Margaret Mark and Carol S. Pearson have wrote a book combining archetypal, mythic figures with modern day marketing. There are many time-tested concepts behind the consumer products we buy and use everyday. At times, we may feel a connection to a product because it's association has been in our archetypal consciousness for many years.

One criticism I have is the book gets into a little too much detail about specific projects and study methods. This happens when the authors talk about clients they have worked with. I don't mean the book is one long advertisement for their marketing consultant services, it is not.

You might appreciate how they relate a core group group of archetypes and how they relate to contemporary consumers. Such as Outlaw, Hero, etc. I found myself comparing these with what is generally called "demographics" and looking for possible fits, depending on the product or services sold.

What I very much appreciate is their mention of those who "manage meaning" have a responsibility to act ethically and think through their advertising and marketing campaigns. Having worked in consumer products and now in advertising, I know this is often not the case.

You'll get a lot out of this read.

Lord of the Rings. That was the first thing I thought of when I read the synopsis about The Hero and the Outlaw.

I was somewhat doubtful about their premise, I must admit. Archetypes are powerful and they sell, undoubtedly, but that's for books and movies. But marketing?

Yet, books and movies are marketed and sometimes quite successfully. Steven King. Tom Clancy. Star Wars.

So, perhaps interweaving some of Jung's ideas and marketing is not such a bad idea, after all.

When I combined these very ancient concepts with some of the more modern strategies suggested in Michael levine's Guerrilla pR: Wired, I did see an impact.

Perhaps, despite claims to the contrary, we should not look to the future for marketing success, but to the past, for ideas that have a proven track record as ageless and as timeless as our dreams.

This book marries one of the most fundamental elements of psychology to market positioning and brand strategy. Using the Jungian archetypes, the authors simplify the development of solid brands. They are replete with wonderful illustrative examples. Since the archetypes are subconscious, it has been difficult for us as marketers to understand how they operate in brand development and giving meaning to brands. The authors offer a very simple method to analyze the brand's archetype and where it fits within the competitive product category.
Even if you are not a marketing person, you will enjoy reading the archetypes, trying to figure out what most appeals to you personally - and no surprise those are usually your favorite brands.
Well written and calls upon many ancient and modern authors who understand how people behave and why.

Cute, but not as cute as "How Do Dinosaurs Say Goodnight?" In fact, some of the illustrations seem to be repeats from the first book.

"What if a dinosaur/catches the flu?/Does he whimper and whine/in between each Atchoo?" So begins award winning author and illustrator, Jane Yolen and Mark Teague's playful and entertaining picture book about how to handle all the misery of the cold and flu season. Does that dinosaur throw dirty tissues on the floor, toss off his covers, and fling his medicine out the door? Does he dump his juice, hide from the doctor, scream and wail, and make a big stink? No of course not. He stays in bed, takes his medicine, cooperates at the doctor's office, and works at getting well soon. "He drinks lots of juice,/and he gets lots of rest./He's good at the doctor's/'cause doctors know best." Ms Yolen's silly, rhyming text is a bit forced, and not quite as wonderful as in their first collaboration, How Do Dinosaurs Say Good Night. But Mr Teague's expressive, bold, bright and exuberant artwork is engaging, and filled with humor and wit. Young dinosaur lovers will revel in all the fun-filled, captivating illustrations. How Do Dinosaurs Get Well Soon? is a preschool crowd pleaser, that is sure to put a smile on every little runny-nosed face.

I have given Jane Yolen's first HOW DO DINOSAURS book as a gift to dozens of children and not one has been disappointed. I was thrilled to find the second one just as charming and fun as the first. It is the perfect read aloud for any child--sick or not. And parents will be happy to have such a wonderful book to add to the "One More Time" pile.

I am always amazed at how versitile Jane Yolen is. When my own little dinosaur finally drifts off to sleep, I can enjoy reading another chapter of her new novel GIRL IN A CAGE.

My only complaint is that my daughter may be too old when the next one comes out! Hurry Jane, hurry!

