Made to stick : why some ideas take hold and others come unstuck
<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/MARC21/slim http://www.loc.gov/standards/marcxml/schema/MARC21slim.xsd">
<record>
<leader>00000cam a22000004b 4500</leader>
<controlfield tag="001">MAP20110007782</controlfield>
<controlfield tag="003">MAP</controlfield>
<controlfield tag="005">20110215121752.0</controlfield>
<controlfield tag="008">110214s2008 gbr|||| ||| ||eng d</controlfield>
<datafield tag="020" ind1=" " ind2=" ">
<subfield code="a">978-0-099-50569-3</subfield>
</datafield>
<datafield tag="040" ind1=" " ind2=" ">
<subfield code="a">MAP</subfield>
<subfield code="b">spa</subfield>
<subfield code="d">MAP</subfield>
</datafield>
<datafield tag="084" ind1=" " ind2=" ">
<subfield code="a">922.112.1</subfield>
</datafield>
<datafield tag="100" ind1="1" ind2=" ">
<subfield code="0">MAPA20110003203</subfield>
<subfield code="a">Heath, Chip</subfield>
</datafield>
<datafield tag="245" ind1="1" ind2=" ">
<subfield code="a">Made to stick</subfield>
<subfield code="b"> : why some ideas take hold and others come unstuck</subfield>
<subfield code="c">Chip Heath, Dan Heath</subfield>
</datafield>
<datafield tag="260" ind1=" " ind2=" ">
<subfield code="a">London</subfield>
<subfield code="b">Arrow Books</subfield>
<subfield code="c">2008</subfield>
</datafield>
<datafield tag="300" ind1=" " ind2=" ">
<subfield code="a">291 p.</subfield>
<subfield code="c">20 cm.</subfield>
</datafield>
<datafield tag="520" ind1=" " ind2=" ">
<subfield code="a">What sticks? -- Simple -- Unexpected -- Concrete -- Credible -- Emotional -- Stories -- Epilogue What sticks</subfield>
</datafield>
<datafield tag="650" ind1=" " ind2="1">
<subfield code="0">MAPA20080576578</subfield>
<subfield code="a">Marketing social</subfield>
</datafield>
<datafield tag="650" ind1=" " ind2="1">
<subfield code="0">MAPA20080557706</subfield>
<subfield code="a">Creatividad</subfield>
</datafield>
<datafield tag="650" ind1=" " ind2="1">
<subfield code="0">MAPA20080556020</subfield>
<subfield code="a">Publicidad</subfield>
</datafield>
<datafield tag="700" ind1="1" ind2=" ">
<subfield code="0">MAPA20110003210</subfield>
<subfield code="a">Heath, Dan</subfield>
</datafield>
<datafield tag="856" ind1=" " ind2=" ">
<subfield code="y">MÁS INFORMACIÓN</subfield>
<subfield code="u">mailto:centrodocumentacion@fundacionmapfre.org?subject=Consulta%20de%20una%20publicaci%C3%B3n%20&body=Necesito%20m%C3%A1s%20informaci%C3%B3n%20sobre%20este%20documento%3A%20%0A%0A%5Banote%20aqu%C3%AD%20el%20titulo%20completo%20del%20documento%20del%20que%20desea%20informaci%C3%B3n%20y%20nos%20pondremos%20en%20contacto%20con%20usted%5D%20%0A%0AGracias%20%0A</subfield>
</datafield>
</record>
<record>
<leader>00000cxm a2200000un 4500</leader>
<controlfield tag="001">MAPF20110000943</controlfield>
<controlfield tag="003">MAPF</controlfield>
<controlfield tag="004">MAP20110007782</controlfield>
<controlfield tag="005">20120725100128.0</controlfield>
<controlfield tag="008">1102110u 010m1001uu 0110211</controlfield>
<datafield tag="040" ind1=" " ind2=" ">
<subfield code="a">MAP</subfield>
<subfield code="b">esp</subfield>
<subfield code="d">MAP</subfield>
</datafield>
<datafield tag="852" ind1=" " ind2=" ">
<subfield code="a">MAP</subfield>
<subfield code="c">D198</subfield>
<subfield code="i">020</subfield>
<subfield code="p">1111110034799</subfield>
<subfield code="9">048953</subfield>
</datafield>
</record>
</collection>