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My basic test for a culinary reference book is to look up "falernum" (a by-product of rum distillation which is used as a flavoring in fruit desserts--sort of along the lines of grenadine). Well, "falernum" isn't in here, but so much other stuff is that I'm not complaining.
The pronunciations are a little iffy on foreign language terms, and the definition brevity is sometimes confusing (kiu is listed as "an ancient Chinese beer." OK. Does that make it a beer from ancient times, or a really old fermented brew that's currently available?). Still, these are minor quibbles for an admirably complete book.
It is clear that the authors were infatuated with the so-called "new economy," and the book suffers a lot as a result. Using it as a primer is tiring, as you have to separate the essentials of marketing from the e-commerce cheerleading.
The publisher's website does have quizzes to test on the material, which I like, but overall, I was still somewhat disappointed.
However, I was somewhat disenchanted with the content which reaches for a "futuristic" flavor and misses something in the process. In my opinion, the book concentrates too heavily on .com companies (some of which are now bankrupt and defunct) and gives an overall rah-rah treatment towards e-commerce. Anecdotes abound and are used as filler in the main text, instead of informational sidebars. Every chapter is introduced with another website URL emblazoned across the top of the page in a putrid yellow color.
Thankfully, the authors did include a paragraph or two dissuading the reader from using SPAM (unsolicited email marketing), but it was a footnote in an otherwise verbose volume. I was somewhat offended that from the context of those paragraphs, and an anecdote about one company's 12% response rate (versus 1% for direct mail) which is misleading and would probably leave marketing students thinking that spam was effective.
For what I purchased the book for, it accomplishes the goals, albeit in a verbose manner.
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