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Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer. The Portable MBA in Marketing, Second Edition is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations.

This powerful tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet.

Witty, well-written, and packed with plenty of new real-world examples, The Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including:

• New negotiation skills for salespeople
• Current marketing strategies
• Innovative approaches to qualitative research that deepen your understanding of your customers
• Hot topics such as cohort marketing, person-to-person marketing, and marketing on the Internet

Written by two leading educators/marketing consultants and drawing material from the world's finest MBA programs, The Portable MBA in Marketing, Second Edition covers all the marketing innovations of the past decade in an engaging, accessible format that gets you to the information you need quickly and easily. It's the fastest way to give yourself the intellectual currency you need to market your products, services, and ideas at a whole new level.

The Portable MBA Series

The Portable MBA, with over 350,000 copies sold, continues to provide instant "MBA literacy" to managers, professionals, and business owners. Wiley's Portable MBA Series now takes this idea one step further by providing readers with a continuing business education. Titles provide comprehensive coverage of the primary business functions taught in MBA programs, as well as focused coverage of today's vital business topics.

SERIES TITLES: Core Curriculum

• The Portable MBA, Third Edition
• The Portable MBA in Economics
• The Portable MBA in Entrepreneurship, Second Edition
• The Portable MBA in Finance and Accounting, Second Edition
• The Portable MBA in Investment
• The Portable MBA in Management
• The Portable MBA in Marketing, Second Edition
• The Portable MBA in Strategy

Vital Business Topics

• Real-Time Strategy
• New Product Development
• Total Quality Management, Second Edition
• Psychology for Leaders
• Market-Driven Management

Also Available
The Portable MBA Desk Reference
The Portable MBA in Entrepreneurship Case Studies

Praise for The Portable MBA in Marketing, Second Edition

"I'm really 'gung-ho' about this book. If you follow its advice, your customers will become your 'raving fans.' Everyone needs to understand and apply these essential principles to attract and retain delighted customers."
—Ken Blanchard, author of the bestseller The One Minute Manager

"Helps you keep your eye on the all-important marketing ball. Infused with turbocharged examples and the latest cutting-edge concepts. . . . [You'll learn] winning strategies and

• Sales Rank: #1237556 in eBooks
• Published on: 2008-05-02
• Released on: 2008-05-02
• Format: Kindle eBook

From the Inside Flap
Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer. The Portable MBA in Marketing, Second Edition is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations. This powerful tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet. Witty, well-written, and packed with plenty of new real-world examples, The Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including:

• New negotiation skills for salespeople
• Current marketing strategies
• Innovative approaches to qualitative research that deepen your understanding of your customers
• Hot topics such as cohort marketing, person-toperson marketing, and marketing on the Internet

Written by two leading educators/marketing consultants and drawing material from the world's finest MBA programs, The Portable MBA in Marketing, Second Edition covers all the marketing innovations of the past decade in an engaging, accessible format that gets you to the information you need quickly and easily. It's the fastest way to give yourself the intellectual currency you need to market your products, services, and ideas at a whole new level. The Portable MBA Series The Portable MBA, with over 450,000 copies sold, continues to provide instant "MBA literacy" to managers, professionals, and business owners. Wiley's Portable MBA Series now takes this idea one step further by providing readers with a continuing business education. Titles provide comprehensive coverage of the primary business functions taught in MBA programs, as well as focused coverage of today's vital business topics.

Series Titles: Core Curriculum The Portable MBA, Third Edition * The Portable MBA in Economics * The Portable MBA in Entrepreneurship, Second Edition * The Portable MBA in Finance and Accounting, Second Edition * The Portable MBA in Investment * The Portable MBA in Management * The Portable MBA in Marketing, Second Edition * The Portable MBA in Strategy Vital Business Topics Real-Time Strategy * New Product Development * Total Quality Management, Second Edition * Psychology for Leaders * Market-Driven Management

Also Available: The Portable MBA Desk Reference The Portable MBA in Entrepreneurship Case Studies

From the Back Cover
Companies flying high on economic good times may be in danger of forgetting the business fundamentals that underlie their success. Increased focus on the bottom line, competitive strategies, and financial goals divert attention from the primary source of every company's good fortune-the customer. The Portable MBA in Marketing, Second Edition is dedicated to the principle that the only guarantee for continued success is a consistent focus on and attention to customer needs, preferences, and expectations.

