John A. Hobson: Critical Assessments of Leading Economists
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    John A. Hobson: Critical Assessments of Leading Economists
    John C. Wood
    Manufacturer: Routledge
    ProductGroup: Book
    Binding: Hardcover

    GeneralGeneral | Biographies & Memoirs | Subjects | Books
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    ASIN: 0415310652

    Book Description

    John Atkinson Hobson was a controversial figure in the history of economic thought. As an advocate of an apparently fallacious theory of over-saving, a critic of the orthodox theory of distribution, and a proponent of a theory of imperialism which was later taken up by Lenin, Hobson was generally condemned as a heretic by the rest of the economic establishment.

    His fortunes changed, rather belatedly, in 1936, when Keynes paid tribute to Hobson's work in The General Theory as anticipating his own theory that society can, under some circumstances, save too large a proportion of its income--thrift then being a vice, not a virtue.

    Hobson's influence was international and the impact of his writings was widespread. This collection reprints the essential scholarship on Hobson's economic, social and political thought, with helpful introductions which provide the reader with guidance and context.

    John A. Hobson; Critical Assessments of Leading Economists (Critical Assessments of Leading Economists)
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      John A. Hobson; Critical Assessments of Leading Economists (Critical Assessments of Leading Economists)
      JOHN C. WOOD
      Manufacturer: NY
      ProductGroup: Book
      Binding: Hardcover
      ASIN: B000MUE92I

      Student Learning in Physical Education: Applying Research to Enhance Instruction
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        Student Learning in Physical Education: Applying Research to Enhance Instruction
        Stephen J. Silverman , and Catherine D. Ennis
        Manufacturer: Human Kinetics
        ProductGroup: Book
        Binding: Hardcover

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        3. Complete Guide to Sport Education Complete Guide to Sport Education
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        5. Standards-Based Physical Education Curriculum Development Standards-Based Physical Education Curriculum Development

        ASIN: 073604275X

        Book Description

        Learn how to

        • address the needs of diverse students,
        • promote student learning through standards-based programs,
        • encourage desired attitudes in health and fitness through physical education,
        • apply pedagogical research to enhance teaching skills, and
        • help teachers design professional development plans.

        Student Learning in Physical Education, Second Edition, provides the latest research on physical education curriculum, teaching, and teacher education and shows physical educators how to apply this knowledge to their day-to-day practices.

        Nationally and internationally recognized teacher educators and physical education scholars have thoroughly revised and updated this new edition for today's physical education programs. The expanded and comprehensive references, featuring more than 1,000 bibliographic entries, have also been updated and provide a springboard to further research.

        Other changes to the text include chapter-ending "Implications for Practice" summary lists; a reader-friendly overview of the latest research in teaching, teacher education, and curriculum; more practical applications of the content; and an open, easy-reading layout. In all, this new edition expands the content over the previous edition by 50 percent while still concisely summarizing the research.

        Student Learning in Physical Education, Second Edition, retains the strengths from the first edition, as well. It helps physical education supervisors and curriculum specialists evaluate curriculum alternatives, guide professional development planning, and advocate effectively for quality physical education.
        Student Learning in Physical Education: Applying Research to Enhance Instruction.(Review) (book review): An article from: Palaestra
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          Student Learning in Physical Education: Applying Research to Enhance Instruction.(Review) (book review): An article from: Palaestra

          Manufacturer: Challenge Publications Limited
          ProductGroup: Book
          Binding: Digital

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          ASIN: B0008J1D7M
          Release Date: 2005-06-01

          Book Description

          This digital document is an article from Palaestra, published by Challenge Publications Limited on June 22, 2000. The length of the article is 683 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

          Citation Details
          Title: Student Learning in Physical Education: Applying Research to Enhance Instruction.(Review) (book review)
          Publication: Palaestra (Magazine/Journal)
          Date: June 22, 2000
          Publisher: Challenge Publications Limited
          Volume: 16 Issue: 3 Page: 18

          Article Type: Book Review

          Distributed by Thomson Gale

          Negotiations without a Loser
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            Negotiations without a Loser
            Iwar Unt
            Manufacturer: Handelshojskolens Forlag
            ProductGroup: Book
            Binding: Hardcover

            GeneralGeneral | Business & Investing | Subjects | Books
            NegotiatingNegotiating | Management & Leadership | Business & Investing | Subjects | Books
            ASIN: 8716134605

            Book Description

            Honored as Swedish Management Book of the Year, this book offers entertaining reading and provides a new attitude to negotiations: not win-lose, but win-win.

