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Investment Valuation: Tools and Techniques for Determining the Value of any Asset, University Edition, by Aswath Damodaran

The definitive source of information on all topics related to investment valuation tools and techniques

Valuation is at the heart of any investment decision, whether that decision is buy, sell or hold. But the pricing of many assets has become a more complex task in modern markets, especially after the recent financial crisis. In order to be successful at this endeavor, you must have a firm understanding of the proper valuation techniques. One valuation book stands out as withstanding the test of time among students of financial markets and investors, Aswath Damodaran'sInvestment Valuation.

Now completely revised and updated to reflect changing market conditions, this third edition comprehensively introduces students and investment professionals to the range of valuation models available and how to chose the right model for any given asset valuation scenario. This edition includes valuation techniques for a whole host of real options, start-up firms, unconventional assets, distressed companies and private equity, and real estate. All examples have been updated and new material has been added.

  • An expansion of ancillaries include updated online databases, spreadsheets, and other educational support tools
  • Fully revised to incorporate valuation lessons learned from the last five years, from the market crisis and emerging markets to new types of equity investments
  • Revised examples of company valuations such as companies from Eastern Europe and Africa, which stress the global nature of modern valuation
  • Author Aswath Damodaran is regarded as one of the best educators and thinkers on the topic of investment valuation

This indispensable guide is a must read for students wishing to gain a better understanding of investment valuation and its methods. With it, you can take the insights and advice of a recognized authority on the valuation process and immediately put them to work for you.

  • Sales Rank: #162048 in Books
  • Published on: 2012-04-17
  • Original language: English
  • Number of items: 1
  • Dimensions: 10.00" h x 1.20" w x 7.05" l, 3.25 pounds
  • Binding: Paperback
  • 992 pages

Amazon.com Review

More to Explore: See More Valuation Resources
 

    Title Investment Valuation Investment Valuation Valuation Equity Asset Valuation Tools and Techniques for Determining the Value of Any Asset Tools and Techniques for Determining the Value of any Asset Measuring and Managing the Value of Companies     Guide Type Professional Text Professional Text   Audience Level Professional Graduate Student Professional Professional and Student   Pages 992 992 811 464   Binding Hardcover Paperback Hardcover Hardcover   List Price $125.00 $95.00 $95.00 $95.00   Author(s) Damodaran Damodaran McKinsey & Company / Koller CFA / Pinto   Publication Date April, 2012 April, 2012 July, 2010 February, 2010   Imprint Wiley Wiley Wiley Wiley   Print Book 111801152X 1118130731 0470424656 0470571438   Kindle Book B007MF15VE B007MF15ZA B003YJF068 B0034DGPO0   Edition 3 3 5 2   Brief Description Comprehensive book by a leading voice in valuation and one of the nation's top business school professors. Comprehensive book by a leading voice in valuation and one of the nation's top business school professors. Best-selling guide to corporate valuation. Comprehensive approach to standard and advanced topics. Offers vital insights on equity valuation; has a separate companion workbook for practicing key concepts.  

From the Back Cover

Valuation is at the heart of any investment decision, whether that decision is buy, sell, or hold. But the pricing of many assets has become a more complex task in modern markets, especially after the recent financial crisis. Now completely revised and updated to reflect changing market conditions, the Third University Edition of Investment Valuation provides expert instruction on how to value virtually any type of asset—stocks, bonds, options, futures, real assets, and much more.

Written by noted valuation authority—and acclaimed New York University Stern Business School Professor—Aswath Damodaran, this reliable resource uses real-world examples and the most current valuation tools to guide you through the theory and application of various valuation models. Along the way, it provides comprehensive coverage of:

  • The valuation lessons learned from the recent market crisis
  • Using real option theory and option pricing models in valuing business and equity
  • Valuation of unconventional assets, financial service firms, start-ups, emerging market companies, and many other traditionally valued assets
  • Probabilistic approaches in valuation, such as scenario analysis, decision trees, and simulations
  • How to choose the right model for any given asset valuation scenario

A perfect guide for those who need to know more about the tricky business of valuation, the Third University Edition of Investment Valuation—which includes an instructor's companion site—will be an essential asset to anyone learning about this critical part of the investment process.