Finaly, someone has addressed the subject of intimacy. We are being romanced by a powerful God who loved us more than we will ever know. If you pick this book up you won't put it down! It will change the way you view religion!

Evelyn

I read this book and shared it with my family. It has taught me how to take back my God given destiny and how to have a relationship with God. I recommend this book to everyone who wants to blessed. Go ahead and read it then watch how God will bless you. God Bless you all. Aloha!

This book completely changed my life. It inspried me took look for my God given destiny. I learned without spiritual intimatcy it is impossible to know God.

Fantastic Conan-like action story about a Crusader returning to Europe to seek vengence on his father's killers.The series never was finished,and neither was Falcon's revenge on the killers.
Mark Ramsay is a nom de plume for John Maddox Roberts,author of the SPQR series.John,why don't you finish this series?

This is one of the best series I have read! I wish there was some way to convince the author to write more! Can anyone shed light on who the author is, and why no more in the series when #4 has a teaser for book 5?

I have loved this series since I first read the books back in the early 80s. I wish the author would write more - these books are very similar to Robert E Howard's Conan stuff, pure genius and pure fun! I suspect that Ramsay (he uses another name on his other stuff) doesn't regard these books as his best work, but I honestly believe the Falcon series captures something very special (perhaps unintentionally) and I treasure these stories.

Maybe I've read too many of these histories now but it just seems that these guys are using the same book of phrases to get to the required number of pages. It's boring. So many sound the same that if you took the author's name off the cover of a dozen books I bet most of us couldn't match them up with their works. Mr Bearss may find it a "barnburner" but I had trouble finishing it.

Bradley's book on the last major (and often overlooked) battle in the Civil War is a gem. Although, I am somewhat biased since I am a North Carolinian, the book has an engaging writing style and is full of superb maps.

Some Civil War books I have read were difficult to follow due to either/or the lack of maps or quality of maps depicting troop movements and the theater of operations. Not so with this title! The maps are numerous and easily clarify troop movements and the flow of battle.

Bradley also does an excellent job of describing the little known battles of Averasboro (General Hardee did a commendable job of delaying Sherman's advance) and Monroe's Crossroads (Kilpatrick was almost captured and his force ambushed).

The next time I visit the battlefields I will certainly have Bradley's book with me to serve as the ultimate guide. Bradley's writing style is technical in describing troop movements and engaging in supplying ample anecdotes on the campaign's participants. Overall, a nice balance of not being too technical (and dry) and not too basic.

The book will always be special to me since I spent my early years in Eastern North Carolina close to the battlefields. Visiting these battlefields as a little boy sparked a life-long interest in the Civil War.

Bravo, excellent job! May more such studies be written on other battles!

Finally the Battle of bentonville and the Campaign of the Carolinas gets the attention it deserves. Bradley has found that outstanding mix of personal ancedotes and move by move documentation of the Battle of Bentonville. Bradley takes the reader from the last organized skirmish against Sherman's army in South Carolina(Cheraw) to the climatic battle at Bentonville. In between Bradley also talks in detail of the battle of Averasboro and Monroe's Crossroads.

But the finest aspect of the book is its almost minute by minute depiction of the Battle of Bentonville. For those who do not know, Bentonville was literally the last gasp of the Confederacy to stop Major General William T. Sherman's march through the Carolinas. For nearly a day, a rag tag, mottled army of Confederates from every corner of the Confederacy had the previously unchallenged army of Sherman "on the ropes". However as the book describes so vividly, the stand of a few Federal divisions and reinforcements saves the day for the Federals. In between the vivid descriptions of the fighting, Bradley masterfully throws in personal recollections and human interest stories that are unmatched by any books on the Campaign. You will literally feel like you are rising and falling in emotion with those Johnny's and Yanks on the pages in front of you.You will literally feel like the Rebel Yell is screaming in your ears and imagine the crackle of musketry. An outstanding photo section shows the battlefield from many views and a good sized assortment of photo's of the participants. Also most importantly, the book is devoid of prejudice for either side. You will be hardpressed to find a more objective piece.. even for a subject that brings out as much emotion as Sherman's march.

