Industrial Books

The underlying premise of this book is that architecture is an imitation and application of the principles of nature. To build is not merely to impose our will on nature. It is to cooperate with nature.

Shelter is a natural human need. Building is the art of meeting that need. It does so, according to Allen, by following the example of nature herself and applying her principles. An organic analogy runs through the book. Buildings live and breathe. A building, like a human body, is matter so arranged that it interacts dynamically with its environment and thus perpetuates the arrangement. Buildings, however, are highly dependent on human beings, whom they serve. The parts of buildings, e.g., the roofs, walls, windows and mechanical systems must work together with the other parts in such a way as to "survive" but most importantly to provide optimal human shelter. Buildings that outlive their usefulness "die."

My favorite passage from the book is a section entitled "People as the Measure" (pp. 169-171). Drawing on his extensive knowledge of the history of architecture, Allen explains how "people literally became the measure of buildings." For example, the brick... was standardized in medieval times within a range of sizes and weights that could be easily manipulated by the left hand of the mason, leaving the right hand free to operate the trowel." Allen cautions against bulk materials manipulated by machines instead of people: "[T]he finished product will not automatically display the human-scale texture that hand-sized components have and that occupants often subconsciously identify with."

This book was very educational for me, a Ph.D. in philosophy who has left academia to help run a construction business. I highly recommend it to new students of architecture or engineering or anyone who has amateur interest in those fields.

This is a book on how buildings are designed. It's not a book on how to design a building, that's the architect's job. It's a book on what the architect is going to do to design the building you want.

The book contains hundreds of line drawings on the components of a building. This is how a wall is built, this is how heat circles around a room, this is how a truss structure holds up the roof, this is how electric power is brought into the house and distributed.

This is not a book on how to design a house, you can put the bedrooms anywhere you want, you can have as many bathrooms as you want. This is the basic design of how the building does its job of providing the walls that make up the bathroom, keep it warm/cool, with water inside but kept where you want it.

I consider this book to be interesting to anyone interested in the subject. I consider this book to be mandatory reading for anyone even thinking about building a house or having one built.

HOW BUILDINGS WORK is just a great book, even more interesting than Macaulay's THE WAY THINGS WORK. Buildings are everywhere, and most everyone uses buildings of various kinds for various purposes. Yet how a building works is often a mystery. In this way, I think buildings are much like computers; most people who use them have no clue about the inner workings of them.

Edward Allen takes us through the functions of a building without going into traditional architectural theory. This book is more concerned with the needs that buildings must fulfill, and how we can fulfull them. He discusses water, waste, heat, ventilation, lighting, accoustics, energy, structure, and more, first by explaining each particular concept, and then by examining how problems can be solved with the knowledge of those concepts.

While this isn't a book on theory, neither is it a wholly practical book. That is, it won't equip you with the skills to go and build a house. But it will open your eyes to the various elements of buildings and building construction and you may think "Aha!" the next time you look at a building and observe a strange structural or design detail. You don't have to be an architecture freak to enjoy the book either. You just need to be curious.

I approach this book as someone who likes to walk around old neighborhoods and look at houses. I have collected architectural field guides for years and I can identify most building styles. However, I had little idea how buildings worked.

This book was enjoyable because the writing style was simple and straight to the point. One does not need a technical background to get a lot out of the book. Edward Allen's skillful line illustrations also add a great deal. If I could not understand the technical description, the simple illustration helped me with the underlying principle.

To give you an example of why this book is helpful to a non-specialist. I have heard of septic systems my entire life. However, I had no idea how they worked. With the help of very clear illustrations and straight forward writing, this mystery has been solved. This book is a great introduction to all those interested in architecture. Highly recommended.

I practice and teach architecture. This is the best book I have ever found for communicating material essential for the study of building science and architecture. The presentation style is frendly and informative. The knowledge of the subject displayed by Edward Allen is superb. I am a unashamed book-a-holic, if I could only take one book to the proverbial desert island - How Buildings Work would be it.

Lucy Gill's realistic strategies add a significant number of new tools to the communication toolkit. The problem-solutions presentation is like mental aikido: you can see how to use the situation to help correct the situation.

I'm a project management consultant and coach for Internet startups. My clients can usually handle the technical problems; it's the people that challenge them, especially in hectic "instant company, instant culture" environments.

Lucy Gill's examples really tap an individual's "response-ability" to change their role in a situation and create solutions. I give my clients a copy of the book to reinforce our discussions - so they can take with them answers to the question "What do I say when I get back to my office?"

