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7
CONSUMIDORES
GANDHI
En un mundo consumista, los consumidores tenemos
el poder de cambiar el Mundo
5FM
E-mail: info@mandalaediciones.com
www.mandalaediciones.com
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autor de El hombre que tuvo la fortuna de fracasar.
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9
10
PARTE 1
1
captulo
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Se imagina lo que hace usted en el Mundo, slo con su ejemplo?
Ve alguna relacin de coherencia con cmo el Mundo es?
14
2
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16
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A qu estamos jugando?
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18
A qu quiere jugar usted? Quiere ser como el nio del cuento, que dice lo
que piensa por s mismo, o prefiere seguir a la muchedumbre?
Se atreve, por lo menos, a pensarlo?
21
captulo
Ese no es mi problema
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Pero este le contesto:
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24
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Quin querra ser usted en este equipo? Qu papel jugara?
27
captulo
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Darwinismo Social
El crecimiento de un gran negocio,
es simplemente la supervivencia del ms apto.
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Es curioso ver cmo Darwin descubre en las bestias y
vegetales su sociedad inglesa, con la divisin del trabajo,
la concurrencia, la apertura de nuevos mercados, las
invenciones y la lucha por la vida de Malthus.
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33
captulo
Te presento a: EL M.A.L.
37
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39
captulo
La Responsabilidad Compartida
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42
captulo
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LA CRISIS PLANEADA o MANUAL DE LADRONES IMPUNES A GRAN ESCALA:
Un seor se dirigi a una aldea donde nunca haba estado antes y ofreci a sus habitantes 100 euros por cada burro que le vendieran. Buena parte de la poblacin le vendi
sus animales.
Al da siguiente volvi y ofreci mejor precio, 150 por cada burrito, y otro tanto de
la poblacin vendi los suyos.
Y a continuacin ofreci 300 euros y el resto de la gente vendi los ltimos burros.
Al ver que no haba ms animales, ofreci 500 euros por cada burrito, dando a
entender que los comprara a la semana siguiente, y se march.
Al da siguiente mand a su ayudante con los burros que compr a la misma aldea
para que ofreciera los burros a 400 euros cada uno.
Ante la posible ganancia a la semana siguiente, todos los aldeanos compraron sus
burros a 400 euros, y quien no tena el dinero lo pidi prestado. De hecho, compraron
todos los burros de la comarca.
Como era de esperar, este ayudante desapareci, igual que el seor, y nunca ms
aparecieron.
Consecuencias:
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cobraban, se arruinaran ellos; entonces no podran seguir prestando y se arruinara todo el pueblo.
Para que los prestamistas no se arruinaran, el Alcalde, en vez de dar dinero a la gente
del pueblo para pagar las deudas, se lo dio a los propios prestamistas. Pero stos, ya
cobrada gran parte del dinero, sin embargo, no perdonaron las deudas a los del pueblo,
que sigui igual de endeudado.
El Alcalde dilapid el presupuesto del Ayuntamiento, el cual qued tambin endeudado.
Entonces pide dinero a otros Ayuntamientos; pero estos le dicen que no pueden ayudarle porque, como est en la ruina, no podrn cobrar despus lo que le presten.
44
El resultado:
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Solucin:
Para solucionar el problema econmico y salvar a todo el pueblo, el Ayuntamiento decidi bajar el sueldo a sus funcionarios, cerrar la escuela y el hospital, subir el autobs y la
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45
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Crisis de la deuda?
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47
Crisis poltica?
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48
Crisis sistmica?
Nada en poltica sucede por accidente. Si sucede,
usted puede apostar que se planeo de esa manera.
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49
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La Colonizacin encubierta
La historia registra que los banqueros han utilizado todas formas
de abusos, intrigas, engaos, y de medios violentos para mantener
su control sobre gobiernos a travs el control del dinero y su emisin.
John Adams
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MPHSBSPOTFNCSBSMBIJTUFSJB
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TVTQSTUBNPTZPCMJHBSPOBWFOEFSZPQFSEFSBMBHFOUFTVTCJFOFTZQSPQJFEBEFT
5PEPFMMPDSFVOBHSBODSJTJT
"PTEFTQVT
VOQFSJPEJTUBEFM-JGF.BHB[JOFMPEFTDSJCJBTj-PTJOUFSFTFTEF
.PSHBOUPNBSPOWFOUBKBBM1SFDJQJUBSFMQOJDP FO
HVJOEPMPBTUVUBNFOUF
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MPT&6"
QBSBWFSRVFIBCBQBTBEPZRVFOPWPMWJFSBBTVDFEFS"TVNBOEP
DPMPDBSPOBMTFOBEPS/FMTPO"MESJDI
DPOJOUFSFTFTDPNVOFTBMPTCBORVFSPTZRVFNBT
UBSEFFOUSBSBBGPSNBSQBSUFEFMPT3PDLFGFMMFSQPSDBTBNJFOUP
-BDPNJTJOEJSJHJEBQPS"MESJDIBDPOTFK
OPQPESBTFSEFPUSBGPSNB
MBDSFBDJOEFVO#BODP$FOUSBM
4FHVJEBNFOUF
FO
FMDBSUFMCBODBSJPTFSFVOJFOBCTPMVUPBOPOJNBUPFOMB
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Federal.
