to heart, then read on and be inspired as you come to know God’s ultimate purpose—to create eternal beauty in your life.

Ultralearning

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Author :
Publisher : HarperCollins
ISBN 13 : 0062852744
Total Pages : 278 pages
Book Rating : 4.0/5 (628 download)

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Book Synopsis Ultralearning by : Scott H. Young

Download or read book Ultralearning written by Scott H. Young and published by HarperCollins. This book was released on 2019-08-06 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now a Wall Street Journal bestseller. Learn a new talent, stay relevant, reinvent yourself, and adapt to whatever the workplace throws your way. Ultralearning offers nine principles to master hard skills quickly. This is the essential guide to future-proof your career and maximize your competitive advantage through self-education. In these tumultuous times of economic and technological change, staying ahead depends on continual self-education—a lifelong mastery of fresh ideas, subjects, and skills. If you want to accomplish more and stand apart from everyone else, you need to become an ultralearner. The challenge of learning new skills is that you think you already know how best to learn, as you did as a student, so you rerun old routines and old ways of solving problems. To counter that, Ultralearning offers powerful strategies to break you out of those mental ruts and introduces new training methods to help you push through to higher levels of retention. Scott H. Young incorporates the latest research about the most effective learning methods and the stories of other ultralearners like himself—among them Benjamin Franklin, chess grandmaster Judit Polgár, and Nobel laureate physicist Richard Feynman, as well as a host of others, such as little-known modern polymath Nigel Richards, who won the French World Scrabble Championship—without knowing French. Young documents the methods he and others have used to acquire knowledge and shows that, far from being an obscure skill limited to aggressive autodidacts, ultralearning is a powerful tool anyone can use to improve their career, studies, and life. Ultralearning explores this fascinating subculture, shares a proven framework for a successful ultralearning project, and offers insights into how you can organize and exe - cute a plan to learn anything deeply and quickly, without teachers or budget-busting tuition costs. Whether the goal is to be fluent in a language (or ten languages), earn the equivalent of a college degree in a fraction of the time, or master multiple tools to build a product or business from the ground up, the principles in Ultralearning will guide you to success.

C?mo Construir Tu Marca Personal

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Author :
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.2/5 (152 download)

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Book Synopsis C?mo Construir Tu Marca Personal by : Ylich Tarazona

Download or read book C?mo Construir Tu Marca Personal written by Ylich Tarazona and published by . This book was released on 2022 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: C?mo Construir Tu Marca Personal Aprende a consolidar y posicionar tu personal branding en un mercado competitivo a trav?s del Love Brand y otras estrategias digitales 5.0. Maravilloso libro de autoayuda y emprendimiento digital 5.0 que te ayudar? a construir tu marca personal, obtener las herramientas que necesita para tener ?xito en tu negocio y diferenciarte de los dem?s a trav?s del posicionamiento de tu personal branding. Todo esto por medio de un fant?stico viaje de redescubrimiento profesional, que te permitir? destacarte, consolidarte y posicionarte como experto en un mercado competitivo mediante el "love brand". A la vez, que aprender?s a desarrollar el m?ximo de tu potencial humano y llevar tu vida al siguiente nivel, convirti?ndote en un l?der de referencia y en una persona de influencia. En este libro en su edici?n especial aprender?s a : Posicionar tu marca profesional de forma efectiva y convertirte en un referente de la industria. Lo que te permitir? obtener m?s y mejores ofertas al proyectar una imagen presencial y digital s?lida. Este libro est? dise?ado exclusivamente para aquellas personas, empresarios, influencers y profesionales que quieren mejorar su marca, optimizar sus perfiles, conectar con su audiencia y ¡vender m?s! A la vez que les permitir? potencializar su capacidad de crear y construir su imagen a trav?s de estrategias presenciales y online. Lo que les ayudar? a mejorar el valor percibido de sus productos y servicios, potenciando tus habilidades y conocimientos en sus nichos de mercado. Promover la flexibilidad del pensamiento t?ctico estrat?gico y la comprensi?n de los procesos mentales y psicol?gicos para posicionar tu "marca personal" en tu c?rculo de influencia a trav?s del "love brand". Generar tu personal branding teniendo en cuenta varios factores, incluido el aspecto de las personas en tu nicho, c?mo hablan y act?an, el tipo de marcas con las que aspiran asociarse, sus necesidades y m?s. Contar?s con un plan de acci?n y un proyecto de vida claro, bien definido, que te permitir? consolidar tu personal branding en un mercado competitivo, lo que aumentar? tu valor percibido frente a la competencia con el uso de estrategias de marketing 5.0 5.0 y posicionamiento web teniendo resultados profesionales en menor plazo de tiempo. Dominar los principios claves para el posicionamiento de marca en la era digital y consolidarte como un experto a nivel global. Y finalmente, sobresalir del resto de la competencia. Impulsando tu negocio, teniendo acceso a m?s clientes potenciales cualificados. Darle un giro exponencial a tu carrera profesional. Generando tus propias oportunidades de venta, convirti?ndote en un referente de tu industria y aumentando el valor percibido de tu imagen de marca personal. 7.? Edici?n especial, revisada, actualizada y extendida. (Incluye ejercicios pr?cticos y plan de acci?n) ¿QU? VAS A LOGRAR? Construir tu marca profesional de forma efectiva y convertirte en un referente de la industria. Empezar un negocio como independiente para comercializar tus conocimientos. Crear tus propias oportunidades aumentando el valor de tu marca personal.

