Research Books

If you like the 'Battle of the Minds' and Crossing the Chasm', you will find this an excellent compimentary read. Very practical and the author knows this subject inside out. It covers some very fundamental concepts but updated which are very easily missed. No fancy buzz words or new new thing, just practical and relevant ideas and a very robust marketing planning framework. Highly recommended for any advertising or markeitng executives.

This book is about What every managers needs to know about marketing. It's not only interesting and easy to read, but very informative. As an MBA student I have not been around the workplace to see how marketing really affects a company, but this book has opened my eyes to the truth about how a company must market its product to stay alive. It gives me a lot of clarity and usable tools. The examples are great and I will definitely read this book over again in the future. Not sure the author is a professor or practioner, but this book is not academic at all.

Idris Mootee is a marketing scholar who talks about marketing in marketing terms. He brings up many good points about how marketing is shifting from product, placement, price, and promotion to participation, personalizaton, peer to peer communication and predictive modeling.

To me a good marketing book emulates its own story. In my opinion this book fails to do that. I also failed to envision many of the business ideas as I work independantly. If you are into the technical side of marketing this is a great book for you. I tend to be more interested in books like those written by Seth Godin and Malcolm Gladwell though. If you view Seth Godin as fluffery than this is probably going to be a great book for you. Their writing styles are polar opposites in my eyes.

This is a better name for this book. Really a very solid marketing book with useful concepts and tools. I hate the layout and the size. But definitely a must have book for marketing executives. No gimmick. After you read this book you wil find out not everything Al Ries is saying is right...in fact..many od his ideas re plain wrong.

As a professor or marketing I have read many book son this subject. This is a very comprehensive coverage of many marketing issues and gives a lot of clarity. Wish he can make the bigger or to go even deeper. Excellent and must have reference for marketers.

He offers alot of different options but nothing helped me. I guess I was hoping for an instant healing.

A wonderful guide to simple but profound healing techiques taught with humor and wisdom. Very enjoyable to read and offers great tools for quick,effective healing techniques.

I think my title says it all. I thank the Gods for Serge Kahili King. I have been a Healer for 30 years and have also read a lot of books. His is the finest I;ve ever read on the subject...why? Because his techniques really work. I shall be recommending this book to all who come to me for Healing in the future so that they can learn to help themselves.

Serge K. King is a really important master spreading Huna wisdom around the world.
Is a really good book, written in a way everyone can understand and use in their lives.

Akashic Who's Who: Of Psychics, Mediums, Healers and More!

Here is a book that surprized me totally, what this is is a dictionary of a variety of styles and methods of healing that can used any time any where on anyone. I am keeping this one on my desk for easy reference. It cleary explains how to incorporate healing into our every day lives, sort of a personality match for different energies. It stresses that anyone can heal any ailment, disease, addiction and pain. Not only do these different healing techniques work, but they are quite easy to follow with the information given. The research on these techniques gave enough credulance that I came away wanting to immediately try some out at least once to see the outcome, i was amazed! If something works out likek this then lets all incorporate our attitude to be ready to heal at a moments notice under any sudden circumstance, could be a first aid tool of sorts.

This book is indeed timely, the manner of our changing times that we live in is bombared toxically in all elements, affecting our bodies, minds and soul, this is the hand book to use. It opened me up to many more techniques that effectively heal clients, other people and pets.

Nice work by author Serge Kahili King, Ph.D., btw he has published other books that are excellant sources of information.

This book was as informative as I have seen. I understood the descriptions and details even though they were written in technical terms and found all the answers I needed when I needed them.

This book will grace any horsepersons bookshelf for many years to come. Jam packed with information. It will be used over and over, year in, year out. Value packed.

This book is easy to understand, and describes lameness in easy to understand language. Lots of photos and exrays that explain what they are talking about. I highly recommend this book!

Excellent book with heaps and heaps of info on lameness and how to treat the problems. Has charts in it as well for you to score your own horses lameness. Has other health complications listed that can cause lameness and syptoms of lameness. I refer to it often. Layed out in section eg: hoof, lower leg, upper leg etc etc so you can go straight to the chapter you wish to look at. Well set out and easy to read. I highly recommend it!

