Jumat, 31 Desember 2010

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The Lovers' Quarrel: The Two Foundings and American Political Development

  • Published on: 1656
  • Binding: Hardcover

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Kamis, 30 Desember 2010

[U149.Ebook] Fee Download The Portable MBA in Marketing (The Portable MBA Series), by Charles D. Schewe, Alexander Hiam

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Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer. The Portable MBA in Marketing, Second Edition is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations.

This powerful tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet.

Witty, well-written, and packed with plenty of new real-world examples, The Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including:

  • New negotiation skills for salespeople
  • Current marketing strategies
  • Innovative approaches to qualitative research that deepen your understanding of your customers
  • Hot topics such as cohort marketing, person-to-person marketing, and marketing on the Internet

Written by two leading educators/marketing consultants and drawing material from the world's finest MBA programs, The Portable MBA in Marketing, Second Edition covers all the marketing innovations of the past decade in an engaging, accessible format that gets you to the information you need quickly and easily. It's the fastest way to give yourself the intellectual currency you need to market your products, services, and ideas at a whole new level.

The Portable MBA Series

The Portable MBA, with over 350,000 copies sold, continues to provide instant "MBA literacy" to managers, professionals, and business owners. Wiley's Portable MBA Series now takes this idea one step further by providing readers with a continuing business education. Titles provide comprehensive coverage of the primary business functions taught in MBA programs, as well as focused coverage of today's vital business topics.

SERIES TITLES: Core Curriculum

  • The Portable MBA, Third Edition
  • The Portable MBA in Economics
  • The Portable MBA in Entrepreneurship, Second Edition
  • The Portable MBA in Finance and Accounting, Second Edition
  • The Portable MBA in Investment
  • The Portable MBA in Management
  • The Portable MBA in Marketing, Second Edition
  • The Portable MBA in Strategy

Vital Business Topics

  • Real-Time Strategy
  • New Product Development
  • Total Quality Management, Second Edition
  • Psychology for Leaders
  • Market-Driven Management

Also Available
The Portable MBA Desk Reference
The Portable MBA in Entrepreneurship Case Studies

Praise for The Portable MBA in Marketing, Second Edition

"I'm really 'gung-ho' about this book. If you follow its advice, your customers will become your 'raving fans.' Everyone needs to understand and apply these essential principles to attract and retain delighted customers."
—Ken Blanchard, author of the bestseller The One Minute Manager

"Helps you keep your eye on the all-important marketing ball. Infused with turbocharged examples and the latest cutting-edge concepts. . . . [You'll learn] winning strategies and

  • Sales Rank: #1237556 in eBooks
  • Published on: 2008-05-02
  • Released on: 2008-05-02
  • Format: Kindle eBook

From the Inside Flap
Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer. The Portable MBA in Marketing, Second Edition is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations. This powerful tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet. Witty, well-written, and packed with plenty of new real-world examples, The Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including:

  • New negotiation skills for salespeople
  • Current marketing strategies
  • Innovative approaches to qualitative research that deepen your understanding of your customers
  • Hot topics such as cohort marketing, person-toperson marketing, and marketing on the Internet

Written by two leading educators/marketing consultants and drawing material from the world's finest MBA programs, The Portable MBA in Marketing, Second Edition covers all the marketing innovations of the past decade in an engaging, accessible format that gets you to the information you need quickly and easily. It's the fastest way to give yourself the intellectual currency you need to market your products, services, and ideas at a whole new level. The Portable MBA Series The Portable MBA, with over 450,000 copies sold, continues to provide instant "MBA literacy" to managers, professionals, and business owners. Wiley's Portable MBA Series now takes this idea one step further by providing readers with a continuing business education. Titles provide comprehensive coverage of the primary business functions taught in MBA programs, as well as focused coverage of today's vital business topics.

Series Titles: Core Curriculum The Portable MBA, Third Edition * The Portable MBA in Economics * The Portable MBA in Entrepreneurship, Second Edition * The Portable MBA in Finance and Accounting, Second Edition * The Portable MBA in Investment * The Portable MBA in Management * The Portable MBA in Marketing, Second Edition * The Portable MBA in Strategy Vital Business Topics Real-Time Strategy * New Product Development * Total Quality Management, Second Edition * Psychology for Leaders * Market-Driven Management

Also Available: The Portable MBA Desk Reference The Portable MBA in Entrepreneurship Case Studies

From the Back Cover
Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer. The Portable MBA in Marketing, Second Edition is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations.

This powerful tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet.

Witty, well-written, and packed with plenty of new real-world examples, The Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including:

  • New negotiation skills for salespeople
  • Current marketing strategies
  • Innovative approaches to qualitative research that deepen your understanding of your customers
  • Hot topics such as cohort marketing, person-to-person marketing, and marketing on the Internet

Written by two leading educators/marketing consultants and drawing material from the world's finest MBA programs, The Portable MBA in Marketing, Second Edition covers all the marketing innovations of the past decade in an engaging, accessible format that gets you to the information you need quickly and easily. It's the fastest way to give yourself the intellectual currency you need to market your products, services, and ideas at a whole new level.

The Portable MBA Series

The Portable MBA, with over 350,000 copies sold, continues to provide instant "MBA literacy" to managers, professionals, and business owners. Wiley's Portable MBA Series now takes this idea one step further by providing readers with a continuing business education. Titles provide comprehensive coverage of the primary business functions taught in MBA programs, as well as focused coverage of today's vital business topics.

SERIES TITLES: Core Curriculum

  • The Portable MBA, Third Edition
  • The Portable MBA in Economics
  • The Portable MBA in Entrepreneurship, Second Edition
  • The Portable MBA in Finance and Accounting, Second Edition
  • The Portable MBA in Investment
  • The Portable MBA in Management
  • The Portable MBA in Marketing, Second Edition
  • The Portable MBA in Strategy

Vital Business Topics

  • Real-Time Strategy
  • New Product Development
  • Total Quality Management, Second Edition
  • Psychology for Leaders
  • Market-Driven Management

Also Available
The Portable MBA Desk Reference
The Portable MBA in Entrepreneurship Case Studies

Praise for The Portable MBA in Marketing, Second Edition

"I'm really 'gung-ho' about this book. If you follow its advice, your customers will become your 'raving fans.' Everyone needs to understand and apply these essential principles to attract and retain delighted customers."
—Ken Blanchard, author of the bestseller The One Minute Manager

"Helps you keep your eye on the all-important marketing ball. Infused with turbocharged examples and the latest cutting-edge concepts. . . . [You'll learn] winning strategies and actions that will propel you successfully well beyond the millennium. This fully revised book will do wonders to improve your marketing game!"
—Scott H. Creelman, Executive Vice President Spalding Sports Worldwide

About the Author
CHARLES D. SCHEWE, PhD, advises clients including Kellogg, IBM, RJR Nabisco, Coca-Cola, and Procter & Gamble on strategic planning, marketing research, and how to appeal to America's aging marketplace. He is a principal at Lifestage Matrix Marketing and a full professor at the University of Massachusetts at Amherst. He has authored ten books and more than fifty articles on marketing.

ALEXANDER HIAM has worked as a marketing manager and currently provides consulting, training, and research services to clients such as General Motors, Whirlpool, and The Vermont Country Store. He is the author of a dozen books, including Marketing for Dummies, The Vest-Pocket Marketer, and The Entrepreneur's Complete Sourcebook.

Most helpful customer reviews

20 of 23 people found the following review helpful.
Why did I go to B-school?
By William W. Holcomb
This book boils all of the marketing concepts I learned while in B-school(and some I didn't) into an easy read format. The only thing missing is that annoying quant-jock who sat behind my chewing gum the entire semester! If you just want a great introduction to marketing, or are an MBA looking to refresh your understanding of the 4P's, pick-up this book. You won't be disappointed.