I recommend this book highly. As an IT manager I can testify to its practical tips for getting to the heart of a difficult situation and resolving it effectively. It's insightful, clever, witty and useful. The techniques presented can provide relief when dealing with a difficult colleague, superior or subordinate. I was particularly impressed with the methodologies for determining what the real problem is, instead of just complaining and "horribleizing." The solutions may well make you laugh, but they work.

Lucy Gill presents a new approach to dealing with problem people at work that is simple, fresh and extremely useful. The bottom line? Stop using the same old methods that don't work for you. If you want to see new results, you've got to employ some of the new tricks put forth here. This book will help you, whether you are stumped on dealing with a boss or employee. If you have ever felt frustrated by a bully, nerd, lightweight, arrogant or some other problem-causing co-worker, then here is your book.

This well-written book is a quick, enjoyable read that will give you more power in those moments when you feel powerless.

Lucy Gill's "How to Work with Just About Anyone" hit close to home with me. Wish I had read this book before I gave up on a couple of projects because of people I couldn't work with. Hasn't happened to me often but when it did, I went half nuts fruitlessly trying those things that worked so well for me before with others, but now they didn't work at all. Lucy Gill is exactly on the mark, the harder I tried the worse things got.............the circular dance, she calls it. The book is too late for those particular projects but next time I'll be armed and ready. The first step of getting the problem clear with the "who is doing what to whom and how it is a problem" approach will not be forgotten. I'm half hoping I do get stuck in one of Ms Gill's feedback dance loops with someone again soon, just to try out her "doing the opposite" gambit.

One other thing, this book definitely should be read before your kids reach their teenage years.

I read a great deal of personal growth/self help books. This one has some good ideas, but it's not as good as alot of ones I've read. I must admit that Gill is a good, clear writer, and that she obviously understands the underlying theory that her suggestions are based on. She uses alot of examples to illustrate her points. The book is well laid out and easy to follow. I particularly like that it contains a summary of the steps at the end. The author also provides a (too brief) bibliography to give readers a chance to get more information and support in using the techniques presented.

Despite the fact that the book does have good points, and some people will probably find it useful, I didn't find it particularly helpful for me overall (although I did agree with certain points -- notably, the idea that people have a tendency to repeat the same mistakes). It's too short, and I find that the techniques she suggests, which are based on the work of Brief Therapists such as Paul Wazlawick, are too cognitively based -- I have an admitted bias against cognitive behaviourism. In my experience, some of the techniques she suggests are superficial and they don't lead to long term change. They don't get to the root of the issues between people and really allow you to connect and improve the relationship. If you want to do that, this book won't help.

If you just want to get along well enough to achieve a task, and aren't really interested in the long term health of the relationship or achieving true communication, some of the ideas here might work. But this approach deals with the symptoms, it doesn't get to the root of problems. Some would go so far as to say it involves being manipulative -- I'm not sure.

If you have some familiarity with solution focused therapy/thinking, and you generally believe in the benefits of that orientation, you will find this book of value. If, like me, you prefer a more humanistic, person-centred theory, you likely won't get as much out of this book. I'm glad I read it, and I did take a few ideas from it, but I've already put it in my "to give away" bag.

Jack Mitchell is truly inspirational in so many ways. With "Hug Your Customers" and now, "Hug Your People", he has proven to be a master of observation and implementation in the retail and corporate world on both the business side and, more importantly, the human side as it relates to customers AND employees. This is a MUST-READ for anyone who wants to help their employees aspire to new heights and reach their full potential.

I enjoyed this book and it's numerous tips and tales.

I also appreciate the focus on how to treat and engage employees, especially because they are foundation to customer happiness (Jack's other book called Hug Your Customers: The Proven Way to Personalize Sales and Achieve Astounding Results is about that).

This is an easy to read book and great for sharing with your boss, your workplace and your friends.

I'm a career retailor and always read what our industry stars have to say. The Mitchells always share all of they're extemly successfull business practices. Not everything they do can always be adapted but there are always things to think about. This book is no exception!

Jack's new book is a reminder of just how important it is to serve those we lead by encouraging their heart. It's not about fancy programs, but a simple commitment to build genuine relationships with our coworkers by recognizing their needs and valuing thier contributions, large and small, each and every day. Thanks Jack, and many hugs to you for "leading the way" and sharing the many practical and effective examples in your latest MUST READ!

K Martin - President/CEO, Signature Custom Cabinetry, Inc.

Jack Mitchell once again offers insightful, sound and excellent business advice. His ideas are thought provoking and yet practical enough to easily adapt within an organization. Interacting in business, whether with customers or employees, with respect, trust and appreciation will help to differentiate any organization. "Hug Your People" should be kept as a handy reference guide on every manager's desk.
Dr. John A. Davis
Faculty Chair, Families in Business Program
Harvard Business School

What a book! It is so easy to read and understand. I wish this book was around when I was going for my BSME. It is a great reference book that all designers should have on their shelves.