A World for Julius

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Author :
Publisher : Univ of Wisconsin Press
ISBN 13 : 9780299196745
Total Pages : 460 pages
Book Rating : 4.1/5 (967 download)

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Book Synopsis A World for Julius by : Alfredo Bryce Echenique

Download or read book A World for Julius written by Alfredo Bryce Echenique and published by Univ of Wisconsin Press. This book was released on 2004 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt: Julius was born in a mansion on Salaverry Avenue, directly across from the old San Felipe Hippodrome. Life-size Disney characters and cowboy movie heroes romp across the walls of his nursery. Out in the carriage house, his great-grandfather's ornate, moldering carriage takes him on imaginary adventures. But Julius's father is dead, and his beautiful young mother passes through her children's lives like an ephemeral shooting star. Despite the soft shelter of family and money, hard realities overshadow Julius's expanding world, just as the rugged Andes loom over his home in Lima. This lyrical, richly textured novel, first published in 1970 as Un mundo para Julius, opens new territory in Latin American literature with its focus on the social elite of Peru. In this postmodern novel Bryce Echenique incisively charts the decline of an influential, centuries-old aristocratic family faced with the invasion of foreign capital in the 1950s. Winner of the Outstanding Translation Award of the American Literary Translators Association and the Columbia University Translation Center Award.

Non-Professional Subtitling

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Author :
Publisher : Cambridge Scholars Publishing
ISBN 13 : 1527500748
Total Pages : 320 pages
Book Rating : 4.5/5 (275 download)

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Book Synopsis Non-Professional Subtitling by : Yvonne Lee

Download or read book Non-Professional Subtitling written by Yvonne Lee and published by Cambridge Scholars Publishing. This book was released on 2017-08-21 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: From fansubbing, fan-generated translation, to user-generated translation, from amateur translation to social translation, non-professional subtitling has come a long way since its humble beginning in the 1980s. The prevailing technological affordance enables and mobilises the digital generation to turn subtitling into a method of self-expression and mediation, and their activities have made translation a more social and visible activity than ever before. This volume provides a comprehensive review of the current state of play of this user-generated subtitling phenomenon. It includes projects and research focusing on various aspects of non-professional subtitling, including the communities at work, the agents at play, the production conditions and the products. The perspectives in the book explore the role played by the agents involved in the emerging subtitling networks worldwide, and their impact on the communities is also discussed, based on empirical data generated from observations on active fansubbing communities. The collection demonstrates, from various viewpoints, the ways in which non-professional subtitling connects languages, cultures and communities in a global setting.

The Everything Store

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Author :
Publisher : Little, Brown
ISBN 13 : 0316219258
Total Pages : 404 pages
Book Rating : 4.3/5 (162 download)

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Book Synopsis The Everything Store by : Brad Stone

Download or read book The Everything Store written by Brad Stone and published by Little, Brown. This book was released on 2013-10-15 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: The authoritative account of the rise of Amazon and its intensely driven founder, Jeff Bezos, praised by the Seattle Times as "the definitive account of how a tech icon came to life." Amazon.com started off delivering books through the mail. But its visionary founder, Jeff Bezos, wasn't content with being a bookseller. He wanted Amazon to become the everything store, offering limitless selection and seductive convenience at disruptively low prices. To do so, he developed a corporate culture of relentless ambition and secrecy that's never been cracked. Until now. Brad Stone enjoyed unprecedented access to current and former Amazon employees and Bezos family members, giving readers the first in-depth, fly-on-the-wall account of life at Amazon. Compared to tech's other elite innovators -- Jobs, Gates, Zuckerberg -- Bezos is a private man. But he stands out for his restless pursuit of new markets, leading Amazon into risky new ventures like the Kindle and cloud computing, and transforming retail in the same way Henry Ford revolutionized manufacturing. The Everything Store is the revealing, definitive biography of the company that placed one of the first and largest bets on the Internet and forever changed the way we shop and read.

