Research Books

This book was a delightful read not only because it was short and to the point, but also for it's many real-life examples. I've felt for a long time that prices need to be set to the customer's perception of the value of the product or service, so it was very encouraging to read a book where the author was able to break down the reasons and supply applications for this type of pricing he calls "Value pricing". As with an auction (a theme covered in the book) there is a price for every interested buyer, but it is not always the same for everyone. Just as only one person is willing to pay the highest "winning" bid, there are those who will pay more for any product or service than the average customer. This book helps you to identify those people.
Rich

The suggestions about add-ons, segmenting your buyers and really trying to assess the value of your product when you price it were helpful. The problem of "goodwill" opened my eyes as I think this isn't an uncommon way that profits are bled from businesses. After reading this book, I'm really thinking more and more about getting to know my customers in terms of (1) what they want and (2) precisely how much they value my product. This is a great first step to obtaining optimal pricing. This book gets you thinking and can stir your creativity about how to better price your good/service.

Key to Mohammed's thinking is to set different prices for different customers having different valuations of what they are willing to pay - eg. matinee and evening prices for movies, early-bird prices at restaurants, discounts for those willing to order airline seats ahead of time.

To minimize sales staff giving away profits it is useful to show them the differential profits/product (and hopefully link their compensation to the firm's profits). Beware of sales-boosting gimmicks (eg. frequent-flyer miles) that can be "gamed" by focusing on high-volumes of low-cost purchases. One can test different strategies via eg. varying coupon offers placed within catalogs.

Other important concepts include add-ons (warranties, financing), differential pricing according to location, and taking a long-term perspective (eg. fairness during disasters and temporary product shortages).

"Cost-plus" pricing is not one of Mohammed's recommendations - however, it is increasingly utilized by successful low-cost retailers such as Costco and Wal-Mart. Setting prices using data about alternatives/substitutes is a suggested approach - however, Mohammed does not go into eg. focus-group assessments of how much specific options or new products might be worth.

I am a small business owner and get involved in pricing daily. This book provided extremely useful insight into how to make the most money from each deal. An easy read about a topic that is all too often neglected by the small business owner.

Rafi's treatment of the subject of pricing was just what I needed to open my eyes to a whole new set of strategies for increasing profits. As a former Corporate Engineer and Manager turned entrepreneur, I needed a more thorough understanding of pricing and found exactly what I was looking for in The Art of Pricing. I appreciated the easy to read and entertaining writing style along with the many examples presented in the book. Books that make it easy for me to remember new concepts also make it easier for me to quickly apply those concepts in real world situations. I will be honing my new pricing skills for years to come. The Art of Pricing has become one of my favorite books to recommend to others.

"The Hidden Words" were penned by Baha'u'llah in the early years of His Ministry. These wonderful gem-like verses condense the experience of Divine Revelation to its spiritual essence. Few people are unaffected by the clarity and beauty of this small book.

Of "The Hidden Words", Baha'u'llah said:
"This is that which hath descended from the realm of glory, uttered by the tongue of power and might, and revealed unto the prophets of old. We have taken the inner essence thereof and clothed it in the garment of brevity."

It has been said that "The Hidden Words" is a love-song, a romance of the age-old Love of God for Man. Full of short verses, an underlying theme is the Divine Being's faithfulness and the inevitable unfaithfulness of His Creation, Man. "The Hidden Words" tells of a Beloved Who separates Himself from His creatures so that "spirit" may be breathed into those same creatures in mutually desired Reunion.

Due to its brevity, "The Hidden Words" is a take-everywhere volume of slim proportion and vast resource both within the Baha'i Community and the greater community of believers. Highly recommended to those of contemplative bent.