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DPOFMNOJNPRVSVNBQSPCBSPOMBMFZEFMB3FTFSWB'FEFSBM
&OCSFWF
FMTJHVJFOUFQSFTJEFOUFFMFDUP HSBDJBTBMBQSPNPDJOZOBODJBDJOEF
MPTCBORVFSPT
8PPESPX8JMTPO
MMFHBBMQPEFSZSNBMBBQSPCBDJOEFMB3FTFSWB
'FEFSBM)BCBWFOEJEPMPT&6"
TVQVFCMPZTVFDPOPNB
BVOQVBEPEFFMJUFT
6ODPOHSFTJTUB
-PVJT.D'BEFO
OPUBSEFODPNFOUBSRVFj6OTJTUFNBCBODBSJPNVOEJBMFTUTJFOEPQSFQBSBEPBRV6OTVQFSFTUBEPDPOUSPMBEPQPSCBORVFSPT
JOUFSOBDJPOBMFT BDUVBOEP DPOKVOUBNFOUF QBSB FTDMBWJ[BS BM NVOEP FO QPT EF TV
QSPQJPQMBDFS&M#BODPDFOUSBMIBVTVSQBEPFMHPCJFSOPx
%FTEF MPT NFEJPT
B MB HFOUF TF MF WFOEJ RVF FM #BODP $FOUSBM EF MB 3FTFSWB
'FEFSBMFKFSDFSBDPNPVOFTUBCJMJ[BEPSFDPONJDP
QBSBHBSBOUJ[BSRVFOPIVCJFSB
NTDSJTJT
"PTNTUBSEF
8PPESPX8JMTPOEJKPBSSFQFOUJEPj/VFTUSBHSBOOBDJOJOEVTUSJBMFTUBIPSBDPOUSPMBEBQPSNBOPTQSJWBEBT&MDSFDJNJFOUPEFOVFTUSBOBDJO
FTUFONBOPTEFVOPTQPDPTIPNCSFT
RVJFOFTDPOUSPMBSOZEFTUSVJSODVBMRVJFS
QPTJCJMJEBEEFHFOVJOBMJCFSUBEFDPONJDB/PTIFNPTUSBOTGPSNBEPFOVOBEFMBT
OBDJPOFTQFPSHPCFSOBEBT
DPNQMFUBNFOUFDPOUSPMBEBTZEPNJOBEBT
EFMPTHPCJFSOPTPDDJEFOUBMFT/VODBNTEFMJCSFPQJOJO/VODBNTEFMWPUPEFMBNBZPSB
4JOPEFMBPQJOJOZDPBDDJOEFVOQFRVFPHSVQPEFIPNCSFTEPNJOBOUFTx
j)BIBCJEPVOBFYUSBPSEJOBSJBDBOUJEBEEFNBMEBEQMBOJDBEBZMBO[BEBDPOUSBUJ
UVTIJKPTZUVTDPODJVEBEBOPT&TFOPSNFFOFTDBMB&M.BMHPCJFSOB&TUBO
56
TJNQMFDPNPFTUP&MDBMWBSJPFTUMMFHBOEPx FYNBSJOFOPSUFBNFSJDBOP#SBOEPO
+3BVCGVFBQSFTBEPFOVOQTJRVJUSJDPEFTQVTEFQVCMJDBSFTUPFOVOBSFETPDJBM
FOBHPTUPEF
"TFTDPNPDPNFO[UPEP"TFMNVOEPGVFWFOEJEP"TVTUFEZTVTIJKPTFTUO
MJUFSBMNFOUF WFOEJEPT 1VFEF TBCFS NT BDFSDB EF DNP IB JEP FWPMVDJPOBOEP MB
IJTUPSJB EJGFSFOUFEFMBIJTUPSJBRVFOPTDVFOUBOFOMPTNFEJPTZFOMBFEVDBDJO
ZBMPWF
WJFOEPMPTWJEFPTRVFMFSFDPNJFOEPBMOBMEFMDBQUVMP:FTRVFUPEPT
TBCFNPTRVFj2VJFOOPDPOPDFTVIJTUPSJBFTUDPOEFOBEPBSFQFUJSMBx
4JRVJFSFTBCFSNTTPCSFDNPGVODJPOBSFBMNFOUFFMTJTUFNBOBODJFSPZRVJFOFTMPDPOUSPMBOMFSFDPNJFOEPFTUFFOMBDFBMQSPHSBNBEFSBEJP-B4PNCSBEFM&TQFKP
UJUVMBEP-BDPOTQJSBDJOEFMTJTUFNBOBODJFSP
FOMB[BEPFOMBQBSUFOBMEFM
MJCSP
FO&OMBDFT3FDPNFOEBEPT
Crisis de valores?
1FSPBOUFTEFTFHVJSJOEJHOOEPOPTRVJFSPWPMWFSBVOUFNBRVFZBIFNPTJEPUPDBOEP
ZDBEBWF[MPIBSFNPTNTEJSFDUBNFOUF2VFFTWFSDNPOPTPUSPTFTUBNPT
QBSUJDJQBOEPZBQPZBOEPUPEPFTUP
GPSNBOEPQBSUF)BTUBRVFEFKFNPTEFIBDFSMP
1SJNFSP
TPNPTSFTQPOTBCMFTQPSOPIBCFSOPTFEVDBEPFJOGPSNBEPTVDJFOUF
TPCSFFMUFNB:OPIBCMPEFJSBMBTVOJWFSTJEBEFTOJEFMDPOPDJNJFOUPjPDJBMx
4FHVOEP
QPSEFKBSOPTMMFWBSQPSMBTFHVSJEBEZMBDPNPEJEBE
&TUBNPTTPQPSUOEPMPUPEP'KFTFRVFFMWFSCP401035"3JNQMJDBVOBBDDJO
BDUJWBEFFKFSDFSDPNP401035&EFBMHP
RVFTJOFTFTPQPSUF$"&3"
&OUPODFT
WFNPTDPNPNVDIBHFOUFFTUBNPTNVZCJFOBEBQUBEPTBFTUBTPDJFEBEJOKVTUB6OPT
EFDBNPT
QPSTFHVSJEBE QPSOPBTVNJSSJFTHPTEFTBMJSTFEFM
SFCBP
0USPT
QPSDPNPEJEBE MFTEBQFSF[B
0USPT
TJNQMFNFOUFQPSJHOPSBODJB
EFFTUBJOKVTUJDJB QPSTFSUBOCPSSFHPTRVFOPTFEBODVFOUBEFRVFMPTPO
BMPRVF
MFEFCFNPTNVDIPBOVFTUSPTJTUFNBFEVDBUJWPZBMPTNFEJPTEFDPNVOJDBDJOBM
jGVSCPMx
BMDBOUBOUFHVBQPZBMBGBNPTBEFUVSOP
4FBQPSFMNPUJWPRVFTFB
FMjTJTUFNBxIBMPHSBEPDPMPDBSFM%*/&30FOFMQSJNFSMVHBSEFMBFTDBMBEFWBMPSFTEFMBTQFSTPOBT
QPSFODJNBEFMCJFODPNO1PS
BMHPTFMMBNBDBQJUBMJTNP
QPSRVFTFCBTBFOFM%*/&30
OPUBFOFTUFQVOUPRVJFSPEFDJSRVFOPTFUSBUBEFCVTDBSVOFOGSFOUBNJFOUPFOUSFQFSTPOBTBGBWPSEFMDBQJUBMJTNPPEFMDPNVOJTNP
QVFTBNCPTIBOTJEPDSFBEPT
QPSMPTNJTNPT&TUPFTDPNPFMCJQBSUJEJTNPJ[RVJFSEB
EFSFDIB6OBPCMJHBDJO
FODVCJFSUBFOPQDJPOFT0FMJKFFTUPPFMJKFMPPUSP
QFSPMBTDPTBTTPONBOEBUPT
NPT6OBGBSTB
)BCMBSFNPTEFMPTWBMPSFTNTBEFMBOUF
57
Crisis de conciencia?