            Sales managers, business executives, and many professionals negotiate very data, not only with customers and contractors but also with colleagues, managers and union representatives. The author argues strongly that negotiations should not be a fight, but rather a search for added value, aiming for results with more than one winner.

            Customer Satisfaction Research Management: A Comprehensive Guide to Integrating Customer Loyalty and Satisfaction Metrics in the Management of Complex Organizations
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              Customer Satisfaction Research Management: A Comprehensive Guide to Integrating Customer Loyalty and Satisfaction Metrics in the Management of Complex Organizations
              Derek R. Allen
              Manufacturer: ASQ Quality Press
              ProductGroup: Book
              Binding: Hardcover

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              4. Improving Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing, and Reporting Customer Satisfaction Measurement Programs Improving Your Measurement of Customer Satisfaction: A Guide to Creating, Conducting, Analyzing, and Reporting Customer Satisfaction Measurement Programs
              5. Improving Customer Satisfaction, Loyalty, and Profit : An Integrated Measurement and Management System Improving Customer Satisfaction, Loyalty, and Profit : An Integrated Measurement and Management System

              ASIN: 0873895932

              Eu Expansion to the East: Prospects and Problems
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                Eu Expansion to the East: Prospects and Problems

                Manufacturer: Edward Elgar Publishing
                ProductGroup: Book
                Binding: Hardcover

                Economic Policy & DevelopmentEconomic Policy & Development | Economics | Business & Investing | Subjects | Books
                InternationalInternational | Economics | Business & Investing | Subjects | Books
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                Systems & PlanningSystems & Planning | Management & Leadership | Business & Investing | Subjects | Books
                GeneralGeneral | Europe | History | Subjects | Books
                ASIN: 1840648244

                Book Description

                This highly topical book discusses the potential enlargement of the EU to embrace the countries of Central and Eastern Europe and the enormous challenges, opportunities and threats this poses for parties on both sides.

                Understanding of the diversity of the issues raised, even by an experimental expansion, is limited and rarely extends beyond the concerns voiced in a particular policy arena. This volume brings together contributions from specialists across the spectrum of the social sciences who consider the possible outcomes of expansion. The authors consider the countries to which membership might rationally be extended, and discuss the future of a Union that continues to be exclusive, but which must advance in the context of the overall march of globalization. The contributions from numerous disciplines are complementary and include both macro- and micro perspectives.

                EU Expansion to the East is designed to be accessible to scholars of transition and European affairs, as well as policymakers at national, regional and local levels.

                Poverty, Equality, and Growth: The Politics of Economic Need in Postwar Japan (Harvard East Asian Monographs)
                Average customer rating: 3 out of 5 stars
                • Difficult but worth it for those who are truly interested in the topic
                Poverty, Equality, and Growth: The Politics of Economic Need in Postwar Japan (Harvard East Asian Monographs)
                Deborah J. Milly
                Manufacturer: Harvard University Asia Center
                ProductGroup: Book
                Binding: Paperback

                Economic HistoryEconomic History | Economics | Business & Investing | Subjects | Books
                GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
                GeneralGeneral | Business & Investing | Subjects | Books
                JapanJapan | Asia | History | Subjects | Books
                Social HistorySocial History | Historical Study | History | Subjects | Books
                GeneralGeneral | Poverty | Current Events | Nonfiction | Subjects | Books
                GeneralGeneral | Politics | Nonfiction | Subjects | Books
                GeneralGeneral | Political Science | Social Sciences | Nonfiction | Subjects | Books
                ASIN: 0674009584

                Book Description

                In striking contrast to the large indigent population in Japan in the 1950s, very few Japanese live in poverty today. This book explains the Japanese government's decision to respond to poverty by promoting equality as the basis for a social compromise. Milly argues that to account for why and how political actors crafted a program that won acceptance, we must look beyond them and identify how they relied on knowledge and normative arguments. This book straddles theoretical fault lines in comparative politics by exploring the interactions among choice, language, knowledge, and institutions in policy processes, and has implications for the ongoing debate between proponents of rational choice theory as a universal explanation for the decisions of political actors and those who focus on historically or culturally specific conditions.