11 of 13 people found the following review helpful.
Going beyond the actual...
By FrKurt Messick
As an undergraduate, I studied political science; as a graduate student, I studied history (among other things) - however, few if any of my classes ever dealt with the actual mechanics of business, despite dealing with business in a more general sense (as it would fit in the context of history and politics). I decided that it was important to learn some of the basic concepts of business administration, and the Portable MBA series by John Wiley & Sons publishers fit the bill.

This book on marketing covers the topic from the conceptual, research, and practical angles. Dealing with customers, potential and actual, is the key aspect to marketing. There are strategies that work and strategies that fail, and many of these are discussed and analysed. Companies included in the case studies include Coca-Cola, Pepsi, Colgate-Palmolive, Kawasaki, Campbell Soup, A.C. Nielsen, and literally over a hundred more. Just what is the magic that makes Nike a household word? How does one really assess the success of the cola wars between Pepsi, Coke, and other contenders?

In the foreword, Ken Blanchard (author of the 'One-Minute Manager') states, 'I have come to believe that the secret to competitive success is to give customers service so far above their expectations it becomes legendary.' Part of this strategy is to become a better listener (which is an art that is lost for many, particularly in the corporate world), and part of the strategy is to look beyond the actual and explore the possible.

The authors who contributed to this volume have both academic and professional experience, and tend to do a good job at explaining things in terms that the non-professional can understanding. Anyone with a basic undergraduate background should find this volume accessible. This book can also give one ideas for everything from garage sales to major marketing campaigns.

I taught marketing and advertising, having worked as a public relations/marketing director for a college and for a seminary. Had this book been available at the time I was teaching, I would not have hesitated to use it.

0 of 0 people found the following review helpful.
Great overview.
By Alexander Yates
This is a great overview. Pretty comprehensive. It would great if this were updated and available as audiobook, kindle and book

See all 10 customer reviews...

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Rabu, 22 Desember 2010

[Q528.Ebook] Ebook Download Rise Up and Salute the Sun: The Writings of Suzy Kassem, by Suzy Kassem

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Rise Up and Salute the Sun: The Writings of Suzy Kassem, by Suzy Kassem

From her ancestral homeland of Egypt to 7th Street in New York City, Suzy Kassem's hypnotic imagination transports readers into a mystical place filled with wisdom and infinite wonder -- a place where a little Egyptian girl can converse with the Sphinx, where an ordinary house mouse trapped under the floorboards of a senior center in Jersey can dream about exploring fields beyond his ordinary limits, and where a young woman named Peace can still crave a caramel apple from Coney Island -- while confined for eternity to the lonely hotel rooftop from which she leapt to her death twenty years ago.

A powerful collection of philosophical short stories, essays, and poetry laced with stardust and universal wisdom, Rise Up and Salute the Sun takes the reader on a transdimensional journey to explore the heart of one's true existence.

  • Sales Rank: #408373 in Books
  • Brand: Brand: Awakened Press
  • Published on: 2011-05-15
  • Released on: 2011-05-15
  • Number of items: 1
  • Binding: Paperback
  • 264 pages
Features
  • Used Book in Good Condition

About the Author
Suzy Kassem is an American artist, writer, filmmaker, philosopher, cultural critic, essayist, and poet of Egyptian origin.

Most helpful customer reviews

7 of 7 people found the following review helpful.
Rise Up and Salute the Sun
By LoLo
After reading the first story "The Little Girl and the Sphinx" I felt like I had just had a personal conversation with GOD. The message was so simple a 7 yr old girl with a pure heart understood how to be a good person and live your life on the path of truth. I had to read it again almost immediately as I didn't want to miss any part of the message. This story drew me inside the conversation and it became my dialogue, and when a book or story can have that affect on the reader then that book is a quality read. Found the story and poetry to be a manual for living a conscious based life.

5 of 5 people found the following review helpful.
Highly Recommended Reading
By JB
For those that are searching for truth, Suzy Kassem's "Rise Up and Salute The Sun" is the perfect guide in pointing readers towards the right direction to this life long endeavor. For those that are not yet seeking, "Rise Up and Salute The Sun" will do as the title suggests - awaken. Not only will it awaken but it will also plant seeds. I have been following the writings of Suzy Kassem online for a couple of years now after stumbling upon her "Style Is King" blog and will say that every piece she has written is timeless, relevant and effective and the same rings true for the words contained in the poems, short stories and parables in the book. What is most admirable about Suzy and her writings is the strong conviction in her words as well as her selflessness to share such deep knowledge and wisdom freely. Most importantly as a voice of our generation, her messages flow straight from the heart. In this upside down world we live in, her words lead, uplift and light the way to a better existence, on a personal, local and international scale.

4 of 4 people found the following review helpful.
Really made me think
By Dona Corry
While at school, I heard this writer speak, and was blown away. I borrowed a copy of this book from my professor, and it was both one of the most enlightening and disturbing things I have read. Disturbing in that it made me look at some of my beliefs in a completely different way, and question my way of thinking. This collection of short stories, poems, and thoughts from the author was a profound influence in my live, and I can not keep from telling others about it.

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Sabtu, 18 Desember 2010

[C972.Ebook] Fee Download (THE REMBRANDT AFFAIR)The Rembrandt Affair

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  • Sales Rank: #4526299 in Books
  • Published on: 2009-07-20
  • Binding: Hardcover

Most helpful customer reviews

2 of 2 people found the following review helpful.
Formula repeated
By clang
Used to be more interesting. The main character has become predictable. If I read about his striking green eyes, his wife's "riotous hair" and his boss's incessant smoking... Also very black and white re: his politics without any of the grey areas existing. I do enjoy reading about the paintings and their history- as long as the artist who created it didn't suffer from his abnormally green eyes, had a riotously haired wife, and constantly smoked whatever was acceptable in the Renaissance. Entertaining nonetheless.

0 of 0 people found the following review helpful.
NOT EVEN A CARTOON
By William Lotz
An art restorer is murdered while trying to escape from an intruder. He is carrying a famous painting by Rembrandt, rolled up in a tube. The intruder's purpose was to steal the Rembrandt.

Gabriel and Chiara have retired from "The Office", and have moved to Gabriel's old haunts outside London, have acquired an old fisherman's cabin, and are living a quiet and peaceful life after a long career of turmoil.

Julian Isherwood, Gabriel's long time friend, who has brought many old masters to him for restoration, requests that Gabriel meet with him in his office. At the meeting, Julian tells Gabriel about the murder and theft of the Rembrandt, and asks Gabriel to find the killer and recover the Rembrandt, which is worth a fortune, as a favor to him.

Gabriel, who immediately recognizes the restorer's name, since he had been a serious competitor of Gabriel's, agrees.

And thus begins a new story. It appears that Gabriel Allon, Avenging Angel and assassin for the State of Israel, is now entering a new world of thievery of famous paintings, murders, hidden restorations and forgeries.

This is not true, however. This story is about a monster. A monster hiding as a saint who is a billionaire, donating millions to worthy causes. About the recruitment of a world famous investigative reporter (who was once in love with the monster) by Gabriel, to go undetected, discover the monster's secrets and help bring the monster down.

This novel had the makings of a wonderful novel, full of intrigue, forgeries, murders and suspense. And many instances it still does. However, dear readers, if read in its entirety, this is not the case. In my humble opinion, this novel is the worst of all previous novels by Mr. Silva in the Gabriel Allon series ( this being # 10) that required skimming. Even the final chapters were boring and without additional content.

In the intervening chapters, I found all of the detrimental aspects mentioned in previous discouraging reviews. There were also new discouraging factors, such as:

. Humorless interactions between allies and enemies alike.

. Extended and boring representations of dress: "His tie was the color of Bougelais Nuveau". How ridiculous! This occasion didn't require any mention of attire, much less than that of a sought after vintage of a purple wine!

Give your readers a break, Mr. Silva! Lighten up! Tone down the rhetoric!