'JOBMNFOUF
RVJFSPIBCMBSEFMBDPOTDJFODJB.FSFFSPBFTUBSJOGPSNBEPEFMPRVF
TVDFEFFOFMNVOEP%FMPRVFFTUBNPTIBDJFOEPDPNPTPDJFEBE
ZEFMBTDPOTFDVFODJBTRVFFTUUFOJFOEP4PCSFUPEP
EFMTVGSJNJFOUPRVFHFOFSBNPT
&TUFMJCSPMFQFSNJUJSUPNBSDPOTDJFODJB
RVFVTUFEEFCFSTFHVJSEFTBSSPMMBOEP
ZBQMJDBOEPBTVEBBEB
BMPRVFIBDFZB
DBTJTJOQFOTBS&OOVFTUSPDBTPTPCSFUPEP
DVBOEPWBBDPNQSBS
1JOTFMP4JRVFEBBMHVOBFTQFSBO[BQBSBOVFTUSBTPDJFEBE
TUBWJFOFOJDBNFOUF EF BRVFMMBT QFSTPOBT DPOTDJFOUFT Z RVF FTUO SFTQPOTBCJMJ[OEPTF BDUJWBNFOUF
QBSBDSFBSVONVOEPNFKPSEFQBSBUPEPT
1JFOTFFOjVOJSTFxBFMMPTPVOEBOPIBCSOJQBSBVTUFEOJQBSBMPTTVZPT
Z
DVBOEPMMFHVFFTFEB{RVJFOjMVDIBSxQPSVTUFE
Cuando ya no haya nadie ms debajo suyo para explotar quien mirar por
usted y por los suyos? (si usted no mir por nadie!)
58
captulo
La verdad no es democrtica.
Rafael Palacios
Algo no se convierte en verdad por el simple
hecho de que la mayora crea en ello.
(BOEIJ
/VFTUSPTWBMPSFTQFSTPOBMFTNBZPSJUBSJPTTPOVOSFFKPEFOVFTUSBTPDJFEBE
4J MB NBZPSB EF QFSTPOBT EF VOB TPDJFEBE WBMPSB FM EJOFSP
MB DPNPEJEBE
MB
CFMMF[B
FUDDSFBNPTVOBTPDJFEBEBFTBNFEJEB
-PTWBMPSFTHVBOOVFTUSBDPOEVDUB
QFOTBNJFOUPTZFNPDJPOFT
KVOUPDPOOVFTUSBJEFOUJEBEQFSTPOBM
TFBMOEPOPTMPRVFFTJNQPSUBOUFZMPRVFOP
#TJDBNFOUF
BRVMPRVFTFQPOFFOKVFHPFT{RVFTNTQPEFSPTPBQBSUJSEF
BIPSBQBSBOPTPUSPT-026&&45*$0P-026&&41-"$&/5&301&340/"-.&/5& {-PRVFOPTCFOFDJBBUPEPTP-PRVFCFOFDJBBVOPNJTNP
%FTFBCBTFSDPNPFMMPT$PNFODBJSBMHJNOBTJP
BDVJEBSNFNVDIP
.TBEFMBOUF
FONJNBZPSBEFFEBE
DPNFODBWBMPSBSFTQFDJBMNFOUFBMBTQFSTPOBTDPONVDIP%*/&301FOTRVFFTPFSBMPJNQPSUBOUF
UFOFSYJUPFDPONJDP
QPSRVFDSFBRVFDPOFTPTFQPEBUFOFSNTPNFOPTUPEPZDPNFODBFTUVEJBS
BHFOUFUSJVOGBEPSB
HFOUFFYJUPTB%FTFBCBTFSDPNPFTPTIPNCSFTEFOFHPDJPT
EF
FTPTDPOUSBKFZDPSCBUBFTPNFMMFWPBFTUVEJBS1/-
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FUDQBSBFTUVEJBS
BMPTUSJVOGBEPSFT RVFQBSBNJFSBOMPTRVFFSBOSJDPT
6OQPDPNTBEFMBOUFZZBFOMBVOJWFSTJEBE IJDF1TJDPMPHB
QPSJOVFODJBEF
NJQSJNFSMJCSPEF1/-RVFMFZBMPTBPT
WBMPSBCBNVDIPBMBHFOUFRVFUFOB
VOHSBO%&4"330--01&340/"-
RVFUFOBDBQBDJEBEEFHFTUJPOBSFYJUPTBNFOUF
TVQSPQJBWJEB
QFSPOPTMPFOMPFDPONJDP
TJOPFOUPEPTMPTBTQFDUPT'VJBGPSNBSNFDPOHSBOEFTNBFTUSPTDPNP-BJS3JCFJSPP5POZ3PCCJOT
NFTBRVGPSNBDJPOFTNTBWBO[BEBTFO1/-ZDPBDIJOH FOMBTQSJNFSBTQSPNPDJPOFTFO&TQBB