                Customer Reviews:

                3 out of 5 stars Difficult but worth it for those who are truly interested in the topic.......2007-03-09

                In Poverty, Equality, and Growth: The Politics of Economic Need in Postwar Japan, Deborah Milly shows how interaction between various groups within and outside government forms policy through the example of postwar Japan. Particular importance is placed on the idea of reaching agreement on an issue by redefining it. In the case of Japan, this was done by diverting conflict over controversial issues such as a minimum wage, living assistance, and wages from being thought of in terms of principles such as rights by using concrete data assembled by the bureaucracy which proved they could be solved by improving the national economy and shrinking inequality.

                Milly starts out not in the historical but in the theoretical realm. The first two chapters and some of the introduction may be difficult to wade through for readers who are more interested in Japanese history, but they lay the political science groundwork for what she is trying to show through the more narrative-oriented chapters which follow. The first chapter titled "An Essay on Accommodation," explains various ways by which conflicting parties reach accommodation. Particular attention is paid to redefinition, the process of redefining an issue in terms all parties can more easily accept. Chapter two goes on to relate how state planners minimize conflict about social policy through the use of an economic agenda.

                From here, the book plunges into discussion of what happened within the Japanese government that facilitated its economic resurgence and equality. During the occupation, due to the demands of occupation officials, many principles were put in place which the conservatives in the Japanese government had to live with even after the occupation ended. One important principle introduced was Article 29 of the new constitution calling for a minimum standard of "wholesome and cultured living" which shaped economic policy in the decades to come. The bureaucracy, through working with occupation officials on an intimate basis, gained more influence over policy-making than they had before.

                After the occupation ended, work begun to address the problem of low incomes. The government tried to address this through relief assistance and by trying to establish a minimum wage. The Ministry of Health and Welfare uncovered the problem of inequality and the "dual structure" by collecting detailed data on the poor, while the Ministry of Labor helped pass legislation for a minimum wage, but both ministries largely failed in their respective jobs due to the economic trouble. The groundwork they laid contributed to the success of the 1960's however, and numerous changes drove the economic resurgence and shrinking inequality. One of the most crucial changes was the use of subsidies to provide business incentive to improve hiring practices and raise wages.

                The final chapters discuss how the various actors involved achieved the success that they did and the interaction that enabled it. It is in these chapters that Milly drives her point home that the redefinition of issues in terms of economic policy allowed the accommodation necessary for economic success and equality. For readers who know enough about political science and the jargon involved, this book contains a wealth of valuable information. For those who are just interested in the history behind Japan's economic resurgence, this is still a good book to read, but one that will require some effort to wade through. But those that get through it will be rewarded by understanding Milly's authoritative perspective on these events.

                The Development of China's Stockmarket, 1984-2002: Equity Politics and Market Institutions (Routledge Studies in China in Transition)
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                  The Development of China's Stockmarket, 1984-2002: Equity Politics and Market Institutions (Routledge Studies in China in Transition)
                  Stephen Green
                  Manufacturer: RoutledgeCurzon
                  ProductGroup: Book
                  Binding: Hardcover

                  EconomicsEconomics | Business & Investing | Subjects | Books | Agricultural | Commercial Policy | Comparative | Consolidation & Merger | Cooperatives | Debt & Deficits | Development & Growth | Econometrics | Economic Conditions | Economic History | Economic Policy & Development | Exports & Imports | Free Enterprise | Inflation | International | Labor & Industrial Relations | Macroeconomics | Microeconomics | Money & Monetary Policy | Natural Resources | Privatization | Public Finance | Statistics | Sustainable Development | Theory | Unemployment | Urban & Regional
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                  StocksStocks | Investing | Business & Investing | Subjects | Books
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                  Finance & InvestingFinance & Investing | Finance | International | Accounting & Finance | Professional & Technical | Subjects | Books
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                  ASIN: 0415324661