To say that I discourage readers from reading this novel must be obvious. And so is my rating

0 of 0 people found the following review helpful.
Addicting
By Kindle Customer
I just can't leave Silva's alone. I get so involved in the action, the dedicated characters and how current the story is to today's events. The terrorist, the rotten billionaire, the highly trained and dedicated webmasters...wonderfully exciting reading. I'm tickled Amazon's recommended this series to me. I'm off to number 11.

See all 967 customer reviews...

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Kamis, 16 Desember 2010

[W991.Ebook] Fee Download El millonario automático: Un plan poderoso y sencillo para vivir y acabar rico (Spanish Edition), by David Bach

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El millonario automático: Un plan poderoso y sencillo para vivir y acabar rico (Spanish Edition), by David Bach

El millonario automático: Un plan poderoso y sencillo para vivir y acabar rico (Spanish Edition), by David Bach



El millonario automático: Un plan poderoso y sencillo para vivir y acabar rico (Spanish Edition), by David Bach

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El millonario automático: Un plan poderoso y sencillo para vivir y acabar rico (Spanish Edition), by David Bach

�Quieres vivir rico y jubilarte aun m�s rico? �Lo bastante rico como para hacer lo que quieras cuando quieras? �Lo bastante rico como para tener un impacto positivo y ayudar a los dem�s?

Si la respuesta es “s�”, deja entonces lo que est�s haciendo y abre este libro. El millonario autom�tico comienza con la impactante historia de una pareja t�pica estadounidense —�l es administrador de bajo nivel y ella, esteticista– cuyo ingreso combinado nunca sobrepasa los $55.000 al a�o, aunque se las arreglan para ser propietarios de dos viviendas libres de deudas, pagar los gastos del college de sus hijos y retirarse a los 55 a�os con ahorros de m�s de 1 mill�n de d�lares. A trav�s de su historia ustedes conocer�n el hecho sorprendente de que �no hay manera de hacerse rico con un presupuesto! Tienes que tener un plan que te pague a ti primero y que sea totalmente autom�tico, un plan que autom�ticamente asegure tu futuro y pague por tu presente.

LO QUE DISTINGUE A EL MILLONARIO AUTOM�TICO:

No necesitas ganar mucho dinero

No necesitas un presupuesto

No necesitas poder de voluntad

Puedes establecer el plan en una hora

El m�todo f�cil de Bach para asegurar que tu vida financiera sea autom�tica trabaja mientras duermes. Todo lo que tienes que hacer es seguir este programa de un solo paso hacia la seguridad financiera...�el resto es autom�tico!

  • Sales Rank: #453924 in Books
  • Published on: 2006-03-07
  • Released on: 2006-03-07
  • Original language: Spanish
  • Number of items: 1
  • Dimensions: 8.00" h x .60" w x 5.20" l, .44 pounds
  • Binding: Paperback
  • 272 pages

Review
“El millonario autom�tico te da, paso a paso, todo lo que necesitas para asegurar tu futuro financiero. Cuando lo hagas al estilo de David Bach, el fracaso es imposible.” —Jean Chatzky, Editor financiero, Today, de NBC

About the Author
David Bach es el autor de los bestsellers nacionales Las mujeres inteligentes acaban ricas, Smart Couples Finish Rich, The Finish Rich Workbook y 1001 Financial Words You Need to Know, y es presentador de su propio programa especial por la cadena PBS, “Smart Women Finish Rich”. Los seminarios FinishRich (AcabaRico) de Bach, que son ahora los principales seminarios financieros en Norteam�rica, han sido impartidos en m�s de 1.700 ciudades por miles de asesores financieros. �l es el Money Coach (Entrenador de Dinero) de America Online (Palabra clave en AOL: David Bach) y presentador de supropio programa de radio, el cual se transmite en toda la naci�n, Live Rich with David Bach (Vive rico con David Bach). Para leer selecciones de cualquiera de los libros de David Bach, por favor visite su sitio Web en www.finishrich.com.

Excerpt. � Reprinted by permission. All rights reserved.
Cap�tulo Uno

CONOCE AL MILLONARIO AUTOM�TICO

Nunca olvidar� cuando conoc� por primera vez a un Millonario Autom�tico. Yo ten�a alrededor de veinticinco a�os e impart�a una clase sobre inversiones en un programa local de educaci�n para adultos. Jim McIntyre, un hombre de mediana edad, gerente de nivel medio para una compa��a local de servicio p�blico, era uno de mis estudiantes. No hab�amos hablado mucho hasta un d�a en que se me acerc� despu�s de clase para preguntarme si pod�a hacer una cita conmigo con el objeto de revisar la situaci�n financiera de �l y su esposa.

La petici�n me sorprendi�. Aunque estaba convencido (y sigo est�ndolo) de que casi todos pueden beneficiarse del consejo de un planificador financiero experto, Jim no me parec�a ser el tipo de persona que buscar�a esa orientaci�n.

Le dije que estaba dispuesto a hacer una cita, pero que si quer�a mi ayuda, su esposa tambi�n tendr�a que venir, ya que mi grupo s�lo administraba dinero para parejas que manejaban juntos sus finanzas.

Jim sonri�:

—No hay problema con eso —dijo—. Sue es la raz�n por la que estoy aqu�. Ella asisti� al seminario de Las mujeres inteligentes acaban ricas que usted ofreci� y me dijo que yo deb�a inscribirme en su curso. Me ha gustado lo que usted ha dicho, y ambos pensamos que ya es hora de planificar un poco nuestras finanzas. Sabe, tengo pensado jubilarme el mes pr�ximo.

Eso s� me sorprendi�. No dije nada, pero mientras examinaba detenidamente a Jim, dud� que pudiera estar en condiciones como para jubilarse. Por los comentarios que �l hab�a hecho en la clase, yo sab�a que ten�a un poco m�s de cincuenta a�os, que hab�a trabajado en la misma compa��a durante treinta a�os sin haber ganado nunca m�s de $40.000 al a�o, y que no cre�a en hacer presupuestos. Tambi�n sab�a que se consideraba a s� mismo un “ultraconservador”, as� que me imagin� que no pod�a haber hecho una fortuna en el mercado de valores.

Mi abuela, Rose Bach, me hab�a ense�ado a no juzgar jam�s un libro por su cubierta. Pero algo no encajaba aqu�. Tal vez Jim hab�a heredado un mont�n de dinero. Mejor para �l que as� fuera, pens�.

“�QU� ES LO QUE NO CUADRA AQU�?”

Cuando los McIntyre vinieron a mi oficina unos cuantos d�as despu�s, parec�an exactamente lo que eran: gente muy trabajadora, estadounidenses de tipo promedio. Lo que m�s me llam� la atenci�n de Jim fue que vest�a una camisa de salir de mangas cortas con un protector de bolsillo pl�stico en el bolsillo delantero. Su esposa, Sue, era un poquito m�s sofisticada, con algunos rayitos muy rubios en el cabello. Ella era cosmet�loga, un par de a�os m�s joven que Jim.

Lo curioso era que no actuaban como personas de mediana edad. Estaban tomados de la mano como dos adolescentes de secundaria durante su primera cita, chispeantes de emoci�n. Antes de que pudiera preguntarles en qu� pod�a ayudarlos, Jim comenz� a hablar acerca de sus planes y de lo que har�a en su tiempo libre. Mientras, Sue no paraba de exclamar:

—�No es maravilloso que �l se pueda jubilar tan j�ven! La mayor�a de la gente no puede jubilarse hasta que llegan a los sesenta y cinco a�os, si acaso, �pero Jim va a poder hacerlo a los cincuenta y dos!

“NO NOS PRECIPITEMOS”.

Al cabo de diez minutos de esto, tuve que interrumpir.