BTDPNP.UPEP4JMWB
7JTVBMJ[BDJPOFT
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FUD
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FOFTUPTNPNFOUPT
WBMPSPTPCSFUPEPBMBTQFSTPOBTRVFTPO5*$"4
RVF USBCBKBO QPS FM CJFO DPNO
EF 50%04 'KFTF RV DPTB
UPEB MB WJEB
JOUFOUBOEPBQSFOEFSBTFSFMNTFYJUPTPEFMPTFYJUPTPT BOJWFMQFSTPOBM
OJTFNF
QBTBCBQPSMBDBCF[BRVFFMYJUPQVFEFTFSTPDJBM
ZBIPSBJEPMBUSBOEPB(BOEIJT
B5FSFTBTEF$BMDVUB
ZBPUSPTOPUBODPOPDJEPTQFSPRVFMPTIBZBNPOUPOFTBMSFEFEPS DPMBCPSBOEP DPO 0/(T
IBDJFOEP BDUJWJTNP BOJNBM
BDUJWJTNP TPDJBM
USBCBKBOEPQPSVONVOEPNFKPSQBSBUPEPT
60
10
captulo
tica Egosta
62
Resumen - Parte 1
La violencia crea ms problemas
sociales que los que resuelve.
.BSUJO-VUIFS,JOH
t /VFTUSBTPDJFEBEFTUCBTBEBFOMBDPNQFUFODJB
EPOEFVOPTQPDPTHBOBOZ
MBHSBONBZPSBEFCFOQFSEFS
t &TUBTJEFBTIBOTJEPJODVMDBEBTQPSMPTNTjQPEFSPTPTx FOUSFDPNJMMBT
QPSRVFFMQPEFSTFMPFTUBNPTEBOEPOPTPUSPT
BMPTRVFMFTJOUFSFTBNVDIPVOB
TPDJFEBECBTBEBFOMB-FZEFMNTGVFSUF
t &M%BSXJOJTNP
QBSBEJHNBJNQFSBOUFFOOVFTUSBTPDJFEBE
GVFOBODJBEPQPS
MBTMJUFTTPDJPFDPONJDBTEFMBQPDB
t &M."-FTBMHPNVZPCKFUJWP&M."-TVDFEFDVBOEPVOJOEJWJEVPPHSVQP
TFBQSPWFDIBEFPUSPJOEJWJEVPPHSVQP
DSFZOEPTFTVQFSJPSZFOEFSFDIPEF
hacerlo.
t .BM.BMUSBUP7JPMFODJB*OKVTUJDJB&TMPNJTNP
t 1PEFNPTEJTUJOHVJSEJGFSFOUFTUJQPTEFNBMUSBUPFOGVODJOEFMPTHSVQPT
RVFJOUFSWJFOFOTFYJTNP
SBDJTNP
FTQFDJTNPZDMBTJTNP
t 5PEPTMPTNBMUSBUPTTPOMPNJTNP
TPOJHVBMFT
ZSFTQPOEFOBMBEFOJDJOEF
NTBSSJCB
t -B JOKVTUJDJB P NBMUSBUP DPOUSB DVBMRVJFS TFS P HSVQP FT VOB BNFOB[B QBSB
UPEPTMPTTFSFTZHSVQPT
FOUPEBTQBSUFT
t /PTFQVFEFBDBCBSDPOVOUJQPEFNBMUSBUP DMBTJTNP
QPSFKFNQMP
UPMFSBOEPPUSP FTQFDJTNP
QPSFKFNQMP
t /PFYJTUFOBEBNFKPSQBSBVOPNJTNPZQBSBMPTTVZPTRVFTFSUJDPZDPOTJEFSBEPDPOUPEPTMPTTFSFT1PSRVFTJIBZJOKVTUJDJBQBSBBMHVJFO
FTUKVTUJDBEBUBNCJOQBSBVOPNJTNP-PRVFOPUJFOFFTRVFIBCFS.BMQBSBOBEJF
t )FNPTDPOTUSVJEPVOBDBEFOBEFNBMUSBUP
FOMBRVFFTUBNPTFONFEJP4PNPTNBMUSBUBEPTQPSMBTMJUFTTPDJPFDPONJDBT
EFJHVBMGPSNBRVFOPTPUSPT
NBMUSBUBNPTBDMBTFTTPDJPFDPONJDBTNFOPSFTZBMPTBOJNBMFT
t -P RVF VTUFE QVFEF IBDFS 4 FT JNQPSUBOUF %F IFDIP
OP QVFEF OPIBDFS
OBEB*ODMVTPTJVTUFEDSFFRVFFTUQFSNBOFDJFOEPOFVUSBM
FTUQBSUJDJQBOEP
en el estado del mundo.
