Business and Economics

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At the current stage of the transformation of the global economy, every person, organization and region competes with others in order to survive and take a decent position in the global market. The author describes the theoretical and practical aspects of the stages of creation, positioning, strengthening and capitalization of brands of companies, individuals and countries, analyzes the steps and risks associated with gaining a leading position in a competitive, market environment.

In parallel with the creation of commodity, corporate and individual brands, an urgent task is to create a country's brand in terms of increasing the country's competitiveness in the global economy and taking a favorable position next to other countries. 

Burn Rate, Andy Dunn

In this "gripping" (TechCrunch), "eye-opening" (Gayle King, Oprah Daily) memoir of mental illness and entrepreneurship, the co-founder of the menswear startup Bonobos opens up about the struggle with bipolar disorder that nearly cost him everything-now with a new afterword from the author "Arrestingly candid . . . the most powerful book I've read on manic depression since An Unquiet Mind."-Adam Grant, #1 New York Times bestselling author of Think Again and host of WorkLife At twenty-eight, fresh from Stanford's MBA program and steeped in the move-fast-and-break-things ethos of Silicon Valley, Andy Dunn was on top of the world. He was building a new kind of startup-a digitally native, direct-to-consumer brand-out of his Manhattan apartment. Bonobos was a new-school approach to selling an old-school product: men's pants. As he struggled to keep the startup afloat, Dunn was haunted by a ghost: a diagnosis of bipolar disorder he received after a frightening manic episode in college. And as Dunn's business began to take off, some of the very traits that powered his success as a founder-relentless drive, confidence bordering on hubris, and ambition verging on delusion-were now threatening to undo him. A collision course was set in motion, and it would culminate in a night of mayhem-one poised to unravel all that he had built. Burn Rate is an unconventional entrepreneurial memoir, a parable for the twenty-first-century economy, and a revelatory look at the prevalence of mental illness in the startup community. With intimate prose, Andy Dunn fearlessly shines a light on the dark side of success and challenges us all to take part in the conversation around creativity, performance, and disorder.

The Entrepreneurial State, Mariana Mazzucato

According to conventional wisdom, innovation is best left to the dynamic entrepreneurs of the private sector, and government should get out of the way. But what if all this was wrong? What if, from Silicon Valley to medical breakthroughs, the public sector has been the boldest and most valuable risk-taker of all?..'A brilliant book' Martin Wolf, Financial Times..'One of the most incisive economic books in years' Jeff Madrick, New York Review of Books..'Mazzucato is right to argue that the state has played a central role in producing game-changing breakthroughs' Economist..'Read her book. It will challenge your thinking' Forbes

Never Split the Difference, Chris Voss,Tahl Raz

After a stint policing the rough streets of Kansas City, Missouri, Chris Voss joined the FBI, where his career as a kidnapping negotiator brought him face-to-face with bank robbers, gang leaders and terrorists. Never Split the Difference takes you inside his world of high-stakes negotiations, revealing the nine key principles that helped Voss and his colleagues succeed when it mattered the most - when people's lives were at stake...Rooted in the real-life experiences of an intelligence professional at the top of his game, Never Split the Difference will give you the competitive edge in any discussion.

Маркетинг от А до Я. 80 концепций, которые должен знать каждый менеджер*, Philip Kotler

Эта книга всемирно известного специалиста в области маркетинга Филипа Котлера стала настольной для миллионов руководителей и специалистов по маркетингу. В ней в сжатой и понятной форме изложены 80 концепций эффективного маркетинга, наиболее важных для успеха компаний в современных условиях. Эта книга дает наилучшее представление как о классических инструментах маркетинга, которые прошли испытание временем, так и о новых инновационных разработках, которые стали использоваться только в последние годы. Книга обязательна к прочтению бизнесменам, менеджерам отдела маркетинга всех уровней, а также студентам.