The words of the Hidden Words contain life's purpose, goals, and meaning. Each read brings new understanding. Wonderful!The Hidden Words

I have had a long curiosity about the Baha'i Faith and its teachings of the universal nature of religion, the unity of human beings, and the imperative of tolerating and respecting beliefs different from one's own. I have always been intrigued by how these teachings of universalism and the essential unity of all religions can fit within the confines of an individual, independent religion, the Baha'i Faith, with its own teachings and texts. Thus, I was pleased to have the opportunity to read this short book "The Hidden Words of Bahaullah" composed by the founder of the Baha'i Faith, Baha'u'llah (1817 -- 1892) while in prison. The book was written in part in Arabic and in part in Persian and was translated by Baha'u'llah's disciple, Shogi Effendi. This book was my first experience with Baha'i scripture.

"The Hidden Words of Baha'u'llah" consists of about 153 short paragraphs in two parts. It is cast in the form of short revelations to Bahaullah each of which is prefaced by a short exortation such as "To the Son of Man" characterizing the person or persons to whom the revelation is addressed. There is a brief introductory paragraph to the collection, indicating that the aim of the text is to distill, in short form, teachings that are universal to the spiritual life. This goal of the collection is reflected in some of the comments on this site. These teachings have, and were intended to have, many parallels in the teachings of the other great world religions.

The teachings speak of the need for a pure heart, of the need of detachment from everyday life, and of the importance of not envying,critcizing or condemning others. I was struck by the other-worldiness of many of the teachings, as they exhort the follower to turn away from materialism and desire and turn one's attention and heart to the divine. To me, some of the teachings seem directed to mankind, while others, if I am not mistaken, appear primarily directed towards Baha'u'llah himself. In this latter regard, there are several of the teachings which speak of the value of imprisonment, suffering and martyrdom as they advance the cause of God. These teachings seem to be directed to the founder of the faith or to those in danger of persecution on account of their beliefs. While most of the short sayings are readily intelligible to readers of many backgrounds, some sections, particularly near the end of the book, allude to figures that have some specific meaning for the Baha'i faith.

This book is known within the Baha'i community but will appeal to those who have an interest in exploring a variety of spiritual traditions. I am in this latter group. It is an inspiring text. The work here is presented without an introduction, notes, or commentary. Thus, I was unable to learn the place of this specific text within the Baha'i teachings as a whole. An introduction to the book with an overview of the Baha'i Faith and of how this book fits within it would have been invaluable. Also, notes in the way of a commentary on the organization and substance of the text would have been helpful. There is always a great deal more to understanding a short spiritual work than reading the words of the text. Context and discussion would be useful.

This is an important religious text, and it is good to have it widely accessible. It will appeal to those readers interested in the Baha'i Faith, to those interested in comparative religion, and to those interested in spiritual growth.

Robin Friedman

Bahaullah wrote these short verses of wisdom at a time of great need for spiritual understanding for all mankind. They are inspiring and universal remedys for all beliefs. The best gift you could give yourself or a friend.

Everyone should read this book at least twice.

this was a very nice book for the price.... *even if I did order 2 by accident.. Thanks again...

This textbook has been great for my research and writing class. It allows me to interact with the book more than some older, maybe more well known books. A useful feature is that you can do the exercises online, as well as from the book.

The Bedford Handbook
I was satisfied with my order, and was delivered as it said

i ordered it and got it in a very good condition and in time. customer service is awesome. my blessings. keep up the good work.

Diana Hacker has an English comp book for any possible usage, she grinds them out every few years. My college requires me to use this book as a handbook. That is unfortunate.

Of course, this book provides a basic explanation of English composition, grammar, documentation, and document design and critical reading. However, the attempt in this case is to present something that is lighter than Rules for Writers, a full scale manual that is sufficient to use as the only text for a college composition course or as a full writers reference, and her Writers Reference, which is a good handy handbook that is inadequate as a full course book, but is great as a rule book to be used by students taking a course using another text.

Usuing this book, I have had to create supplements from web material for issues that I expect to be covered fully in a college handbook such as the requirements of formal writing.