This book is so interesting to browse through. As a mechanical engineer I really appreciate it, and it comes in handy for getting ideas. Great illustrations and descriptions! I highly recommend it.

I am a farmer who enjoys making machinery. I design my contraptions on paper, then using a CAD program to refine the designs. Having no training in engineering I am frequently using references such as "Machinery's Handbook" and "Moving The Earth" and "Mark's Standard handbook of Mechanical Engineering" and others.
I have to say, that Parmley's book is a treasure trove of information, with heaps of unusual ideas for common compnents such as O-rings, rubber balls, pipe connections, washers and many others, plus hard information about more complex components such as gearboxes, cams, governors etc etc.
This is a big book, with many pages (numbering within each section only), lovely clear diagrams, and enough but not too many tables, formulae and specifications. It can be browsed cover to cover, (as I am doing for the 2nd or 3rd time), open a page at random and be fascinated, or look up specific topics in the excellent index.
I have read the other reviews on this book, and clearly it is a valuable rescource to professionals. I can tell you that it is also a fantastic mine of information to the interested amateur.

This volume contains the most comprehensive list of mechanical components and variations on any given theme that I've seen in one place. Additionally there are significant extensions to computation methods and overviews not found elsewhere. It is an extremely high value book.

The last few favourable reviews cover my thoughts well, but I would like to add that this large volume far exceeded my expectations in terms of both depth of content and quality. This is an amazing value for anyone who works with mechanical components. While its focus is on illustrations of the components themselves, it also includes detailed explanations with graphs, formulae, etc. So it's also a how-to book of sorts. I also purchased a companion volume "Mechanisms and Mechanical Devices Sourcebook", which I also highly recommend.

Image processing is used to improve the visual appearance and transmission of images to a the human eye. It also concerns the preparation of images with respect to measuring an image's features and structures. Now in a newly updated and significantly expanded fifth edition, "The Image Processing Handbook" by academician John C. Russ (Materials Science and Engineering Department, North Carolina State University, Raleigh, North Carolina) "The Image Processing Handbook" features an informative chapter explaining which visual cues elicit a response from the viewer; descriptions of the latest hardware and software for image acquisition and printing including digital cameras; multichannel images and an analysis of their principle components; the issues of deconvolution, extended dynamic range images, and image enlargement and interpolation, and so much more. Enhanced with more than 2000 illustrations, and with the availability of a companion CD-ROM, "The Image Processing Handbook" is a seminal and essential addition to professional and academic library Computer Science and Electrical Engineering reference collections.

This, the fifth edition of this industry standard reference book on image processing has been significantly expanded. There are some 600 new and revised images. A major feature of the new edition is to describe the new advances that have come about in hardware for image capture and printing. This includes both new versions of traditional equipment and new emerging technologies. The text has been expanded in areas like deconvolution, extended-dynamic-range images and multichannel imaging including principal-components analysis.

In general this book does not cover the background mathematics that enables image processing. Those are left to specialty books on the subject. Instead this book is intended to be used in conjunction with hands-on equipment where the reader is encouraged to experiment with different methods to determine what is needed for the particular job.

While suitable for use as a text, this book is really a handbook for technical users. The book is more oriented to what the various tools availavle to help actually do.

I am a biologist with a little background in math. Using this book and matlab I could quickly implement basic feature recognition tools to analyze microscope images. The book focuses on concepts and explains them in intuitive language rather than in mathematical terms. Overall, it worked perfectly for me, but could be over-simplying for people with technical background.

John Russ' book on image processing was never intended to be a textbook on how to understand and write your own image processing algorithms, as you might believe by looking through the table of contents. It does cover just about everything you would see in such a textbook, but from a user's standpoint of these operations, not as an author of image processing code who needs to understand the algorithms behind these operations. Instead, Russ explains all of the operations, their value in various applications, and provides many illustrations showing before and after pictures of what each operation does. There are no algorithms, pseudocode, or mathematics in this book.

The jewel in the crown of this book is the companion CD. It contains over 200 Photoshop plug-ins for performing the operations mentioned in this book. These plug-ins work on 8-bit grayscale and 24 bit RGB images and are divided into the categories of image adjustment, color manipulation, image math, boolean operations, Fourier processing, morphological operations, neighborhood processing, distance-map operations, thresholding, feature measurement, calibration, stereology, and surface rendering. The bad news is that you have to obtain the CD separately. If you need to understand the detailed mathematics behind such operations, you might consult Digital Image Processing by Gonzalez and Woods, and then come back to this book for the tools to accomplish the operations explained in that book. The updates to this fifth edition include an additional chapter on human vision and how it ties into image processing. Also, the author has updated his sections on image acquisition hardware and software to describe the latest tools available. Finally, the topic of tomographic imaging has been expanded and given its own chapter and the chapter on 3-D image acquisition has been deleted.

