Hasznos könyvek! Szakmai inspiráció. Nyelvgyakorlás másképp...

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Íme a könyvek, amelyeket a szeptember 16-án induló tanfolyamig ajánlott böngészni. Hátha kedvet kapsz te is!

Nyelvgyakorlás másképp....

Google’s founders and executives understand how the introduction of Internet technology has changed the way business is conducted and how people interact with enterprises. This knowledge has made them successful and powerful. The same could be said about the founders of Facebook, Craigslist, Wikipedia, Amazon, and Digg. According to Jeff Jarvis in What Would Google Do?, these business leaders see the world differently, and therefore are completely transforming all old ways of thinking. Jarvis proposes that the best way to respond to the vast changes happening in the business world is to ask what these new leaders would do. By analyzing the way Google would respond to situations, Jarvis offers a set of Google rules that businesses can use to operate—new rules for a new age. Next, he proposes ideas about how various enterprises would be transformed if they applied the Google rules to their industries. Lastly, he discusses how Googlethink is affecting society and future generations. When faced with a challenge, business leaders should ask themselves: WWGD? By answering, organizations can begin to better navigate a world that has been changed radically and forever by Internet technology.

An eye-opening account of how the hidden rise of personalization on the Internet is controlling-and limiting-the information we consume. 

In December 2009, Google began customizing its search results for each user. Instead of giving you the most broadly popular result, Google now tries to predict what you are most likely to click on. According to MoveOn.org board president Eli Pariser, Google's change in policy is symptomatic of the most significant shift to take place on the Web in recent years-the rise of personalization. In this groundbreaking investigation of the new hidden Web, Pariser uncovers how this growing trend threatens to control how we consume and share information as a society-and reveals what we can do about it. 

Though the phenomenon has gone largely undetected until now, personalized filters are sweeping the Web, creating individual universes of information for each of us. Facebook-the primary news source for an increasing number of Americans-prioritizes the links it believes will appeal to you so that if you are a liberal, you can expect to see only progressive links. Even an old-media bastion like The Washington Post devotes the top of its home page to a news feed with the links your Facebook friends are sharing. Behind the scenes a burgeoning industry of data companies is tracking your personal information to sell to advertisers, from your political leanings to the color you painted your living room to the hiking boots you just browsed on Zappos. 

In a personalized world, we will increasingly be typed and fed only news that is pleasant, familiar, and confirms our beliefs-and because these filters are invisible, we won't know what is being hidden from us. Our past interests will determine what we are exposed to in the future, leaving less room for the unexpected encounters that spark creativity, innovation, and the democratic exchange of ideas. 

While we all worry that the Internet is eroding privacy or shrinking our attention spans, Pariser uncovers a more pernicious and far- reaching trend on the Internet and shows how we can- and must-change course. With vivid detail and remarkable scope, The Filter Bubble reveals how personalization undermines the Internet's original purpose as an open platform for the spread of ideas and could leave us all in an isolated, echoing world.

What does the world want? According to John Battelle, a company that answers that question—in all its shades of meaning—can unlock the most intractable riddles of business and arguably of human culture itself. And for the past few years, that’s exactly what Google has been doing.

But The Search offers much more than the inside story of Google’s triumph. It’s a big-picture book about the past, present, and future of search technology and the enormous impact it’s starting to have on marketing, media, pop culture, dating, job hunting, international law, civil liberties, and just about every other sphere of human interest.

Summary And Review of Googled: The End of The World as We Know It by Ken Auletta

Executive Summary

The book, Googled: The End of the World As We Know It, by Ken Auletta lets the readers into the rise and struggles of the search engine giant, Google. It lets readers into the minds of hundreds of Google’s engineers as well as the 3 co-founders themselves who take their audience on a journey from how the business started in a garage to the giant it is today. Googled explains the astronomical numbers it produces from how it receives “over 70 percent of all searches in the world to the revenue it receives in one year of over 20 billion dollars. Google takes in over 40 percent of all dollars spent on advertising on the Internet” (Auletta,2009) through different marketing forms such as pay per click. These are only a few of the enormous numbers the author shares with readers that proves how big Google really is.

This book is a learning experience for any manager or leader looking to enter into the business world. It teaches how the engineers manipulate their way through the media always being a step ahead of their entire market. Google puts millions of dollars into advertising throughout the World Wide Web to defer traffic through their site. Auletta lets us into the story of how Google entered the markets through the different forms of media such as; newspapers, television, telephones, Microsoft, and more. He also talks about how the company went from a small search engine to when they entered the stock market in 2004 to partnering with huge corporations on their way to becoming a multi-billion dollar company.  There are so many different ways business start from small to big, slow to fast, or many other ways but all of them experience difficulties along the way.

In the beginning, the World Wide Web was exciting and open to the point of anarchy, a vast and intimidating repository of unindexed confusion. Into this creative chaos came Google with its dazzling mission—“To organize the world’s information and make it universally accessible”—and its much-quoted motto, “Don’t be evil.” In this provocative book, Siva Vaidhyanathan examines the ways we have used and embraced Google—and the growing resistance to its expansion across the globe. He exposes the dark side of our Google fantasies, raising red flags about issues of intellectual property and the much-touted Google Book Search. He assesses Google’s global impact, particularly in China, and explains the insidious effect of Googlization on the way we think. Finally, Vaidhyanathan proposes the construction of an Internet ecosystem designed to benefit the whole world and keep one brilliant and powerful company from falling into the “evil” it pledged to avoid.

Few companies in history have ever been as successful and as admired as Google, the company that has transformed the Internet and become an indispensable part of our lives. How has Google done it? Veteran technology reporter Steven Levy was granted unprecedented access to the company, and in this revelatory book he takes readers inside Google headquarters — the Googleplex — to show how Google works. While they were still students at Stanford, Google cofounders Larry Page and Sergey Brin revolutionized Internet search. They followed this brilliant innovation with another, as two of Google’s earliest employees found a way to do what no one else had: make billions of dollars from Internet advertising. With this cash cow (until Google’s IPO nobody other than Google management had any idea how lucrative the company’s ad business was), Google was able to expand dramatically and take on other transformative projects: more efficient data centers, open-source cell phones, free Internet video (YouTube), cloud computing, digitizing books, and much more. The key to Google’s success in all these businesses, Levy reveals, is its engineering mind-set and adoption of such Internet values as speed, openness, experimentation, and risk taking. After its unapologetically elitist approach to hiring, Google pampers its engineers — free food and dry cleaning, on-site doctors and masseuses — and gives them all the resources they need to succeed. Even today, with a workforce of more than 23,000, Larry Page signs off on every hire. But has Google lost its innovative edge? It stumbled badly in China—Levy discloses what went wrong and how Brin disagreed with his peers on the China strategy—and now with its newest initiative, social networking, Google is chasing a successful competitor for the first time. Some employees are leaving the company for smaller, nimbler start-ups. Can the company that famously decided not to be evil still compete? No other book has ever turned Google inside out as Levy does with In the Plex.