The book "Lameness: Recognizing and Treating the Horse's Most Common Ailment", is a well-written and informative book. The knowledge presented is accessible to the average horse person, and very extensive, covering just about every possible cause of equine lameness in the legs, hooves, and other parts of a horse's anatomy.


The book also covers methods of identifying different types of lameness, recognizing gait abnormalities, managing diseases, treating wounds, hoof care, shoeing, and available therapies, medications, and veterinary care. Veterinary therapies and surgical procedures are discussed, such as joint lavage, arthroscopic surgery, and the application of casts.


submitted by J.R. Wise
author of
Give a Horse a Second Chance: Adopting and Caring for Rescue Horses

Awesome! Very thorough and easy to understand.

I am a legal assistant and I use this book constantly! It gives you great strategies to work more efficiently while getting better results. I had no idea how many legal resources there are online! This book tells you which sites are the most reliable and easy to use. It also demystifies annotated legal codes, case digests, state reports and many other research tools. But most importantly it is extremeley well organized and easy to use. I wish that I had discovered this book when I was a student!

Legal information can seem confusing to the common person which is why this book was written. You need to understand how to find laws, regulations and court cases (if you are representing yourself in court). This is great even if you d not go to court because it makes you a smarter more diverse individual.

This book gives you a straight forward resource on how to find the laws and regulations, how to read the citations, and how to use the law library. It is good for lawyers, judges, paralegals or the layman. It is packed with tons of useful information.

I recommend it to everyone who has to decide if things are legal or not.

Footnote: Nolo press is the best company that produces law books for the common person. They are always easy to read and pact with good advice.


Enjoy

This is an excellent and necessary legal research book for all paralegals,law students and legal researchers.
The hypotheticals and research questions with detailed answers alone make it a must have volume. The authors skillfully guide the student through the legal research process with these problems and answers.This is the most valuable legal research book in my personal library. Highly recommended.

I find this book to be a great resource for non-lawyers. As adjunct faculty at a community college, I use it to supplement the course text for my Legal Research & Writing Course for Paralegals. Well worth the purchase, and a great value!

Longevity Made Simple by Richard Flanigan M.D. and Kate Flanigan Sawyer MD, MPH, has a subtitle, `How to Add 20 Good Years to Your Life.' This book is not a diet book or is it an exercise book. It is longevity book that explains in simple language what science tells us about living long, healthy lives.

The book consists of eleven chapters plus an appendix with simple recipes. Some topics covered in the book are how long should we live? Eighty-five if we are in good health. The top 10 causes of death in the U.S. Did you know the 10th leading cause of death is Septicemia? Find out what that is in Chapter 2.

Also included is a personal risk profile. It explains what is good and bad cholesterol. Along with BMI charts, a good predictor of health risk is your abdomen size, that's your waist size. It also states the limits for men and women.

Which is better, to be Fit and Fat or Sedentary and Lean? The Cooper Institute, using data from the Aerobics Center Longitude Study answers that question. The minimum amount of exercise is listed and some cautions on over-exercising.

Health foods are also covered. There is a list of Super foods that help to reduce oxidative stress, reduce inflammation, improve the elasticity of the arteries, and improve blood pressure. Heard of plant Stanols and Sterols? These lower serum cholesterol naturally.

Tea or coffee, which is healthier? Seems like both are. Tea contains antioxidants and coffee is associated with a lower risk of diabetes. Also explained are vitamin supplements and some common medications like statins for cholesterol and different type of high blood pressure medicines. A whole chapter is devoted to common health tests, such as EKG, ultrasounds for heart and arteries, and cancer screening tests to name a few.

Rounding out the book is 10 health tips that are practical and do-able. Several of the suggestions I have already started on, such as eating several veggie meals a week and changing my exercise routine.

With charts, graphs, and lists and concise explanations, the Flanigans have made the medical science easy to understand. They write with just enough science to provide meaning and with common language to make it understandable. The amount of data inside makes this a very good quick reference book to have on hand.