This is an excellent book on image processing from a systems engineering and user standpoint. You will be disappointed if you expect to learn the algorithms behind the techniques demonstrated in this book.

As others have stated, this book comes as close as you'll ever get to a single-source reference on image processing. But if I were ever going to shoot anything down in it, I'd say that a little more mathematical background on some topics (and maybe pseudocoded examples) would help. For example, in the satellite geometric correction section, only a very high level view is given yet this is a challenging topic that could use more depth. Geometric transformations in general could use more depth, e.g. camera calibrations or image warping/morphing/mapping to other projections for example. Another example would be the need for a little more depth on how to make slow algorithms fast ...like convolution multiplications for example. Sure, you could write out the multiplies and spot commonalities, then re-use results that appear in more than one subsequent equation and what not, but some exploration of matrix math and how to make it efficient would be nice. But again ...I'm picking at small things here, and if John's book covered everything that I'd like it to, then it would become 2 books, not one ...hey! Now THERE's an idea! A 2+ book set by John Russ that covers a broader range of topics and does so in greater depth! That's something that I'd pay for (and much better to read than Ballard & Brown)

The book is in perfect conditions! brand new as the advertise said.
I would recomend it...

2005 Edition:

Great book! However, it is the SAME as the old edition... save your money, buy a copy of the old edition.

I guess Ebeling is trying to supplement his military retirement pension.

Chuck... if you release a new edition and don't change anything, at least mix the index up so it's not so obvious!

The book was brand new when received and in excellent condition and hard bound.. Delivered quickly and efficiently.. will do business again with seller..

There have been many books, papers and publications written on the subject of Reliability. Since the AGREE Report, followed by C. Ryerson's work at RCA in the 50's on a pre-Mil-Hdbk 217, there have been many authors promoting and upgrading the discipline of Reliability. Most engineering and scientific textbooks have a tragic short lifespan. However,in my opinion, I believe Charles Ebeling's work is an example a more enduring and sustaining effort. Chapter 9,"Maintainability" is a good illustration that could be of value to a Maintenace Manager that shows the benefit of PM. Chapter 10,"Design for Maintainability" carries on with discussions of Reliability of Repairable system, i.e. repair or replace..... Chapter 17, "Reliability Estimation and Application" is priceless as examples to emulate. I believe that the applications are more appealing to a wider audience, i.e. Non-Aerospace industry. If there is a shortcoming, it is one that always concerns me in all the classes that I teach.

It is that none of the techniques, equations, empirical methods or algorithms have any value, if the DATA has no integrity.

Chapter 12,"Data Collection and Empirical Methods" is a fine chapter, perhaps it could have been first?

DATA integrity is crucial. Data means drudgery, screening, checking, confirming but a vital platform for analysis to spring to decision making. My simplest example of data without integrity is the application of computer program to estimate an average, that is based on 4 data points, (1 , 2 , 3 , 5280). Is the average 1321.5? or What? I believe that this book has a future and a longer life.

Good Luck

Norm Jagodzinski

This book will help all beginers who want to learn about Reliability and Maintainability Engineering.
This book has a lot of not only very kind features but also good examples. This book is one of my treasures in my book shelfs.

This is a great find for the reader who wants to truly understand what makes Jack Welch such an icon. For years, I've been subjected to "Welchisms", loosely tossed about by everyone from managemenet consultants to managerial wannabes.
In "The Jack Welch Lexicon of Leadership", the author provides a comprehensive look beyond the man to his underlying principles. He discusses the significance of each and highlights Welch's initiatives within the perspective of the man's career as a trailblazer. Best of all, it's succinct, which is more than I can say about some of the amateur "Welchism" purveyors I've encountered over the years!

As Dean and Professor at the Alan Shawn Feinstein Graduate School at Johnson & Wales University I have adopted Mr. krames book as the major theme for our 700 MBA students. The succint, valid, and sophisticated manner in which Mr. Krames transmits Mr. Welch's ideas and philosphies is remarkable. The next best thing to Jack Welch is Jeffrey Krames and this book is the inner psyche of one of the world's greatest business legends. I strongly recommend this book to instructors, business leaders, and managers in every field. It is a one stop shopping trip of the wisdom and intellectual stimulation provided by Jack Welch through his alter ego, Jeffrey Krames. This book should be on the list of every "Great Business Books" series for the world's top business schools and on the shelf of every manager anywhere in the world.

