Libros UCLV { BETA }

Introducing Functional Programming with Underscore.js

Underscore.js (hereafter called Underscore) is a JavaScript library supporting functional programming. The Underscore website describes the library as such: Underscore is a utility-belt library for JavaScript that provides a lot of the functional programming support that you would expect in Prototype.js (or Ruby), but without ex? tending any of the built-in JavaScript objects. In case you didn’t grow up watching the kitschy old Batman television show, the term “utility belt” means that it provides a set of useful tools that will help you solve many common problems.

Bibliografía en Latex

L A TEX es una poderosa herramienta para la edición de documentos estructurados. Agregar una bibliografía a un documento en L A TEX tampoco es complicado. Existen cuando menos dos opciones: el entorno thebibliography y la herramienta BibTEX. Optar por una u otra depende de la naturaleza del trabajo que se esté realizando. En este documento se describen ambas en forma concisa, de tal manera que sirva como una referencia rápida. Es importante mencionar que este pequeño manual presupone que el lector está familiarizado con los conceptos básicos de L A TEX

Trucos Publicitarios

About Marketing En cierta ocasión, Louis Cheskin , director del Color Research Institute, pidió a un grupo de amas de casa que probaran tres cajas distintas de detergentes y que decidieran cuál de ellos daba mejores resultados con las prendas delicadas. Una caja era amarilla; otra, azul, y la tercera, azul con puntos amarillos. ¿Cuál creen que fue la preferida por las amas de casa? A pesar de que las tres cajas contenían el mismo detergente, las amas de casa reaccionaron de manera distinta a los tres paquetes. El producto en la caja amarilla se juzgó demasiado fuerte y se dijo que había echado a perder la ropa. El producto de la caja azul se consideró que no tenía suficiente fuerza para limpiar la ropa. Sin embargo, todas coincidieron en que el detergente contenido en la caja azul con puntos amarillos daba excelentes resultados. En otra prueba, se dieron dos muestras de cremas de belleza a un grupo de mujeres, una en un recipiente rosa y, otra, en un recipiente idéntico pero color azul. Casi 80% de las mujeres declararon que la crema del bote rosa era más fina, más suave y más efectiva que la que se hallaba en el bote azul. Lo que las mujeres no sabían es que la composición de ambos productos era idéntica. El color es tan sólo uno de los elementos que influyen en el éxito o fracaso de un producto. Una buena campaña publicitaria sabe específicamente a qué sector va orientada y qué elementos debe contener. El profesor canadiense Luc Dupont lo pone en palabras simples: “El papel del publicitario es vender, y la mejor manera de asegurar la venta es aprendiendo qué es lo que funciona y qué es lo que no funciona en publicidad”. Las grandes empresas destinan millones de dólares a la publicidad año con año, las pequeñas empresas no se pueden permitir ese lujo, por lo que es vital aprender qué tipo de publicidad es la adecuada de acuerdo al negocio. En base a todo ello, el profesor Dupont, sintetiza en un libro lo que él considera los puntos a considerar antes de crear una campaña publicitaria. ¿Se puede aprender todo lo necesario en 220 páginas? Realmente no, éste es tan sólo un punto de partida. Entonces ¿qué se puede aprender del libro? Cómo ubicar un producto: ésta es la única esperanza de conseguir logros en un mundo plagado de anuncios. Cómo transmitir un mensaje inmediatamente con una imagen. Cómo entender los grandes fracasos en la publicidad y cómo podemos evitarlos. Aprenderán que los anuncios visualmente complejos no producen grandes resultados. Los medios simples son más efectivos. Escoger entre fotografías o dibujos. Entender cómo miran la gente las ilustraciones, en qué dirección y en qué orden. (Los ojos tienen tendencia a fijarse en los seres humanos; luego, en los objetos que se mueven y finalmente, en los objetos inmóviles) Cómo escribir titulares que consiguen éxito: la gente prefiere comprar un producto en cuyo encabezado le prometen algo, ya sea belleza, estatus, prestigio, seducción, juventud, entre otros. Qué tipografía es más efectiva: muchos anuncios pasan desapercibidos para el público sólo porque descuidan su tipografía. Qué tipo de medio de comunicación elegir. Qué colores funcionan y cuáles evitar. Cuánto debe durar una campaña. Y cuándo utilizar o evitar la publicidad comparativa. Fiel a sus principios y con una portada atractiva, lleno de ejemplos, de ilustraciones, éste libro va dirigido a publicistas en ciernes, a starters, y todo aquel interesado en internarse en el enorme negocio de la publicidad. Éste es el texto con el que se comienzan a entender las bases para invertir de manera inteligente en el momento de hacer publicidad.