To be sure there are interesting illustrations and graphics and like her other books, the text is intimately linked with the enormous online network that Hacker and her publishers have created. It is not an awful book to use, but I would prefer Rules for Writers, Jane E. Aaron's Litte Brown Handbook, or Writer's reference.

This is great trivia for those who already have a basic knowledge of the middle ages. It's filled with gross and gristly bits that will entertain and inform. Don't let the juvenile presentation of the book deter you. A really fun read for teens and adults alike. I'm looking forward to reading more in the series.

Who says history has to be boring and serious? Measly Middle Ages tells the history of the middle ages while completely entertaining the reader. The book itself is filled with lots of interesting information, surprising facts, and insider jokes. It's great fun!

Measly Middle Ages is part of a series of Horrible Histories which teaches history in a interesting, fun, and humorous way. All of these books have great titles like Rotten Romans, Awesome Egyptians, Groovy Greeks, and Vicious Vikings. A copy of these books should be in every local school library.

This great, enchanting, and captivating series attracted me since i was a child. Not only is this an educating experience, this also provides information in a very enjoyable way. Attractive to the most intelligent minds, and interesting to every child, this makes a great gift and also a great reader.
It will make you smile and even laugh out loud as you read book after book. My only question is, why would they ever stop priting? I ask Scholastic to continue print so all who desire a book can recieve one. Thank you.

The book really had no main characters. This book was an informational book covering the Middle ages. The book covered such great people in history as Queen Isabeau, King Richard II, and King Richard III.

The plot of the story is about the middle ages. Also about
how the people changed history and life as it was during the Middle Ages. The history that I learned was a lot different of how it is today. The story also focused on famous kings and Queens and important people who changes history forever and their improtant contributions to the Middle Ages.

The setting of the story is during the Middle Ages which is from 410A.D.-1453A.D.

The Measly Middle Ages is about the people in life that made a diffrence for the people of today. It also tells you about important events and the historic importance of individuals of during the middle ages.

One of the resons I liked this book is because I am realy into history. Another reason that I liked reading this book is because of the awsome illistrations throughout the book. I also enjoyed how the book kept my attention throghtout the story and this is why this was one of best books i have read in a long time.

I came across Terry Deary completely by accident ~ in a gift shop in Scotland, shoved amongst other more "scholarly" hardcovers. As my graduate area of study is the Middle Ages, I was intrigued and bought the book on a whim ~ and haven't stopped buying Terry Deary's books since! Are the books chock-full of historical facts guaranteed to allow someone to walk away thinking they know everything about the Middle Ages, Greece, Rome, France, or any of Deary's other topics? No, of course not. Are the books a wonderfully entertaining (and illustrated!) way of addressing what can admittedly be a bit of a dry topic? Of course! I say any books that can make someone, young or old, become interested in history should be embraced fully. And, hey, I learn something new from every book I read, which is an added bonus! Further, I think these books definitely appeal to adults who have an interest or education in history ~ much as what "The Reduced Shakespeare Company" teaches us about Shakepeare is true about Deary's treatment of history: the better you know the original, the more funny and entertaining the condensed versions are.

Underdog Advertising is a unique book written with the small business in mind. It shows how the small business can take proven marketing principles and compete in the marketplace and win.
The author opens the book with the tale of David and Goliath. Just as in the old story, David represents the small business and Goliath is the giant advertising agencies.
The underdog principle consists of the Underdog Advantage Principles, the Big Dog Branding Process, and the Junkyard Dog Execution. The Underdog Advantage Principles goes into depth on the ten foundation priciples that guide the development of marketing strategies and tactics to help your business compete and win. It teaches you how to consistently deliver creative, nontraditional ways to win the high ground with limited responses. Big Dog Branding Process is essential so your business can carve out a niche in your chosen field and puts your company in the minds of your customers. The Junkyard Dog Execution shows you how to find unique ways to stand out from the crowd and how to impliment them.
David and Goliath are revisited as a review of how to use all three of the disciplines to help your business compete and win advertising spots against the Goliath's. To help you put the principles and disciplines into action, the author provides a workbook at the end that takes you through each ten principles. Also included are branding worksheets that allow you to find your target prospect, define it and validate it.
Every small business should have this book in their libraries so they can follow Mr. Flower's principles to help them define an advertising campaign that will reap benefits for their business.
This is a book that will be used over and over again. A must have, keeper for your business.