This author puts Jack Welch's tools to succeed in business and in life in the reader's hands. It really hits the mark by accurately blending practicality and inspiration.

Comprehensive in its coverage, this book takes you through all the phases of modern business yet it is timeless in its application. Truely, a book to be referred to over and over. A real gem that will age well, because the lessons learned here gain in depth and significance as time passes.

As a sales consultant and trainer, I find this content provides the reader a roadmap to success and enables them to control their destiny.

This is an outstanding book as it contains overviews of all GE's and Welch's strategies and initiatives without the "fluff." It is direct and to the point. A benchmark and guide for all to use. Well worth the time and money.

Jack Welch is no stranger to the world of business. In his book, "Jack Welch on Leadership: Executive Lessons from the Master CEO", he hit the mark on what it truly takes to be a leader in any organization. In this book, he has once again shared his expertise and wisdom in the world of business. As a business management trainer, counsellor and consultant, I can honestly say that when it comes to business and strong leadership, "The Jack Welch Lexicon of Leadership" ranks near the very top of my list in providing quality, insightful business philosophy. I find myself quoting to my students "infamous words of wisdom" discovered in many of Welch's previous books. From globalization to effective customer service, Welch shares a wealth of advice on a vast number of topics. I particularly enjoyed the section on the significance of the Internet as the Internet has, indeed, changed the way we do business in today's marketplace. "The Lexicon of Leadership", which to me is like a "business bible", is highly recommended reading material. It makes an extraordinary reference guide and is most deserving of a five star rating.

This is a magnificent, beautiful book. We left it open on the kitchen table, and everyone who passed by turned to a new, exquisite image. I've now snatched it back to my office and expect to browse repeatedly when I have a chance for a cup of coffee and a brief get-away moment. It is truly a gift.

Maine The Home Place by Murad Sayen is an especially appealing photography book. Not only is this book visually pleasing as you view beautiful scenes in Maine, but it also is very emotive as you also "feel" Maine. The quality of the photos is superior and most of them look as much like paintings as photos. If you are ever fortunate enough to look through this book, go directly to page 28 ( one of my favorites)and enjoy the compostion of hands. There have been numerous artists who have highlighted hands in their composition but never with the unique approach that this one does. I have only had this book on my coffee table for one month, and have already "sold" 5 copies. People's responses were so positive that 5 lucky people will be getting this book for Christmas. Maybe you could be lucky also. If Maine was ever your home, I think you will enjoy having this book around as much as I have, and Maine was never my home.

The thing that strikes you as you turn the lush pages--the land and seascapes, the faces--is the surface sense of calm. And yet, below those surfaces there is always a suggestion of great energy, of processes being carried out. In the cover photo, for instance: a country church, maple trees in their October regalia, a cemetery, the cornstubble foreground--lies the hint that things are in motion, even there below the ground. The world is moving toward a new incarnation.

This dualism--or energy and calm--kept me turning pages, forward and back, over a period of many days, looking closely at colors, faces, cloud formations, ice crystals on a pond, dawn sunlight on a lighthouse.

At first I quibbled that Sayen has confined his camera to so few regions of the state; and yet, in truth, this only reminds us that art, in order to be universal, must be local. To develop the kind of intimacy that Sayen (a confessed "outsider") obviously has with his subject, it is necessary to keep it focused.

With "Maine: The Home Place", Murad Sayen has created a masterful book, far more than another of the garishly colored "coffee table" books that publishers seem to crank out each year. This is a book that bears repeated readings, and which, for me, continues to offer fresh discoveries. In addition to the photographs, there is a series of elegantly written essays and photographer's notes. For anyone looking to be delighted and deeply moved by the complexity within simplicity, "Maine: The Home Place" is a volume that will do that.

When I opened Maine: The Home Place, I didn't know how much I was opening up. I looked through it, then I realized I needed to look into it: I did so at two pages a day until I went through the book. I especially love two of the pictures (although each page and picture looked more like a composition in a painting than a camera capturing a scene): The Androscoggin at Bethel, November and North Pond, Greenwood, October. There is a disarming directness in the simple presentation that drew me into the pictures, and into myself. The captions reminded me these places are here, in this world. What I found myself doing since I opened Maine: The Home Place is seeing myself and the world around me differently. Cezanne says that "Art is a harmony parallel to nature." I am wonderfully confused by Murad's presentation of nature and art that has gotten into my heart through my eyes. What more can you ask from a book than to make the world and yourself more alive? Maine: The Home Place is a book that will do that year after year, picture after picture. Great job, Murad Sayen.