Contemporary Marketing

Products often begin their lives as something extraordinary, and as they grow they continue to evolve. The most successful products in the marketplace are those that know their strengths and have branded and marketed those strengths to form a passionate emotional connection with loyal users and relationships with new users every step of the way. Just like the very best brands in the business world, Boone & Kurtz, Contemporary Marketing, continues to evolve, both as a product and as a brand. This 13th edition of Contemporary Marketing is the first edition written without the collabo- ration of my longtime co-author, Louis E. (Gene) Boone. As with every good brand, though, the patterns of innovation and excellence established at the beginning remain steadfast. The goals and standards of Boone & Kurtz, Contemporary Marketing, remain intact and focused on excellence, as always. I present to you a text and supplement package that will not only show you why we’ve been the standard-bearer for so long but also prove to YOU and your STUDENTS why Boone & Kurtz remains . . . IN A CLASS BY ITSELF!

Auditing Markets, Products, and Marketing Plans

Many marketing management books only define marketing and provide termi- nology definitions. The AMA Marketing Toolbox has a different purpose. This series will guide you in analyzing and articulating marketing data and applying it to real-world marketing actions. Definitions are included to form the basis for effective marketing management. The narrative aspects of these books describe the components of marketing processes. These books define the relationships between the processes and explain how they all work together. They also supply sample formats to help you create sophisticated marketing documents from your data.

Sustainable Marketing Systems

In June 5-8, 2006, the author joined an eccentric multinational group of marketing thinkers gathered in Queenstown, New Zealand, to convene a conference under the title Macromarketing the Future of Marketing? The general concern that was more or less shared by everyone present centered on the issue of re-introducing the macro-level thought into the marketing discipline on a broad basis. Professor Robert Nason (2006) resoundingly reinforced this in his introductory panel speech

Encyclopedia of Major Marketing Campaigns

This second volume of Encyclopedia of Major Marketing Campaigns (EMMC) profiles 474 of the most notable advertising and marketing initiatives of the twentieth and twenty-first centuries, including: • Aflac’s ‘‘Duck’’ • California Milk Processor Board’s ‘‘Got Milk’’ • Dell’s ‘‘Dude, You’re Getting a Dell’’ • Geico’s ‘‘Gecko’’ • General Motors’s ‘‘Looking for Mr. Goodwrench’’ • Hewlett-Packard’s ‘‘You þ HP’’ • Mastercard International’s ‘‘Priceless’’ • Old Navy’s ‘‘Retro 70s’’ • PepsiCo’s ‘‘Generation Next’’ • Taco Bell’s ‘‘Think Outside the Bun’’ • Unilever PLC’s ‘‘Campaign for Real Beauty’’ • United Parcel Service’s ‘‘What Can Brown Do For You?’’ EMMC covers campaigns that were important for their innovation, for their effectiveness in selling products or services, or for the significance of their companies. It also focuses on products or services that changed how we view consumer brands, had positive or negative social significance, and/or affected our lifestyles in some far-reaching way. Information in each chapter is easily accessed under the headings Historical Context, Target Market, Competition, Marketing Strategy, and Outcome.

