TY  - BOOK
AU  - Godin,Seth
TI  - Purple cow: transform your business by being remarkable 
SN  - 9780141016405
U1  - 658.802 
PY  - 2005///.
CY  - New York : 
PB  - Penguin Books, 
KW  - Planeación de mercadeo
KW  - Estrategias de mercadeo
KW  - Relaciones con los clientes
KW  - Empresas internacionales
KW  - Casos de estudio
KW  - Crecimiento empresarial
N1  - Incluye índice; Not enough Ps ; The new P ; Boldfaced words and gutsy assertions ;  before, during, and after ; The greatest thing since sliced bread ;  Did you notice the revolution? ; Why you need the purple cow ;  The death of the TV-industrial complex ;  Before and after ;  Consider the Beetle ;  What works? ; Why the Wall Street Journal annoys me so much ;  Awareness is not the point ; The will and the way ;  Case study: going up? ; Case study: what should Tide do? ; Getting in ; Ideas that spread, win ;  The big misunderstanding ;  Who's listening? ;  Cheating ;  Who cares? ;  Not all customers are the same ;  The law of large numbers ;  Case study: Chip Conley ;  The problem with the cow ;  Follow the leader ;  Case study: the Aeron chair ;  Projections, profits, and the purple cow ;  Case study: the best baker in the world ;  Mass marketers hate to measure ;  Case study: Logitech ;  Who wins in the world of the cow ;  Case study: a new kind of kiwi ;  The benefits of being the cow ;  Case study: the Italian butcher ;  Wall Street and the cow ;  The opposite of "remarkable" ;  The pearl in the bottle ;  The parody paradox ;  Seventy-two Pearl Jam albums ;  Case study: Curad ;  Sit there, don't just do something ;  Case study: United States Postal Service ;  In search of Otaku ;  Case study: how Dutch Boy stirred up the paint business ;  Case study: Krispy Kreme ;  The process and the plan ;  The power of a slogan ;  Case study: the Häagen-Daz in Bronxville ;  Sell what people are buying (and talking about!) ;  The problem with compromise ;  Case study: Motorola and Nokia ;  The magic cycle of the cow ;  What it means to be a marketer today ;  Marketers no longer: now we're designers ;  What does Howard know? ;  Do you have to be outrageous to be remarkable? ;  Case study: McDonald's France ; But what about the factory? ; The problem with cheap ; Case study: what should Hallmark.com do? ; When the cow looks for a job ; Case study: Tracey the publicist ;  Case study: Robyn Waters gets it ; Case study: so popular, no one goes there anymore ; Is it about passion? ;  True facts ; Brainstorms ; Salt is not boring, eight more ways to bring the cow to work ;  Brand and company index ; What would Orwell say? ; About the author ; More information ; Drink a purple cow, for free!
N2  - O eres una vaca púrpura o no lo eres. O eres notable o invisible. Haga su elección. ¿Qué tienen en común Apple, Starbucks, Dyson y Pret a Manger? ¿Cómo logran un crecimiento espectacular, dejando atrás las marcas probadas y verdaderas para jadear a las últimas? La vieja lista de verificación de las P utilizadas por los comercializadores (precios, promociones, publicidad) ya no funciona. La edad de oro de la publicidad ha terminado. Es hora de agregar una nueva P - la vaca púrpura. La Vaca Púrpura describe algo fenomenal, algo contradictorio, emocionante e increíblemente increíble. En su nuevo éxito de ventas, Seth Godin te insta a poner una Vaca Púrpura en todo lo que construyas y en todo lo que hagas, para crear algo realmente notable. Es un manifiesto para cualquier persona que quiera ayudar a crear productos y servicios que valgan la comercialización en primer lugar
ER  -