                  Book Description

                  As China's government manages a transition away from the socialist plan, how does it build the regulatory institutions it needs to manage the new market economy? Without the correct institutions, laws and agencies that implement the laws in place, the remarkable growth witnessed in China over the last two decades will falter. Financial sector reform lies at the heart of China's economic transition and China's stock market has become critical to the reform of state-owned industry, the supply of fiscal revenues and in building a modern pension system. The Development of China's Stock market takes a close look at the policy-making and regulatory institutions the government has created to manage equity development and shows how, in contrast to neo-institutional and economic theories of regulatory development, public actors have controlled institutional development. Focusing on the institutional development of the market, in particular its regulation, from the first issue of corporate equity in 1984 to the end of 2002, this book explains in detail how government officials have competed to orient the rules of the market to suit their own industrial and fiscal interests and the problems that have resulted. Issues examined in particular detail include:
                  *The first 'shareholding' reforms in the mid-1980s
                  *The relationship between the stock market and the Shenzhen riots in 1992, the treasury bond futures scandal in 1995 and the bank lending scandal in 1997
                  *The similarities and differences between China's regulatory institutions and those in the US
                  *The drafting of the Securities Law in the National People's Congress
                  Based on extensive field research in Shanghai, Shenzhen and Beijing and over forty interviews with regulators and market players, The Development of China's Stock market provides the first detailed academic analysis of the country's stock market. With a comprehensive review of Chinese language literature available on the subject, this book is essential reading for all scholars with an interest in Asian Business and China's transition from socialism.

                  The Political Economy of China's Financial Reforms: Finance in Late Development (Transitions : Asia and the Pacific)
                  Average customer rating: Not rated
                    The Political Economy of China's Financial Reforms: Finance in Late Development (Transitions : Asia and the Pacific)
                    Paul Bowles , and Gordon White
                    Manufacturer: Westview Pr (Short Disc)
                    ProductGroup: Book
                    Binding: Hardcover

                    GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
                    Public FinancePublic Finance | Economics | Business & Investing | Subjects | Books
                    FinanceFinance | Business & Investing | Subjects | Books | Banks & Banking | Corporate Finance | Foreign Exchange | Inflation | Interest
                    GeneralGeneral | Business & Investing | Subjects | Books
                    GeneralGeneral | Politics | Nonfiction | Subjects | Books
                    GeneralGeneral | Finance | Accounting & Finance | Professional & Technical | Subjects | Books
                    ASIN: 0813387132
                    Political Economy of Transition and Development: Institutions, Politics and Policies (ZEI Studies in European Economics and Law)
                    Average customer rating: Not rated
                      Political Economy of Transition and Development: Institutions, Politics and Policies (ZEI Studies in European Economics and Law)

                      Manufacturer: Springer
                      ProductGroup: Book
                      Binding: Hardcover

                      Policy & Current EventsPolicy & Current Events | Popular Economics | Business & Investing | Subjects | Books
                      GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
                      Development & GrowthDevelopment & Growth | Economics | Business & Investing | Subjects | Books
                      Economic Policy & DevelopmentEconomic Policy & Development | Economics | Business & Investing | Subjects | Books
                      Economic HistoryEconomic History | Economics | Business & Investing | Subjects | Books
                      GeneralGeneral | Business & Investing | Subjects | Books
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                      Systems Of GovernmentSystems Of Government | Political Science | Social Sciences | Nonfiction | Subjects | Books | General | Islamic Government | Monarchy | Representative Government
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                      Business & InvestingBusiness & Investing | Qualifying Textbooks - Fall 2007 | Stores | Books
                      NonfictionNonfiction | Qualifying Textbooks - Fall 2007 | Stores | Books
                      ASIN: 1402075502

                      Book Description

                      The economic and political transition in Central and Eastern Europe has now entered its second decade. Although the post-communist countries shared many similarities at the outset of the transition, their economic and political experiences have been strongly divergent. Some countries succeeded in stabilizing their economies and are now set on course toward rapid growth, convergence, and accession to the European Union. Others, however, experienced severe and protracted recessions and their prospects for sustained recovery are still doubtful. On the political front, the past decade was marked similarly by important achievements but also grave setbacks. While democracy became firmly embedded in a number of post-communist countries, other transition countries reverted to authoritarian rule and/or experienced breakdowns of law and order, inter-ethnic conflicts, or even outright civil wars.
                      Political Economy of Transition and Development collects the proceedings of an international conference that brought the leading thinkers in this field to the Center for European Integration Studies of the University of Bonn in May, 2002. The contributions analyze the various interactions between institutions, policy choices, economic developments, and political outcomes in transition and developing countries. The first five chapters give a relatively broad assessment of the various reform paths and outcomes in the transition and developing countries. The remaining eight chapters proceed to analyze important aspects of transition such as voting behavior, political-regime choice, corruption, social capital, growth and inequality, and EU enlargement. The resulting volume thus combines a bird's eye perspective with a relatively narrow focus on selected key issues pertaining to the ongoing transition process in Central and Eastern Europe.
                      Political economy of transition and development: institutions, politics and policies [A book review from: Economic Systems]
                      Average customer rating: Not rated
                        Political economy of transition and development: institutions, politics and policies [A book review from: Economic Systems]
                        P. Gedeon
                        Manufacturer: Elsevier
                        ProductGroup: Book
                        Binding: Digital
                        ASIN: B000RR2HFW

                        Book Description

                        This digital document is a journal article from Economic Systems, published by Elsevier in 2004. The article is delivered in HTML format and is available in your Amazon.com Media Library immediately after purchase. You can view it with any web browser.

