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The advantage of this book among the others of the same theme is that you can read this book in 20 minutes or less, is easy to read because it doesn't have examples on how could you solve this or that problem, and it has a strong message in every chapter, if you just try to do one or two of these messages you can be sure that your life could change.
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Also He has a wonderful speaking voice but that is beside the point. Wait and the Book will soon be in your hands too, and for keeps.
It's filled with memorable characters and settings, all viewed through the cynical eye of it's hero, Robert Remington Ripley III, who lets you know he's aware how ridiculous the situations he keeps getting dropped into are. It's a book that's more entertaining, funnier, and smarter than it's component parts.
It's a shame Wm. Mark Simmons has never gotten wider recognition for this series.
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Each story begins by giving you a little history lesson about the backdrop of each haunted location, and this is
very beneficial for the reader because you have some idea
where the troubled spirit met their fate and how. Whether
the ghosts were civilians, rebels or yanks, they're all included here. Even if you don't believe in ghosts, the
little historical backgrounds of each story are very interesting to read. Once you start reading, you'll probably finish each of these books in one or two sittings.
The "book" is structured as a collection of essays, each of which takes up a case study with an actual company and then presents the views of several big-tyke experts about branding issues that the company was faced with. This makes it a fascinating read as a case study guide. An attempt to weave these scattered insights into a summary recommendation at the end of each essay, or at least some mention of what the client in question actually ended up doing, would have been even more useful. Sans such synoptic editing, this book ends up being little more than thought piece for the branding experts on some issues that pertain to corporate identity (and the marketing bottomline) but this is by no means a holistic branding reference as one of the other reviewers seemed to indicate.
All the same, I would still give it is a 4 star for its readability, for the breadth and the reality of the cases picked for discussion, and for the sharpness/relevance of the insights that went into discussing them. Should be a no-brainer of a buy if you are interested in the identity/advertising/marketing strategy industry in any way, especially as a real-world companion to any of Aaker's works.
"Building Better Brands without Mass Media" (Joachimsthaler and Aaker)
"How Do You Grow a Premium Brand?" (Maruca)
"Should You Take Your Brand to Where the Action Is?" (Aaker)
"Extend Profits, Not Product Lines (Quelch and Kenny)
"The Logic of Product-Line Extensions" (Perspectives from the Editors)
"Can This Brand Be Saved?" (Maruca)
"Your Brand's Best Strategy" (Vishwanath and Mark)
Even if you do not recognize at least a few of the authors' last names, The Harvard Business Review's brand is of sufficient credibility to encourage you to purchase and read this book. I am especially impressed by the inclusion of "Executive Summaries" of key points in each of the articles. No brief commentary such as this can do full justice to the rigor and substance of the articles provided. It remains for each reader to examine the list to identify those subjects which are of greatest interest to her or him. My own opinion is that all of the articles are first-rate. For me, as previously indicated, one of this volume's greatest benefits is derived from sharing a variety of perspectives provided by several different authorities on the same general subject.
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