Common sense, practical advice about your health. Readable, understandable, and useful. Explains cholesterol numbers, blood pressure, atherosclerosis, and how these issues affect your health and ultimately longevity. I'm giving the book to people I care about.

This book is wonderful! It is quick and easy to read. All of the information is well organized and to the point, which makes it a valuable reference tool. Many other books are way too long, repetitive, and use language that is difficult to understand if you don't have a degree in medecine.
I would definitely recommend this book to anyone wanting to learn how to live a healthier life!

By George Fulmore

In retirement, there would seem to be a link between our health and our longevity. The healthier we are, the longer we probably will live. The trick, of course, is 1) trying to figure out the best advice for our individual situation, and 2) trying to follow that advice, while still enjoying ourselves in retirement.

"Longevity Made Simple," by Flanigan and Swayer, (2007, Williams Clark Publishing), I found to be a book that gives a good, up-to-date overview on how to live as healthy and as long as we can.

The thesis of the book is that we are genetically capable of living to about 85 years of age, but that the choices we make in what we eat and how we take care of ourselves can add or subtract years, even decades, from that age.

The basis advice involves:
1) Lower cholesterol
2) Lower Blood Pressure
3) Avoid Tobacco
4) Eat a diet rich in fish, fruit and vegetables
5) Get exercise
6) Maintain a healthy weight
7) Prevent accidents
8) Drink alcohol (daily in small amounts)
9) Take aspirin
10) Take a multivitamin

Heart disease, cancer and strokes are the cause of nearly 60 percent of Americans deaths. By keeping our cholesterol level below 182 mg/dL, our blood pressure under 120 mmHg, and not smoking or having diabetes, we can greatly reduce our risk of heart disease or stroke. Not smoking, of course, significantly reduces the risk of lung cancer, which is the leading cause of cancer for both men and women in the United States, according to the book. For other types of cancer, early detection dramatically increases the likelihood of survival.

The authors also suggest that other tests be done on a regular basis, including Cholesterol (lipid) panel, Advanced lipid testing, Coronary Artery Calcium Testing, Blood tests for the presence of inflammation, Electrocardiograms and Treadmill Stress tests. They say that coffee, with its "high level of antioxidants," is actually quite healthy to drink in moderation. And they site the recent study that found that exercise and fitness are more important than body weight, plus they note that there is no longer evidence that a type-A personality is directly linked with a higher risk of heart attack.

There is much more than in the book, which, again, I think gives a good, high-level overview of improving ones health and longevity in retirement. I recommend it.

Reading this book gives one the feeling your doctor is sharing everything they can with you...in one visit.

Unfortunately, only later in our life do we tend to get more serious about our health. Even later is never too late, and you can make a difference and you can educate the young now. Absorb it.

Through extensive scientific research, professional experience, the authors, both doctors, have teamed up for a thorough user-friendly book targeting longevity, providing YOU with the choices for a longer better life. And what's more, everything is explained in layman's term. Layout is designed with gray-shaded sidebars to quickly view and digest those very important topics. Lightweight and easy to carry, this is a great book to refer to during those quiet moments.

Understanding the Threats
You will get clear facts on the 10 threats to your health and its risk factors, from the number one killer, heart disease to the number 10, Septicemia. Do you know what septicemia is??

Then, you can assess your own profile. And here, completely understand those HDL LDL cholesterol levels and triglicerydes which you have never understood before.

Happiness...is it in you?
I especially like chapter on your mental health, a critical factor in our lives.

Exercise - "the real fountain of youth"
Don't try to live without it! I cannot stress how much in this book refers to the importance of exercise and how favorable it is to ward off many aspects of diseases.

Facts on Diets of long-lived people, Excellent Food Choices and Menus
Included is fact-based info on diets of various cultures, you are given a simple list of superfoods, learn about fish, nuts, and bad foods. Several menus are included.

Another chapter deals with our medications and/or supplements. Learn what statins are, and the dos and don'ts of your vitamins, etc. Great information!

As I mentioned, make this handy well researched and referenced book your bible for a long healthy life. Carry it with you. Give it as a gift!!