—Se�ores, ustedes tienen un entusiasmo contagioso, pero no nos precipitemos. En los �ltimos a�os he conocido a pr�cticamente cientos de jubilados potenciales, y les digo esto: casi ninguno de ellos ha podido jubilarse a los cincuentitantos de a�os. —Mir� a Jim a los ojos—. Por lo general, la gente viene a mi oficina para averiguar si es que se pueden jubilar —dije—. Parece que ustedes ya est�n convencidos de que pueden. �Qu� los hace sentirse tan seguros de que tienen los recursos para hacerlo?

Jim y Sue intercambiaron una mirada. Entonces Jim se volvi� hacia m�:

—Usted no cree que somos lo suficientemente ricos —dijo—, �verdad?

La manera en que Jim lo dijo no fue exactamente como una pregunta.

—Bueno, �sa no es la forma en que yo lo hubiera planteado —contest�—, pero s�, hace falta bastante dinero para tener fondos suficientes para jubilarse antes de tiempo, y los ahorros de la mayor�a de las personas de la edad de ustedes ni se acercan a lo que se necesita para eso. Sabiendo lo que s� acerca de su vida, tengo verdadera curiosidad por saber c�mo es que ustedes pueden tener el dinero suficiente.

Lo mir� fijamente. �l, a su vez, me contempl� serenamente.

—Jim, usted s�lo tiene cincuenta y dos a�os —le dije—. Teniendo en cuenta que solamente alrededor de una de cada diez personas tiene escasamente los fondos necesarios para retirarse a la edad de sesenta y cinco a�os con un estilo de vida similar al que ten�an cuando estaban trabajando, tienes que admitir que jubilarse a tu edad, con tu ingreso, ser�a una verdadera proeza.

Jim asinti�.

—Es cierto —dijo, y me entreg� un fajo de documentos. All� estaban los informes de impuestos sobre los ingresos de �l y Sue, as� como los estados financieros que listaban exactamente sus propiedades y sus deudas.

Mir� primero los informes de los impuestos sobre sus ingresos. El a�o anterior, Jim y Sue hab�an ganado un total de $53.946. Nada mal. No eran ricos, sin duda, pero era un ingreso adecuado.

Bien, �qu� m�s? �Cu�nto deb�an?

Pas� la vista por sus estados financieros. No pude encontrar ninguna deuda importante en las listas.

—Aaah —murmur� levantando una ceja—. �Ustedes no tienen deudas?

“LOS MCINTYRE NO

TIENEN DEUDAS”.

Intercambiaron otra mirada, y Sue le apret� la mano a Jim.

—Los McIntyre no tienen deudas —dijo ella con una sonrisita burlona.

—�Y sus hijos? —pregunt�.

—�Qu� pasa con ellos? —respondi� Jim—. Los dos salieron ya de la universidad, est�n por su cuenta, y que Dios los bendiga.

—Pues est� bien —dije—, vamos a ver las propiedades que tienen.

Regres� al estado financiero. Hab�an dos viviendas en la lista: la casa en que ellos viv�an (con un valor de $450.000) y una propiedad que arrendaban (otra casa valorada en $325.000).

—�Caramba! —exclam�—. �Dos casas y no tienen hipoteca en ninguna?

—No— respondi� Jim—. Ninguna hipoteca.

Luego vinieron las cuentas de jubilaci�n. El saldo del plan 401(k) de Jim llegaba en ese momento a los $610.000. Y hab�a m�s. Sue ten�a dos cuentas personales de jubilaci�n que sumaban $72.000. Adem�s, pose�an $160.000 en bonos municipales y $62.500 en efectivo en una cuenta de ahorros del banco.

Eso era tener una buena base de bienes. Si a�adimos a esto algunas propiedades personales (inclu�do un bote y tres autos, todos pagados por completo), �el valor neto de la riqueza que pose�an se acercaba a los $2 millones!

Como quiera que se mire, los McIntyre eran ricos. No se trataba s�lo de que sus muchas propiedades y bienes estuvieran libres de deudas (aunque eso era de por s� bastante asombroso); tambi�n ten�an un flujo continuo de ingresos y dividendos que ven�an de sus inversiones, y $26.000 al a�o del alquiler generado por su segunda vivienda. Encima de eso, Jim hab�a sido aprobado para recibir una peque�a pensi�n, y a Sue le gustaba tanto su profesi�n de cosmet�loga que planeaba seguir trabajando hasta los sesenta a�os (aunque no ten�a necesidad de hacerlo). De repente, el plan de Jim de jubilarse a los cincuenta y dos no parec�a una locura. En realidad, era completamente realista. M�s que realista: �era emocionante!

“HEREDAMOS CONOCIMIENTOs”.

Normalmente, no me asombra lo rico que alguien sea. Pero hab�a algo respecto a los McIntyre que me impresion�. No parec�an ricos. Ni luc�an como personas fuera de lo com�n. Por el contrario, parec�an perfectamente comunes y corrientes: la pareja promedio agradable y trabajadora. �C�mo era posible que hubiesen acumulado una fortuna siendo relativamente tan j�venes?

Decir que me sent�a confundido es poco. Pero tambi�n qued� enganchado. En esa �poca yo ten�a alrededor de veinticinco a�os y, aunque estaba ganando bastante dinero, el dinero de mi salario se me acababa a fin de mes. Algunos meses lograba ahorrar un poco, pero lo m�s com�n era que se me complicaran las cosas o que gastara demasiado el pr�ximo mes y no pudiera ahorrar ni un centavo. Muchos meses me daba la sensaci�n de que, en vez de prosperar, me estaba quedando atr�s, trabajando cada vez m�s para poder satisfacer mis gastos.

Aquello, de verdad, me avergonzaba y me frustraba. Yo era un asesor financiero que les ense�aba a los dem�s c�mo ahorrar, y, sin embargo, a menudo estaba corto de dinero. Peor a�n: los McIntyre, quienes probablemente en su mejor a�o apenas hab�an ganado la mitad de lo que yo ganaba, eran millonarios, mientras que yo ten�a cada vez m�s deudas.

Era evidente que ellos sab�an algo de c�mo poner su dinero a funcionar que yo ten�a que aprender. Y decid� descubrir qu� era. �C�mo pod�an estas personas tan comunes haber acumulado semejante riqueza? Ansioso de conocer su secreto, pero sin saber d�nde comenzar, por fin les pregunt�:

—�Heredaron ustedes parte de esto?

Jim solt� una risotada.

—�Heredar? —repiti� sacudiendo la cabeza—. Lo �nico que heredamos fueron conocimientos. Nuestros padres nos ense�aron unas cuantas reglas sensatas respecto a la administraci�n del dinero. Nosotros s�lo hicimos lo que ellos dijeron, y de verdad que funcion�. Y lo mismo le sucedi� a mucha gente que conocemos. De hecho, en nuestro barrio, alrededor de la mitad de nuestros amigos van a jubilarse este a�o, y muchos de ellos est�n aun en mejor situaci�n que nosotros.

En ese momento, yo ya estaba cautivado. Los McIntyre hab�an venido a entrevistarme acerca de c�mo yo pod�a ayudarlos, pero ahora era yo quien quer�a entrevistarlos a ellos.

UNA COSA ES SER RICO,

Y OTRA, PARECERLO

—Saben —les dije—, todas las semanas me re�no con personas que asisten a mis clases, igual que ustedes lo hicieron, pero que son exactamente lo opuesto de ustedes. Es decir, que parecen ricos, pero cuando examinas en detalle lo que realmente poseen, a menudo resulta que no s�lo no son ricos, sino que est�n arruinados. Esta misma ma�ana, me reun� con un hombre que conduc�a un Porsche nuevo y que llevaba un reloj Rolex de oro. Parec�a riqu�simo, pero cuando examin� sus estados de cuenta descubr� que estaba endeudado al m�ximo. Un tipo de unos cincuenta y cinco a�os, que vive en una casa de medio mill�n de d�lares con una hipoteca de $800.000. Con menos de $100.000 ahorrados, deudas de m�s de $75.000 en tarjetas de cr�dito, �y estaba alquilando un Porsche! Adem�s, les est� pagando manutenci�n a dos ex esposas.