About the Author

ASWATH DAMODARAN is Professor of Finance at New York University's Leonard N. Stern School of Business. He has been the recipient of numerous awards for outstanding teaching, including the NYU university-wide Distinguished Teaching Award, and was named one of the nation's top business school teachers by BusinessWeek in 1994. In addition, Damodaran teaches training courses in corporate finance and valuation at many leading investment banks. His publications include Damodaran on Valuation: Security Analysis for Investment and Corporate Finance; Investment Valuation; Corporate Finance; Investment Management; and Applied Corporate Finance, all published by Wiley, and The Dark Side of Valuation.

Most helpful customer reviews

25 of 25 people found the following review helpful.
Excellent book with too many typos
By Finance Prof
I have just read this book from cover to cover and benefited from it greatly. The author has a very methodical approach to valuation and demonstrates the application of principles through many examples. The closest competitor is the book Valuation by McKinsey, and with this latest revision of his text, Damodaran has I believe reclaimed the lead. It is human nature to want clear easy answers, but quite often in financial forecasting and valuation there are multiple options, each with tradeoffs and judgment calls. Damodaran often lays out the choices, discusses the pros and cons, and leaves it to the reader to decide among the alternatives. He does provide many applied examples, so the reader can see these sorts of judgment calls being repeatedly made and put into practice. The author's website at NYU provides a wealth of market and financial information, and he periodically updates this data. This is enormously useful if you are going to teach a class from this book, which I am planning to do.

The author follows common academic practice (following Modigliani and Miller) of discounting interest tax shields at the cost of debt rather than the unlevered cost of capital. It seems much of the industry treats these cash flows as riskier and uses the unlevered cost of capital for discounting. This approach is also consistent with a constant-growth capital structure, which is often assumed in modeling the firm's future cash flows. The McKinsey book takes this approach as do I in teaching Advanced Corporate Finance. But this is a minor complaint.

My chief complaint with the book is that it is replete with typos. Many of them are grammatical in nature (article missing, verb tense is wrong, sentence fragment) and, while irritating, are rather harmless. Others, however, involve equations or numbers and serve to impede or derail the reader's understanding. For example, in one chapter alone (Chapter 7), there are errors in equations on pages 158, 169, and 176. As a professor, I (usually) have the ability to recognize these sorts of errors, but students likely will not. For this reason, I am only giving four stars to what otherwise should be a five-star book.

2 of 2 people found the following review helpful.
A Solid Valuation Text
By RSB
This is a solid valuation text. It was a bit dry- perhaps that is just the subject matter. A worthwhile read nonetheless.

1 of 2 people found the following review helpful.
Great Book
By Big T
Damodaran does it again. Great book to understand the just in investment valuation. If you don't have any experience in financial valuation this gives you a comprehensive understanding of what investment professionals are doing in the field. Good book to have.

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Softcover edition.

  • Sales Rank: #1826035 in Books
  • Published on: 1998
  • Binding: Paperback
  • 540 pages

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  • Sales Rank: #4813847 in Books
  • Published on: 1955
  • Format: Import
  • Binding: Hardcover
  • 370 pages

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Thou Shalt Honor Thy Reader, Thou Shalt Not Waste Words, Thou Shalt Not Kill Thy Sentences—these are three of the “pen” commandments through which, with humor and an engaging sense of purpose, Steven Frank inspires his readers not just to write but to write well.

Thou Shalt Take Pleasure in Thy Pen: As Frank watches a group of students huddle around a boy who is gleefully explaining a mysterious scar, an infallible writing topic emerges—describe the grossest thing that’s ever happened to you. Thou Shalt Not Pick on the Puncts: Frank persuades a hyperkinetic teen to slow down long enough to let punctuation marks help the boy’s own natural storytelling ability come through. Thou Shalt Overcome Writer’s Block: With practical advice and compelling case studies, Frank unfreezes the pens of struggling writers all around him, from his mail carrier to a former student to his own mom.

