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As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed.A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing the "out-of-the-box" brand.A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products.Aaker also addresses practical management issues, introducing a set of brand equity measures, termed the brand equity ten, to help those who measure and track brand equity across products and markets. He presents and analyzes brand-nurturing organizational forms that are responsive to the challenges of coordinated brands across markets, products, roles, and contexts. Potentially destructive organizational pressures to change a brand's identity and position are also discussed.As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.
Falling for the Rancher When Lauren McCauley returns to the Circle M Ranch after her father's death, she's focused on selling the spread and getting a fresh start somewhere else. But she's unprepared for the jolt her heart feels when she meets Vic Moore. The handsome, broad-shouldered cowboy may have a legitimate claim to the Circle M, and he makes it clear he'd like to lasso Lauren, as well. Terrified of another heartbreak, Lauren vows to cash in and ship out. But the strong and steady rancher is not about to give up on his dreams of a home...and a family to go with it.
This spirited, emboldening guidebook includes more than fifty ways to get in touch with your inner divinity.Written to empower and inspire, this positive book teaches you how to connect with your inner Goddess, uncover your true goals, and create a healthy plan for achievement. With fun games and exercises, along with a list of additional resources, The Goddess in Every Girl will start you on a path of self-discovery and expression--physically, emotionally, and spiritually. Be confident. Be creative. Be beautiful. Be the person you want to be! Complete astrological tables let you look up your own personal Goddess ally in the areas of life purpose, emotions, body awareness, love, nature, energy, and passion. With more than fifty activities--such as a guided journey to the Goddess center, directions for keeping a Goddess journal, breathing exercises, meditations, and instructions on creating a sacred ritual space for self-transformation--you will find the answers within yourself. It doesn't matter who you are, where you live, what you look like, how much you weigh, what your parents do, whether you are rich or poor, popular or not--you have the power of the Goddess within you. You only have to set it free!
As a satire, Flatland offered pointed observations on the social hierarchy of Victorian culture. However, the novella's more enduring contribution is its examination of dimensions; in a foreword to one of the many publications of the novella, noted science writer Isaac Asimov described Flatland as "The best introduction one can find into the manner of perceiving dimensions." As such, the novella is still popular amongst mathematics, physics and computer science students. The story is about a two-dimensional world referred to as Flatland. The unnamed narrator, a humble square (the social caste of gentlemen and professionals), guides us through some of the implications of life in two dimensions. The Square has a dream about a visit to a one-dimensional world (Lineland), and attempts to convince the realm's ignorant monarch of a second dimension, but finds that it is essentially impossible to make him see outside of his eternally straight line.
Whimsical and witty, 'Little Eve Edgarton' is a tale about an explorer's daughter and her not-so-simple romance. Is beauty only skin deep? And what happens if it is?
There are many analyses of Tractarianism - a nineteenth-century form of Anglicanism that emphasized its Catholic origins - but how did people in the colonies react to the High Church movement? Beating against the Wind, a study in nineteenth-century vernacular spirituality, emphasizes the power of faith on a shifting frontier in a transatlantic world. Focusing on people living along the Newfoundland and Labrador coast, Calvin Hollett presents a nuanced perspective on popular resistance to the colonial emissary Bishop Edward Feild and his spiritual regimen of order, silence, and solemnity. Whether by outright opposing Bishop Feild, or by simply ignoring his wishes and views, or by brokering a hybrid style of Gothic architecture, the people of Newfoundland and Labrador demonstrated their independence in the face of an attempt at hierarchical ascendency upon the arrival of Tractarianism in British North America. Instead, they continued to practise evangelical Anglicanism and participate in Methodist revivals, and thereby negotiated a popular Protestantism, one often infused with the spirituality of other seafarers from Nova Scotia and New England. Exploring the interaction between popular spirituality and religious authority, Beating against the Wind challenges the traditional claim of Feild's success in bringing Tractarianism to the colony while exploring the resistance to Feild's initiatives and the reasons for his disappointments.
DAVID CROCKETT: His Life and Adventures by John S. C. Abbott might be the most accurate book you'll ever read about this great American icon. Throughout the book, Crockett speaks to you in his own words and relates his amazing story.