63
t 4JRVFSFNPTEFKBSEFSFDJCJSNBMUSBUP BDBCBSDPOFM.BMFOFMNVOEP
EFCFNPTTFSDPOTDJFOUFTEFM.BMRVFQSPEVDJNPTZEFKBSEFIBDFSMP
t 1BSBDBNCJBSFMNVOEPEFKFEFQFOTBSFOMPRVFOPEFQFOEFEFVTUFEZFOGRVFTFFOMPRVFTEFQFOEFEFVTUFE
MPRVFVTUFEQJFOTBZIBDF4FBFMDBNCJP
RVFRVJFSFWFSFOFMNVOEP
64
PARTE 2:
67
11
captulo
&MDBQJUBMJTNPOPGVODJPOBOJTJRVJFSBBRV
FOFMQSJNFSNVOEP
3FDVFSEPDVBOEPFTUVEJBCBmarketing
RVFNFFOTFBCBORVFMBTFNQSFTBTEFCBO
DPOUJOVBNFOUFHFOFSBSOVFWBTOFDFTJEBEFTQBSBRVFFMDPOTVNPIVNBOPOPQBSF
3FDVFSEPRVFZPQFOTBCB
j{QFSPDNPEFNPOJPTFTFTUP {DSFBSOFDFTJEBEFT `1FSP
TJMBTOFDFTJEBEFTIVNBOBTTJNQMFNFOUFTPOMBTRVFTPO DPNFS
EPSNJS
BNBS
x
%FTQVTFOUFOERVFMPRVFEFCBIBDFSTFFTBTPDJBSDBEBOVFWPQSPEVDUPBMBTOFDFTJEBEFTSFBMFTCTJDBT
ZMPRVFFTNT
IBDFSMPEJTJNVMBEBNFOUFBCBTFEFNFUFS
NJFEPjTJOPDPNQSBTFTUPOBEJFUFRVFSSx
PjTJOPDPNQSBTFTUPOPFSFTOBEJFx
1FSPEFTFVTUFEDVFOUB
RVFIFNPTWJWJEPNJMMPOFTEFBPTTJOFMDPOTVNJTNP
EFTNFEJEPEFFTUFTJHMP-VFHP
UBOUBTOFDFTJEBEFTOPUFOESFNPT
{OP
1PSGPSUVOB
TPNPTMPRVFIBDFNPT*OEJWJEVBMNFOUFZDPMFDUJWBNFOUF:FOFTUB
TPDJFEBEIQFSDPOTVNJTUBTPCSFUPEPTPNPTMPRVFDPOTVNJNPT1PSRVFQBSBFMMB
somos, ante todo, Consumidores.
4JTFKB
IFNPTMMFHBEPBVOQVOUPRVFIBTUBMBKVTUJDJBZMBTBMVETFDPOWJFSUFO
FODPOTVNP:BWFDFT
RVJFOOPUJFOFDBQBDJEBEEFDPOTVNP
OPQVFEFUFOFSTBMVE
OJKVTUJDJB
1FSPMBHFOUFUJFOFMBDBCF[BUBOBCTPSCJEBRVFOPRVJFSFOJTJRVJFSBDVFTUJPOBSTF
MBTDPTBT-BHFOUFTMPRVJFSFDPOTVNJS$POTVNJSNVDIPZQFOTBSQPDP
1SFDJTBNFOUFQPSFTP
QPSRVFUPEPTFCBTBFOFMDPOTVNP
OVFTUSBGPSNB OP
MB OJDB
QFSP RVJ[T TVDJFOUF
EF DBNCJBS FM NVOEP QVFEF TFS TPOJEP EF
UBNCPSFT
`BUSBWTEFMDPOTVNP"USBWTEFQFOTBSEJGFSFOUFFMDPOTVNP
{$NP %FKBOEPEFTVNBSBMBJOKVTUJDJBRVFQSPEVDJNPTDPOMPRVFDPOTVNJNPT2VJ[TBOOPMPTBCFNPT
QFSPTPNPTQBSUFEFFMMP
TPNPTQBSUFEFMFTUBEP
actual del mundo.
&MDPOTVNPSFTQPOTBCMFFTOVFTUSB3FTJTUFODJB1BDDB
WFSTVTNBOUFOFSOVFTUSB
jDPNQMJDJEBExFOFMTUBUVTRVP
.VDIPTEJDFORVFFMDPOTVNPSFTQPOTBCMFFTDBSP1FSPFMDPOTVNPSFTQPOTBCMF
OPFTDBSP
MPSFBMNFOUFDBSPFTEFTUSVJSFMNVOEP
ZUFOFSMBTPDJFEBERVFUFOFNPT
MMFOBEFJOKVTUJDJBTZDSJTJT-PCVFOPQSFDJTBNFOUFEFFTUBDSJTJT
FTRVFOPTFTU
FOTFBOEPRVFQPEFNPTWJWJSDPONVDIPNFOPT
&OMPTTJHVJFOUFTDBQUVMPTFNQF[BSFNPTBUPNBS$0/$*&/$*"EFMBTDPOTFDVFODJBT FO FM NVOEP
Z FO OVFTUSBT WJEBT EF OVFTUSB GPSNB BDUVBM EF DPOTVNP
EFTNFTVSBEPFJODPOTDJFOUF`4FBCJFOWFOJEP
71
12
captulo
/PNCSBOEPB+PBO.FMEFOVFWP
DVFOUBFOTVTDPOGFSFODJBTDPNPMBHFOUF
OPTPUSPT FO HFOFSBM
DVBOEP UFOFNPT BIPSSPT TVDJFOUFT
OPSNBMNFOUF WBNPT B
CVTDBSFMCBODPOPTEBNTJOUFSFTFT TJORVFSFSTBCFSDNPOPTMPQVFEFOMMFHBSB
QBHBSBVORVFTFBJOWJSUJFOEPEJSFDUBPJOEJSFDUBNFOUFFOFNQSFTBTBSNBNFOUTUJDBT
PFNQSFTBTEFEVEPTBUJDB
PFTQFDVMBOEPFOMPTjBQBSFOUFNFOUFJNQFSTPOBMFTxmercados
FUDFUD
4JDVBOEPMMFWSBNPTOVFTUSPTBIPSSPT
WBMPSTFNPTEOEFTFWBBJOWFSUJSZRVF
WBBHFOFSBSFOFMNVOEPFTFEJOFSP
MBTDPTBTTFSBONVZEJGFSFOUFT
&MUFNBFT
EBSTFDVFOUB
EFMBSFMBDJOFOUSFMPRVFDPNQSBNPTZMPRVFMBTFNQSFTBTQSPEVDFOFODPOFMNVOEP
4FHVJEBNFOUF WBNPT B WFS DBTPT DPODSFUPT FO MBT EJGFSFOUFT SFBT EF OVFTUSP
DPOTVNPBMJNFOUBDJO
SPQB
UFDOPMPHB
OBO[BT
74
13
captulo
75
Codex Alimentarius
1PSPUSPMBEP