Al llegar aqu�, ninguno de los tres pudimos aguantarnos. Todos comenzamos a re�rnos.

—S� que eso no es chiste —dije—, pero esta persona, que luce rica y exitosa, en realidad es un desastre financiero y emocional. Manej� sus finanzas como maneja su Porsche: siempre al m�ximo de velocidad. Y entonces vienen ustedes. En un Ford Taurus. Jim tiene un reloj Timex de hace diez a�os…

—Para nada —interrumpi� Jim con una sonrisa—. Este Timex tiene dieciocho a�os.

—�Eso es! —dije—. Un Timex de dieciocho a�os. Y ustedes son ricos. Son felices como lombrices, siguen casados, pagaron los estudios universitarios de sus dos hijos, y se est�n jubilando con cincuentitantos a�os. As� que, por favor, d�ganme: �cu�l es su secreto? Tienen que tener un secreto, �verdad?

Sue me mir� fijamente.

—�De verdad que quieres saber? —pregunt�.

Asent� sin decir palabra. Sue mir� a Jim:

—�Crees que podemos dedicarle quince minutos adicionales para explic�rselo?

—Claro que s� —dijo Jim—. �Qu� son quince minutos? —Se volvi� hacia m�—. Sabes David, t� conoces este asunto. Lo ense�as a diario. Pero nosotros lo vivimos.

JIM Y SUE COMPARTEN SU HISTORIA

Sue respir� profundamente y entonces comenz� a relatar su historia.

—Bueno, ante todo, nos casamos j�venes. Jimmy ten�a veinti�n a�os cuando comenzamos a salir, y yo, diecinueve. Nos casamos tres a�os m�s tarde. Despu�s de nuestra luna de miel, nuestros padres nos sentaron y nos dijeron a ambos juntos que ten�amos que tomar en serio nuestras vidas. Dijeron que ten�amos una opci�n. Pod�amos trabajar toda la vida para ganar dinero y vivir de mes a mes, de cheque a cheque, como la mayor�a de la gente. O pod�amos aprender a hacer que nuestro dinero trabajara para nosotros y disfrutar realmente nuestras vidas. El truco, dijeron, era sencillo. Cada vez que ganes un d�lar, debes asegurarte de pagarte a ti primero.

“DECIDIMOS PAGARNOS A NOSOTROS PRIMERO”.

Jim asinti� con la cabeza.

—Sabes —dijo—, la mayor�a de la gente piensa que cuando recibe su cheque salarial, lo primero que tienen que hacer es pagar todas sus cuentas… y luego, si queda algo, pueden ahorrar unos cuantos pesos. En otras palabras, p�gale a todo el mundo primero y, por �ltimo, a ti. Nuestros padres nos ense�aron que para realmente salir adelante tienes que invertir este concepto. Separa unos cuantos d�lares para ti, y DESPU�S paga el resto de tus cuentas.

Jim se recost� en su silla y se encogi� de hombros, como quien dice, “Eso no es nada”.

Sue sonri� y neg� con la cabeza:

—Jim lo dice como si fuera f�cil —dijo—, pero la verdad es que tuvimos que aprender c�mo ahorrar nuestro dinero. Al principio, tratamos de limitarnos a un presupuesto, pero, no s� por qu�, las cuentas nunca sal�an bien y comenzamos a discutir frecuentemente. Un d�a llam� a mi mam�, disgustada por una pelea sobre dinero que hab�amos tenido, y ella me dijo que hacer un presupuesto no iba a funcionar. Me dijo que ella y mi pap� hab�an tratado de hacerlo, pero que eso los hab�a conducido a interminables discusiones. As� que decidieron abandonar el presupuesto y, en su lugar, sacar el 10 por ciento de sus cheques salariales y colocar ese dinero en una cuenta de ahorros antes de verlo o de tener la oportunidad de gastarlo en algo.

—“Vas a sorprenderte de lo r�pidamente que te acostumbras a no contar con ese 10 por ciento”, me dijo. “Y, mientras tanto, se est� acumulando en el banco”. El secreto, me explic�, es que no puedes gastar lo que no ves. Y eso fue lo que hicimos. Al principio comenzamos a separar s�lo el 4 por ciento de nuestro ingreso, y poco a poco fuimos aumentando esa cantidad. Hoy d�a, ahorramos el 15 por ciento. Pero por lo general siempre ahorr�bamos alrededor del 10 por ciento, tal y como mam� dec�a.

—�Y qu� hicieron con sus ahorros? —le pregunt�.

—Bueno —dijo Sue—, lo primero que hicimos fue comenzar a ahorrar para nuestra jubilaci�n.

—Sabes, en esa �poca no ten�amos planes 401(k) —interrumpi� Jim—. Pero muchas compa��as, entre ellas la m�a, ten�an planes de pensi�n que te permit�an a�adir dinero adicional si quer�as. La mayor�a de nuestros amigos ni se molestaron. Pero nosotros s�.

Sue retom� el relato nuevamente.

—Despu�s de eso, nuestra pr�xima prioridad fue ahorrar lo bastante para poder comprar una casa. Nuestros padres nos dijeron que sus viviendas hab�an sido la mejor inversi�n que hab�a hecho en sus vidas, que nada te da la libertad y la seguridad que te brinda ser due�o de una vivienda. Pero la clave, dec�an, era ser due�o sin tener deudas sobre la propiedad. En otras palabras, paga esa hipoteca tan pronto como puedas. Dec�an que mientras nuestros amigos estaban ocupados decorando sus apartamentos ostentosamente, o cenando fuera todos los d�as, nosotros deber�amos vigilar nuestros gastos y ahorrar lo m�s que pudi�ramos. Nos recalcaban la idea de que mucha gente malgasta gran cantidad de dinero en cosas insignificantes.

Sue mir� a Jim.

—�Te acuerdas, mi amor? —le pregunt�.

—Claro que me acuerdo —respondi� Jim, y se volvi� hacia m�—. Sabes, el truco para prosperar en las finanzas no consiste en ser taca�o y aburrido. Consiste en vigilar los detalles, esos peque�os h�bitos de gastos que te ser�a m�s conveniente abandonar. En nuestro caso, nos dimos cuenta de que una de las principales “peque�eces” en las que est�bamos gastando demasiado dinero eran los cigarrillos. Ambos fum�bamos alrededor de una cajetilla al d�a, y nuestros padres lo odiaban. En esa �poca comenzaban a darse a conocer los riesgos de salud del fumar, y ellos nos dijeron que si dej�bamos de gastar dinero en cigarrillos, probablemente en dos a�os podr�amos ahorrar lo suficiente como para poner el dinero de entrada para comprar una casa. Y al mismo tiempo estar�amos protegiendo nuestra salud.

“VIGILAMOS NUESTRO FACTOR CAF� LATTE”.

Jim se inclin� hacia delante en su asiento.

—�Te acuerdas de ese concepto de tus seminarios al que llamas El Factor Caf� Latte,* con el que le ense�as a la gente a dejar de malgastar su dinero en caf� caro cada ma�ana y, en vez de eso, a invertirlo?

Asent� con un gesto.

—Bueno, mi pap� no lo llamaba as�, pero era lo mismo. �l lo pod�a haber llamado el factor cigarrillo o el factor “No gastes tu dinero como un tonto”. La idea era id�ntica. Si ahorr�bamos unos cuantos d�lares al d�a, al cabo de un tiempo podr�amos comprar nuestra propia vivienda. Dijo que si arrend�bamos siempre ser�amos pobres, haciendo rica a otra persona. Si compr�bamos una vivienda, al final nosotros nos har�amos ricos.

