Shaw Books
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A correction...Review Date: 1999-07-27
A Compelling Vision of an Alien WorldReview Date: 2003-11-23
Primitive men travel between two closely orbiting planets.Review Date: 1997-05-03
Fun and intriguing..but read the first book first!Review Date: 1999-10-03

Essential reading for serious social-change activistsReview Date: 1999-06-04
Good strategies, but where's the democracy?Review Date: 2000-05-21
A must read for activistsReview Date: 2000-12-02
If you are an activist that wants to be both efficennt and effective, I would highly suggest reading this book

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Alaska and the South Pacific...Review Date: 2008-03-06
The battle for the Aleutian Island has fallen badly off the radar screen for historians of the Second World War, despite it being one of the few instances where the Japanese captured U.S. Territory and were subsequently forcibly removed. The weather, sea, and terrain conditions in the Aleutians were horrendous for both sides. The naval aspects of the campaign are largely limited to amphibious operations against the Japanese-held islands of Attu and Kiska, and the indecisive surface Battle of the Komandorski Islands.
The Gilberts campaign is largely about "bloody Tarawa", as naval planners misjudged the tides around the atoll and intelligence personnel underestimated the depth of potential enemy resistance. The result was a slow, painful slogging match ending in an expensive U.S. victory.
The Marshalls campaign features assaults on a number of islands and atolls, and the learning curve from the Gilberts is visible in more efficient and more effective operations. The success of these campaigns positioned U.S. forces for further assaults through Japanese defenses into the heart of its empire.
This volume, and others like it in the series, are highly recommended to scholars of U.S. Naval operations in the Second World War.
History as it should be written for the non-historianReview Date: 2003-08-19
The Pacific Drive ContinuesReview Date: 2003-02-06
Operation "Galvanic", the invasion of the Gilbert islands, got underway in November, 1943. The main objective was the island of Tarawa. The island is completely surrounded by a dangerous coral reef, and the tides are very unpredictable as well. It was against these obstacles as well as a dug in enemy that the Americans made their attack. As fate would have it, it happened to be low tide when the Americans attacked, thus exposing the coral reef and forcing the landing craft to unload much further from the shore as was preferred. The Marines had to wade as much as 800 yards to the beach under horrific fire from the Japanese. The bombardment by the Americans did little to the well-fortified Japanese defenses, and they made the landings extremely costly for the Americans. Although Tarawa was secured in less than a week, the Americans suffered terrible losses which shocked the folks back home. However, the Americans now possessed an excellent air base to further their operations.
After the capture of Tarawa, the Americans moved to attack the Marshall islands, with the main objectives being Kwajalein and Eniwetok. The lessons of Tarawa had been well-learned. Both of these islands were subjected to a murderous bombardment by the American fleet and air forces, so the Japanese resistance; although spirited; was less effective here. The Americans managed to capture these islands in under a week and were now a step closer to Tokyo.
As with previous volumes of this excellent series, Mr. Morison has included numerous maps and photographs to expand upon the text. There are some good personal narratives in this volume as well. I recommend this volume along with the others of this series. It gives an excellent first-hand account of one of the early amphibious assaults by the Marines.
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Government tyrannyReview Date: 2000-05-29
Behind the scenes of the only JFK assassination prosecutionReview Date: 1997-12-18
This book truly an American GrotesqueReview Date: 2003-03-27

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outdated but still useful as introductionReview Date: 2003-11-24
Best long term reference on MathematicaReview Date: 2002-12-15
mathematica can do data analysisReview Date: 2000-11-09
N.B. For Mathematica 2.1 or lower.


A Must Read for Young Baseball LoversReview Date: 2000-04-17
RHYME AND COUNTReview Date: 2000-07-08
A FUN WAY TO LEARN COUNTINGReview Date: 2004-02-28

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It is the best self-study book ever.Review Date: 2008-07-06
this time I got it to my wife who really love it so much.
I recommend any beginner student to have it.
Great ESL book for Beginners. Review Date: 2008-06-03
I would reccommend this book to anyone who hasn't been to language school and wants to learn English at home.
Good value as well at $19.80
EXCELLENT FOR BEGINNERS !Review Date: 2005-01-20


Excellent Book / Excellent AuthorReview Date: 2004-03-14
FREE FOOD!Review Date: 2000-06-22
...and please remember to stiff your waiterReview Date: 2005-07-03