EFOUSPEFMNCJUPEFMDPOUSPMMPTBMJNFOUPT
UFOFNPTFMCodex Alimentarius6OOPSNBUJWBJOUFSOBDJPOBMEFMBRVFTFHVSPOPIBCSPEPIBCMBS
&M$PEFY"MJNFOUBSJVTPDEJHPEFMPTBMJNFOUPT
FTVODPOKVOUPEFSFHMBTFO
DVBOUPBQSPEVDDJOEFMPTBMJNFOUPTZTFHVSJEBEBMJNFOUBSJB
EFTBSSPMMBEPQPSMBT
TJHVJFOUFTPSHBOJ[BDJPOFT UPEBTFMMBTPSHBOJ[BDJPOFTTVQSBOBDJPOBMFT
RVFOJVTUFE
OJZPWPUBNPT
DPOUSPMBEBTQPSMBTMJUFTRVFSFBMNFOUFHPCJFSOBOFMNVOEP
t MB0/6 /BDJPOFT6OJEBT
TBMJEBEFMB4PDJFEBEEF/BDJPOFT
DVZPQSFDVSTPS
GVFFMNJTNPQSFTJEFOUFEFMPT&6"8PPESPX8JMTPO
FMRVFSNFMBDUBEF
MB3FTFSWB'FEFSBM
FTUBWF[FOBQSPWFDIBOEPFMOBMEFMBQSJNFSBHVFSSB
NVOEJBMQSPDMBNBOEPFTUBPSHBOJ[BDJODPNPFTUBCJMJ[BEPSEFMBQB[FOFM
NVOEP"EFNT
TFQBRVFMBTFEFEFMB0/6FO/VFWB:PSLTFFSJHJFOVO
FEJDJPQSPQJFEBEEFMBGBNJMJB3PDLFGFMMFS4JODPNFOUBSJPT
t MB0.4 0SHBOJ[BDJO.VOEJBMEFMB4BMVE
FOMBDVBMVOPQVFEFFODPOUSBS
QPSJOUFSOFUDNPBDUVFOMPTDBTPTEFHSJQF"
NPEJDBOEPMBEFOJDJOEF
QBOEFNJB
MPRVFTVQVTPVOFOPSNFCFOFDJPQBSBMBTDPSQPSBDJPOFTDPNFS IUUQXXXUFSDFSBJOGPSNBDJPOFTTQJQQIQ BSUJDMF
IUUQXXXHPPHMFFTIMFTTDMJFOUQTZBCRDPDBDPMBBHFODJBFTQBPMBEFTFHVSJEBEBMJ
NFOUBSJBPRDPDBDPMBBHFODJBFTQBPBMHT@MIQJ
DM":B*MDQCYCBWPO
PSS@HDS@QXS@RGGQDEBCECJXC
JI
76
Transgnicos y Qumicos
1PSPUSPMBEP
UFOFNPTBMBDPSQPSBDJO.POTBOUP
OPNCSBEBBOUFSJPSNFOUF
ZRVF
DPOUSPMBFMNFSDBEPEFMBTTFNJMMBTUSBOTHOJDBT
IFSCJDJEBTZQFTUJDJEBTBMSFEFEPSEFM
NVOEP
DPOJOOJEBEEFQBUFOUFT:QPSTVQVFTUP
DPOFMBQPZPEFSFHMBNFOUBDJPOFT
TVQSBOBDJPOBMFT $PEFY
RVFSFHVMBORVFMPTBMJNFOUPTEFCFOTFSDPTFDIBEPTDPO
TVTTFNJMMBTUSBOTHOJDBT
QPSTFHVSJEBEDPNPTJFNQSFEFMDPOTVNJEPSOBM
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QSFTFOUF
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y La Corporacin.
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82
El holocausto animal
La Tierra (y la vida) es lo que
todos tenemos en comn.
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85
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Explotacin medioambiental
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Explotacin animal
-VFHPUFOFNPTMBFYQMPUBDJOBOJNBM$PNPTJFNQSF
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10 IUUQXXXIPMJTUJLBOFUWJEB@TPTUFOJCMFDPOTVNP@SFTQPOTBCMFMPT@USBQPT@TVDJPT@EF@MBT@FNQSFTBT@UFYUJMFTBTQ
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90
captulo
DPOTFSWBOUFEFMPTQSPEVDUPTZQPSTVCBKPDPTUF"MHVOPTFTUVEJPTTVHJFSFORVF
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masculina 13.
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en la salud .
Experimentacin Animal
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-BTTVTUBODJBTTPOQSPCBEBTFOTVTPKPTZNVDPTBT
FORVFNBEVSBTZIFSJEBT
QSPEVDJEBT
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.VDIBTWFDFTMPTBOJNBMFTFOGFSNBOTFWFSBNFOUF DFHVFSBT
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incluso mueren. De hecho, ninguno sale vivo de ah.
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t $PMHBUF1BMNPMJWFDPOQSPEVDUPTDPNP$PMHBUF
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.Jmosn...