This powerful tool for business success in the twenty-first century furnishes bright, ambitious managers with a solid grounding in MBA-level marketing theory and practice. Fully updated and expanded, this new edition emphasizes fresh marketing strategies and cutting-edge marketing concepts and techniques that help keep you in touch with your customers. It focuses on the key issues facing companies today, including how to outperform competitors, anticipate future trends, improve advertising and sales, build customer loyalty, and market on the Internet.

Witty, well-written, and packed with plenty of new real-world examples, The Portable MBA in Marketing, Second Edition brings you up to date with the latest marketing ideas and techniques, including:

• New negotiation skills for salespeople
• Current marketing strategies
• Innovative approaches to qualitative research that deepen your understanding of your customers
• Hot topics such as cohort marketing, person-to-person marketing, and marketing on the Internet

Written by two leading educators/marketing consultants and drawing material from the world's finest MBA programs, The Portable MBA in Marketing, Second Edition covers all the marketing innovations of the past decade in an engaging, accessible format that gets you to the information you need quickly and easily. It's the fastest way to give yourself the intellectual currency you need to market your products, services, and ideas at a whole new level.

The Portable MBA Series

The Portable MBA, with over 350,000 copies sold, continues to provide instant "MBA literacy" to managers, professionals, and business owners. Wiley's Portable MBA Series now takes this idea one step further by providing readers with a continuing business education. Titles provide comprehensive coverage of the primary business functions taught in MBA programs, as well as focused coverage of today's vital business topics.

SERIES TITLES: Core Curriculum

• The Portable MBA, Third Edition
• The Portable MBA in Economics
• The Portable MBA in Entrepreneurship, Second Edition
• The Portable MBA in Finance and Accounting, Second Edition
• The Portable MBA in Investment
• The Portable MBA in Management
• The Portable MBA in Marketing, Second Edition
• The Portable MBA in Strategy

Vital Business Topics

• Real-Time Strategy
• New Product Development
• Total Quality Management, Second Edition
• Psychology for Leaders
• Market-Driven Management

Also Available
The Portable MBA Desk Reference
The Portable MBA in Entrepreneurship Case Studies

Praise for The Portable MBA in Marketing, Second Edition

"I'm really 'gung-ho' about this book. If you follow its advice, your customers will become your 'raving fans.' Everyone needs to understand and apply these essential principles to attract and retain delighted customers."
—Ken Blanchard, author of the bestseller The One Minute Manager

"Helps you keep your eye on the all-important marketing ball. Infused with turbocharged examples and the latest cutting-edge concepts. . . . [You'll learn] winning strategies and actions that will propel you successfully well beyond the millennium. This fully revised book will do wonders to improve your marketing game!"
—Scott H. Creelman, Executive Vice President Spalding Sports Worldwide

About the Author
CHARLES D. SCHEWE, PhD, advises clients including Kellogg, IBM, RJR Nabisco, Coca-Cola, and Procter & Gamble on strategic planning, marketing research, and how to appeal to America's aging marketplace. He is a principal at Lifestage Matrix Marketing and a full professor at the University of Massachusetts at Amherst. He has authored ten books and more than fifty articles on marketing.

ALEXANDER HIAM has worked as a marketing manager and currently provides consulting, training, and research services to clients such as General Motors, Whirlpool, and The Vermont Country Store. He is the author of a dozen books, including Marketing for Dummies, The Vest-Pocket Marketer, and The Entrepreneur's Complete Sourcebook.