C++ Plus Data Structures

H istorically, has science broadened departments. a course considerably. on Over data the structures The lasttopic 18 years, has of been data however, structures a mainstay the focus has of now most of this been computer course sub- sumed under the broader topic of abstract data types (ADTs)—the study of classes of objects whose logical behavior is defined by a set of values and a set of operations. The term abstract data type describes a comprehensive collection of data values and operations; the term data structures refers to the study of data and how to repre- sent data objects within a program; that is, the implementation of structured rela- tionships. The shift in emphasis is representative of the move towards more abstraction in computer science education. We now are interested in the study of the abstract properties of classes of data objects in addition to how the objects might be represented in a program. Johannes J. Martin put it succinctly: “. . . depending on the point of view, a data object is characterized by its type (for the user) or by its structure (for the implementor).”1

C++ by Example: UnderC Learning

People learn best by example. It’s important to read as much good code as possi- ble, just as reading lots of English is the only way to learn to write it. This book presents nontrivial applications of C++ that are interesting, and the case stud- ies at the end of each chapter show C++ in use. I have provided the UnderC C++ interactive system for this edition. You should continuously play with the language, using UnderC, until you have enough confidence in the bricks to build your own houses. In addition, this book comes with the GNU Compiler Collection (GCC), which contains the most popular free C++ compiler.

Beginning Java 8 APIs,Extensions and Extensions

This is the third book in the three-book Beginning Java series. This book contains 10 chapters. The chapters cover the Java libraries and extensions such as Swing, JavaFX, Nashorn, Java Native Interface, network programming, etc. If you have intermediate level Java experience, you can pick up chapters in any order. The new features of Java 8 are included wherever they fit in the chapter. The Nashorn script engine, which was added in Java 8, is covered in depth.

Bootstrap Tutorial

Twitter Bootstrap is the most popular front end frameworks currently. It is sleek, intuitive, and powerful mobile first front-end framework for faster and easier web development. It uses HTML, CSS and Javascript. This tutorial will teach you basics of Bootstrap Framework using which you can create web projects with ease. Tutorial is divided into sections such as Bootstrap Basic Structure, Bootstrap CSS, Bootstrap Layout Components and Bootstrap Plugins. Each of these sections contain related topics with simple and useful examples.

Bootstrap for Rails

Howdy! So, you want to learn Bootstrap and its awesomeness and implement it in a Rails project? I think you made the right choice by selecting this book. Web designing is not everyone’s cup of tea. I have seen many experienced web developers who are extremely poor at web designing. They have the ability to make the most powerful applications, but lack the skills to create a decent looking website. On the other hand, there’s a sudden rise in the popularity of CSS and JavaScript frontend frameworks. These frameworks let the users create popular CSS and JavaScript components, such as drop-down menus, responsive menus, a proper grid system to structure websites, and so on easily without having any knowledge about CSS and JavaScript coding. Bootstrap, being one of the pioneers in the book, provides many prestyled CSS components that come ready to be used. You simply need to know the appropriate HTML files to use these frontend frameworks. This book will help you understand what Bootstrap is, and how it can be used in a Rails environment. It will guide you through various CSS and JavaScript components of Bootstrap via many practical examples. If you are a Sass developer, this book will help you identify various Sass variables to customize Bootstrap. I hope you have fun reading this book!

Extjs

Ext JS 4 is Sencha's latest JavaScript framework for developing cross-platform web applications. Built upon web standards, Ext JS provides a comprehensive library of user interface widgets and data manipulation classes to turbo-charge your application's development. Ext JS 4 builds on Ext JS 3, introducing a number of new widgets and features including the popular MVC architecture, easily customizable themes, and plugin-free charting. This book works through the framework from the fundamentals to advanced features and application design. More than 110 detailed and practical recipes demonstrate all of the key widgets and features the framework has to offer. With this book, and the Ext JS framework, you will learn how to develop truly interactive and responsive web applications. Starting with the framework fundamentals, you will work through all of the widgets and features the framework has to offer, finishing with extensive coverage of application design and code structure. Over 110 practical and detailed recipes describe how to create and work with forms, grids, data views, and charts. You will also learn about the best practices for structuring and designing your application and how to deal with storing and manipulating data. The cookbook structure is such that you may read the recipes in any order. The Ext JS 4 Web Application Development Cookbook will provide you with the knowledge to create interactive and responsive web applications, using real-life examples.