This book is a great tool for helping small businesses focus their marketing efforts. It is a great follow up to taking a marketing course. The former primarily provides the "what", this book provides the "how". The concepts and strategies are equally applicable to large busnesses.

First of all, let's have a look of the proven principles preached by the author:-

1. Think outside the box
2. Take risks
3. Strategy before execution
4. Be contrary
5. Select your battlefield
6. Focus! Focus! Focus!
7. Be consistent
8. Demonstrate value
9. Speed & surprise
10. Have patience

Cliche and common sense? Depends! Nevertheless, the beauty of it is not the provision of unique and extravagant concepts, but easily understandable and adoptable ideas furnished with plenty of real life practical examples. The two workbooks from page 175-206 of step to step guidance to apply the 10 principles well worths the price of the book (consider how much you have to pay for an external consulting agency). If you had not taken any marketing course before and you have to do marketing now, highly recommended! (though I think the much emphasized David vs Goliath metaphor is quite out of place)

Below please find some of the passages I like the most for your reference:-

You miss 100% of the shots you never take. - Wayne Gretsky pg 32
Tactics without strategy is the noise before defeat. - Sun Tzu pg 34
Strategy is the who, what, when, where, and why of advertising...Execution is the how...Because the key to creating effective advertising is to have the right strategy. pg 35
The superiority in numbers is the important factor in the result of combat...the greatest possible numbers of troops should be brought into action at the decisive point. - Karl von Clausewitz pg 78
Concentrate all your thoughts upon the work at hand. The sun's rays do not burn until they are brought into focus. - Alexander Graham Bell pg 90
It is better to overwhelm a few than to underwhelm many. pg 100
Any damn fool can put on a deal, but it takes genius, faith and perservance to create a brand. - David Ogilvy pg 134

p.s. In the very case you want to read something of the advanced level, "The 22 Immutable Laws of Branding" by Al Ries is a very good choice.

I've spent the last 15 years in marketing and always enjoy reading about principles and concepts to apply to my work. This book focuses on the "underdogs" - but not necessarily the small business owner. Some of the "underdogs" he profiles have large enough advertising budgets to allow them substantial print campaigns to compete with their bigger competitors. For this reason smaller business owners should read this book and take note of the bigger picture of what author Paul Flowers is saying. The concepts he mentions are solid and refreshingly free of the usual marketing jargon. I especially appreciated the attention Flowers paid toward attitude and mindset, as I feel this is something that can define success in an organization.

Paul Flower's UNDERDOG ADVERTISING is a gem for every small business owner. I especially appreciate Mr. Flower's honesty throughout this book, particular in the anecdote he shares in his introduction, where he reveals how he and his partners realized (to their horror, no doubt) that they themselves had "...fallen into the trap of copying what our bigger competitors ... did--the same trap we were warning our clients to avoid." It takes guts to be honest in marketing, and Mr. Flower's has guts ... in spades.

His recognition of David (of David/Goliath fame) as the archetypal underdog is brilliant, and Mr. Flowers uses the David/Goliath metaphor as a touch-stone throughout the book. BTW, much of the Underdog Advertising philosophy seems to be very much in keeping with the philosophy of the non-violent martial art of Aikido.

Mr. Flower's Ten Principles of Underdog Advertising are worth the cost of the book alone (for myself, I'm continually working on the last one - #10. Have Patience).