Most helpful customer reviews

20 of 23 people found the following review helpful.
Why did I go to B-school?
By William W. Holcomb
This book boils all of the marketing concepts I learned while in B-school(and some I didn't) into an easy read format. The only thing missing is that annoying quant-jock who sat behind my chewing gum the entire semester! If you just want a great introduction to marketing, or are an MBA looking to refresh your understanding of the 4P's, pick-up this book. You won't be disappointed.

11 of 13 people found the following review helpful.
Going beyond the actual...
By FrKurt Messick
As an undergraduate, I studied political science; as a graduate student, I studied history (among other things) - however, few if any of my classes ever dealt with the actual mechanics of business, despite dealing with business in a more general sense (as it would fit in the context of history and politics). I decided that it was important to learn some of the basic concepts of business administration, and the Portable MBA series by John Wiley & Sons publishers fit the bill.

This book on marketing covers the topic from the conceptual, research, and practical angles. Dealing with customers, potential and actual, is the key aspect to marketing. There are strategies that work and strategies that fail, and many of these are discussed and analysed. Companies included in the case studies include Coca-Cola, Pepsi, Colgate-Palmolive, Kawasaki, Campbell Soup, A.C. Nielsen, and literally over a hundred more. Just what is the magic that makes Nike a household word? How does one really assess the success of the cola wars between Pepsi, Coke, and other contenders?

In the foreword, Ken Blanchard (author of the 'One-Minute Manager') states, 'I have come to believe that the secret to competitive success is to give customers service so far above their expectations it becomes legendary.' Part of this strategy is to become a better listener (which is an art that is lost for many, particularly in the corporate world), and part of the strategy is to look beyond the actual and explore the possible.

The authors who contributed to this volume have both academic and professional experience, and tend to do a good job at explaining things in terms that the non-professional can understanding. Anyone with a basic undergraduate background should find this volume accessible. This book can also give one ideas for everything from garage sales to major marketing campaigns.

I taught marketing and advertising, having worked as a public relations/marketing director for a college and for a seminary. Had this book been available at the time I was teaching, I would not have hesitated to use it.

0 of 0 people found the following review helpful.
Great overview.
By Alexander Yates
This is a great overview. Pretty comprehensive. It would great if this were updated and available as audiobook, kindle and book

See all 10 customer reviews...

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[K588.Ebook] PDF Ebook The Vicars of Christ : Dark Side of the Papacy, by Peter De Rosa

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The dark side of the Papacy, the controversial best seller that reveals the Catholic church in a state of crisis. 1989

• Sales Rank: #1292669 in Books
• Published on: 1989
• Format: Import
• Original language: English
• Number of items: 1
• Binding: Paperback
• 688 pages