I have just stumble on to the writings of Ms Neel. First, this book provides a view into the old traditions in Tibet that are not buddhist in nature but rather part of the old culture of Tibet. It provides a perspective on the old traditions versus the true practice of buddhism. The author takes a very knowledgeable approach to the pactice of magic and devination which is sometimes confused with the main line practice of buddhism. The author also explains in great detail some of the main practices of buddhism and includes a detail 3 fold explanation of "om mani padme hum". I was amazed that someone who was a very nice looking women who also perfomed opera and had many other accomplishments would put all that aside during the time period and travel to Tibet and learn all the languages in order to develop the insight that is present in her works. This book provides an excellent backdrop for the study and practice of buddhism.

Also, the practice in the monasteries in Tibet is illuminated. The point of the Theocracy vs true buddhism is brought out with the exposure of the sham and material based approach of those who are in the business of Buddhism versus those who are in practice of the middle way. The presentation is suttle but none the less obvious. Those following the middle way should read this book in order not to get caught in the web of Theocracy.

I first came across this book in 1973, in an Abakwa bookstore that carried occult titles and it made a powerful impression on me, lighting a lifelong interest in matters Tibetan and Buddhist as well as instilling the idea of a lifelong spiritual quest. I assumed then that the author was still alive, because the dust jacket wrote of her in the present tense. I was not wildly off mark, because she had died only four years before. She was the real deal and saw the magical land of Tibet first hand before the Chinese invasion. Moreover, she was recognized and valorized posthumously by the Dalai Lama.

This is information you will find nowhere else. A fascinating book
on the mysterious world of Tibet at the beginning of the last century.

This book present an excellent overview of Tibetan spirituality and the various practices that occur within that spirituality. Perhaps what I liked the best was that the author seemed to avoid incorporating Western cultural biases into her description. Indeed she seemed very intent on describing the practices in an accurate manner.

I was able to take her description of tumo and actually incorporate it into my daily practice. I've also used her chod ritual.

While many books about Buddhism and other historically eastern religions focus on high theology, the book describes Tibetan Buddhism as it was practiced in the early 20th century. It is fascinating.

I first read this book in college and have just read it again after many years. It was better the second time around.

The first time, I was entranced by the accounts of exotic magic and mystery. This time I searched for themes and Ms. David-Neel's viewpoint. Dealing with death is the primary theme underlying at least the popular practice of this religion. As for Ms. David-Neel, I was interested in her viewpoint and experience as a Buddhist who did not find the Tibetan version to be her paricular brand. Because of her distance from this version of Buddhism, her accounts of events that she saw or experienced personally are particularly interesting.

In this book the author gives an overview of his thinking on humanistic ethics, which is interesting from a speculative/philosophical viewpoint, but falls somewhat short if viewed from a scientific perspective. The book has an optimistic tone, as do many others by the author, and this makes the reading more palatable. If the ideas in it could be fleshed out with real scientific analysis, with supporting data, it would be a significant advance in the study of human psychology.

The author explains his optimism, interestingly, by reference to his experience with patients in his psychoanalytic practice. He speaks of encountering the strength of the strivings for happiness and health exhibited by his patients, which he believes is the natural embodiment of humans. "There is less reason", he says, "to be puzzled by the fact that there are so many neurotic people than by the phenomenon that most people are relatively healthy in spite of the many adverse influences they are exposed to". The statistics supporting this are overwhelming, and without a doubt are on the side of optimism.

The book is not a "pop-psychology", "self-help" book though, but instead a theoretical attempt to shed light on the problem of ethics and psychology. The author's goal is to get the reader to ask questions, and not to expect to find advice on how to obtain "happiness". The author's main goal is to find a validation for humanistic ethics that does not collapse into moral relativism but is based upon human nature and human's inherent qualities. The character structure of the mature and "integrated personality" is the origin of virtue, and vice originates from the ignoring of the self and "self-mutilation". To have confidence in values, the author argues, one must know oneself and be aware of one's capacity for doing good and being a productive human being.