                        Description:
                        Russia's Transition: International Help or Meddling?
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                          Russia's Transition: International Help or Meddling?
                          Alexander Kura
                          Manufacturer: Nova Science Publishers
                          ProductGroup: Book
                          Binding: Library Binding

                          Policy & Current EventsPolicy & Current Events | Popular Economics | Business & Investing | Subjects | Books
                          GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
                          Development & GrowthDevelopment & Growth | Economics | Business & Investing | Subjects | Books
                          Economic ConditionsEconomic Conditions | Economics | Business & Investing | Subjects | Books
                          Economic Policy & DevelopmentEconomic Policy & Development | Economics | Business & Investing | Subjects | Books
                          Production & OperationsProduction & Operations | Management & Leadership | Business & Investing | Subjects | Books
                          GeneralGeneral | Politics | Nonfiction | Subjects | Books
                          RelationsRelations | International | Politics | Nonfiction | Subjects | Books
                          ASIN: 1590330226
                          Transition, Institutions and the Rural Sector (Rural Economies in Transition)
                          Average customer rating: Not rated
                            Transition, Institutions and the Rural Sector (Rural Economies in Transition)
                            Max Spoor
                            Manufacturer: Lexington Books
                            ProductGroup: Book
                            Binding: Hardcover

                            Development & GrowthDevelopment & Growth | Economics | Business & Investing | Subjects | Books
                            Economic Policy & DevelopmentEconomic Policy & Development | Economics | Business & Investing | Subjects | Books
                            GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
                            Production & OperationsProduction & Operations | Management & Leadership | Business & Investing | Subjects | Books
                            GeneralGeneral | Industries & Professions | Business & Investing | Subjects | Books
                            GeneralGeneral | Politics | Nonfiction | Subjects | Books
                            Political SciencePolitical Science | Social Sciences | Nonfiction | Subjects | Books | Comparative Government | Constitutional History | Elections | General | Government | History of the State | Imperialism & Independence | International Institutions | International Relations | Leaders & Leadership | Levels of Government | Movements | Party Politics | Political Doctrines | Political History | Political Theory | Psychology | Public Administration | Public Policy | Research | Rhetoric | Rights | Systems Of Government | United States
                            ASIN: 0739105469

                            Book Description

                            Transitions, Institutions and the Rural Sector is a series of essays examining and analyzing the rural transformations in the transition economies of Eastern Europe and Central Asia. The first part of the book presents comparative studies of agrarian reform during the past decade of transition, while the second contains detailed studies of individual countries.
                            Economic Institutions and Democratic Reform: A Comparative Analysis of Post-Communist Countries (Economies and Societies in Transition,)
                            Average customer rating: Not rated
                              Economic Institutions and Democratic Reform: A Comparative Analysis of Post-Communist Countries (Economies and Societies in Transition,)
                              Ole Norgaard
                              Manufacturer: Edward Elgar Publishing
                              ProductGroup: Book
                              Binding: Hardcover

                              Policy & Current EventsPolicy & Current Events | Popular Economics | Business & Investing | Subjects | Books
                              GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
                              Development & GrowthDevelopment & Growth | Economics | Business & Investing | Subjects | Books
                              Economic ConditionsEconomic Conditions | Economics | Business & Investing | Subjects | Books
                              Economic Policy & DevelopmentEconomic Policy & Development | Economics | Business & Investing | Subjects | Books
                              MacroeconomicsMacroeconomics | Economics | Business & Investing | Subjects | Books
                              GeneralGeneral | Business & Investing | Subjects | Books
                              Banks & BankingBanks & Banking | Industries & Professions | Business & Investing | Subjects | Books
                              Economic ConditionsEconomic Conditions | International | Business & Investing | Subjects | Books
                              DemocracyDemocracy | Political Doctrines | Political Science | Social Sciences | Nonfiction | Subjects | Books
                              ASIN: 184064401X

                              Book Description

                              Economic Institutions and Democratic Reform rigorously and systematically explores the political effects and consequences of economic reforms in more than 20 post-communist countries.