Most helpful customer reviews

40 of 44 people found the following review helpful.
An important lesson on the ill effects of good intentions
By David Oldacre
I bought this book some time ago and was prompted to read it gain as a result of a discussion I had had with a friend about some of the moral issues which had been raised during the recent Presidential election in the USA. When I observed that I thought that most of these positions were of reasonably recent origin (i.e. the past 300-400 years or so) , she questioned me about that. I told her that Peter de Rosa, in his book on the Papacy, had discussed in some considerable detail the history of the position of the Roman Catholic Church on moral issues such as abortion, marriage, birth control, divorce, homosexuality, and the family. Since it was, however, some time ago since I had read it , I thought another read of it was required in order for me to be sure of what he had written
I am not a member of the Roman Catholic Church, but do I respect its ability to use its moral and ethical authority for the good of the less fortunate in the world, particularly during the past few decades. How the Church managed to become the extraordinary organisation it is, having survived nearly 2000 years and still growing, is an interesting historical subject in itself, and so this book is just one of several I have read about the Papacy. One such is "Keeper of the Keys" by Nicolas Cheetham which is a somewhat benign history of the Bishops of Rome and the Papacy from the earliest times, but which focuses more on the actions of the Holy Fathers rather than on their position on moral questions.
Whether this is the best book to read about such matters is another question, since its subtitle "The Dark Side of the Papacy" makes it clear that this is going to focus on the sins rather than the achievements of the Roman Catholic Church. But it's a book I have and from my earlier read of it I knew that what Peter de Rosa, (a former Priest, and a former University Professor and College Dean), has written about the historical background of the Church is certainly consistent with that of Cheetham,, and other books I have read. And, so even though he has since left the priesthood, I am prepared to believe that his qualifications and experience are sufficient for one to be confident that he knows his subject well, .
The book is polemical and, unsurprisingly focuses on the misdeeds, mistakes, misjudgements, and inconsistencies of the Church leaders, so it is definitely a bit of gloomy book. One reviewer gave it the one-line label as "A binful of garbage", but I am not sure whether this was a snappy one-liner or whether the reviewer actually explained why he felt the need to dismiss it in that way. Other reviewers were considerably kinder, but it's not clear to me how representative they might be.
Be that as it may, this book is well written, very interesting, and very informative. It is a chilling indictment of the record of the Holy Fathers for the past 1000 years, showing them to be frequently less than Christian in their behaviour, frequently self serving, decidedly inconsistent, and certainly not a terribly good example to the lesser beings of this world. This is certainly not to say that the record of secular monarchs of this period is any better, so perhaps they were simply just men of their times. This book therefore is probably not for the devout Christian, unless they feel a need to know about the past history of the Church and how it got to where it is today.
Part One of the book, entitled "Power", describes why and how the church gained its temporal power, how it first used that power to control the rapacity and sheer greed of the monarchs of the High Mediaeval Period, and how sadly, it started to be corrupted by the temporal power it had gained at the expense of those kings. The incredible cruelty of the Crusades and of the Holy Inquisition on the one hand, and the self indulgent, self serving behaviour of the princes of the Church on the other, is perhaps little different from the standards of the times. Part Two entitled "Truth" describes how the Church reacted to the various challenges to its power particularly after the reality of the Renaissance had begun to sink in, and the methods which the church leaders used in order to hang on to their power. Part Three entitled "Love" discusses the development of the Church's doctrine on the moral questions which I listed above.

Did I get the answers I was seeking? Yes, and this book definitely provides a thorough explanation. It's rather a pity that it has been condemned because of its critical exposure of such a revered institution. Perhaps it would have been better to provide some kind of balance by contrasting the misdeeds with the positive record of the Church over these centuries, and this is the reason I am giving it four rather than five stars. Nevertheless it will remain on my bookshelf, and there is no doubt that I will find the need to consult it again from time to time.

1 of 1 people found the following review helpful.
An Opening of the Eye Regarding the Papacy
By Dennis E. Ferrara
Here Mr. De Rosa gives the background into the dark side of the papacy throughout the centuries even into the 20th century. Too many times in the past writers and religious types have covered up and denied the negative side of the human condition found in the Roman church and its popes. De Rosa opens "the can of worms" and "airs the dirty laundry." Nothing is perfection as for certuries select writers have tended to exaggerate the glory of the all-too- human popes complete with numerous sick vices including murdering of one another and really disgusting sexual and sinful actions. A highly recommended book but not for the "faint of heart."
Well-written with all the necessary research needed to support De Rosa's statements and arguments. Traditionalists will be totally shocked over the openiness and truthfulness writing style of this writer. This is one reason why this book is refreshing in its canididness.

0 of 0 people found the following review helpful.
very detailed
By 24th chance
Good points, it's very thorough with tons of information about Catholicism you never dreamed of.Bad points -- it written in a secular matter and needs to be more in a Christian point of view.Some stuff I looked up on the net and it either was'ant there or wrong.Not one bible verse that I remember being used.Didnt know most of the info though including peters statue being worn away by people kissing it, but that's not worship ???