—�Eso es todo? —pregunt�—. �Ahorraron un poco de dinero al eliminar los cigarrillos y compraron una casa? —Mir� a Jim y a Sue. Ellos me respondieron con una sonrisa y asintieron—. Pero, �c�mo terminaron siendo propietarios de dos casas, ambas libres de hipotecas?

—Bueno, en realidad no tenemos dos viviendas —dijo Sue—. Tenemos una vivienda y una propiedad que arrendamos. �sa fue otra parte del secreto.

Jim prosigui� con la historia.

—Nuestros padres nos ense�aron un truco que facilita liquidar la hipoteca antes de tiempo. Es un truco que, seg�n ellos, los bancos odiar�an, pero que a nosotros nos iba a encantar, y estaban en lo cierto. Hoy en d�a, es m�s f�cil que nunca hacerlo. Lo que tienes que hacer es tomar tu pago hipotecario y, en vez de pagarlo todo una vez al mes, pagas la mitad cada dos semanas. Si haces eso de forma regular, al final del a�o habr�s dado un pago adicional sin que jam�s sientas la falta del dinero. As� que, en lugar de demorarte treinta a�os en liquidar tu hipoteca, la pagar�s en veintitr�s. Pensamos que si segu�amos este plan podr�amos comprar una vivienda cuando tuvi�ramos alrededor de veinticinco a�os de edad y ser due�os de ella, sin deudas, cuando estuvi�ramos llegando a los cincuenta. Lo que sucedi� fue a�n mejor. Acabamos haciendo a�n m�s pagos adicionales de hipoteca de manera consistente. As� que, pocos a�os antes de cumplir los cuarenta, la casa estaba pagada por completo.

—�Y entonces qu� pas�? —pregunt�.

—Entonces, como ya no ten�amos que hacer m�s pagos de hipoteca, nos sobraba dinero todos los meses —me dijo Jim con una amplia sonrisa—. Pensamos que pod�amos malgastarlo, o pod�amos comprar una casa mejor y arrendar la otra. Y eso fue lo que hicimos, usando el mismo truco con el sistema de pago para liquidar la hipoteca m�s r�pidamente. Y dimos en el clavo: casi sin darnos cuenta, �ramos due�os de dos viviendas en las que no deb�amos nada, una en la que viv�amos, y la otra que arrend�bamos para recibir un buen ingreso adicional de manera fija.

—Buen plan —dije. Jim asinti� en�rgicamente.

—Otra cosa que la mam� y el pap� de Sue nos ense�aron fue no comprar jam�s a cr�dito —dijo �l—. Ellos segu�an una regla estricta que nos transmitieron y que nosotros hemos trasmitido a nuestros hijos: por grandes que sean, las compras se pagan con dinero en efectivo, o no se compran. La �nica excepci�n es la compra de una casa, y, como dec�a Sue, hay que pagar la hipoteca lo m�s pronto que puedas. No siempre es f�cil, pero �sa es la regla.

—As� es —interrumpi� Sue—. Jim tuvo que ahorrar durante cinco a�os para poder comprar su bote.

—E incluso cuando lo hice, prefer� comprar uno usado —agreg� �l—. Pero no me importa. Me sent� feliz con dejar que otra persona cometiera el error de comprarlo nuevo al precio de venta… para que luego me lo vendiera por una fracci�n de lo que �l hab�a pagado. Hicimos lo mismo con todos nuestros autos. Siempre compr�bamos autos usados, y nunca nos arrepentimos. Haz que un mec�nico confiable revise el auto, cu�dalo bien, y va a funcionar como uno nuevo.

—La cuesti�n es —dijo Sue— que si no ten�amos el dinero en efectivo suficiente para comprar algo, no lo compr�bamos. Durante todos los a�os que hemos estado casados, nunca hemos tenido deudas de tarjetas de cr�dito. Cuando us�bamos las tarjetas, las liquid�bamos el mismo mes. �se fue otro consejo de nuestros padres que los bancos, dec�an ellos, iban a odiar y nosotros a adorar.

EL SECRETO M�S IMPORTANTE

Me ech� hacia atr�s en mi silla, asombrado de cu�n sencillo los McIntyre pintaban el asunto. Ten�a que haber una trampa. Pens� en eso durante un momento, y entonces me di cuenta de lo que era.

—Todo lo que est�n hablando —dije— tiene sentido. Reducir los gastos innecesarios, acelerar los pagos de la hipoteca, pagarse ustedes mismos primero, comprar s�lo en efectivo, evitar las deudas de las tarjetas de cr�dito; tienen raz�n en todo. Son �stas las cosas que ense�o en mis seminarios. Pero para implementarlo como ustedes lo han hecho debe haber sido necesario una enorme fuerza de voluntad. De veras, me quito el sombrero ante ustedes. Desear�a que todo el mundo poseyera ese tipo de autodisciplina que, evidentemente, tienen ustedes. Por desgracia, la mayor�a de nosotros no la tenemos. Me imagino que por eso la mayor�a de las personas nunca se hacen ricas como ustedes lo han hecho.

Una vez m�s, Jim y Sue intercambiaron miradas. Ambos sonrieron y, con un gesto, Jim invit� a Sue a que explicara.

NO NECESITAS FUERZA DE VOLUNTAD NI DISCIPLINA

—Pero �se es el punto —comenz� ella—. Nosotros no tenemos una enorme fuerza de voluntad. Si seguir los consejos de nuestros padres hubiera sido cuesti�n de autodisciplina, no creo que nos habr�a ido tan bien como nos ha ido.

—Creo que nos habr�a ido muy mal —interrumpi� Jim—. Quiero decir, Sue tiene un poco de autocontrol, pero yo… �olvida eso!

Ahora yo me sent�a realmente confundido.

—No lo entiendo —dije—. Si ustedes no tienen una autodisciplina especial, �c�mo lo lograron? Despu�s de todo, vivimos en una sociedad en la que la publicidad y la industria del entretenimiento (y hasta el gobierno) nos bombardean constantemente con tentaciones para que hagamos exactamente lo contrario de todo lo que sus padres les dijeron que hicieran. Entonces, �c�mo resistieron? �C�mo lograron empe�arse en seguir todas esas reglas frente a todas esas tentaciones?

Mi intenci�n al pregunt�rselo era m�s que pura curiosidad profesional. Como ya dije, en ese momento yo ten�a alrededor de veinticinco a�os, y me estaba resultando incre�blemente dif�cil ser lo bastante disciplinado como para ahorrar la cantidad de dinero que yo sab�a que deb�a ahorrar. Mi profundo deseo de saber se me habr� notado en el rostro, porque tanto Jim como Sue se echaron a re�r repentinamente. Poco despu�s, yo tambi�n me ech� a re�r.

—Sabes, David —dijo Jim finalmente—, tenemos una hija que es un poquito m�s joven que t�. As� que, cr�aslo o no, entendemos lo dif�cil que puede resultarle a un veintea�ero adquirir la disciplina de ahorrar dinero. Pero eso es lo bueno de nuestro m�todo. No se necesita disciplina.

Lo mir� con una expresi�n de duda en mi rostro.

—No me sorprende que te sientas esc�ptico —dijo Jim—. Es tan f�cil y obvio que inclusive a alguien que sabe tanto de dinero como t� le cuesta trabajo verlo. Pero se trata de lo siguiente: digamos que t� sabes que tienes que hacer algo, pero temes sentirte tentado a hacer otra cosa. �C�mo puedes estar seguro de que haces lo correcto?

Jim me mir�. Yo me encog� de hombros.

—Como ya dije —continu�—, es f�cil y obvio. Te quitas la responsabilidad de esa decisi�n. Arreglas la cosa de forma que lo que debes hacer suceda autom�ticamente.

