Rafael Alberto Pérez has launched his new book “Estrategar: Vivir la estrategia” (“Being strategic. Living the strategy”) in a Keynote Speech given during the celebration of the 33rd International Congress of Public Relations organised by CONFIARP in Argentina last September 2018. This book, written in collaboration with Alejandro Pérez-Ferrant, CEO and founder of The Blueroom Project, joins a long list of references by this author on Strategy, such as “Estrategias de Comunicación” (Ariel 2001); (“Strategies on Communications”, published by Ariel, 2001), “Hacia una Teoría General de la Estratégica” (Ariel 2009) (“Towards a General Theory on Strategy”, published by Ariel, 2001) and “Pensar la Estrategia” (La Crujía, 2012) (“Thinking on the Strategy, published by La Crujía, 2012), among others.

In this fourth book, “Estrategar: Vivir la estrategia” (“Being strategic. Living the strategy”), the author solves two pending problems of a total of 8 that he had detected: conceptual confusion and the theoretical weakness of this discipline as it is presently taught at Universities and Business Schools. Two problems that, however, have a common origin: not correcting the strategic phenomenon.

 

Being strategic. Living the strategy

 

Strategic Adviser and Consultant in The Blueroom Project, Rafael Alberto Pérez is Professor Emeritus at the Complutense University of Madrid, Honorary President of the Ibero-American Forum on Strategies of Communication and of the CINTE (www.nuevateoriaestrategica.com), Guest Professor in over 120 Universities, Member of www.Tendencias21.net (Publishing Board of Directors) and reference author on Strategy ((Universidad Nacional de Lomas de Zamora 2018). His work is composed of 8 books: “Hacia una Teoría General de la Estratégica” (Ariel 2009) (“Towards a General Theory on Strategy”, published by Ariel, 2001); “Pensar la Estrategia” (La Crujía, 2012) (“Thinking on the Strategy, published by La Crujía, 2012) and “Pensar la Estrategia” (La Crujía, 2012) (“Thinking on the Strategy, published by La Crujía, 2012), 3 book coordinations, 17 chapters of a book, 3 prefaces and more than a hundred articles published in 5 languages in 8 different countries.