Murad Sayen shows us in his amazing pictoral that Maine is more than a magnificent coastline dotted with harbors and lighthouses. His photographs and essays capture the essence and beauty of Maine that those of us who are fortunate to live here can now share with the rest of the world.

He is masterful in his use of lighting. The effect is mystical and invokes a strong emotional response to his work. For all those who want an unlimited opportunity to escape to Maine, whenever the spirit moves you, I highly recommend Maine: The Home Place.....the way life is!

Expertly co-authored by Hermann Simon (Founder and Chariman of Simon-Kucher and Partners Strategy and Marketing Consultants, Germany), and SKP partners of Boston's division, Frank F. Bilstein and Frank Luby, Manage For Profit Not For Market Share: A Guide To Greater Profits In Highly Contested Markets is an important and timely study of the issues concerning adoptive profit versus market share in today's volatile stock market. Introducing readers to investment management, marketing, and providing a clearly presented and accessible explanation a complex monetary subject, Manage For Profit Not For Market Share provides a clear and applicable guide for understanding the differentiation between mature products, as well as addressing such issues as effective price increases, new orders to segmenting customers, proper timing to various activities, and the effect of consumer preferences. Manage For Profit Not For Market Share is very strongly recommended and profitable reading for investors, account managers, brokerage executives, and consultants for all formats of corporate or business sales as an exclusive and expansive interpretation of competitive profit sales, marketing, and innovative, practical guidance through modern business progress.

The authors have addressed the biggest mistake that large corporations make in using the classic BCG growth-cash quadrant that was popularized by Bruce Henderson in the 60's that lead to the fad for the market share as the key to success, in fact Henderson was very clear that market share in itself could never be the root to free cash flow. Today One Big Idea Consulting International is a modern disciple of Henderson and all Marketing Strategists should revisit Henderson before reading this book.

Many executives, especially those running large companies, get easily pulled away from increasing profits to an almost ego-driven pursuit of market share.

This book explores nicely the origins of how market share became king, why it is a problem, and how companies could and should become profit-focused. The authors have presented a large set of case studies to support their argument and to help others bring about change in their companies. There are powerful yet simple examples of successes from grass roots efforts within companies that chose the path of profit and also of colossal mistakes that must be avoided.

Manage for Profit Not for Market Share could help conscientious executives to reflect upon how to right the wrongs by changing company practices and provides managers the material to build their roadmap for profit leadership. MBA students should also read the book not to just unlearn something that was perhaps perpetuated by B-schools but also to chart their careers. For a pricing professional like me, this book is a great ally in making and reiterating the case for profit.

More profit obviously means more money for a company's stakeholders, so why do companies continue to insist that market share is the top organizational priority? The case for changing minds over to a profit-centralized viewpoint is clear. This is the mission authors Simon, Bilstein, and Luby undertake in this book and succeed gracefully at. Such ideas as understanding your company's comparative advantages, improving salesperson performance by removing the emphasis on sales volume, raising prices and optimizing marketing are all covered. Such topics as decreasing costs are not considered, as this book takes a very customer-centric view of profit and leaves the topic of cost alone as it is covered quite extensively in many other publications. The range of tools the authors provide is excellent and not overwrought with dense explanations. Experienced managers can effectively improve their companies' bottom lines by reading the ideas and example applications and then customizing the information to fit their organizations. Companies and their shareholders all stand to profit from the information in this book, so I cannot recommend it highly enough to managers at all levels of all organizations.

Expertly co-authored by Hermann Simon (Founder and Chariman of Simon-Kucher and Partners Strategy and Marketing Consultants, Germany), and SKP partners of Boston's division, Frank F. Bilstein and Frank Luby, Manage For Profit Not For Market Share: A Guide To Greater Profits In Highly Contested Markets is an important and timely study of the issues concerning adoptive profit versus market share in today's volatile stock market. Introducing readers to investment management, marketing, and providing a clearly presented and accessible explanation a complex monetary subject, Manage For Profit Not For Market Share provides a clear and applicable guide for understanding the differentiation between mature products, as well as addressing such issues as effective price increases, new orders to segmenting customers, proper timing to various activities, and the effect of consumer preferences. Manage For Profit Not For Market Share is very strongly recommended and profitable reading for investors, account managers, brokerage executives, and consultants for all formats of corporate or business sales as an exclusive and expansive interpretation of competitive profit sales, marketing, and innovative, practical guidance through modern business progress.

In this another excellent work from John Poole, the author has chosen to examine the moral aspects of good soldiering by focusing on their application on a tactical level (although his suggestions might be equally well applied on the strategic level.) Don't be mistaken, however. This is not simply a theological tract. The author, a Roman Catholic, probably has more first hand knowledge of good solid tactics than any other "expert" going. He knows how to kill another man, another unit, and/or another tank. His interest, however, is in the proper aim of maneuver warfare: winning the war with an eye on what Liddell-Hart called "a better peace."