Drawing on Frank’s considerable experience as an English teacher, his passion for writing, and his love of language, The Pen Commandments is a witty and accessible book that entertains as it instructs.

  • Sales Rank: #226800 in Books
  • Published on: 2003-08-05
  • Released on: 2003-08-05
  • Original language: English
  • Number of items: 1
  • Dimensions: 7.80" h x 1.10" w x 5.73" l,
  • Binding: Hardcover
  • 336 pages

From Publishers Weekly
While most guides for novice writers are penned by professional writers, this one comes from a high school teacher, and he knows from teaching writing to the unskilled. Judging from the anecdotes he relates, he is an inspired teacher who sparks a love of language in his students. He is an affable, entertaining and unintimidating guide as he reviews his basic rules for good writing: Thou Shalt Honor Thy Reader ("Your first reader is often a teacher... we're desperate to be entertained"); Thou Shalt Not Kill Thy Sentences (a sentence that is "unclear, undisciplined, or incomplete... will be DOA") and more. Some of the subrules are familiar ("Show, don't tell"), but Frank's illustrations-depicting literary devices such as "The Persuasive Staircase"-are so enjoyable, it won't matter. Although aimed at students, grown-up aspiring writers will relish Frank's book, too.
Copyright 2003 Reed Business Information, Inc.

From Booklist
"The first sentence can be as frightening as a first kiss." Funny, inspiring, practical, and rigorous, this writing guide draws on classroom exercises and anecdotes from Frank's 10 years of teaching middle school and high school. With quotes from the greats--J. K. Rowling, Mary Shelley, Herman Melville, Langston Hughes, Sandra Cisneros, and many more--Frank also includes personal, moving, often hilarious examples to illustrate his "pen" commandments of the rules of good writing. Of course, the mistakes make the best reading, such as Parallel Structure Disorder ("Standing in my room, a naked lady suddenly walked by"), but Frank manages to be just as entertaining about the solid basics of punctuation, grammar, and style. Always he shows and tells that writing is fun, but that it isn't easy ("an individual voice doesn't mean chatter"). A must for discussion groups, this will also encourage the hesitant writer to find discipline, direction, and the privacy offered by a room of one's own. Hazel Rochman
Copyright © American Library Association. All rights reserved

Review
“Steven Frank is the English teacher you wish you’d had in high school. That’s because he knows that education and humor make terrific team teachers. If thou wishest to become a better—and more joyful—writer, thou shalt follow The Pen Commandments.”
—Richard Lederer, author of The Write Way

Most helpful customer reviews

0 of 0 people found the following review helpful.
Book was in perfect condition. I love the writing style of Stephen ...
By christina deckard
Book was in perfect condition. I love the writing style of Stephen Frank. Very informative and easy to understand. This is a must read for everyone.

3 of 3 people found the following review helpful.
Great reading
By Janet M. Weber
This is a wonderful resource for the beginning to intermediate writer. But unlike most textbooks, it is well-written and highly entertaining. I wish this person had been my teacher!

5 of 5 people found the following review helpful.
Easy-to-Understand & Common Sense Advice on Writing
By Lori L. Lake
In addition to books about writing term papers and how to properly study, in THE PEN COMMANDMENTS, Steven Frank has written a guide for the novice prose writer. Other authors and experts have covered this topic, but Frank's book is one of the most accessible I have read. Full of common sense suggestions, easy-to-understand explanations, and a cogently organized process, the book is one to which every new writer should turn.

