Tabla de Contenidos: “…Healthcare System -- Extraordinary Service Is Delivered by its Creators -- The Application -- The Phoenix Dog Piss Theory -- Big Companies Are Like Big Ships--Slow to Move and Slow to Change -- Systemize the Routine; Humanize the Exception -- You Can Turn Angry Customers into Raving Fans Simply by Solving Their Problems -- The Single Egg Organization -- The Single Egg Organization -- Federal Express Creates FedEx Services -- Larson-Juhl Combines Sales and Service Locally -- Bell Sports Sets Up Separate Companies -- The Hierarchy of Horrors -- The Seven Dynamics of Change -- Dynamics of Change Exercise -- How to Deal with the Dynamics of Change…”

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Tabla de Contenidos: “…-- The Best Job in the World -- Audio Content Delivery through Podcasting -- Putting Marketing Back in Musicians' Control -- Podcasting: More than Just Music -- Grammar Girl Podcast -- Chapter 7: The New Rules of News Releases -- News Releases in a Web World -- The New Rules of News Releases -- If They Find You, They Will Come -- Driving Buyers into the Sales Process -- Reach Your Buyers Directly -- Chapter 8: Going Viral: The Web Helps Audiences Catch the Fever -- Minty-Fresh Explosive Marketing -- Monitoring the Blogosphere for Viral Eruptions -- Creating a World Wide Rave -- Rules of the Rave -- Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download -- Viral Buzz for Fun and Profit -- The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet -- Clip This Coupon for 1 Million Off Ft. …”