Re-released to coincide with Abbott's newest novel, Dare Me, this eBook edition of Queenpin also includes the original short story, "Policy," that the novel was based on.A young woman hired to keep the books at a down-at-the-heels nightclub is taken under the wing of the infamous Gloria Denton, a mob luminary who reigned during the Golden Era of Bugsy Siegel and Lucky Luciano. Notoriously cunning and ruthless, Gloria shows her eager young protégée the ropes, ushering her into a glittering demimonde of late-night casinos, racetracks, betting parlors, inside heists, and big, big money. Suddenly, the world is at her feet--as long as she doesn't take any chances, like falling for the wrong guy. As the roulette wheel turns, both mentor and protégée scramble to stay one step ahead of their bosses and each other.
The audacious new novel about family and ambition from "one of the best living mystery writers" (Grantland) and bestselling, award-winning author of The Fever, Megan Abbott.How far will you go to achieve a dream? That's the question a celebrated coach poses to Katie and Eric Knox after he sees their daughter Devon, a gymnastics prodigy and Olympic hopeful, compete. For the Knoxes there are no limits--until a violent death rocks their close-knit gymnastics community and everything they have worked so hard for is suddenly at risk. As rumors swirl among the other parents, Katie tries frantically to hold her family together while also finding herself irresistibly drawn to the crime itself. What she uncovers--about her daughter's fears, her own marriage, and herself--forces Katie to consider whether there's any price she isn't willing to pay to achieve Devon's dream. From a writer with "exceptional gifts for making nerves jangle and skin crawl" (Janet Maslin), You Will Know Me is a breathless rollercoaster of a novel about the desperate limits of parental sacrifice, furtive desire, and the staggering force of ambition.
In 1926, Agatha Christie disappeared--making headlines across the world--only to show up eleven days later at a spa under an assumed name. During those eleven days, did she have time to write a play? Jordan Kelly needs a new job and a new place to live. She's back in Harrison Falls, New York, living with her not so law-abiding uncles, in debt thanks to a credit card-stealing ex and pending grad school loans. Enter the perfect job, a research position that includes room and board, which will allow her to spend her days hunting down rare mysteries for an avid book collector. There's just one problem: her employer, Vera Van Alst--the most hated citizen of Harrison Falls. Jordan's first assignment is to track down a rumored Agatha Christie play. It seems easy enough, but Jordan soon finds out that her predecessor was killed while looking for it, and there is still someone out there willing to murder to keep the play out of Vera's hands. Jordan's new job is good...but is it worth her life?
WHAT GOES ON BEHINDTHE SCENES AT ELBULLI?Elected best restaurant in the world by Restaurant magazine an unprecedented five times, elBulli is where chef Ferran Adrià's remarkable cuisine comes to life--with dragon cocktails that make the drinker breathe smoke and caviar made from tiny spheres of olive oil. elBulli is also the object of culinary pilgrimage--millions clamor every year for a reservation at one of its tables. Yet few people know that, behind each of the thirtyor more courses that make up a meal at elBulli, a small army of stagiaires--apprentice chefs--labor at the precise, exhausting work of executing Adrià's astonishing vision. In The Sorcerer's Apprentices: A Season in the Kitchenat Ferran Adrià's elBulli, Lisa Abend explores the remarkable system that Adrià uses to run his restaurant and, in the process, train the next generation of culinary stars. Granted more access to Adrià and the elBulli kitchen than any other writer in the restaurant's history, Abend follows thirty-five young men and women as they struggle to master the cutting-edge techniques, grueling hours, furious creativity, and interpersonal tensions that come with working at this celebrated institution. Her lively narrative captures a great cast, including a young Korean cook who camps on the doorstep of elBulli until he is allowed to work in the kitchen; an ambitious chef from one of Switzerland's top restaurants struggling to create his own artistic vision of cuisine; and an American couple whose relationship may not withstand the unique pressures of the restaurant. What emerges is an irresistible tale of aspiring young talents caught, for good or ill, in the opportunity of a lifetime.Taken together, their stories form a portrait of the international team that helps make a meal at elBulli so memorable. They also reveal a Ferran Adrià few ever see, one who is not only a genius chef and artist but also a boss, teacher, taskmaster, businessman, and sometimes- flawed human being. Today, food has become the focus of unprecedented attention, and The Sorcerer's Apprentices also explores the strange evolution--in less than two decades--of a once-maligned profession into a source of celebrity.