                              By using primary quantitative data and stringent statistical analyses, Ole Nrgaard demonstrates that there is no universally applicable economic reform strategy and that popular democracy is often the foundation of a successful economy, rather than a powerful executive or president, as is popularly asserted. The book also shows that generalised models are not productive when studying the complexity of post-communist transformation. The author argues that the danger to democracy comes from the alienation of citizens and the collapse of public service and education systems instigated by individuals who, with few democratic credentials, capture the political playing field. These leaders have often been encouraged by Western governments who believe democracy can only be imposed on reluctant societies by newborn capitalist elites.

                              This book will be essential and challenging reading for political scientists and economists as well as policymakers in NGOs, such as aid agencies and the institutions of the EU.
                              Political Economy of Transition and Development; Institutions, Politics, and Policies.
                              Average customer rating: Not rated
                                Political Economy of Transition and Development; Institutions, Politics, and Policies.
                                Nauro F. Campos And Jan Fidrmuc
                                Manufacturer: Kluwer Academic Pubs.
                                ProductGroup: Book
                                Binding: Hardcover
                                ASIN: B000N672DE

                                Being Direct: Making Advertising Pay
                                Average customer rating: 4 out of 5 stars
                                • A look at the changing business-consumer relationship
                                • The Evolution of Direct
                                • Great Account of Direct Marketing's Contribution to Business
                                • Wonderful bio and story--little "how to" on direct marketing
                                • Not A Stuffy How-To Only, A Juicy Story Of How It's Done!
                                Being Direct: Making Advertising Pay
                                Lester Wunderman
                                Manufacturer: Random House
                                ProductGroup: Book
                                Binding: Hardcover

                                GeneralGeneral | Business & Investing | Subjects | Books
                                Management & LeadershipManagement & Leadership | Business & Investing | Subjects | Books | Business Ethics | Consolidation & Merger | Decision-Making & Problem Solving | Distribution & Warehouse Management | Industrial | Information Management | Leadership | Management | Management Science | Motivational | Negotiating | Operations Research | Planning & Forecasting | Pricing | Production & Operations | Project Management | Quality Control | Risk Assessment | Statistics | Strategy & Competition | Systems & Planning | Systems Analysis | Teams | Total Quality Management | Training
                                AdvertisingAdvertising | Marketing & Sales | Business & Investing | Subjects | Books
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                                3. Permission Marketing : Turning Strangers Into Friends And Friends Into Customers Permission Marketing : Turning Strangers Into Friends And Friends Into Customers
                                4. Call to Action: Secret Formulas to Improve Online Results Call to Action: Secret Formulas to Improve Online Results
                                5. Purple Cow: Transform Your Business by Being Remarkable Purple Cow: Transform Your Business by Being Remarkable

                                ASIN: 0394540638
                                Release Date: 1996-12-30

                                Amazon.com

                                Lester Wunderman's Being Direct: Making Advertising Pay truly is both informative and entertaining. It combines an extraordinary personal history of "direct marketing" with a remarkably candid look at the field's most acclaimed practitioner. Written in an easy-going and deliberately persuasive style obviously honed during Wunderman's six decades in the trenches, the book shows his skill developing and gaining acceptance as he creates revolutionary advertising programs for future corporate stalwarts like the Columbia Record Club and American Express.

                                Book Description

                                Lester Wunderman created the business known as direct marketing. He conceived and refined its basic strategies, and he gave it a name. Today, he is Chairman of Wunderman, Cato, Johnson, the largest direct marketing organization in the world, with billings in excess of $1.5 billion and 65 offices in 36 countries. This is his own story, in his own words, of how he did it -- how he sold everything from roses to Ford cars, from credit cards to coffee, using the direct marketing techniques he and his agency created; how he showed Time, Inc., how to market its magazines and Columbia Records how to become one of the largest and most sophisticated direct marketers in the world.

                                25 years before the Internet was conceived, in a now-famous speech delivered at MIT, Wunderman described the sales relationship of the future as "interactive." In tomorrow's electronic marketplace, the "interactive" techniques that Wunderman developed will account for the great majority of sales worldwide. Wunderman's intimate first-person account provides a business road map to the future.

