John Wiley & Sons Limited
Все книги издательства John Wiley & Sons LimitedTen Deadly Marketing Sins. Signs and Solutions
Marketing's undisputed doyen offers an unbeatable guide on what not to do As the cost of marketing rises, its effectiveness is in decline. CEOs want a return on their marketing investment, but can't be sure their marketing efforts are even working. Truly, marketers have to shape up or watch their business go south. In this clear and comprehensive guide, renowned marketing expert Philip Kotler identifies the ten most common-and most damaging-mistakes marketers make, and how to avoid them. But these ten mistakes are much more than simple mess-ups; they're glaring deficiencies that prevent companies from succeeding in the marketplace. In Ten Deadly Marketing Sins, Kotler covers each sin in-depth in its own chapter and offers practical, proven guidance for reversing them. Marketers will learn how to stay market-focused and customer-driven, fully understand their customers, keep track of the competition, manage relationships with stakeholders, find new opportunities, develop effective marketing plans, strengthen product and service policies, build brands, get organized, and use technology to the fullest. Covering crucial topics every marketer must understand, Ten Deadly Marketing Sins is a must-have for anyone who want to remain competitive in an increasingly challenging marketplace. Packed with the kind of marketing wisdom only Kotler can provide, this is an indispensable resource for every company-and every marketer-who wants to develop better products, better marketing plans, and better customer relationships. Ten Deadly Marketing Sins is an unbeatable resource from the most respected thinker in modern marketing. Philip Kotler (Chicago, IL) is the S. C. Johnson Distinguished Professor of International Marketing at Northwestern University's Kellogg Graduate School of Management and the author of 15 books, including Marketing Insights from A to Z (0-471-26867-4) and Lateral Marketing (0-471-45516-4), both published by Wiley.
Reversing. Secrets of Reverse Engineering
Beginning with a basic primer on reverse engineering-including computer internals, operating systems, and assembly language-and then discussing the various applications of reverse engineering, this book provides readers with practical, in-depth techniques for software reverse engineering. The book is broken into two parts, the first deals with security-related reverse engineering and the second explores the more practical aspects of reverse engineering. In addition, the author explains how to reverse engineer a third-party software library to improve interfacing and how to reverse engineer a competitor's software to build a better product. * The first popular book to show how software reverse engineering can help defend against security threats, speed up development, and unlock the secrets of competitive products * Helps developers plug security holes by demonstrating how hackers exploit reverse engineering techniques to crack copy-protection schemes and identify software targets for viruses and other malware * Offers a primer on advanced reverse-engineering, delving into «disassembly»-code-level reverse engineering-and explaining how to decipher assembly language
Electronic Trading Masters. Secrets from the Pros!
Discover what makes a winner in the trading game Direct access to the markets has changed how individuals trade. It is now possible to compete on a much more level playing field with the pros, knowing who is buying, who is selling, and at what price. Electronic Trading Masters takes traders to the next level by providing advice straight from the mouths of the newest market wizards. The author interviews top traders in today's direct access markets and uncovers their strategies.
AutoCAD. Secrets Every User Should Know
"I've been using AutoCAD for 22 years and have written a hundred books on the subject. I reviewed many CAD books back in the days when book reviews were common in CAD publications; some were innovative, others were just sad. But for nearly a decade, it's been mostly silence on the book review front. Then earlier in the summer, a book arrived in the mail from Sybex: AutoCAD Secrets Every User Should Know by Dan Abbott. Reading it, I got excited: here's a book for every AutoCAD user, even old-timers like me." – Ralph Grabowski, Editor, upFront.eZine.com: The Business of CAD Learn the «why» behind the «how» in this one-of-a-kind reference packed with tips and techniques from award-winning AutoCAD expert Dan Abbott. This info-packed guide reveals some of the best kept AutoCAD secrets on technical standards, AutoLISP programming, DOS functions, scripts, 3D, and everything in between. Based on his popular «Things Every AutoCAD User Should Know» session at Autodesk University and other industry events, Dan gives you the answers to frequently asked AutoCAD questions in his direct and entertaining style while using real-world case studies to put your skills into practice. Read it cover to cover or dive right in to the sections you need most, then get ready to improve your productivity, save more time, and become an AutoCAD all-star.
Eureka!. Scientific Breakthroughs that Changed the World
The common language of genius: Eureka! While the roads that lead to breakthrough scientific discovery can be as varied and complex as the human mind, the moment of insight for all scientists is remarkably similar. The word «eureka!», attributed to the ancient Greek mathematician Archimedes, has come to express that universal moment of joy, wonder-and even shock-at discovering something entirely new. In this collection of twelve scientific stories, Leslie Alan Horvitz describes the drama of sudden insight as experienced by a dozen distinct personalities, detailing discoveries both well known and obscure. From Darwin, Einstein, and the team of Watson and Crick to such lesser known luminaries as fractal creator Mandelbrot and periodic table mastermind Dmitri Medellev, Eureka! perfectly illustrates Louis Pasteur's quip that chance favors the prepared mind. The book also describes how amateur scientist Joseph Priestley stumbled onto the existence of oxygen in the eighteenth century and how television pioneer Philo Farnsworth developed his idea for a TV screen while plowing his family's Idaho farm.