Overcome AI, Scott Gamm

No one can be completely sure what the future of work is going to look like, but one thing's for certain - it will be completely transformed by AI. That means an uncertain future for millennials, including the need to switch jobs and learn new skills. Taking steps towards financial freedom and early retirement now, on your own terms, will put you in the driving seat for the bumpy road ahead. HOW TO BUILD AN AI-PROOF FINANCIAL FUTURE is full of actionable investing tips that can be applied within minutes of reading. This is truly the first book to provide a clear plan for wealth-building and financial security in the automation era.

The Everything Store. Джефф Безос и эра Amazon (нов.оф.), Brad Stone

Эта книга — история успеха и расследование одновременно. Рассказ о том, как, пережив крах пузыря доткомов, Amazon сумел обойти конкурентов и начать свою беспрецедентную экспансию по странам и отраслям. Расследование того, как устроена одна из самых необычных на сегодняшний день компаний планеты, которой принадлежат не только самый известный интернет-магазин, но и фирмы робототехники, облачных технологий, космические проекты и СМИ.;Джефф Безос — выдающийся бизнесмен, блестящий аналитический ум и жесткий организатор. Перед вами первая и весьма подробная биография этого неутомимого лидера и генератора идей, не признающего в бизнесе границ, традиций и стереотипов.;Вы узнаете, чем живет Amazon сегодня и каковы его планы на ближайший, ХХI век, ведь «магазин всего» — далеко не окончательная ипостась компании Безоса. Какой она будет через несколько лет, предсказать невозможно: эта история пишется в наши дни.

The Black Swan, Nassim Nicholas Taleb

The phenomenal international bestseller that shows us how to stop trying to predict everything - and take advantage of uncertainty..What have the invention of the wheel, Pompeii, the Wall Street Crash, Harry Potter and the internet got in common? Why are all forecasters con-artists? Why should you never run for a train or read a newspaper?..This book is all about Black Swans: the random events that underlie our lives, from bestsellers to world disasters. Their impact is huge; they're impossible to predict; yet after they happen we always try to rationalize them...'Taleb is a bouncy and even exhilarating guide ... I came to relish what he said, and even develop a sneaking affection for him as a person' Will Self, Independent on Sunday..'He leaps like some superhero of the mind' Boyd Tonkin, Independent

Start With Why, Simon Sinek

THE MILLION-COPY GLOBAL BESTSELLER - BASED ON THE LIFE-CHANGING TED TALK! DISCOVER YOUR PURPOSE WITH ONE SIMPLE QUESTION: WHY?..'One of the most incredible thinkers of our time; someone who has influenced the way I think and act every day' Steven Bartlett, investor, BBC Dragon and host of The Diary of a CEO podcast..*****..Why are some people more inventive, pioneering and successful than others?.And why are they able to repeat their success again and again?..Because it doesn't matter what you do, it matters WHY you do it...Those who have had the greatest influence in the world all think, act, and communicate in the same way - and it's the opposite to most. In Start with Why, Simon Sinek uncovers the fundamental secret of their success. How you lead, inspire, live, it all starts with why...WHAT READERS ARE SAYING:..'It's amazing how a book can change the course of your life, and this book did that.'..'Imagine the Ted Talk expanded to 2 hours long, with more depth, intrigue and examples.'..'What he does brilliantly is demonstrate his own why - to inspire others - throughout.'

Продавец обуви. История компании Nike, рассказанная ее основателем, Phil Knight

Nike - один из самых узнаваемых мировых брендов. Создатель компании - Фил Найт - один из богатейших людей, хотя еще в юности он не мог себе позволить купить кроссовки Adidas..50 лет назад студент Орегонского университета и бегун на средние дистанции Фил Найт занял у отца 50 баксов и начал перепродавать кроссовки из Японии. Сегодня годовой оборот компании Nike составляет 30 миллиардов долларов. А пара найков найдется в шкафу у каждого - от президента до подростка..Фил Найт - человек-загадка, он редко дает интервью. Эта книга - исповедь о создании компании, которой удалось подарить мечту миллионам людей..Nike давно перестала ассоциироваться только с кроссовками. Это идеология, образ жизни, система ценностей. Эта книга расскажет, как все начиналось:.- Что стало с официанткой, нарисовавшей логотип за 30 долларов?.- Как авиаинженер из NASA придумал знаменитые Air Max?.- Какова связь между вафельницей и инновационной рифлёной подошвой?.И сотни других грустных, поучительных, порой дурацких и невероятно откровенных рассказов из жизни компании, покорившей мир.