Most people have read virtually nothing on the Campaign of the Carolinas. If you only read one book on this campaign... READ THIS ONE. You will not be disappointed.

In the 1980s the Denver journalist Stephen Singular investigated the assassination of a talk show host by Nazi sympathizers. His book became the basis for the movie "Talk Radio".

In August he received a phone call from an unnamed source in Los Angeles, who advised him to investigate the case against OJ Simpson: "the Nazis are inside the system"; "all the blood evidence is suspect". Given these clues, he began his search. He called at Johnnie Cochran's law firm to meet a lawyer. He was viewed suspiciously: "how do we know you're not a nut case, or a plant by the DA to waste our time?" he was asked. His credentials as a journalist answered the first question. His advice checked out: "the blood sample will contain EDTA, but it must be carefully tested to avoid destroying it".

As an independent journalist, he prepared a confidential synopsis of his proposed book to interest a publisher. The publisher turned over a copy to the LAPD, which prevented him from continuing his work. This book tells the story of his research.

For OJ to be guilty, you must believe that he quickly disposed of the bloody clothes, shoes, and knives so they would NEVER be found, yet brought the socks and glove back to his home! And then smeared blood all over the console!

The coroner who did the autopsies testified "the forensic evidence says the murders occurred after 11PM". The limousine driver testified he brought OJ to the airport at that time. When you read this book, note how they avoid discussing these facts.

This was one of the first books published about the crime. When the synopsis was turned over to the LAPD his cover was blown and he could not continue his investigation. His source was well informed, the results from the trial showed this.

The following may provide a short review of the case.

The testimony of the two witnesses who cannot lie says that O.J. Simpson is not guilty of the murders. The autopsy of Nicole Brown found blood and flesh under her fingernails; the blood type did not match O.J. Simpson (or Ron Goldman or Nicole Brown). Ron Goldman worked out and practiced karate a couple of times a week, he played tennis, and walked to work. At 25 he was in prime physical shape; his hands showed bruises from punching someone in the face and head more than once. O.J. Simpson had no scratches or bruises on his face or hands or body after the murders; he could not have been a lone murderer.

The newspapers reported that when the victims were found after 12:15 AM their red blood was trickling down the sidewalk. The color photographs printed in the National Enquirer showed the bodies covered in red blood. This means they were freshly killed, around 11:30 PM, because their blood would be black and clotted if dead for over an hour (as in the Borden murders). Since the limousine driver picked up O.J. Simpson at 11 PM he could not have been present at the murders. This proves him innocent of murder.

The O.J. Simpson case received more publicity absolutely and relatively than the impeachment of the President, or even the Oklahoma City bombing. The National Association of Editors and Publishers has never explained why. You could ask the rumor mongers on talk radio why they were told to publicize and prejudge this case before the facts came out at the trial, and why some continue to ignore these facts. I think this is more than the gossip of idle tongues. This case could become a textbook example in the use of propaganda by the news media.

The book "Killing Time" by D. Freed and R. Briggs, which covers this case, also tells about the "Black Dahlia" crime which was never solved even after the murderer confessed! Will the Brown-Goldman murders forever remain an unsolved mystery?

Logically and legally a person is considered innocent until proven guilty. If not found guilty, the accused is innocent. People do not always understand or accept this in all cases. But a jury is always told to wait until all the testimony is given before deciding on a verdict. Many people will form an opinion when they hear the first news, and ignore newer facts.

This book has a LOT of information! When you do find what you are trying to research there is extensive information about the company. HOWEVER, the book is not indexed well. The index is down right skimpy. When trying to look-up certain words or wording found in a mark there is no reference to these things in the index. So a tedious process of looking through each page many times insues.

I also would like more dates associated with the marks. I realize this would mean more research on the author's part but that would make the book more valuable to me if I could verify dates more readily. The current way the marks are identified is in paragraph form associating the illustrated mark with a number. Locating these numbers within the paragraphs is difficult and time consuming. It make the research tedious. Thus, this is NOT my first choice reference to go to when trying to identify a new mark.