The author carefully distinguishes between humanistic and authoritarian ethics, with the ethical norms of the former originating from humans themselves, while the latter some other entity. It is important for him to clarify the definition of "authority", one being "rational" authority, whose source is "competence", and "irrational" authority, whose source is always power over people. Rational authority he says, is based on the equality of the authority and the subject, with both of them differing only in the skill level in their respective fields and always having mutual respect for each other. Irrational authority on the other hand is based inherently on inequality, and denies the human capacity to know what is good or bad.

In humanistic ethics, as the author sees it, is formally based on the principle that only humans can determine the criteria for good and evil, and completely rejects any transcendent source of values. What is "good" is what is good for humans, and the "bad" is what acts to their detriment. Humanistic ethics, far from suppressing individuality and self-realization, encourages it, and there is no room in it for ethical doctrines that do not take into account the needs and nature of human beings. It is a life-affirming ethical philosophy, one that taps the human capacity for genius, and encourages responsibility for one's own existence. The crippling of human powers is the ultimate vice.

The problem then for humanistic ethics is to find out exactly what humans do in fact need in order to develop a healthy psychology. Throughout the book, the author attempts to characterize what such a psychology would be. In many instances throughout the book he makes some unexpected commentary, if judged by the overall theme of optimism in the book. For example, he views the human capacity for reason as both a "blessing" and a "curse". Viewing reason as a distinctly human capacity, not shared by other organisms (and this is troubling from the standpoint of current evidence to the contrary from biology), the author puts humans into a state of "constant and unavoidable disequilibrium". No matter what the level of accomplishment, humans will always be discontented and perplexed, and consequently driven to find new solutions, resulting in an endless restless cycle of achievement and discontent. But many humans do not fit into his sweeping generalizations here, but instead are very contented with their lives on this planet, and find the challenge of life fascinating, and who mourn only the prospect of it ending.

Because of his professional status as a psychoanalyst, it is not surprising perhaps to see a somewhat elaborate classification of what constitutes a healthy versus a non-healthy personality. There are "receptive", "exploitative", "hoarding", and "marketing" characters, which are non-productive and signs of personality "disorder" in his view. He gives detailed descriptions of these different types, but unfortunately does not quote case studies or any studies in the literature to support his views. Do individuals who have these personalities find it difficult to live and adjust in soceity? The author would probably argue that such an "adjustment" could be done, but that by itself does not mean that the individual at hand is not following a healthy course of action. The author seems to be getting quite dogmatic in his classifications here, and leaves the reader with a somewhat narrow view of what constitutes a truly healthy personality.

With more scientific research and justification put into his ideas, the author could have given the reader a more accurate view of what constitutes a healthy, integrated personality. The book is a good start though, philosophically speaking. Sometimes philosophy can encourage further scientific research, and sometimes it can clarify the issues involved in such research, but it can never take the place of science. The author's optimistic view of human nature is, to repeat, totally justified from a statistical point of view. And his view is somewhat rare, surprisingly, if one examines the statistics: the vast majority of humans are healthy, productive, and proud of their inner capacity for genius, and are without doubt fine examples of the humanistic ethic.

"There is no meaning to life except the meaning man gives his life by the unfolding of his powers." This sentence may be one of the most important themes in this wonderful book.

As a young idealistic college student protesting on behalf of humankind I was arrested on one occasion. And when they took all my "valuables" from me, I happened to have a copy of this book in my pocket. The police officer said, "Yeah, Every Man for Himself, that is just what we need more of in this country." And I said, this is not a selfish book about every man acting out of personal greed and selfishness, this is a book about how Mankind could serve its own interest in trying to do good for one another. And he said "Yeah, yeah, yeah - put this butt-head in cell # 4.
So as you can imagine this book has a significant personal memory for me. I will bet if I read it over today there is not that much that I would disagree with. I am now 65.

....and toward a celebration of human-centered values: Fromm makes his case for it in psychological terms not to be missed. (He'd have liked Herbert's distinction between law and justice.) And yet, and yet...while this book is splendid, I can't buy making man the measure of all things; somehow there ought to be a recognition that some situations may harm and even kill the self (as in "self-actualization") that nevertheless feed the soul. Anyhow, well worth the read.