Kudos to Mr. Flowers for his discussion of psychographics for in the chapter on "Know Your Prospect". (I continue to be amazed at the marketing books that I read that stress demographics without ever mentioning psychographics).

Finally, when approached with an open mind, the appendix of the Underdog Advertising Workbook can provide you with a wealth of information for improving your brand.

My copy of Underdog Advertising is full of highlighted passages and notes in the margin. I'm planning on implementing these strategies over the next six month.

I can think of no higher praise to give a book.

WriterSpeaker.com--no, that's not a website-- well, actually there is a website by that name. But in this case, it is the title of a uniquely informative book.

If someone other than the book's author had asked me to read this book, I doubt I would have bothered to do so. And, oh what I would have missed had I not read it! "Technical reading" is not usually my choice. In fact, the last time I read a technical book it was assigned reading in college. I swore then that I would never use my precious reading time for technical reading again. Carmen Leal managed to change my mind on the matter, and I am very glad that she did.

My chance meeting with the energetic and engaging author of several books must have been one of those fortuitous moments we all hope for. I found myself face to face with a published author who was real, down to earth, and interested in my personal desire to write. Her energy is contagious. Her passion for writing--and helping others to do so--is overwhelming. She makes the whole writing process from beginning to end seem so easy. With an attitude that says, "If I can do it, so can you," she encourages writers and would-be writers to strive to reach their goals.

Over the past year, I have had the pleasure of interacting with Carmen Leal on numerous occasions. She always takes the time to inquire about my writing life. She never misses an opportunity to inform or encourage. No wonder WriterSpeaker.com is so reader-friendly. Its author is reader, speaker, and writer friendly as well!

In addition to this, her first technical book, Leal is the author of Faces of Huntington's and the co-author of Pinches of Salt, Prisms of Light. She teaches writing classes for the Collier County Public School System's Adult Education Program, lectures on various writing topics for the Friends of the Library at the Collier County Public Library, and travels extensively to speak at various writing conferences.

Whether the Internet is a constant companion or a new acquaintance, this book offers an amazing wealth of information. Its pages are filled with information specifically designed to meet the needs of writers and speakers. This is a reference book unlike any I have ever read before. In just 269 pages, Leal has addressed internet features, research, tips for finding writing resources including copyright laws, self-publishing hints, business savvy, online writing opportunities and classes, website development, and much much more.

In a highly unusual move, Leal has taken her readers into the "web" via a web address which links to the untold numbers of resources found in her book. She is quick to point out, "All links are checked periodically, and dead websites are eliminated. New websites come with brief descriptions."

Written from her heart, Leal guides the beginning writer through the keys to becoming a successful writer: "Read and listen. Join. Work at your craft. Attend a writer's/speaker's conference or convention. Know the publishing industry." Internet sources to work at each of these keys are addressed in WriterSpeaker.com.

Leal writes that the internet can take us "beyond research and on to success" in our craft by (1)"allowing us to target our work to specific editors," (2) "providing a place to showcase one's work," and (3) "streamlining the communication process between writers and editors."

WriterSpeaker.com has been placed on my desk next to the computer. It is already looking a bit old and worn, but it will likely be my new best friend as I work at perfecting my own writing life with the help of Internet features and great friends like author Carmen Leal.

by Lee Ambrose
for Story Circle Book Reviews
reviewing books by, for, and about women

I bought the book on impulse, based on a very strong recommendation, and found it contains the best help I have ever discovered for a writer and/or speaker using the Internet. I highly recommend it. She has an unbelievable amount of detailed research at her fingertips.

The world of the Internet is constantly changing. Without a bunch of ever-changing computer jargon, Carmen Leal has provided a set of tools and techniques for writers and speakers to learn how to research and market online. While there are many websites listed throughout this book, Carmen provides the updated links with something called Living Links.

No one can know everything about this topic of research and marketing but Carmen gives each writer and speaker a running start at the topic with this well-crafted book. It's a resource to get, read, then schedule time to periodically re-read and keep learning about this important area.