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• Sales Rank: #6132697 in Books
• Published on: 1979-05-31
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 308 pages

Language Notes
Text: English, Spanish (translation)

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Webster's new collegiate dictionary

• Sales Rank: #1103619 in Books
• Published on: 1980
• Number of items: 1
• Binding: Hardcover
• 1532 pages

Most helpful customer reviews

4 of 4 people found the following review helpful.
Surprise for my husband
By Betty A.
I had searched everywhere for a replacement for my husband's dictionary. His dictionary had been passed down from his Mother but it was falling apart. After many tapings, the spine and pages would not stay together. I went on a search and found a perfect match on Amazon.com. He was shocked and very happy that I had found a perfect replacement. It makes me smile every day when he uses it to complete his crossword puzzles.

0 of 0 people found the following review helpful.
The standard. I have about five of these around my house and one in my office so one is always within reach.
By DT
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0 of 0 people found the following review helpful.
Five Stars
By Christina J Bales
This is a great old dictionary

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[E685.Ebook] Download On Beyond Zebra! (Classic Seuss), by Dr. Seuss

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If you think the alphabet stops with Z, you are wrong. So wrong. Leave it to Conrad Cornelius o'Donald o'Dell (with a little help from Dr. Seuss) to create an entirely new alphabet beginning with Z! This rhyming picture book introduces twenty new letters and the creatures that one can spell with them. Discover (and spell) such wonderfully Seussian creations as the Yuzz-a-ma-Tuzz and the High Gargel-orum. Readers young and old will be giggling from beginning to end . . . or should we say, from Yuzz to Hi!

• Sales Rank: #38137 in Books
• Brand: Random House Books for Young Readers
• Published on: 1955-09-12
• Released on: 1955-09-12
• Original language: English
• Number of items: 1
• Dimensions: 11.31" h x .38" w x 8.25" l, 1.01 pounds
• Binding: Hardcover
• 64 pages

Amazon.com Review
A thoroughly Seussian tweak of the alphabet-book tradition, On Beyond Zebra is about all the letters that most people ignore--the ones that come after Z. Our hero (instantly recognizable to most Seuss fans as the boy who captured Thing One and Thing Two in The Cat in the Hat) takes his young friend, Conrad Cornelius O'Donald O'Dell, on a guided tour of all the weird creatures that begin with letters such as Yuzz, Wumbus, and Glikk. "And Nuh is the letter I use to spell Nutches, Who live in small caves, known as Nitches, for hutches." The message is pretty simple: the alphabet pins down boring old "reality," but if you explore further afield there are more interesting worlds to discover. "So, on beyond Z! It's high time you were shown, / That you really don't know all there is to be known." Explorers in need of guidance will even find a table of useful new letters (a beyondabet? a WumbaGlikk?) in the back. (Ages 4 to 8) --Richard Farr

Review
"Children will be intrigued and delighted with the nonsensical alphabet that begins after Z."--Booklist.

From the Inside Flap
Illus. in color.

Most helpful customer reviews

32 of 33 people found the following review helpful.
Quite possibly Dr. Seuss's greatest work
By Michael J. Mazza
"On Beyond Zebra" was my favorite of Dr. Seuss's books when I was a child, and as an adult I appreciate the insight and humor of this classic even more. The concept of the book is simple: the narrator introduces young Conrad Cornelius o'Donald o'Dell to the weird and wonderful letters that come after "z" (yes, AFTER "z"), and provides the wide-eyed child with a marvelous bestiary of the Seussian creatures whose names begin with these letters.
Actually, Seuss's post-"z" letters appear to constitute a syllabary rather than a true extended alphabet, but why quibble over technical details? The letters/syllabics and their accompanying creatures represent Seuss at his most delightful. And best of all, he leaves the door open for readers to create their own extension to the alphabet/syllabary!
More than mere whimsy, "On Beyond Zebra" is a truly mind-expanding book. Through fantasy and humor, Seuss challenges us to open our minds to new possibilities; he encourages us to tear down artificial walls that restrict our intellectual and creative growth. This book would be as useful in teaching pedagogical theory to college students as it is for entertaining children. "On Beyond Zebra" is a triumph.