                                Customer Reviews:

                                5 out of 5 stars A look at the changing business-consumer relationship.......2005-01-08

                                Now in an updated second edition, Being Direct: Making Advertising Pay presents the wisdom and practical experience of advertising legend and direct marketing pioneer Lester Wunderman, perhaps best known for his guidance behind the ubiquity of the American Express card, the creation of the Columbia Record Clob, and the well-known L.L. Bean. Although Being Direct focuses especially upon successful direct marketing, the experiences recounted within the pages are critically important to any business striving to get the most out of its advertising budget. From inventing new direct marketing media to how to successfully start an advertising agency to speculations of changes in the future and more, Being Direct is an eye-opening look at the changing business-consumer relationship from the point of view of a man who not only adapted to modern revolutions of information technology, but put them to use for success beyond anyone's dreams.

                                3 out of 5 stars The Evolution of Direct.......2001-07-24

                                Wunderman provides a glimpse into a long and prosperous career in the direct advertising industry. Emphasizing the journey and the road to discovery rather than the actual destination, this book outlines how and when key direct marketing concepts were created, where he employed them, and the results which were achieved. I liked this book but it did take me some time to plow through it. I struggled to remain focused through parts of the book but, overall, it was a pretty enjoyable read.

                                5 out of 5 stars Great Account of Direct Marketing's Contribution to Business.......2000-05-14

                                Being Direct uses many different company and industry examples to outline the development of the Direct Marketing industry. Wunderman does a good job, in a somewhat autobiographical way, as he demonstrates how direct marketing found its niche in the marketing world. Direct Marketing, due to mistaken perceptions among marketing industry experts and large advertisers, took many years to gain recognition. Wunderman asserts that Direct Marketing was, at first, seen as essentially no more than direct mail order advertising. Industry reluctance changed, however, as advertisers and marketing industry experts began to see that through direct marketing an advertiser could better know its customer segments and achieve better sales and profitability results by better catering to those customers' needs. Accordingly, Wunderman provides many examples to prove that the subtitle, "Making Advertising Pay", is certainly an appropriate descriptor for Direct Marketing.

                                This book is written in a story-like narrative that makes it a pretty quick and easy one to read.

                                2 out of 5 stars Wonderful bio and story--little "how to" on direct marketing.......2000-03-07

                                Lester Wunderman, the father of direct marketing, is a great salesman and has a super story to tell. If you want to know more about Mr. Wunderman's life or the history of direct marketing then this book is for you. However, the book promises to deliver on "making advertising pay" and it simply doesn't. What techniques you learn about direct marketing are antidotal and have to be mined from a lot of ore. The first few pages enumerate Mr. Wunderman's 19 principles which is about the only direct how-to we get.

                                5 out of 5 stars Not A Stuffy How-To Only, A Juicy Story Of How It's Done!.......1999-12-26

                                Lester's tale really gives you an inside look at how the entire 'Direct' movement started and his place in it's history. I loved the format of this book; being story formatted made it read much easier than many of the dry books out there on Direct Marketing and Advertising. This book should be a part of any real marketers collection. It's thick with timeless tips and techniques you may glean from it's pages.
                                Being Direct: Making Advertising Pay
                                Average customer rating: Not rated
                                  Being Direct: Making Advertising Pay
                                  Lester Wunderman
                                  Manufacturer: Random House
                                  ProductGroup: Book
                                  Binding: Hardcover
                                  ASIN: B000KOIY72

                                  Pull Production for the Shopfloor (Shopfloor Series)
                                  Average customer rating: 4 out of 5 stars
                                  • Easy to follow
                                  Pull Production for the Shopfloor (Shopfloor Series)
                                  Productivity Press Development Team
                                  Manufacturer: Productivity Press
                                  ProductGroup: Book
                                  Binding: Paperback

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                                  ASIN: 1563272741

                                  Customer Reviews:

                                  4 out of 5 stars Easy to follow.......2006-03-10

                                  The book is easy to follow and gives you the key notes and principles.

                                  Federal Reinsurance for Terrorism Risks: October 2001
                                  Average customer rating: Not rated
                                    Federal Reinsurance for Terrorism Risks: October 2001

                                    Manufacturer: Diane Pub Co
                                    ProductGroup: Book
                                    Binding: Paperback

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                                    ASIN: 0756727448

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