Carmen Leal is not just a very smart lady; she's very nice, too. Both traits come across loud and clear in this book. Reading her easy, straightforward, advice-rich prose is like having a conversation with the wise, affectionate aunt you never had. And, without a doubt, her collection of helpful sites for writers and speakers is unparalleled. She had pretty much every link in my own Internet bookmark folder, plus about 25-30% more than I had -- and mine were considerable, being the result of more than six years as a writer. Without a doubt, this book will stay next to my computer and become dogeared from all the love and attention it gets from me.

That said, I do have a slight issue with the marketing of this book as pure Internet reference, because that's not exactly what it is. Ms. Leal's target audience is actually NOT the seasoned writer or speaker who just needs to rev up his or her personal research engine. She's writing for, and to, beginning writers and aspiring professional speakers. Much of her book (some entire chapters and several partial chapters) is devoted to introducing neophytes to the craft and the business of writing or speaking. Thus, considering my six years of experience as a writer, I found myself skimming great swaths of text, with my eyes pausing only when I glimpsed the italic print with which all those juicy internet links are helpfully set apart.

Bottom line: This book is most definitely worth the $10 Amazon will charge you for it, and more. However, its scope is, in my opinion, a bit broad. It would be more useful to professional writers and speakers if it came in a separate, streamlined edition -- one without all the newbie advice we've already heard and benefited from long ago.

Carmen Leal has done a massive amount of research to write this book. She's done the work, and we reap the benefits. Two things endear me to Carmen:

1. She can remember when she didn't know about the internet, and can remember how she learned.

2. She writes in a easy-to-follow style that leads me on the path to understanding.

If only every book on computer topics were written this well!

I was given this book by a research mentor at the conclusion of a summer of undergrad research. She thought I would find the sections advising scientists to find appropriate wives amusing, and I certainly did. Cajal is certainly opinionated on this and many other subjects, and he writes well and clearly. Although the book is dated, the basic philosophy of science itself has not changed, making Cajal's insistence that young researchers question authority and trust their own abilities as timely as ever.

a wonderfully written, sharp, succinct account of how and why we should do research. for anyone embarking on long term work in the natural or social sciences this book provides invaluable advice. if only everyone worked this way!

This is a great book for anyone who is embarking on research life journey. It should be a madatory reading for all persons getting training in research.

Could one expect have such a magnificent review of the life which can give you the main principles to enjoy your life as a scientist? Yes, read this book which still inspires me in most aspects of my life. By some pertinent illustrations, Santiago gave us the basis to lead not only a sucesss in your scientific career, but also (and more important) advices to a better human being.
This book (and all others of this kind) speaks to human's heart, and should be proposed in our education system instead of so many boring and barely useful.

This book was recomended by Dr. T T Sun, who himself is a great motivator and researcher. I read this book and its incredible. It changes the view of thinking towards science.

This is a must read for business leaders! The authors give practical advice sharing wisdom that one acquires soley from experience. They connect conceptual dots and provide steps on how to apply the concepts toward business growth for any business. It is a "how to" book and the subtitle tells it all..."differentiate your company in ways that really matter."

This is an excellent resource for Chambers of Commerce and other business organizations to provide their members.

All industries, and all companies within those industries" have a life cycle ending in commoditization of their products or services. At that point, unless urgent steps are taken, sales stagnate, profits decrease and prospects for the future diminish greatly. This book -"Beyond Price" - presents a very precise, orderly and comprehensive process designed to give top management the tools to avoid the commoditization trap. I recommend it to all CEO;s whether or not they feel the impending pressure of maturing markets on their company's future.

Overall the book makes complex information easy to read and understand. It includes an exceptional discussion of commodity markets. The introductory material on economic principles is very practical and useful for engaging middle-managers in strategic planning activities.