Drawing on his experience as a high school English teacher, the author walks the aspiring reader through all parts of the writing process. He's structured the book in the form of 10 Commandments (i.e. Thou shalt not Kill Thy Sentences; Thou Shalt Describe Thy World, Express Thy Opinions, and Preserve Thy Past; Thou Shalt Overcome Writer's Block; Thou Shalt Not Covet Thy Writer's Prose). Humorously and in an engaging-sometimes laugh-out-loud-style, the author demystifies the writing process and makes it seem fun. Particularly useful are his suggestions for recommended reading and an appendix of the top ten grammar mistakes to avoid. The book is durably composed with no messy slip cover, and it's the perfect size for any novice to carry in a book-bag or purse.

Any new writer serious about exploring the world of writing should get thee to thy nearest book outlet, purchase this book, and read it from cover to cover. The few hours spent will be immensely worthwhile. Highly recommended. ~Lori L. Lake, author and freelance reviewer for Midwest Book Review, Golden Crown Literary Society's "The Crown," The Independent Gay Writer, and Just About Write.com.

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Senin, 03 Desember 2012

[Q916.Ebook] Download PDF GIANT KILLERS, MOUNTAIN MOVERS, and grasshoppers: Biblical Support for the Law of Attraction, by Doris Rose Beerwald

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GIANT KILLERS, MOUNTAIN MOVERS, and grasshoppers: Biblical Support for the Law of Attraction, by Doris Rose Beerwald



GIANT KILLERS, MOUNTAIN MOVERS, and grasshoppers: Biblical Support for the Law of Attraction, by Doris Rose Beerwald

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GIANT KILLERS, MOUNTAIN MOVERS, and grasshoppers: Biblical Support for the Law of Attraction, by Doris Rose Beerwald

There are over 7000 promises in the bible! If you are saying what you don't have, STOP RIGHT NOW and start declaring what God says you can have. He spoke the heavens and the earth into existence, and since you a much beloved child of God [made in His image] you, too, can direct your life's course by the power of your thoughts and words. You must, however stay focused on the positive because the devil will throw everything (that he can) at you to derail your life and abort your dreams. DO NOT BACK DOWN and accept defeat and mediocrity. FIGHT FOR YOUR LIFE! It's the only one you have. In this scripturally based commentary on the law of attraction you will learn how powerful your thoughts and words really are. You will also discover the hindrances that are keeping you back from God’s best for you, and finally you will be able to take your life to the next level by using the law of attraction within the confines of God’s sovereignty. God only wants the very best for you because He loves you very, very much. If fact He's crazy about you!

  • Sales Rank: #6194510 in Books
  • Published on: 2011-09-13
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.00" h x .32" w x 5.00" l, .32 pounds
  • Binding: Paperback
  • 140 pages

Most helpful customer reviews

0 of 0 people found the following review helpful.
Author has limited writing skills affecting the legitimacy of this book
By eddy Tompkins
This book is not very well written. There are so many typographical errors and grammatical errors that it is actually difficult to read at times. The author is giving her personal opinion, as authors do, yet there could be some actual research attached, even using collaborative opinion from peers to validate her opinions. Nevertheless, the author does use some relevent Biblical data to corroborate her argument, (by the way, the word Bible IS always captialized, Ms. Beerwald). Clearly this author has very limited writing skills and less education in research but I will commend her in taking the initiative to make an attempt.

0 of 0 people found the following review helpful.
Four Stars
By MikeR
Great book!

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Kamis, 29 November 2012

[Q899.Ebook] Ebook Free The Portable MBA in Marketing (The Portable MBA Series), by Charles D. Schewe, Alexander Hiam

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The Portable MBA in Marketing (The Portable MBA Series), by Charles D. Schewe, Alexander Hiam

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

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

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

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

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

The Portable MBA Series

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

SERIES TITLES: Core Curriculum

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

Vital Business Topics

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

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

Praise for The Portable MBA in Marketing, Second Edition

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

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

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

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

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

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

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

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

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

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

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

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

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

The Portable MBA Series

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

SERIES TITLES: Core Curriculum

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

Vital Business Topics

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

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

Praise for The Portable MBA in Marketing, Second Edition

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

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

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

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

Most helpful customer reviews

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

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

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

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

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

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

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

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