**A Scotsman Non-Fiction Book of the Year** Vanessa Able wanted a truly independent Indian adventure, but nothing prepared her for the noise, chaos and terror of driving 10,000 km around the subcontinent or for finding the love of her life. Behind the wheel of a yellow Tata Nano (the world s cheapest car), Vanessa steers the reader through a hilarious, high-octane adventure. Taking any help she can get from loopy spiritual gurus to professional driving instructors, and even a divine insurance policy she drives her way around an alien road network through India s white-knuckle traffic where vehicle size, full-beam lights and roads that simply disappear seem to trump all common sense. Narrowly escaping death by truck, she learns the real rules of the road, the vehicle pecking order, what to do when the SH11T hits the fan and to appreciate the true kings of the dusty tarmac: the bullocks. En route, she falls hopelessly in love with a mathematician named Thor who might be, ironically, the worst driver she s ever met. Their romance does not start promisingly the first rendezvous is interrupted by that universal passion-killer, Delhi belly but will they survive unexpected sheep-jams, a car full of elephant slime, and the endless cacophony of horns?
The book focuses on advanced characterization methods for thin-film solar cells that have proven their relevance both for academic and corporate photovoltaic research and development. After an introduction to thin-film photovoltaics, highly experienced experts report on device and materials characterization methods such as electroluminescence analysis, capacitance spectroscopy, and various microscopy methods. In the final part of the book simulation techniques are presented which are used for ab-initio calculations of relevant semiconductors and for device simulations in 1D, 2D and 3D. Building on a proven concept, this new edition also covers thermography, transient optoelectronic methods, and absorption and photocurrent spectroscopy.
Published in 1867, The Man With The Broken Ear, was written by French novelist, publicist, and journalist, Edmond François Valentin About.
Ms. magazine called Charting by the Stars "a memorable account of growing up about the ways we invent and reinvent ourselves reminiscent of Margaret Atwood's Surfacing." Linsey Abrams' passionate and eloquent first novel chronicles one girl's coming of age, from a 1950s childhood into the '60s world of New York. Her love affair with another woman begins a profound shift of identity and world. The New York Times said of this nationally reviewed novel: "Abrams has a superb talent for the specific. . . . She [has] her own style--a mixture of introspection, common sense, daydreaming and recollection-and controls it beautifully."
Our History in New York covers a single year in the lives of narrator Chloe, her long-time lover, Helen, and their friends. From AIDS to the glory of Greenwich Village to romance and aging, the novel addresses time, art, mortality, and community at a century's end. The New York Times said of this nationally reviewed author: "Abrams has a superb talent for the specific . . . She [has] her own style-a mixture of introspection, common sense, daydreaming and recollection-and controls it beautifully." Sojourner called "each chapter an exquisite short story. . . . Abrams paints . . . neighborhoods with the precision of the old Dutch Masters."
Why not make money and make a difference, too? A revolutionary blueprint for growing wealth, finding fulfillment, and changing the world by living your values. In the emerging era of Conscious Money, we achieve prosperity by tapping into the power of values, consciousness, and sound economic principles. By applying the wisdom of Conscious Money to your personal finances, you can build a foundation for sustainable wealth and true fulfillment. No longer will you need to choose between your core values and your paycheck. Instead you'll expand on-the-job creativity, grow income through conscious practices, and change the world as you: * identify your unique personal values; * break down barriers to financial success; * partner with companies that reflect your values; * express your values through conscious shopping; * tap into higher consciousness at the office; * harness your intuition to clarify financial choices; and * invest in enterprises that honor the planet.
In her stunning debut collection,The Wonder Garden, Lauren Acampora brings to the page with enchanting realism the myriad lives of a suburban town and lays them bare. These linked stories take a trenchant look at the flawed people of Old Cranbury, incisive tales that reveal at each turn the unseen battles we play out behind drawn blinds, the creeping truths from which we distract ourselves, and the massive dreams we haul quietly with us and hold close. Deliciously creepy and masterfully complex, The Wonder Garden heralds the arrival of a phenomenal new talent in American fiction.