I would like to see this book updated and improved by doing three things (PUBLISHERS are you listening?)-1) A more comprehensive index, 2) more research on the individual marks (dates associated with each), and typographicly improve the association between marks and comment text about the marks.

Years ago I hunted high and low for a book on American ceramic wares, a genre who's time I saw closing fast. It was suggested once that I write one. I am glad I didn't take the challenge as my work would surly have paled severely in contrast to this marvelous, all inclusive work. Lois Lehner gives the subject the depth, scope and respect it deserves. This is 'the book' on American marks on pottery and porcelain its authority is never questioned.

Many books use the word 'encyclopedia' in their title, but few really deserve it. This one most certainly does. A titanic reference of pottery marks and company histories that virtually never fails to identify a piece of U.S. china. The variety of marks within each company, and the historical detail, make this both a valuable reference and an interesting book to page through.

Just like the "Chicken Soup for the Soul" series, I enjoyed these inspirational stories. It's a book I'll read over and over again when I need a lift.

Love the stories . . . even the ones I wrote.

When I am feeling overwhelmed with world news I take "Hot Chocolate for the Mystical Soul" with me into a hot bath tub and read story after story to relax.

Because each story is written by a different person, from many different beliefs, it is educational to see how others think. It is like peeking into their minds as I read the magic and mysteries that are unfolding in their lives.

When they burned down the library at Alexandria, The excuse was if it is in the Koran than we already have it; if it is not, then we do not need it. What was true for them is true for us; if it is not in this book, then we do not need it. Or as Ed McMahon would say on the Johnny Carson Show "everything there is to know is in this book"

I will not give you a blow by blow description of all the features in this book, as it would weigh as much as the book. Let's say it covers everything you need to get off the ground or expand your existing knowledge. One usually overlooked feature that is well covered is [Connecting Using ODBC (with Microsoft Access)]. What I really want to do is tie this back to my Unix applications, as this is the only program I use that is not UNIX at this time. My best guess is that AutoCAD can not afford to keep their UNIX experts. That is no excuse for lack of information in this book. So five stars for coverage of almost everything and minus one for lack of UNIX information.

The book itself is an amazing tool to have at ones side while learning this complex program. However, I see I'm not the only one who had problems with the CD. Most unfortunate as the files that do work are an excellent match with the scripted tutorials.

I have found the book to be an excellent source of information. The only problem I have found is that the CD that comes with the book locks my computer when autorun is turned on, and will not let me access the CD.

This is an excellent book on JMX. It takes us step by step thro
the process of knowing and using Sun's Reference Implementation.
It covers both the HTML Adaptor and RMI Connector approaches
thoroughly. Code examples provided in the book are well
explained. A must have for any one seriously considering a
foothold in JMX. I have enjoyed reading the book and putting it
to practice in my job. If there is
a future version, I would like to see coverage on JBoss's JMX.
Many thanks to the authors.

I have found this book extremely helpful to my development efforts. The code examples were key in helping me understand JMX with EJBs and JMS. In my rapid development activities, the good, clear examples and concise points helped me write effecient and better code.

Also, it is stated in a previous review that you need to have the JDMK in order to compile the code . This is not necessary for you to be successful with this book! One does not need the JDMK; the free 'remoting.jar' can be downloaded from the JMX website at java.sun.com. This jar file contains the RMI adapter and is only needed for a small part of the book.

This book is definitely the best source of JMX material that I have encountered.

I have found this book extremely helpful to my development efforts. The code examples were key in helping me understand JMX with EJBs and JMS. In my rapid development activities, the good, clear examples and concise points helped me write effecient and better code.

Also, it is stated in a previous review that you need to have the JDMK in order to compile the code . This is not necessary for you to be successful with this book! One does not need the JDMK; the free 'remoting.jar' can be downloaded from the JMX website at java.sun.com. This jar file contains the RMI adapter and is only needed for a small part of the book.

This book is definitely the best source of JMX material that I have encountered.