—�Recuerdas lo que te estaba diciendo anteriormente, acerca de c�mo empezamos a pagarnos a nosotros mismos primero? —intervino Sue—. Lo que nosotros hicimos fue preparar las cosas de forma que una porci�n de nuestro salario fuera deducida autom�ticamente de nuestros cheques y colocada en una cuenta de ahorros. Cuando todo qued� arreglado, ya no tuvimos de qu� preocuparnos. No estaba en nuestras manos… literalmente.

—Por supuesto —dije—. Es como los programas sistem�ticos de ahorros e inversiones de los que yo hablo en mi clase. Con la diferencia de que ustedes lo aplican a todos los aspectos de sus finanzas.

—�Exactamente! —exclam� Jim— Si no tienes que pensar en eso, no hay oportunidad de que te olvides de hacerlo, o peor a�n, de cambiar de opini�n y, a prop�sito, no hacerlo. Una vez que la decisi�n est� fuera de tus manos, no hay forma de que te sientas tentado a hacer lo incorrecto.

“DECIDIMOS CONVERTIRNOS EN MILLONARIOS AUTOM�TICOS”.

Ahora le toc� el turno a Sue nuevamente.

—Nuestros padres lo llamaban “protegerte de ti mismo” –dijo—. No ten�amos que preocuparnos de poseer ning�n poder especial, porque en realidad no ten�amos nada que hacer, excepto decidir al principio que quer�amos ser ricos. Con la ayuda de esta gran cosa llamada “deducci�n salarial” hicimos que todo fuera autom�tico. Creamos un sistema autom�tico y pr�cticamente infalible para alcanzar la riqueza.

Hicimos que la empresa donde trabaja Jim extrajera dinero de su pago mensual y lo invirtiera en su cuenta de jubilaci�n. Manejamos nuestros pagos hipotecarios acelerados de forma parecida. En cuanto los bancos comenzaron a ofrecer programas de transferencia autom�tica, hicimos que el nuestro sacara nuestro pago hipotecario mensual (y un poquito m�s) directamente de nuestra cuenta de cheques, sin que nosotros tuvi�ramos que hacer ni decir nada. Tambi�n usamos un m�todo de deducciones sistem�ticas para invertir autom�ticamente una porci�n de nuestros dos sueldos en fondos mutuos. Con el tiempo, hasta hicimos autom�tica nuestra contribuci�n a obras ben�ficas. Siempre tuvimos la costumbre de dar un poco cada a�o a obras de caridad, pero a medida que pasaba el tiempo nos dimos cuenta de lo f�cil que ser�a hacer el proceso autom�tico.

—Entiende esto —dijo Jim—, no estamos hablando de cantidades enormes de dinero. Al principio, ped� que dedujeran menos de cincuenta d�lares al mes de mi cheque salarial. Pero con el tiempo, se va acumulando una buena cantidad.

Baj� la vista y le ech� una ojeada a los estados financieros, con su valor neto de siete d�gitos.

—Lo que han hecho ustedes no es broma —dije—. De verdad que esto es asombroso.

Sue McIntyre sacudi� la cabeza.

—Ah� es donde te equivocas —dijo tranquilamente—. No es asombroso. Si nosotros podemos hacerlo, cualquiera puede. Decidi�ndonos desde que �ramos j�venes a ser ricos y, luego, creando un sistema autom�tico para alcanzar la riqueza, logramos algo que no pod�a fallar. Es como el eslogan de Nike, pero algo cambiado. Ellos dicen: “S�lo hazlo”. Nosotros decimos: “Hazlo… s�lo una vez”. Cuando se trata de dinero, todo lo que tienes que hacer es automatizar tu sistema, y eso es todo.

Jim asinti�.

—Sabes, cuando comenzamos, la tecnolog�a para hacer las cosas autom�ticamente era nueva y la mayor�a de nuestros amigos no confiaban en ella. Pero hoy en d�a, es f�cil hacerlo. Es decir, con todos los programas que existen ahora, se pueden automatizar todas tus transacciones financieras en pr�cticamente cuesti�n de minutos. Lucy, nuestra hija, automatiz� todas sus cuentas en menos de una hora. Ahora ya est� en camino de convertirse en una millonaria autom�tica, igual que nosotros.

—No creas —dijo Sue ri�ndose— que hay que ser unos chapados a la antigua como nosotros para que esto te sirva. S� que la recomendaci�n viene de alguien allegado, pero nuestra Lucy es una joven muy a la moda. No usa Timex en la mu�eca.

—Ah, s� —sonri� francamente Jim—. Ella tiene uno de esos Swatches. Muy sofisticados y todo eso, pero no absurdamente caros.

—Y ah� est� el detalle —dijo Sue—. Puedes ahorrar y, aun as�, divertirte y lucir muy bien. No tienes que convertirte en un desastrado para hacerte rico. Sin duda que nosotros no lo �ramos. La hemos pasado fant�sticamente bien durante los �ltimos treinta a�os, tanto como nuestros amigos, si no m�s, porque nuestras vidas han estado libres de las tensiones que provocan que uno se est� preocupando a diario por el dinero.

Los McIntyre salieron de mi oficina igual que hab�an entrado, tomados de la mano, mirando optimistas hacia un futuro juntos, con toda la emoci�n de una pareja de reci�n casados. Me qued� sentado ante mi escritorio durante largo rato, pensando en lo que me hab�an dicho, sobre todo en las palabras finales de Jim y Sue.

La clave, dijeron, era “prepararte para el �xito”. �Por qu� hacer algo dif�cil del proceso de hacerte rico, dijeron, cuando puedes hacerlo f�cil? Me di cuenta de que ten�an raz�n. Siempre y cuando sepas qu� hacer y puedas hacerlo “autom�ticamente”, cualquiera puede convertirse en un Millonario Autom�tico.

Esa sesi�n con los McIntyre fue un momento decisivo en mi vida. Me hizo darme cuenta del paso crucial para crear un cambio duradero y positivo en la manera en que manejas tu dinero.

�HAZLO AUTOM�TICO!

Como resultado de lo que aprend� ese d�a con los McIntyre, he automatizado todas mis operaciones financieras. Y, �saben una cosa? Funcion�. Hoy d�a, yo tambi�n soy un Millonario Autom�tico.

AHORA TE TOCA A TI

La historia de los McIntyre, y de c�mo se hicieron ricos sin disciplina, mediante la acumulaci�n lenta y continua de riqueza, puede convertirse en tu propia historia. Para aprender a hacerlo, dale vuelta a la p�gina y sigue leyendo. S�lo te faltan unas pocas horas para descubrir una nueva manera de pensar y una nueva manera de manejar ese dinero que tanto trabajo te cuesta ganar.

Est�s en camino de convertirte en un Millonario Autom�tico.



Cap�tulo Dos

EL FACTOR CAF� LATTE:

C�mo convertirse en un

Millonario Autom�tico

con s�lo unos cuantos

d�lares al d�a

“El problema no es lo que ganamos… �sino lo que gastamos!”

�Por d�nde comenzamos?

Probablemente no por donde piensas.

La mayor�a de la gente cree que el secreto para hacerse rico es descubrir nuevas formas para aumentar lo m�s pronto posible los ingresos. “Si yo pudiera ganar m�s dinero”, aseguran, “ser�a rico”. �Cu�ntas veces has o�do a alguien decir eso? �Cu�ntas veces te lo has dicho a ti mismo? Pues bien, eso, sencillamente, no es cierto. Preg�ntale a cualquiera que haya recibido un aumento de sueldo el a�o pasado si sus ahorros aumentaron. En casi todos los casos, la respuesta ser� “no”. �Por qu�? Porque la mayor�a de las veces mientras m�s ganamos, m�s gastamos.