Mastering Search Engine Optimization

Since web searchers are free to use any of the many available search engines to find what they are seeking, the burden is on the search engines to develop a relevant, fast, and fresh search experience. For the most part, search engines accomplish this by being perceived as having the most relevant results and delivering them the fastest, as users will go to the search engine they think will get them the answers they want in the least amount of time. As a result, search engines invest a tremendous amount of time, energy, and capital in improving their relevance. This includes performing extensive studies of user responses to their search results, comparing their results against those of other search engines, conducting eye-tracking and click-through rate studies (discussed later in this chapter), and constructing PR and marketing campaigns. Search engines generate revenue primarily through paid advertising. The great majority of this revenue comes from a pay-per-click (or cost-per-click) model, in which the advertisers pay only for users who click on their ads. Because the search engines’ success depends so greatly on the relevance of their search results, manipulations of search engine rankings that result in non-relevant results (generally referred to as spam) are dealt with very seriously. Each major search engine employs a team of people who focus solely on finding and eliminating spam from their search results (generally referred to as “web spam” teams). This matters to SEO professionals because they need to be careful that the tactics they employ will not be considered spam by the search engines, as this would carry the risk of resulting in penalties for the websites they work on.

SEO Search Engine Optimization Bible

Welcome to the Search Engine Optimization Bible. Search engine optimization has come to mean a lot of things to a lot of different people. In the strictest sense, SEO is about the on-page and off-page design strategies you can use to improve your search engine ranking. This usually means tweaking your web site, using design elements and content. And in most cases, it also means spending no money at all. SEM, or Search Engine Marketing, is not just SEO. More accurately, SEM includes PPC or pay-perclick advertising. Search engine marketing is about doing whatever you need to do to ensure that your web site ranks as high as possible in search engine results. This means not only that you make the needed changes to your web-site design, but that you also employ other tactics, like using a paid advertising program or investing in content strategies. I lump them all into one category. The ultimate goal of SEM is to bring more people to your web site. And you can do that by improving your search engines results. You can also do that by taking advantage of a growing phenomenon on the Web, social media. Social media is a viral form of sharing information on the Web. You might think of it as a more sophisticated method of sharing your favorites or information that you think will interest other people. And using social media to improve the traffic to your web site is called Social Media Marketing, or SMM. I vote we do away with the alphabet soup completely. All these marketing efforts have one thing in common: reaching your target audience. And today anyone who is not an SEO purist places all these marketing methods under the SEM umbrella. All of them are methods for optimizing your web site for the audience that you’re trying to reach. And as social media grow in popularity, they’re going to be affected by and included in search engine results as well. Every now and then, you need to step away from the crowd and stop doing what everyone else is doing. In SEO, stepping out alone is usually rewarded with better traffic results. Everyone is doing the same thing. And that doesn’t mean that you shouldn’t. What it means is that you should do the same thing in a different way. And that’s where the Search Engine Optimization Bible comes in.

search engine optimization (SEO)

I was compelled to write SEO Warrior for many reasons. Every day, thousands of sites are born in the hopes of making it big. Most of them will fail before achieving their goals. Many site owners create their sites blindly, without conducting proper research. Many site owners do not even know what search engine optimization (SEO) is and what its benefits are. Although this approach might work for some sites, it is hardly the case for popular and successful sites. The goal of SEO Warrior is to make you, the website owner, successful!

WordPress Search Engine Optimization Second Edition

WordPress is a powerful and effective open source web publishing platform that enables anyone, regardless of computer skills, to create and maintain a world-class website. Millions of people worldwide have adopted WordPress, and its popularity continues to increase. In February 2011, WordPress.org reported over 32.5 million downloads of WordPress version 3.0. When you combine all the WordPress users that haven't yet upgraded, it's obvious that WordPress is firmly established as one of the most popular web publishing platforms. Its popularity is well-deserved. WordPress is easy to use, fun, efficient, and, as we will learn in this book, creates search engine-friendly websites. This book offers a practical, hands-on approach to installing, building, and optimizing a WordPress blog or website in a way that search engines will love. We'll unlock the hidden and not-so-hidden elements that search engines look for when they return search results for their visitors. We'll also look at a wide range of new ways to market your website or blog through secondary channels such as video sites and social media, and we'll learn that WordPress is particularly well-suited for extension into these other channels.

Wolfram Mathematica

The Mathematica Cookbook was one of my most challenging projects and it is not something I could have accomplished without the support of many people. Although I would have never survived without this help, any problems, errors, or omissions in the final product are mine alone. Wolfram Mathematica