The Good Brother

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Author :
Publisher : Simon and Schuster
ISBN 13 : 1439129991
Total Pages : 324 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis The Good Brother by : Chris Offutt

Download or read book The Good Brother written by Chris Offutt and published by Simon and Schuster. This book was released on 2016-02-16 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the critically acclaimed author of the collection Kentucky Straight and memoir My Father the Pornographer, The Good Brother is the finely crafted debut novel from a talent the New York Times calls “a fierce writer”. Virgil Caudill has never gone looking for trouble, but this time he's got no choice—his hell-raising brother Boyd has been murdered. Everyone knows who did it, and in the hills of Kentucky, tradition won’t let a murder go unavenged. No matter which way he chooses, Virgil will lose. The Good Brother is the story of a man’s struggle to find his real self in the wake of an impossible choice. Traversing the American landscape from the hollows of Eastern Kentucky to the plains of Montana, Offutt explores the hunger for belonging that drives our most passionate beliefs, and in the process shows himself to be one of our most powerful storytellers.

The Anna Anointing

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Author :
Publisher : Charisma Media
ISBN 13 : 1629989479
Total Pages : 148 pages
Book Rating : 4.6/5 (299 download)

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Book Synopsis The Anna Anointing by : Michelle McClain-Walters

Download or read book The Anna Anointing written by Michelle McClain-Walters and published by Charisma Media. This book was released on 2017 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: Boldly change your life and those you influence by developing an ear to not only hear, but to also listen to God's heart. God released grace upon Anna to fast and pray unto the revelation of Jesus to the earth the first time. God is releasing a similar grace upon a whole generation of women who will operate in a similar anointing as Anna's unto the revelation of Jesus to the earth in His second coming. This book will be the catalyst for a prayer movement spreading all over the earth to usher in the greatest revival the planet has ever seen.

Treasure Hunt

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Author :
Publisher : Penguin
ISBN 13 : 1101218371
Total Pages : 300 pages
Book Rating : 4.1/5 (12 download)

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Book Synopsis Treasure Hunt by : Michael J. Silverstein

Download or read book Treasure Hunt written by Michael J. Silverstein and published by Penguin. This book was released on 2006-05-04 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: The essential follow-up to the BusinessWeek bestseller Trading Up A BMW in a Costco parking lot? A working class family with a 50-inch plasma TV? What's going on in the mind of the new consumer? Today's consumers can seem impossible to understand, and even harder to please. For instance, the average mall shopper will spend about $100, then leave when she hits that limit. She'll probably buy shoes rather than clothing, because she doesn't want to think about her dress size. And the store most likely to get her money isn't the one with the nicest display or the deepest discounts-it's the one closest to her parking spot. In his consulting with dozens of leading companies, Michael J. Silverstein has interviewed thousands of customers, extracting fascinating patterns about what really drives their purchase decisions. His first book, the acclaimed bestseller Trading Up, has taught a generation of marketers about the "new luxury" phenomenon, and why consumers will happily pay a steep premium for goods and services that are emotionally satisfying, from golf clubs to bathroom fixtures to beauty products. But Trading Up revealed only part of the story of the new consumer. The same middle-class people who are happily trading up at Victoria's Secret and Panera are going on treasure hunts at Costco and Home Depot. And they are often getting as much emotional satisfaction in the discount stores as in the luxury stores. TREASURE HUNT shows how even the most mundane shopping-for things like paper towels and pet food-has become an adventure rather than a tedious chore. In just about every category, both the high end and the low end are growing and innovation- rich. Many middle-class consumers gladly spend $5 a day for a Starbucks venti latte; others spend forty cents a day on home-brewed coffee, feel good about their frugality, and save up the difference to buy Apple's newest Nano. TREASURE HUNT explains the success of companies as diverse as Dollar General, H. E. Butt, eBay, Commerce Bank, and Tchibo. But beware: in our bifurcated global market, businesses need a clear strategy for aiming high or low, while avoiding the treacherous middle, where so many have recently stumbled. If your offering isn't exciting enough to inspire trading up, but not enough of a bargain to satisfy the treasure hunters, you'll have no emotional connection with your target audience. And then, as many fallen companies have discovered, your tried-and-true marketing strategies will go into a severe stall. TREASURE HUNT takes us into the homes of real people making real decisions, and into the CEO's offices of innovative companies finding new ways to accommodate them. Written with the same flair, empathy, and intelligence that made Trading Up an instant classic, this is an essential guide to the moods and habits of the constantly changing consumer.