It's been over twenty years since the U.S. military formally outlined their emphasis on maneuver warfare (hastily summed up as "achieving our objective(s)") rather than attrition (again, hastily summed up as "destroying the enemy"), and yet our forces still seem bogged down in no-win attrition style wars. Were they to pay closer to attention to the evaluations of gentlemen such as Poole, they'd have a much easier time winning those "hearts and minds" we're always hearing about.

There are, of course, a multitude of religious undertones here, but even the most atheistic amongst us will have to recognize the strategic pragmatism of Poole's suggestions. The bombardment of a city by air may win you some rubble, but it doesn't win you a war. A wake of bodies doesn't make for a victory, and it doesn't lay the groundwork for "peace-keeping." As we've seen, it only encourages resentment and an insurgency.

If there's an intruder in your neighbor's house, you seek out and remove the intruder. You don't blow up the building. If your goal is to show an eastern peoples that you've come to remove an indiscriminately violent dictator, you don't use indiscriminate violence.

One More Bridge to Cross is an inside look at the Noncommissioned Officers contributions to warfare. By providing direct insight to the Noncommissioned Officer, the author allows the reader to gain a great deal of in-depth knowledge in a short time. He provides the reader with real life experience as well as researched facts that build upon one another and enlighten the reader. A definite read for anyone interested in military tactics and training.

One More Bridge to Cross takes a truly unique approach to studying warfare and military reform. One More Bridge to Cross offers a close look at the moral factors of war that John Poole examines so insightfully in his other books. Most great military theorists (including Sun Tzu, Clausewitz and John Boyd) have emphasized the importance of moral factors. John Poole goes beyond theorizing about these moral factors and examines their importance in conflicts past and present. He shows how the United States has gained strength throughout its history by supporting worthy causes. He gives examples of how upholding moral standards in the conduct of war has contributed to ultimate victory. Finally, he shows how the United States has begun to loose the moral highground in recent times by practicing heavy-handed attrition style warfare. One More Bridge to Cross is particularly relevant to today's war against terrorism, where perceptions of values and morality can sway public opinion at home and rally new enemies abroad.

One More Bridge to Cross addresses something that often gets forgotten- the training of our souls and establishing a natural moral compass when engaged in combat will instinctively take over as chaos ensues. Fight or flight instincts take over on the battlefield. If training is not effective and becomes a part of ones character, it's left behind in lieu to what already exists in one's moral fabric. This book is about avoiding killing when the opportunity exists in order to minimize loss of life and limb. It's about applying only the appropriate amount of force in order to meet mission requirements. Before going into combat we train mentally and physically with a quick skim over the morality of war, and the mental, physical and moral costs of war without ever realizing what war actually may entail.

So what happens when human beings ignore training of the compass? We have incidences like Abu Ghraib, WWII soldiers say they were only following orders when exterminating Jews, Serbs and Muslims of the Balkans revenge killing each other, Palestinians and Israelis going tit- for-tat, Special Forces Operators being accused of needlessly killing detainees, news reporters concerned about getting stories out without considering their uninformed or biased approaches. All of the above named actions contribute to the continuation of war.

Service members who are not mentally prepared for this reality may become susceptible to mental and emotional illnesses i.e. Post Traumatic Stress Syndrome. They may feel guilt ridden for something they have actually done correctly, but do not realize that they had taken appropriate measures because faith in themselves and their training were not reinforced.

Again, war is the ultimate clash of HUMAN WILLS. The ultimate clash of wills is highly emotional for people on the front lines of a battle fields. Unless one has been in a combat environment, one will never truly understand and will attempt to subjugate the importance of the human in combat vice the machine. People die, friends die, and this causes anger, pain and the desire for revenge.

Poole's book stresses the importance of maintaining a moral compass in combat. He is training the subconscious to contend with a reality that some hi-tech supporters of weapon systems do not understand. Killing is killing whether one pushes a button, or the other pushes a trigger. One kills people and calls some collateral damage and perpetuates the fight by providing the enemy a battle cry and information operation tool, the other engages face to face and knows he truly killed a legitimate threat. This is the bridge combatants are forced to cross.

As much as anything, this is a "how to" manual for warriors in the 21st Century. While some things have changed since this book was written in 1999, it is my contention that these much needed changes in ground force organization, training, and tactics were influenced greatly by this book and John Poole's recommendations. There is still a lot more to be learned from the thoughts and ideas this book, and it should be read by more than just warriors. This book would help legislators, parents, teachers, potential recruits, and ordinary Americans (voters and supporters) to understand what has happened to our military forces in the past 50 years and where we have to go to address the wars we are now fighting and those of the future.