Never Eat Alone, Keith Ferrazzi,Tahl Raz

The bestselling business classic on the power of relationships, updated with in-depth advice for making connections in the digital world..'Don't walk . . . RUN to your closest bookstore. The most extraordinary and valuable book I've come across in a long, long time' Tom Peters..Do you want to get ahead in life? Climb the ladder to success?..Master networker Keith Ferrazzi says the secret is in reaching out to others. As he discovered early in life, what distinguishes highly successful people is the way they use the power of relationships - so that everyone wins...Never Eat Alone: Expanded and Updated lays out the steps and mindset Ferrazzi uses to connect with thousands of colleagues, friends, and associates: people he has helped and who have helped him. This form of connecting to the world is based on generosity; Ferrazzi distinguishes gen-uine relationship-building from crude glad-handing...These practical, proven principles include: don't keep score (make sure other people get what they want, too); 'ping' constantly (reach out to your contacts all the time - not just when you need something); never eat alone ('invisibility' is a fate worse than failure); and become the 'king of content' (use social media to make meaningful connections)...In this classic, global bestseller you'll discover the timeless strategies used by the world's most connected people, from Bill Clinton to the Dalai Lama. And you'll learn how to transform your own network, career and life...'A step-by-step way to build relationships with anyone. The tone is engaging and the advice practical' New York Times..'Cleverly mixes anecdotes with cogent advice and suggests concrete steps readers can take toward improvement' USA Today..Keith Ferrazzi is the founder and CEO of the training and con-sulting company Ferrazzi Greenlight and a contributor to Inc., the Wall Street Journal, and Harvard Business Review. Earlier in his career, he was the CMO of Deloitte Consulting and of Starwood Hotels and Resorts, and the CEO of YaYa Media. He lives in Los Angeles...Tahl Raz has written for Inc., the Jerusalem Post, the San Francisco Chronicle, and GQ. Raz lives in New York City.

Договориться можно обо всем! Как добиваться максимума в любых переговорах (Обложка), Gavin Kennedy

Книга пережила несколько переизданий и считается настоящей библией переговорщика..Она разрушает распространенные стереотипы с абсолютной безжалостностью, показывая, насколько глубоко сидят в нас давно усвоенные, но, к сожалению, неправильные понятия и принципы переговорного процесса..Автор позаботился, чтобы учебный процесс происходил в интересной и развлекательной форме.

Leaders Eat Last, Simon Sinek

Imagine a world where almost everyone wakes up inspired to go to work. This is not a crazy, idealised notion. In many successful organisations, great leaders are creating environments in which teams trust each other so deeply that they would put their lives on the line for each other...Yet other teams, no matter what incentives were offered, are doomed to infighting, fragmentation and failure. Why?..Today's workplaces tend to be full of cynicism, paranoia and self-interest. But the best organisations foster trust and cooperation because their leaders build what Sinek calls a Circle of Safety. It separates the security inside the team from the challenges outside. Everyone feels they belong and all energies are devoted to facing the common enemy and seizing big opportunities...As in Start with Why, Sinek illustrates his ideas with fascinating true stories, from the military to manufacturing, from government to investment banking. He shows that leaders who are willing to eat last are rewarded with deeply loyal colleagues who will stop at nothing to advance their vision. It's amazing how well it works.