Income Investing Today. Safety and High Income Through Diversification
Income Investing Today Income Investing Today details a safe alternative to the downside risks inherent in the stock market–income securities that can provide a 7% to 8% annual cash income. With this book, fixed income expert Richard Lehmann outlines income investing concepts you need to understand, various investment vehicles, and investment strategies that will help you build a safe, diversified portfolio of investments. The investment vehicles he explains range well beyond traditional fixed income securities or creditor instruments such as bonds, to include hybrids, REITs, mutual funds, and more. He shows that the key to building a steady, growth-oriented income portfolio is to diversify over a variety of securities that depend on different drivers–that is, portfolios that are not vulnerable to any one specific economic factor such as interest rates. The ideal guide for individual investors saving for retirement and seeking more safety in their portfolios, Income Investing Today shows how a diversified collection of income securities can equal or exceed the returns from common stock with much lower risk.
The Definitive Job Book. Rules from the Recruitment Insiders
There are few books available which cover the full job-searching, application, interview and negotiation process. The Definitive Job Book is just that – it covers every single aspect of job-hunting in seven chapters. Each chapter includes 'advice from the inside' interviews with HR and recruitment specialists and 'I've been there too' interviews with people who have successfully navigated the recruitment minefield. The Definitive Job Book Is an essential reference for anyone – from graduates starting out, to senior executives seeking a change – to the job-hunting process. You will need only THIS book to get the job of your dreams.
Seeing Tomorrow. Rewriting the Rules of Risk
In high-stakes investing and business, success or failure largely depends on how well you play the game of risk-a game in which the rules of competition are constantly being rewritten. Strategies that proved effective in the past are no longer enough to win today. The key to success is not to rely on yesterday's news, but to peer into the future and ask what could happen tomorrow. Presenting a bold new way of thinking about risk, in Seeing Tomorrow Ron Dembo and Andrew Freeman offer a dynamic framework designed to enhance our ability to make important decisions, and consequently change how we manage our investments. By incorporating investors' individual circumstances and tolerances -as well as the unique reasoning behind their decision making-this innovative approach captures much more of how we actually think about risk. From the basic building blocks required for forward-looking risk management, Dembo and Freeman define and explore the roles and significance of such fundamentals as time horizons, risk measures, benchmarks, and scenarios. Once the foundation is laid, these elements are used to construct a solid architecture for risk management and risk-adjusted analysis that is not only general enough to be able to handle a multitude of risks, but also able to present many different measures of risk. With clear-cut explanations and intriguing real-world examples, Seeing Tomorrow leads you step by step through the authors' groundbreaking risk rules. These include: choosing an appropriate time horizon, selecting scenarios, computing Value at Risk (VAR), assessing both the upside and downside of a potential deal, calculating Regret, and compiling a reliable Regret matrix. By combining Regret, Upside, and a measure of our tolerance for risk, the authors demonstrate how these components create a powerful new way of approaching decisions. They offer guidance on very specific real life problems-such as buying a house or suing someone-as well as on broad matters of strategy and investing. Written by two leading authorities in the field, Seeing Tomorrow is a milestone addition to risk literature that will dramatically alter the way you view, identify, and manage risk. It is must reading for investors and decision makers alike. «Seeing Tomorrow is a powerhouse in the understanding of risk. With their ingenious blend of psychology and rigorous quantitative analysis, the authors have created an authoritative and innovative handbook of risk management that is essential for both practitioners and theoreticians.» -Peter L. Bernstein author, Against the Gods and Capital Ideas. «This excellent and readable book provides an innovative approach to choosing actions when the outcomes are uncertain. Anyone with an interest in improving their decision-making skills would benefit from reading this. Anyone with a professional interest in risk management must read it.» -Stephen A. Ross Fischer Black Visiting Professor of Finance Massachusetts Institute of Technology Sloan School of Management Sterling Professor of Economics and Finance, Yale University. «Ron Dembo and Andrew Freeman have done an excellent job of describing how to think about and measure risk. This will become required reading for businesses and personal investment executives.» -Ned C. Lautenbach.
Authentic Leadership. Rediscovering the Secrets to Creating Lasting Value
In the wake of continuing corporate scandals there have been few, if any, CEOs that have stepped forward as models of «doing things right»—except the former chairman and CEO of Medtronic, Bill George. George has become the unofficial spokesperson for responsible leadership—in business, the media, and academia. In Authentic Leadership Bill George makes the case that we do need new leaders, not just new laws, to bring us out of the current corporate crisis. He persuasively demonstrates that authentic leaders of mission-driven companies will create far greater shareholder value than financially oriented companies. During George's twelve-year leadership at Medtronic, the company's market capitalization soared from $1.1 billion to $460 billion, averaging 35% per year. George candidly recounts many of the toughest challenges he encountered – from ethical dilemmas and battles with the FDA to his own development as a leader. He shows how to develop the five essential dimensions of authentic leaders—purpose, values, heart, relationships, and self-discipline. Authentic Leadership offers inspiring lessons to all who want to lead with heart and with compassion for those they serve. Bill George helps readers answer vital questions such as: What should I do when my personal values conflict with company business values? How do I make trade-offs between the needs of my customers, my employees, and my company's shareholders? Do I really want to devote my talents to business? Authentic Leadership provides a tested guide for character-based leaders and all those who have a stake in the integrity and success of our corporations.
Trade to Win. Proven Strategies to Make Money
Divided into three comprehensive parts, Trade to Win explains the fundamental elements of author Thomas Busby's proven trading approach–which deals with the significance and use of time, key numbers, and market indicators. Along the way, you'll find strategies for trading stocks, options, futures, and other financial products, and go beyond the numbers to learn about a few of the often overlooked aspects of trading–including risk management, money management, and the impact of emotions on your trading.