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93
captulo
IUUQXXXDFUJNDIFTEPDVNFOUTCSPMPH"FTQEG
95
&O&TQBB
BMNJTNPUJFNQPRVFTFDPOTUSVZFOBFSPQVFSUPTZMOFBTEFBWFEF
EVEPTBBVUPTPTUFOJCJMJEBEOJSFUPSOPEFMBJOWFSTJO
DJFOUPTEFNJMFTEFQFSTPOBT
TFWBORVFEBOEPTJOIPHBS:PUSPTDBTPTRVFOPTPOUBOWJTJCMFTTPOMPTRVFUJFOFO
IPHBS
QFSPFODBTBEFTVTQBESFT KWFOFTTJOBDDFTPBMBWJWJFOEB
PDPNQBSUJEP
entre varias familias.
1PS PUSB QBSUF
FO DVBOUP B UFSSFOPT
MB HSBO NBZPSB EF MBT TVCWFODJPOFT FVSPQFBTQBSBTVFYQMPUBDJOWBOBQBSBSBNBOPTEFMBOPCMF[BFTQBPMBZHSBOEFT
UFSSBUFOJFOUFT4FHOFMEJBSJP&M.VOEP
MB$BTBEF"MCBSFDJCFNJMMPOFTEFFVSPT
BMBP
ZFTMBQFSTPOBFO&TQBBRVFNTSFDJCFEFMB6OJO&VSPQFB4JVTUFENJSBFOFTUFFOMBDFMPTSFQBSUPTEFMBTTVCWFODJPOFTFVSPQFBT
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EFTEFBFMEFMBTBZVEBTZTVCWFODJPOFTBHSDPMBTGVFSPOBQBSBSBMBTNBZPSFTFYQMPUBDJPOFT
Desregulaciones
4JVOBDPTBQSPQJDJ
BMNFOPTFO&TQBB
MBCVSCVKBJONPCJMJBSJB
GVFSPOMBTEFTSFHVMBDJPOFTEFMTFDUPS/JHPCJFSOP
OJCBODPDFOUSBM
OJBHFODJBTEFSBUJOH
OJOBEJF
SFHVMBCTPMVUBNFOUFOBEB
OJTJRVJFSBOPUJDBSPOBMHPFYUSBPFOMBFTUBNVOEJBM
EFMDSEJUPGDJM
&M#BODPEF&TQBB
FODBSHBEPEFTVQFSWJTBSFMTJTUFNBOBODJFSPFTQBPM
SFBMJ[VOEVEPTPUSBCBKP1FSPPKP
FMNJTNPEVEPTPUSBCBKPRVFMPT#BODPT$FOUSBMFT
FM'.*
FM#BODP.VOEJBM
MBTBHFODJBTEF3BUJOHZVOMBSHPFUD4JOFNCBSHP
FTUP
IBTFSWJEPQBSBBDBCBSjEFIFDIPxDPODVBMRVJFSUBSFBEFM#BODPEF&TQBBZQBTBSMBBM#BODP$FOUSBM&VSPQFP0USPQBTPNTIBDJBMBDSFBDJOEFVOHSBOFTUBEP
TVQSBOBDJPOBM NTBMMEFMBTOBDJPOFTZMPTWPUPTEFNPDSUJDPT
RVFEFIFDIPZB
MMFWBBPTGVODJPOBOEP
-PT(PCJFSOPT
QPSTVQBSUF
EFTSFHVMBSPOFMTFDUPSJONPCJMJBSJPZEFKBSPODPOTUSVJSFOUFSSFOPTRVFNBEPT DBVTBEFHSBOQBSUFEFMPTJODFOEJPT
PFO[POBTDPTUFSBT-PRVFQSPWPDVOBBVUFOUJDBFTUBEFTBOHVJKVFMBT
BWFSRVJFODIVQBCBNT
sangre.
-PTBZVOUBNJFOUPTZFTUBEP
FODBOUBEPTEFSFDJCJSUBOUPFOJNQVFTUPTFOMJDFOcias, IBIs, seguridad social, etc...
98
captulo
Jordi Puente
&TDSJUPS
DPOGFSFODJBOUFZcoachQFSTPOBM
&YQFSUPFOSFTQPOTBCJMJEBETPDJBMQFSTPOBMZEFFNQSFTB
3FTQPOTBCMFEFDesarrollo de Wikihappiness XXXXJLJIBQQJOFTTPSH
PSHBOJ[BDJO
TJOOJNPEFMVDSPRVFBZVEBBNJDSP0/(TBUSBWTEFTVQSPZFDUP'PSVNEFMBT
.JDSP0/(T
"EFNT
+PSEJ1VFOUFFTMJDFODJBEPFO1TJDPMPHB
QPSMB6OJWFSTJEBE"VUOPNBEF
#BSDFMPOBZ.TUFSFO"ENJOJTUSBDJOZ%JSFDDJOEF&NQSFTBT .#"
$FSUJDBEP
en CoachingQPSEJGFSFOUFTFTDVFMBT.TUFSFO1/-ZFO)JQOPTJT$MOJDB'PSNBEP
DPOHSBOEFTNBFTUSPTEFMEFTBSSPMMPQFSTPOBMDPNP"OUIPOZ3PCCJOTZ-BJS3JCFJSP
FOUSFPUSPT%JQMPNBEPFO/VUSJDJOEFQPSUJWBBWBO[BEB
345
ndice
1SMPHP ..................................................................................................................
*OUSPEVDDJO$NPDPNFO[UPEP ......................................................................
PARTE 1: Si Gandhi levantara la cabeza... ........................................................11
-PRVFVTUFEQVFEFIBDFS
4FTJNQPSUBOUF.........................................................13
$VMFTTV6%" 6NCSBMEF%PMPS"KFOP
........................................................
{"RVFTUBNPTKVHBOEP .....................................................................................
&TFOPFTNJQSPCMFNB.........................................................................................23
&M1BSBEJHNBEF%BSXJOZMB-FZEFMNTGVFSUF ..................................................
5FQSFTFOUPB&-."- .....................................................................................
-B3FTQPOTBCJMJEBE$PNQBSUJEB ..........................................................................
{%FRVUJQPEFDSJTJTFTUBNPTIBCMBOEP ............................................................