The Startup Way, Eric Ries

With his million-copy bestseller The Lean Startup, Eric Ries launched a global movement...Concepts like minimal viable product, A/B testing and 'pivoting' changed the language of business. Now he turns his attention to companies of all sizes - and shows how the startup ethos can breathe new life into even the largest and most bureaucratic organisation...In this groundbreaking new book, he draws on inside stories of transformations at multinationals like General Electric and Toyota, titans like Amazon and Facebook, and tech upstarts like Airbnb and Twilio. He lays out a new framework for entrepreneurial management: a comprehensive approach that kick starts innovation and delivers sustained growth, even in highly uncertain environments...The Startup Way is an essential read for leaders, managers and entrepreneurs at any level. It's a revolutionary approach to incubating great ideas, turning all teams into startups, and inspiring everyone to think like an entrepreneur.

Драйв: Что на самом деле нас мотивирует, Daniel Pink

Один бизнес-лидер... высказался по поводу мотивации совершенно прямо. Когда он проводит собеседование при приеме на работу, то заявляет потенциальным сотрудникам: 'Если вам нужно, чтобы я вас мотивировал, я, скорее всего, не буду вас нанимать'..'Тщательное изучение воздействия поощрения по результатам 128 экспериментов позволяет сделать заключение, что материальные стимулы имеют тенденцию оказывать в основном негативное влияние на внутреннюю мотивацию, - установили они. - Когда институты - семьи, школы, компании и спортивные команды - фокусируются на кратковременных целях и находят нужным контролировать поведение людей, они причиняют им значительный и непоправимый вред'..'Попробуйте поощрять занятия ребенка математикой, платя ему за каждую страницу решенных задач из сборника упражнений, и он почти наверняка на какое-то время станет более прилежным учеником, но потеряет интерес к математике на всю оставшуюся жизнь. Возьмите промышленного дизайнера, любящего свою...

The Ultimate MBA Book, Alan Finn,Stephen Berry,Eric Davies,Roger Mason

ULTIMATE books are for managers, leaders, and business executives who want to succeed at work. From marketing and sales to management and finance, each title gives comprehensive coverage of the essential business skills you need to get ahead in your career. Written in straightforward English, each book is designed to help you quickly master the subject, with fun quizzes embedded so that you can check how you're doing.

This is Marketing, Seth Godin

#1 Wall Street Journal Bestseller & Instant New York Times Bestseller..A game-changing approach to marketing, sales, and advertising...For the first time Seth Godin offers the core of his marketing wisdom in one compact, accessible, timeless package. This is Marketing shows you how to do work you're proud of, whether you're a tech startup founder, a small business owner, or part of a large corporation...No matter what your product or service, this book will help you reframe how it's presented to the world, in order to meaningfully connect with people who want it. Seth employs his signature blend of insight, observation, and memorable examples to teach you:..* How to build trust and permission with your target market..* The art of positioning--deciding not only who it's for, but who it's not for..* Why the best way to achieve your goals is to help others become who they want to be..* Why the old approaches to advertising and branding no longer work..* The surprising role of tension in any decision to buy (or not)..* How marketing is at its core about the stories we tell ourselves about our social status...You can do work that matters for people who care. This book shows you the way..."This Is Marketing is a very accessible way into Godin's thinking.... Godin writes in pacy, jargon-free prose and this book is interesting and useful for anyone who wants an insight into how, and why, we buy things or change our habits in any way." - The Financial Times..If you enjoyed reading this, check out Seth Godin's Purple Cow, a true business classic.

Find Your Why, Simon Sinek,David Mead,Peter Docker

Start With Why has led millions of readers to rethink everything they do, in their personal lives, their careers and their organisations...Now Find Your Why picks up where Start With Why left off. It shows you how to apply Simon Sinek's powerful insights so that you can find more inspiration at work and in turn inspire those around you...This hands-on, step-by-step guide will help you to find your WHY. With detailed exercises, illustrations and action steps for every stage of the process, Find Your Why can help you address many important concerns including:..-What if my WHY sounds like my competitors?.-Can I have more than one WHY?.-If my work doesn't match my WHY, what should I do?.-What if my team can't agree on our WHY?..Whether you've just started your first job, are leading a team or are CEO of your own company, the exercises in this book will help guide you on a path to long-term success and fulfilment, both for you and your colleagues.