Brady Brady Bravo BravoReview Date: 2008-06-17
Brady Brady and the Runaway GoalieReview Date: 2008-02-15
It's no wonder that when the Icehogs were scheduled to play against the un defeated Dragoons, they were nervous. No one wanted to get hurt. Everyone just wanted to have fun and play some good hockey.
Of all the Icehogs, Chester the goalie was the most nervous. He knew how the Dragoons played and wanted the Icehogs to win. But in order to beat the Dragoons, they'd have to have a great goalie. Chester wasn't so sure that he could do the job.
Great for the young hockey fanReview Date: 2006-09-23

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Interesting but not Exhaustive in all Customer Experience FactsReview Date: 2008-05-27
A new slant for marketingReview Date: 2008-03-12
At the surface, when he started talking about planned emotional responses during customer interactions, I though his ideas seemed manipulative but reading on, I got it. Customer interactions have a sequence that at any point breaks down into a good or bad emotional experience. Managers who need to train workers to make customers happy now have a step by step method to show where any breakdown in the process may occur so they can fix it.
I have all three of Colin Shaw's experience books. They are all different and I recommend them all. Customer experience is the next wave in marketing. There is nothing new in the idea of making customers feel happy, but this book is a fresh look with a new angle.
I liked what this book had to say, but disliked the metaphor of the titleReview Date: 2007-11-09
Oh, and by the way, it is very important that you understand your customer segments, why they come to your store, and what they are using your products to get done. That way you can prepare the experience to handle them as they walk in the door rather than making them seek you out to get them what they think they want. You have a golden opportunity to show them you not only understand them, but have expertise in what they are trying to get done. This way you can not only push them to a higher emotional cluster, but possibly sell them additional items that improve their experience.
The first cluster includes the Value Destroying emotions. You drive customers away and prevent others from ever becoming customers when your policies, procedures, and staff make them feel stressed, neglected, unsatisfied, frustrated, disappointed, unhappy, hurried, and/or irritated. It may seem obvious to you that you don't want these emotions being caused in your customers. However, this doesn't mean you aren't doing it. One valuable exercise is to use your company as a regular customer would and see how it really works. You might be shocked. Another is to actually read your customer mail and talk to real customers about how your company makes them feel. It is probably a very different picture than the one you currently hold in your mind.
There are three clusters of positive emotions, the Attention, Recommendation, and Advocacy clusters. While they are separate statistically, it is hard to imagine that you can actually get to the level of advocacy without passing through and maintaining the attention and recommendation emotions in your customers.
The Attention emotions are also the ones most directly related to short term spending by your customers. If you want them to buy today make them feel stimulated, interested, exploratory, energetic, and indulgent. Makes sense right? These are also the emotions most closely associated with store openings and product launches. However, the effect is also short term. You must work harder to maintain these emotions as time goes on and be ready to cycle through other new products to keep the attention of your customers.
When you help your customers feel the emotions in the Recommendation cluster you are laying the foundation of customer loyalty. They are willing to talk about your company and its products when your friends ask them for a advice and recommendations. If your customers are doing this for you, it is because you make them feel valued, cared for, trusted, focused, and safe. Good going!
The customers who feel the Advocacy emotions (and there are only two) will actively promote you because you have made them feel happy and pleased. Happiness is a peak emotion that causes memories and when people have happy memories they treasure the places and people that were a part of it. They even want to take pictures. The author asks if your customers want to take pictures of their experiences with your company. It is a telling point, I think.
The author also talks about the Net Promoter Score. You ask customers to mark a scale from zero (not at all likely) to ten (very likely) in response to the question "how likely are you to recommend (place your company, a product, or the experience they had with you here) to a friend? Then, total ALL the responses. Then figure the percent of the responses of one through six and write this down. Ignore the responses of seven and eight. Then calculate the percentage of total responses that were marked nine or ten. You get the Net Promoter Score by subtracting the percentage of scores marked 1 to 6 from the percentage of scores 9 and 10. This is your advocacy score and you want to get that number as high as you can.
Obviously, I can't go through the whole book. I think its points are good. However, I do NOT like the metaphor of DNA. It is all wrong for what they are talking about. When you read the talk about spreading the DNA to others and similar comments, the author seems to be talking about a virus or some such, but never using the metaphor for what DNA really is. However, customer virus is an unattractive metaphor. But this is a small complaint. This is a good book on an important topic.
Reviewed by Craig Matteson, Ann Arbor, MI
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