Beyond the introductory material, the strength of the book is that it provides a practical framework for how to grow a business. The book is about strategic planning and marketing, it is not a book that will help to fix an unstable operation or reduce costs.

Beyond Price is a more worthwhile resource than other similar books because it is grounded in a real-world approach that has actually been executed by the authors.

Kay Plantes succeeds in making a complex topic understandable with
practical approaches that anyone can understand and apply to advance
their organization. I have found many valuable ideas that can be
adapted to higher education where I work. All organizations need to
find ways to provide value to those they serve and distinguish themselves from the competition.

I finished the book earlier this month and have to say I really enjoyed it. I thought it had some very practical lessons and was very well organized. It provided useful frameworks for each step of the journey.

I loved this book. It's very well written and very informative - definitely not "dry" and "stuffy".

The book is interesting as well as fascinating with much information. Just what was needed to add to her Elizabeth Peters novels about Egypt.

A few years ago I visited these areas and the tour guide spoke with great certainty about everything. Come to find out almost everything is subject to question. Mertz is clear on what has been established, and what is theory. The time, energy and research put into Egyptian archeaology opens new avenues of doubt and make facts more and more elusive.

Mertz warns at the beginning that this is not a text nor a complete history. She says it is an collection material that she finds interesting. The first part was a little TOO informal for me. Mertz hits her stride with Hatshepsut and keeps the narrative strong through the end.

For anyone who has an interest in Egypt or ever wondered exactly who the ancient Egyptians were and why their dynasties lasted for thousands of years, Barbara Mertz's "Temples, Tombs & Hieroglyphs" is the perfect introduction. More commonly known to readers as Elizabeth Peters, Mertz is the author of the popular Amelia Peabody mystery series.

Long before she started her career as a best-selling writer, however, Barbara Mertz began as a trained Egyptologist, with a PhD from the famed Oriental Institute at the University of Chicago, the launching pad for many successful Egyptologists. These credentials make her the perfect person to write this history, as she is able to translate the rich Egyptian history of the pharaohs into something more easily understood by readers with no archaeological background, except an interest in Egypt.

This is not to say that the book is always easy reading, although Mertz tackles her subject with a passion and humor readers are unlikely to find in any other, more typical history tome. She manages to bring the Egyptians of old to life, translating ancient hieroglyphs into fascinating stories of individuals, each with their own purpose, strengths and weaknesses exposed.

She opens up the fascinating world of tomb robbers and archaeologists (which some claim are not so far apart in purpose or behavior at times). She demonstrates how information is extrapolated from archaeological findings and illustrates how history is revised over time as new facts and theories come to light.

Despite the injection of personality Mertz brings, this can be dense material at times. For anyone uninitiated in the world of the Egyptians, there are more than 30 dynasties, each with several rulers, falling into 10 eras, dating from the Stone Age Archaic Period to the time of Cleopatra and the Roman invasion. The sheer length of time and individuals and events covered is staggering.

With repeating pharaohnic names, unfamiliar landscapes and place names, conflicting historical research and theories, the book can be overwhelming at times. Yet the reward for sticking it out (dare I even say, re-reading parts) is worth the time and effort expended. Frankly, I read this book twice, cover to cover, and the second time around, I finally began to get a real sense for the overall arc of historical time period covered. And I would hazard to say that it seems even more likely that dipping in again would yield even more historical treasure and understanding.

The richest gift that Mertz offers in her overview of Egypt can be found in the simple stories of the rulers described here, in illuminating for the novice the archaeological tricks of the trade (and weaknesses of such methods) used to determine exactly (or to the best of anyone's knowledge) what happened so many years ago. Mertz's infectious passion for all things Egyptian (well, except possibly pottery shards) can't help but influence her readers to want to learn more. Through her book, she has opened the door to her own exciting world, and readers can't help but want to share in that magic.