A moving journey through the experience of breast cancer, including the different approaches and treatments.
It was a technological crisis in an alien realm: a blown-out oil well in mile-deep water in the Gulf of Mexico. For the engineers who had to kill the well, this was like Apollo 13, a crisis no one saw coming, and one of untold danger and challenge. A suspense story, a mystery, a technological thriller: This is Joel Achenbach's groundbreaking account of the Deepwater Horizon disaster and what came after. The tragic explosion on the huge drilling rig in April 2010 killed eleven men and triggered an environmental disaster. As a gusher of crude surged into the Gulf's waters, BP engineers and government scientists--awkwardly teamed in Houston--raced to devise ways to plug the Macondo well. Achenbach, a veteran reporter for The Washington Post and acclaimed science writer for National Geographic, moves beyond the blame game to tell the gripping story of what it was like, behind the scenes, moment by moment, in the struggle to kill Macondo. Here are the controversies, the miscalculations, the frustrations, and ultimately the technical triumphs of men and women who worked out of sight and around the clock for months to find a way to plug the well. The Deepwater Horizon disaster was an environmental 9/11. The government did not have the means to solve the problem; only the private sector had the tools, and it didn't have the right ones as the country became haunted by Macondo's black plume, which was omnipresent on TV and the Internet. Remotely operated vehicles, the spaceships of the deep, had to perform the challenging technical ma-neuvers on the seafloor. Engineers choreographed this robotic ballet and crammed years of innovation into a single summer. As he describes the drama in Houston, Achenbach probes the government investigation into what went wrong in the deep sea. This was a confounding mystery, an engineering whodunit. The lessons of this tragedy can be applied broadly to all complex enterprises and should make us look more closely at the highly engineered society that surrounds us. Achenbach has written a cautionary tale that doubles as a technological thriller.
Why would a young high-middle class family trade the good life for a tiny one-room cabin in Alaska's wilderness? It began from a simple dream to go off and live a simpler and less complicated life. That dream set them on a course to Gold Dust Creek to become gold miners to the utter shock of family and friends. Had they gone mad? Where was the sanity in risking all for a dream that might never come true and going from Riches to Rags? Beginning from scratch, with no clue about gold mining, this courageous family ventured out, taking it a step at a time without ever knowing what to expect. There were many bumps in the road and obstacle in their path. Somehow it all worked out and reality became bigger than life and bigger even than they dared to dream. Within eleven years they made history in Alaska, developing the most advanced technology in the gold mining industry. This is the story of how they did it. Experience some of their harrowing moments with bears, armed intruders, and Mother Nature's fury, as well as hilarious encounters with nature's cute and clever critters in Alaska's awesome wilderness.
"I didn't have a choice. I didn't." That's what Allie Whitman tells herself every night as she lies awake. Sometimes she even believes it. But mostly she knows deep down that her inability to make a hard choice has put millions of lives at risk, including her own. Now the only one who can help her is her lawyer, Connor Norman. Unfortunately, Allie's actions have destroyed Connor's trust in her--and may destroy much, much more.
Amalia deals with loss while learning about love and her cultural heritage in this tender tale from acclaimed authors Alma Flor Ada and Gabriel M. Zubizarreta.Amalia's best friend Martha is moving away, and Amalia is feeling sad and angry. And yet, even when life seems unfair, the loving, wise words of Amalia's abuelita have a way of making everything a little bit brighter. Amalia finds great comfort in times shared with her grandmother: cooking, listening to stories and music, learning, and looking through her treasured box of family cards. But when another loss racks Amalia's life, nothing makes sense anymore. In her sorrow, will Amalia realize just how special she is, even when the ones she loves are no longer near? From leading voices in Hispanic literature, this thoughtful and touching depiction of one girl's transition through loss and love is available in both English and Spanish.
New York Times bestselling author Cherry Adair delivers the next book in her latest paranormal romance series following Hush. New York Times bestselling author Cherry Adair is back with the next book in her latest paranormal romance series featuring the men and women of Lodestone. They can retrieve anything, anyone, anywhere....
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