Can there be an ethical system that does not rely on moral absolutes on the one hand or moral relativism on the other? Is there any other way? This book says yes and -- amazingly, brilliantly -- lays it out in a way that makes perfect sense. The only value we can know, the only value we need, and the only value that can have any real claim on us is OUR value, human value, and that is neither absolute nor relativistic. If this sounds absurd or offensive to you, skip this book. If you see the brilliance in it, you're in for a treat. I've read this book several times and can't get enough. Fromm is an underappreciated genius.

The service was superb for the above book. It was sent surface mail and I was informed it would be delivered around 15th. October, 2008. It arrived 5th. September - Terrific!! Well packaged and even though I have not completely read it yet, I am very satisfied with its content.

I saw the three races, I'm glad I found the book, us horse people has to stick together.

The DVD was great, the book goes into more detail, but overall a great package.

We continue to be completely satisfied with the excellent service we receive through Amazon.com and its affiliates. Everything is sent quickly (usually ahead of the estimated delivery date), cleanly, in excellent condition, and exactly as advertised. Thank all those involved with this process.

fast service. wonderful to work with. wish we had one more to add to the crown.

No hoaxes, no magic bullets, no promises. Natural Compounds in Cancer Therapy, by John Boik, is an up-to-date, scientific compilation of the state of research in the field of natural products in cancer treatments. This book is very important due to the tremendous growth in both research and interest in natural compounds over the past several years. The author is able to explain the how and why of over three dozen compounds that have confirmed anti-cancer activity.

I just started reading this book. If you were wondering what supplements might help your cancer, and why, this is the one to get. I was always baffled by dosage, but it helps with that too. That's not to mention the great biological information on what cancer is and how it works. You can download this for twenty five dollars from the publishers website.

I loved this book. I've worked in oncology clinical trials for years. I picked up this book to review for a friend, and admit that I was initially skeptical. But it's a wonderful book, well researched, well thought out... I was really impressed. Made me remember that half of the stuff we put in patients today originally was discovered when the NCI screened natural compounds for anti-cancer properties. Let's hope that this reflects the future potential of cancer treatment.

This is simply an outstanding book. I loved it and think that it can help lots of people whose oncologists just don't get it. The subject matter is fairly technical for the layman, as it is written by a first-rate researcher in the field. I think that this book was written for people who are comforatable reading slightly technical material (e.g., the Scientific American crowd). The author's explanations are very detailed. It is one of the best basic references that I have on general cancer biology. In a few places, the author seems to assume that the reader has taken at least introductory or even organic chemistry. If you haven't taken chemistry, I would still buy it. It is packed with great information, some of it taken from the author's own research. Also, the literature references are very new and relevant to the subject matter. A few areas could have been explained a little more clearly (the explanation of drug synergy was not the book's strong point).

John Boik's Natural Compounds In Cancer Therapy is a meticulous, scholarly, comprehensive, invaluable review of the actions and potential clinical use of more than three dozens carefully selected natural compounds. Nearly 4,000 references are included as Boik comprehensively and systematically examines the actions, pharmacology, toxicology, and potential clinical use of natural compounds as anticancer agents in the biological processes involved in cancer progress. Also very highly recommended is Boik's earlier work, Cancer And Natural Medicine: A Textbook Of Basic Science And Clinical Research (0964828006, $...).

I first read Rick's book about a year ago. Since then, I have referred to it on several occasions. The information he offers is applicable now and will be just as valuable as the years progress. I highly recommend this book to those who want to see their companies grow based on the customers' needs, wants, and desires.

"Over Promise and Over Deliver" This phrase sounds like a line used by a used car dealer. Don't all businesses try to give big promises just to get your money? How often do they actually live up to these promises? Not very often. So to exceed expectations seems a little unrealistic.

Over Promise and Over Deliver says that this need not be the case. Lots of companies like Google, TiVo, American Girl, and Washington Mutual not only deliver on their big promises but take customer service one step further. Their secrets are actually rather simple, find out what the customer needs and wants then take action.