Стратегический маркетинг,

Harvard Business Review — главный деловой журнал в мире. Новый выпуск серии «HBR: 10 лучших статей» посвящен вопросам сотрудничества внутри компании. Если вы хотите, чтобы разные подразделения в вашей корпорации помогали друг другу, чтобы между ними было взаимопонимание и бизнес-процессы шли наилучшим образом, эта книга для вас. Следуя рекомендациям авторов, вы поможете коллегам найти общий язык и обойти возможные подводные камни нового формата взаимодействия. А главное, вы поймете, почему так важно, чтобы атмосфера сотрудничества в организации поддерживалась в первую очередь руководством компании, а не только ее работниками.

What the CEO Wants You to Know, Ram Charan

'The most influential consultant alive.' Fortune..Have you ever noticed that the best CEOs seem to have a special kind of intelligence, an ability to sense where the opportunities in their industries are and how to take advantage of them? The best have a knack for simplifying the most complex business practices down to the fundamentals - the same fundamentals of the small family business...In What the CEO Wants You To Know, Ram Charan explains in clear, simple language how to do what great CEOs do instinctively and persistently - understand the basic building blocks of a company and use them to figure out how to make it work as a total business. Being able to decide what to do when, despite the clutter of day-to-day to-do lists and the complexity of the real world, takes the mystery out of business and offers a clear road map of organisational success...First published in 2001 (with over 300,000 copies sold worldwide) but never before published in the UK, this business classic has been completely rewritten and updated with new stories from today's market leaders and companies, and the latest insights from the cutting edge of management research...'One of the world's most renowned management consultants and authors.' Fast Company

The Seven Levels of Communication, Michael Maher

The Seven Levels of Communication tells the entertaining and educational story of Rick Masters. Down on his luck, overweight, cynical and with nothing to lose, Rick meets Michelle, a mortgage professional who has built a successful business without advertising or personal promotion. Sceptical, he agrees to accompany her to a conference to learn more about her mysterious methods, and then becomes her student. Rick soon discovers that the rewards for implementing these strategies are far greater than he had ever imagined. As his business grows, Rick rediscovers significance and meaning in his life, sees his self-image and personal relationships improve and finds authentic happiness through service to others.

7 Second CV, James Reed

Write a killer CV and land your dream job..It takes an employer just seven seconds to save or reject a job applicant's CV. In this book, James Reed - chairman of REED, Britain's largest recruitment company - offers invaluable and specific advice on what employers want to see in the CVs they receive and how you can stand out from the crowd..Unlike other career development books, the honest advice presented here has been compiled from one-to-one interviews, surveys and countrywide workshops across REED's network of recruitment consultants. This book is an accessible and enjoyable read, intensely practical and packed with pull-out quotes, layout examples and tips..Find out what future employers are looking for and take the first step to start loving Mondays again.

Lead Successful Projects, Antonio Nieto-Rodriguez

Are you struggling to juggle multiple projects? Do you often lose control of your budget? Does communicating your progress to the rest of your team cause you undue stress?..Project management is an essential skill for anyone who needs to get things done in any organisation, and is absolutely critical for anyone leading strategic change. In Lead Successful Projects, the Penguin Business Expert guide, Antonio Nieto-Rodriguez introduces a simplified but strategic approach to project management developed over the last 20 years coaching executives, managers and MBAs...Learn how to break down your project into manageable elements, define smart goals and meet them in this concise and practical guide to project success.

The Infinite Game, Simon Sinek

NEW YORK TIMES BESTSELLER..The New York Times-bestselling author of Start With Why, Leaders Eat Last, and Together Is Better offers a bold new approach to business strategy by asking one question: are you playing the finite game or the infinite game?..In The Infinite Game, Sinek applies game theory to explore how great businesses achieve long-lasting success. He finds that building long-term value and healthy, enduring growth - that playing the infinite game - is the only thing that matters to your business.