Christine Zibas, Book Pleasures

Writing under the pen name Elizabeth Peters, Barbara Mertz started the Amelia Peabody series of tongue-in-cheek Victorian archaeological thrillers in 1975. But 11 years before then this trained Egyptologist published the first edition of "Temples, Tombs & Hieroglyphs".

Like many other books this traces of the history of ancient Egypt from the pre-dynastic to the Ptolemies. But Mertz brings her sense of humor to lighten what can be a dry series of lists of kings. She brings to life highpoints in the Old, Middle and New Kingdoms, as well as the chaotic periods in between. Moreover, she lifts the veil and lets the reader in on many of the scholarly disputes, like those over the woman pharaoh Hatshepsut and the role of Nefertiti in the succession to her heretical husband Akhenaton.

It's also nice to see someone reveal the egomaniac Ramses II for what he was, a poor leader who lost the second Battle of Kadesh, and who covered his weaknesses by pasting his image everywhere.

For anyone who has read the Peabody books, including the depiction there of Sir William Flinders Petrie (and his approach to feeding his staff), Mertz' homage here to the founder of modern Egyptology is interesting.

In her forward to this Second Edition, Mertz says she thought she wouldn't have to do much to revise the earlier work. But then, she adds, taking into account four decades of new discoveries proved to be a challenge. There are places in this book where she discusses post-1964 work, but the addition of the new material is seamless, with no sense of things just stuck in.

This is a delightful introduction to the fascinating history of ancient Egypt.

I am halfway through strategic database marketing, and so far it is quite excellent. The author explains concepts very clearly, and gives fairly specific info on how to implement, without being technical in terms of IT.

Arthur Hughes is a database guru. This books teaches you how to start and develop a customer database and how to use is it as your most powerful marketing tool. The author is world-renowned and has created concepts such as "lifetime value" which is essential to any business owner. This book is the database marketing bible.

I love this book. Working as a data analyst in the CRM department, this book teaches me all the practical caculation/ideas for my work.

So far, this is the only book on the market that view database marketing from a quantitative point of view. On the other hand, it also instills the relationship marketing mind-set to the readers. For the rest of books avaliable in the markertplace on CRM/Database marketing, either it's too theoretical or IT. This is the best I read so far.

My approach to marketing was totally changed by reading this book; I was able to refine a jumble of thoughts into a clear, cohesive strategy. If you are at all exposed to marketing at work, Hughes will give you the ability to prioritize what is most important in your job.

Hughes has just released a new edition of this classic. It is thoroughly updated to include developments of the last half decade (the failure of CRM in many applications, advancements in Web and e-mail marketing, etc). Every marketer and entrepreneur should read this book to learn how and why lifetime value is so important and how to build your company's strategy around it.

The best thing about this book is that it covers the technical details adequately, but is still readable enough that you do not need an MBA to understand it.

For anyone who's looking for a well-written reflection on state-of-the-art direct marketing, this is not the right book. Yet, Arthur Hughes' 'Strategic Database Marketing' still has its merits.

It's a straight-forward introductory text that covers many aspects of direct marketing - mostly from an old-economy point of view. The good thing about this approach is that Hughes explains many procedures in detail that have proved to be useful over many years of practice (as he lets the reader know on many occasions, he has worked in direct marketing for a long time). And while the dull writing-style occasionally makes the content of the book seem dated, most of the ideas discussed in the book still apply. For example, Hughes does a good job explaining lifetime-value calculations, the Recency-Frequency-Monetary approach, regression analysis and other useful tools for anyone involved in direct marketing.

Unfortunately, it's not an enjoyable book. The biggest drawback is that Hughes doesn't come across as an agile intellect. He's good at explaining procedure, but rather clumsy in discussing ideas. Adding to that is his over-reliance on examples taken from his own private life (you'll learn many things about his wife that you never wanted to know) and his strange need to praise the superiority of the American economy whenever possible. If you can look past that, 'Strategic Database Marketing' may well be worth reading for any professional marketeer.