-PT7BMPSFT{-PTj7BMPRV x .......................................................................
UJDB&HPTUB ........................................................................................................
PARTE 2: Somos lo que consumimos ...............................................................
%JNFRVDPOTVNFTZUFEJSDNPFTFM.VOEP .................................................
.PEFMPQSPEVDUJWPDPOTVNJTUB ...........................................................................
4PNPTMPRVFDPOTVNJNPT"MJNFOUBDJO ...........................................................
4PNPTMPRVFDPOTVNJNPT3PQB ........................................................................
4PNPTMPRVFDPOTVNJNPT)JHJFOF ....................................................................
4PNPTMPRVFDPOTVNJNPT7JWJFOEB ..................................................................
4PNPTMPRVFDPOTVNJNPT5SBOTQPSUF................................................................
4PNPTMPRVFDPOTVNJNPT&OFSHB ..................................................................103
4PNPTMPRVFDPOTVNJNPT'JOBO[BT ................................................................111
4PNPTMPRVFDPOTVNJNPT4BMVE .....................................................................
4PNPTMPRVFDPOTVNJNPT0DJP.......................................................................121
4PNPTMPRVFDPOTVNJNPT5FDOPMPHB .............................................................131
347
4PNPTMPRVFDPOTVNJNPT-VKP .......................................................................
4PNPTMPRVFWPUBNPT .......................................................................................
{2VJFSFTFHVJSTVNBOEPBFTUP .........................................................................
4PNPTMPRVFQFOTBNPT ....................................................................................
{2VJOFTFM3FTQPOTBCMFEFDBNCJBSFTUP ........................................................
PARTE 3: La Revolucin Pacfica del consumo...............................................
&MTVSHJNJFOUPEFMTFOUJEP-BDPOTDJFODJB ....................................................
$NPMPIBSB(BOEIJBIPSB .............................................................................
$BNCJBSFM.VOEPEFTEFFMTJTUFNBPEFTEFGVFSB .............................................
%FMBEFQFOEFODJBBMBJOEFQFOEFODJBFJOUFSEFQFOEFODJB .................................
/BEJFFTQFSGFDUP4UVNFKPSU ......................................................................
"MUFSOBUJWBTZOVFWPTNPEFMPTEFDPOTVNP.......................................................
Comercio Justo ..................................................................................................
$PNFSDJPEFQSPYJNJEBE ...................................................................................
Decrecimiento ...................................................................................................
%FTBSSPMMP4PTUFOJCMF .........................................................................................
$POTVNPEF1SPEVDUPT&DPMHJDPT ....................................................................
Movimiento Slow ..............................................................................................
#BODBUJDBZ.POFEB4PDJBM .............................................................................
Ecoaldeas ..........................................................................................................201
-BT3T ZNT
EFM$POTVNP&DPMHJDP ..........................................................203
7FHBOJTNP .........................................................................................................
$SVEJ7FHBOJTNP ................................................................................................221
&DPOPNBEFMCJFODPNO .................................................................................233
-BDFHVFSBEFUPEPTMPTJTNPT ..........................................................................
-B0SUPSFYJB
FM3BEJDBMJTNPZPUSPTJOUFOUPTEFGSFOBSFMDBNCJP ......................
PARTE 4: T sers el cambio ...........................................................................
2VJOMFEFCFBRVJO .......................................................................................
&M.VOEPZFM8$
EKFMPTDPNPMFHVTUBSBFODPOUSBSMPT ................................
{&SBMBTPDJFEBEOB[JDPOTDJFOUF .......................................................................
El origen de todo Mal: el miedo.........................................................................
"DBCBSDPOFMNBMFOFM.VOEP&YPSDJTNP .................................................
{2VUJQPTEFPCKFUJWPTOPTQPOFNPT ..............................................................
-BTFNQSFTBTUJFOFO3FTQPOTBCJMJEBE4PDJBM{ZVTUFE .......................................
&NQSFTBTZ1FSTPOBT .............................................................................
5VT"MBTFWPMVDJOQFSTPOBMZFWPMVDJOTPDJBM ..............................................
YJUP&DPMHJDP .......................................................................................
.FEJU"DDJO.....................................................................................................
5PEPTTPNPTVOPWFSEBEPQBKBNFOUBM ............................................................
348
2VQBTBSTJOPIBDFNPTOBEB .........................................................................
-BTGBTFTEFMDBNCJPFOFM.VOEP...................................................................
-BDJFODJBBQPZBFMDBNCJPFOFM.VOEP............................................................
-B'FMJDJEBE7FSEBEFSB ......................................................................................
Anexos .............................................................................................................
.BOJFTUP$POTVNJEPSFT(BOEIJ .....................................................................
5FTU$POTVNJEPSFT(BOEIJ ...............................................................................311
"OFYPo'SBTFTEF(BOEIJQBSB3FFYJPOBS .......................................................313
"OFYPo'SBTFTQBSB3FFYJPOBS ........................................................................
"OFYPT&OMBDFT3FDPNFOEBEPTZ'VFOUFTWJEFPHSDBT ..................................
"OFYPo1PFNBEFTEF%FOUSP ............................................................................333
Bibliografa .......................................................................................................
Agradecimientos .............................................................................................
Reconocimientos.............................................................................................
Tributo a Gandhi .............................................................................................
Tributo a la Vida ...............................................................................................
Acerca del autor .............................................................................................
KOLECCIN
1. Gobierno Mundial.&TUFCBO$BCBM
2. La derrota de la Globalizacin.BOVFM(BMJBOB
3. Massoud. Retarato ntimo del legendario lder afgano.BSDFMB(SBE
Cmo Kocinar Kanbales Korporativos. El Imperio nos est consumiendo. Brad Blanton
Ingeniera social para destruir el Amor. Rafael Palacios
Agua Pura'FSOBOEP$BCBM
349