John Poole provides a challenge to America's conventional military philosophy - In 1999, America's military leaders were not preparing the military for the current nature of war which some call 4th Generation War and others Asymmetric War and still others Irregular Warfare. In many respects, the reforms that John Poole calls for in One More Bridge are still not in practice. The price for not understanding what Poole has to say will be excessive casualties, disruption of indigenous populations, and erosion of their support for our military objectives. This is the very frightening and realistic picture that John Poole (a retired Marine Lieutenant Colonel and former Gunnery Sergeant) paints in One More Bridge to Cross: Lowering the Cost of War. John Poole is a recognized and noted expert on small unit battlefield tactics. He is the author of Phantom Soldier, The Tiger's Way, Tactics of the Crescent Moon, and The Last 100 Yards and has spent twenty-eight years leading and training Marines in small unit tactics, serving two tours in Vietnam.

His thesis is based on the history of the last fifty years from past wars. Poole stresses the need for radically different small unit decentralized training to prepare U.S. soldiers and Marines to fight the wars of the future (remember, this is 1999 that he wrote this). Poole states that change is needed in three areas: implementing effective decentralized light-infantry training, returning the moral quotient to the destruction of war by minimizing disruption of civilian life, and understanding and respecting the enemies' philosophy of war. This requires our military strategists to change their focus from attrition warfare to a more balanced approach with maneuver and Stability and Support Operations (SASO) as the counter. This idea is something that the military-industrial complex has been trying hard to ignore. If one looks at the guidance given to the Quadrennial Defense Review in 2005, however, that guidance seems to reflect a change in the old ways of thinking about how we fight. It is a decided shift toward what Poole was trying to tell us before 9/11.

Poole states that, "Attrition Warfare has become as much a part of American military thinking as apple pie." Modern warfare dictates that the military must add a new philosophy that enables America to win in many different environments in which attrition warfare will lose.

As this review is being written, some 30 Army artillery battalions are being transitioned to more appropriate types of units such as military police, military intelligence, and light infantry in recognition of the fact that our new enemies have neutralized attrition warfare, as Poole suggested. We are learning to adapt, but is it enough?

Poole's new military philosophy was based upon analysis of a new and different enemy, who is not obliging enough to sit still and face the military in massed formations to slug it out, where America's overwhelming firepower would prevail. Instead, he is a phantom living in the hidden jungle vastnesses, treacherous mountains, and maze-like cities, where he organizes his military into decentralized, small mobile elements. America, therefore, cannot destroy the whole country to get him. The French learned this in their defeats in Vietnam and Algiers. Americans saw the effect in Vietnam, Lebanon, Somalia and now Afghanistan and Iraq, but we have been late to adapt.

Poole explains how eastern warfare and military thought is very different. In the East, the decision maker takes everything as a whole and then proceeds with a comprehensive and intuitive bringing together of its every aspect. In the West, the decision maker divides a complex matter into its component parts, and then deals with those parts one at a time with the emphasis on logical analysis. For ground combat, the Eastern way of thinking may have more utility. The Asian large-unit commander is a bottom-up, holistic thinker. He briefs every subordinate (no matter how low ranking) on his overall goals and then encourages them to either make a contribution or get out of the way. As a result, his unit can more quickly adapt to the fragmented and ever-changing nature of modern battle. He exploits what his subordinates accomplish rather than dictating their every move. Does this even vaguely remind anyone of Osama Bin Laden?

In the West, the emphasis was, and still is in some respects, on long-range warfare and large-unit training, i.e., battalion and above. In the East, the emphasis is on short-range warfare and small-unit training, most notably, the individual, fire team, and squad. This means that the Asian soldier generally acquires more of the basic field skills he will need to survive in close combat.

In this book, John Poole tells us that American Soldiers and Marines have always been expert at using their equipment and following orders. Unfortunately, one must know more than that to survive against a loosely controlled and arms-poor but woods-wise opponent. Poole goes on to enumerate those areas where we need to train our grunts and all those who would participate in this kind of war.

Former Gunny Poole reminds us that those best qualified to develop the prerequisite procedures will be the non-commissioned officers (NCOs). By allowing his 30-40 NCOs to collectively design their own portfolio of tactical techniques up to squad level, the company commander will not only give his small-unit leaders tactical decision-making experience, but also he can ensure their non-predictability in war.

Until we reform our military philosophy, these new wars will be costly to our soldiers and the civilians that we are trying to win over to our cause. Read this book!