Hay much�simas lecciones que todos podemos aprender de los McIntyre, pero si hay que sacar algo en especial de su historia, es lo siguiente: Lo que ganas apenas influye en si eres capaz o no de ser rico, y en si llegar�s o no a serlo. Recuerda lo que me dijo Jim McIntyre: �l nunca habl� de cu�nto dinero ganaba en su empleo ni cu�nto ganaba con sus inversiones. El truco para prosperar en tus finanzas es, me dijo, vigilar los detalles: tus peque�os h�bitos de gastos de los que te convendr�a desprenderte.

A la mayor�a de la gente le cuesta mucho trabajo creer esto. �Por qu�? Porque les han ense�ado todo lo contrario. Vivimos en una sociedad donde se ha vuelto casi patri�tico gastar cada centavo de nuestro salario. De hecho, a menudo gastamos nuestros aumentos de sueldo incluso antes de recibirlos. Esto lo saben los comerciantes; cada noviembre y diciembre publican y transmiten anuncios publicitarios dise�ados para hacer que la gente gaste sus bonos de fin de a�o. Hasta el gobierno promueve esta idea. La forma de mejorar la econom�a, dicen los pol�ticos, es reducir los impuestos—porque si se pone un poquito m�s de dinero en los bolsillos de las personas, lo m�s l�gico es que salgan a gast�rselo.

Por desgracia, esto conlleva un problema. Si vives de cheque a cheque, gastando todo lo que ganas, lo que est�s haciendo en efecto es correr una carrera que no podr�s ganar.

He aqu� c�mo luce la carrera:

VE A TRABAJAR… GANA DINERO… GASTA DINERO…

VE A TRABAJAR… GANA DINERO… GASTA DINERO…

VE A TRABAJAR…

F�jate en c�mo siempre se regresa a VE A TRABAJAR. Este es el interminable tr�fago en que est� la mayor�a de la gente. Algunos lo llaman la “carrera de las ratas”. Es una carrera inexorable en la que las personas trabajadoras se rompen el lomo, trabajando cuarenta a cincuenta horas a la semana o m�s, para acabar con muy pocos beneficios, ya que al final del mes su cheque salarial ya est� gastado.

Most helpful customer reviews

5 of 6 people found the following review helpful.
Demasiado b�sico
By F. Elizalde Rdz
Me parece que el contenido del libro es demasiado b�sico. Las ideas que se plantean all� son solamente tres y trabaja alrededor de ellas en demas�a. Hace mucha publicidad a empresas del sector financiero, y de hecho muchas p�ginas del libro son utilizadas para esto. Para las personas que vivimos en el extranjero (fuera de Estados Unidos) tiene mucho contenido que no aplica; tanto para el tema del retiro como para las inversiones.
No me parece recomendable ni para personas que comienzan a organizar sus finanzas personales.

1 of 1 people found the following review helpful.
Un libro lleno de sentido comun
By JC
Expresa de forma clara y concisa, como tener una relaci�n saludable con el dinero,
Te ayuda a coger perspectiva y a reflexionar sobre el modelo de �xito, instaurado actualmente y a
plantearte alternativas mas sostenibles que la carrera de ratas que no son ni complicadas ni inviables, replante�ndote objetivos y prioridades personales.

1 of 1 people found the following review helpful.
Exelente
By A Customer
Tremendo libro para organizar tu salud finaciera. El te explica paso por paso como organizarte economicamente. Se lo recomiendo a todo el mundo. !Yo he regalado a mis amistades 3 libros!

See all 16 customer reviews...

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El millonario automático: Un plan poderoso y sencillo para vivir y acabar rico (Spanish Edition), by David Bach PDF
El millonario automático: Un plan poderoso y sencillo para vivir y acabar rico (Spanish Edition), by David Bach PDF

Rabu, 15 Desember 2010

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Management Accounting Demystified, by Leonard Eugene Berry

Free PDF Management Accounting Demystified, by Leonard Eugene Berry

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Management Accounting Demystified, by Leonard Eugene Berry

Learn the essentials of management accounting in a flash!

This hands-on self-teaching guide covers the fundamentals of management accounting, including cost accounting, how to develop and use information for costing products and services, decision making, operational budgeting, performance evaluation, and other important subjects and provides an update on recent developments in the field. You will learn the key aspects of management accounting as they apply to both for-profit companies and nonprofits.

  • Sales Rank: #894616 in Books
  • Published on: 2005-12-14
  • Released on: 2005-11-23
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x .88" w x 7.30" l, 1.32 pounds
  • Binding: Paperback
  • 352 pages

From the Back Cover

The fast and easy way to learn management accounting!

Now anyone can grasp the fundamentals of management accounting--without formal training, unlimited time, or a genius IQ. In Management Accounting Demystified, retired CPA and accounting professor Leonard Eugene Berry provides an effective, illuminating, and entertaining way to learn this complex subject.

This self-teaching guide first explains how and why management accounting is at the intersection of accounting information and decision-making. Then, you’ll get details on cost allocation systems, cost analysis, profit planning, operational budgeting, performance evaluations, and more. Featuring end-of-chapter quizzes and a final exam, this book will teach you the ins-and-outs of management accounting in no time at all.

Simple enough for a beginner, but challenging enough for an advanced student, Management Accounting Demystified is your shortcut to a working knowledge of this important business topic.

This hands-on, self-teaching text offers:

  • An easy way to understand management accounting
  • Hundreds of worked examples with solutions
  • A quiz at the end of each chapter to reinforce learning and pinpoint weaknesses
  • A final exam at the end of the book
  • No unnecessary technical jargon
  • A time-saving approach to performing better on an exam or at work!

About the Author

Leonard Eugene Berry, Ph.D., C.I.A., is Professor Emeritus and Director Emeritus in the School of Accountancy at Georgia State University. He is also a retired C.P.A.

Most helpful customer reviews

9 of 9 people found the following review helpful.
Unclear and confusing
By John Sharp
I am an information technology manager who came up through the technical ranks. I needed a book that would give me the unifying concepts to deal with budgets.

Unfortunately, this book is not clear. It is a jargon nightmare without the story that would give the terms some meaning.

1. The term "balance sheet" is first used on page 10. It is defined on page 24. The author introduces a number of other terms in the intervening pages.
2. The author makes a big deal about the difference between "cost" and "expense." His definitions are bewildering. Unexpired costs are costs. Expired costs are expenses. Whatever that means.
3. The author is sloppy about using terms interchangeably--"differential cost" and "incremental cost."
4. The author loses me when he talks about the "physical flow of costs." Can anyone visualize the place where costs flow physically?
5. The author fails to explain the difference between differential costs and opportunity costs. Differential costs make a comparison of different different means to a single end. I would have said buy or lease a car. Opportunity costs are a comparison of different things you can get for similar amounts of money. I would have said get a sports car or get a SUV.

The introduction says this book is intended for "Managers who have little or no knowledge of management accounting. . ." Not so.

Recommendation: Don't even consider this book unless you already understand all the terms used in management accounting.

9 of 9 people found the following review helpful.
Mystifies more often than not.
By Bhamster
Unfortunately, this book does not live up to its title. The author clearly knows his subject, but is a poor teacher. From the outset, synonymous terms are used interchangeably without warning or explanation. Example problems (such as identifying costs in a table in chapter 2) are too dissimilar to real problems that you are meant to work out (the terms in the table columns have been changed so that it isn't clear what cost definitions you are working with anymore). If anyone is using this book to get the basics of management accounting, he will find this book inconsistent, convoluded and difficult - unnecessarily. Better organization and a critical editor's eye would have made this a much better book.

0 of 0 people found the following review helpful.
Dont waste your time on this rubbish
By Adam Mohr
After reading the predecessor to this book financial accounting and seeing how terribly written it was and how confusing the author makes the subject matter I'm not even gonna both attempting to waste my time on this one.

I will go ahead and trust the poor reviews after skimming this book..As well as noting that everythign they stated about this book was true about the Finanacial accounting one. So I will assume this one is no different.

4 bucks wasted on a crap text.

See all 7 customer reviews...

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