Nearly all of the examples for companies using TouchPoint guidelines given in this book are large multimillion dollar businesses. Nonetheless, it is really easy to see how the system could be used in a smaller more moderate organization. In fact, I believe that TouchPoint probably works better in smaller situations where the employer and employees are all in daily contact with customers, allowing for more opportunities to understand what the consumer actually needs and wants.

Author Rick Barrera presents a credible, reasonably creative perspective on how your business can distinguish itself in a market that is saturated with advertising. The fastest-growing firms, he says, have learned to generate massive consumer buzz by making bountiful promises about their products and then overdelivering on those promises. Do that, he says, and you'll generate a wealth of free promotion as consumers talk with their friends and refer them to you. Barrera's "TouchPoint" system is a useful way to articulate standard business fundamentals that, properly executed, add up to strong customer satisfaction. Although Barrera uses some very good case studies, a few of them are probably a stretch. For instance, the average manager may not learn many lessons from the Blue Man entertainment group. Overall, however, we find that this book and its accompanying CD-ROM are useful references for executives and managers who are responsible for branding and strategic product positioning.

"Under promise and over deliver." That phrase has been around long enough to become a cliché. Cliché concepts get old, unless someone comes along with a radical change and turns the cliché inside out. Enter Rick Barrera, a well-known marketing guru. People like this stretch our thinking, pushing us out of the envelope and tromping on the box in the meantime. If you listen to their messages, you will have difficulty staying "inside the box."

Barrera does not disappoint. Emphasizing "touch points," the intimate contact with the customer that can win-or lose-the day, he demonstrates how companies can go beyond the ordinary and fulfill the expectations they create in the mind of the consumer.

This book is organized into two sections: Overpromise and Underdeliver. The first section engages the reader in a discussion of brand promises, how they drive company growth, and ways that well-framed brand promises differentiate companies in the marketplace. Barrera's educational writing is well-seasoned with recent real-world examples.

In the opening pages of his book, Barrera introduces the concept of touch points-those special, meaningful moments where the customer comes in contact with the company. Three types of TouchPoints (Barrera's spelling) are presented. "Product TouchPoints occur where customers interact with the product or service a company is selling." "Human TouchPoints occur when the customer directly interacts with an organization's people." "System TouchPoints include all other points of contact between a company and its customers." The author explains each type of interaction and his views about their importance. "All three TouchPoints are vital to an organization's success, though to differing degrees. All three require a substantial and continuing investment of funds and managerial energy if they are to do their job properly..." The TouchPoint concept reminded me of Jan Carlson's work with Scandanavian Airlines years ago. Good lessons bear repeating.

The second section concentrates on meeting and exceeding customer expectations with each of the categories of TouchPoints. Two case studies, Washington Mutual Insurance Company and Lexus, illustrate the concepts before a concluding chapter and close into the index at the back of the book.

The book is filled with advice, examples, and inspiration that will be valuable to anyone in marketing today. Beyond this highly appropriate reader group, I would recommend that corporate executives pay careful attention to the book's messages. The concepts will be valuable to recruiters-corporate, college, and military-as well as to educators in all environments. The lessons conveyed in "Over Promise and Over Deliver" will be valuable to many people for many years. This is a book for our times.

I agree with Barrera that customer service will drive many if not most American businesses from now on. The era of cost-cutting that we went through in the 90s is gone, where profitability was driven by becoming lean and mean. This is actually most of what drove the great bull market of the 90s, at least in the non-tech companies, and it even had an effect there too. After the last bear market, the worst since 1929, U.S. companies are about as lean and mean as they're ever going to get. One of the few ways they can increase market share and profitability is to improve customer service. This book looks at a number of outstanding success stories and analyzes how they were able to beat out the competition to establish their own preferred brands. There is a lot of good advice here for both big and small businesses. Increasing and improving customer service is also one way American businesses can stop the exodus of customer service type jobs to countries like India. Also, as a small businessman who started up or worked in several customer service oriented businesses over his career, I can tell you that if someone likes you, they'll tell 5 people, but if they don't like you, they'll tell more like 15-20 people. You can't afford to have that sort of negative word of mouth advertising if you're going to be a success. Barrera's book has some sage advice on how to avoid the pitfalls and how to do things right when it comes to customer service.