11 of 12 people found the following review helpful.
Dr. Seuss was a prophet of unfettered imagination
By Jason
If I were to start my own religion, this would probably be the most sacred text. Dr. Seuss possessed powers of pure imagination unequaled in all of children's literature, and this book is the most inspiring, mind-expanding example of his divine gift. Even more important than Cat in the Hat or The Lorax, every baby born into this world should be given a copy of On Beyond Zebra. Buy it and give it to a child you love today!

9 of 10 people found the following review helpful.
Altered perspectives for life
By J. SHARP
This book introduced "paradigm shifting" into my intellectual vocabulary before I even knew what such a thing was.

Many, many, many years ago (Nixon was President, I think) I read this and was changed. I can remember the the images, the textures, the smells (Ah! The ditto machine and its purple perfume!) and all my surroundings. I was sitting in the elementary school library, facing northwest toward the door. Lured by the title and the premise, I had taken the volume to my assigned seat ("Library" was a class back then, as it should have been) and quickly devoured it.

The concept - that our 26-letter alphabet was an arbitrary collection and not a universal constant on a par with gravity - had never entered my cartoon-addled mind. It sparked an awareness of similar cultural and philosophical constrictions that I have expanded and retained to this day.

Hats off to the Dr.!

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Internationally renowned leadership authority and bestselling author Stephen R. Covey presents a hands-on companion to his landmark book The 7 Habits of Highly Effective People, which has sold more than 10 million copies and has become a touchstone for individuals, families, and businesses around the world.

Stephen Covey’s The 7 Habits of Highly Effective People took the self-help market by storm in 1990 and has enjoyed phenomenal sales ever since. The integrated, principle-centered 7 Habits philosophy has helped readers find solutions to their personal and professional problems and achieve a life characterized by fairness, integrity, honesty, and dignity. Covey’s tried and true step-by-step approach is explored even more fully in this workbook, which leads readers through the 7 Habits and shows them how to put these ideas into action everyday.

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• Sales Rank: #3519 in Books
• Brand: Franklin Covey
• Model: 940366
• Published on: 2004-01-06
• Released on: 2004-01-06
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x .40" w x 6.00" l, .60 pounds
• Binding: Paperback
• 192 pages

Features

• The 7 Habits of Highly Effective People: Personal

Review
"The 7 Habits encompasses timeless principles that can help guide and company towards success." (Tony Hsieh, New York Times bestselling author of Delivering Happiness and CEO of Zappos.com, Inc.)

About the Author
Recognized as one of Time magazine’s twenty-five most influential Americans, Stephen R. Covey (1932–2012) was an internationally respected leadership authority, family expert, teacher, organizational consultant, and author. His books have sold more than twenty-five million copies in thirty-eight languages, and The 7 Habits of Highly Effective People was named the #1 Most Influential Business Book of the Twentieth Century. After receiving an MBA from Harvard and a doctorate degree from Brigham Young University, he became the cofounder and vice chairman of FranklinCovey, a leading global training firm.

Most helpful customer reviews

3 of 3 people found the following review helpful.
Great Companion for Applying Principles/Teachings!
By Amazon Customer
I'm a huge fan of Coveys books, and Ive read the original 7 Habits multiple times throughout my life. This is the perfect companion for the book, to help yourself really learn and apply the concepts within 7 Habits. It helps keep you on course if you really want to do more than just "reading" the 7 Habits.

NOTE: I DO recommend getting this WITH the book 7 Habits of Highly Effective People unless you've already read that one a few times. I was surprised that this book does have explanations and summaries of all of the teachings, but the actual book does go into much greater depth for better understanding. ;)

2 of 2 people found the following review helpful.
Good Exercises to go with a great book
By Ralph Pridgen
Every manager should recommend this book to your subordinates. Understanding these simple principles will make your success easier.
Covey lays out very practical skills that are useful for everyone from High School graduates, to top level managers. This is a must read for anyone who has to deal with people.

0 of 0 people found the following review helpful.
Good companion
By Amazon Customer
I have not really delved into the workbook, but just to glance at the chapters and some of the questions. It looks to be a very effective companion to the book.

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• Published on: 2007
• Binding: Paperback

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