Kamis, 10 Desember 2015

* Ebook Financial Statement Analysis: A Practitioner's Guide, 3rd Edition, by Martin Fridson, Fernando Alvarez

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Financial Statement Analysis: A Practitioner's Guide, 3rd Edition, by Martin Fridson, Fernando Alvarez

Praise for Financial Statement Analysis
A Practitioner's Guide
Third Edition

"This is an illuminating and insightful tour of financial statements, how they can be used to inform, how they can be used to mislead, and how they can be used to analyze the financial health of a company."
-Professor Jay O. Light
Harvard Business School

"Financial Statement Analysis should be required reading for anyone who puts a dime to work in the securities markets or recommends that others do the same."
-Jack L. Rivkin
Executive Vice President (retired)
Citigroup Investments

"Fridson and Alvarez provide a valuable practical guide for understanding, interpreting, and critically assessing financial reports put out by firms. Their discussion of profits-'quality of earnings'-is particularly insightful given the recent spate of reporting problems encountered by firms. I highly recommend their book to anyone interested in getting behind the numbers as a means of predicting future profits and stock prices."
-Paul Brown
Chair-Department of Accounting
Leonard N. Stern School of Business, NYU

"Let this book assist in financial awareness and transparency and higher standards of reporting, and accountability to all stakeholders."
-Patricia A. Small
Treasurer Emeritus, University of California
Partner, KCM Investment Advisors

"This book is a polished gem covering the analysis of financial statements. It is thorough, skeptical and extremely practical in its review."
-Daniel J. Fuss
Vice Chairman
Loomis, Sayles & Company, LP

  • Sales Rank: #1101770 in Books
  • Published on: 2002-03-15
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.11" h x 1.40" w x 6.42" l, 1.40 pounds
  • Binding: Hardcover
  • 396 pages

Review
In Financial Statement Analysis: A Practitioner?s Guide, Third Edition (New York: John Wiley & Sons, Inc., 2002), Martin Fridson and Fernando Alvarez detail a number of gimmicks that companies have employed, including:

  • Booking deliveries of computer software to resellers as sales, despite undisclosed agreements permitting the return of unsold merchandise for refunds.
  • Helping managers to achieve their annual sales targets by announcing a price increase, effective January 2, to induce customers to order before year-end, even though the hike puts the company out of line with the competition.
  • Taking credit for volume-based rebates from suppliers before purchases of merchandise reach the level needed to qualify for the rebates.
Surprisingly, to many readers, the slipperiness depicted in Financial Statement Analysis is not limited to penny-stock companies or high-flying initial public offerings. A number of the book?s case studies involve widely respected Fortune 500 corporations. The authors quote an official of one such company who freely admits that when a division is in danger of missing its quarterly profit goal, management tries to make an acquisition in the waning days so that it can count the unit?s earnings for the entire period.

Fridson and Alvarez do not merely describe and deplore opaque financial reporting practices. They document a number of cases in which analysts successfully anticipated stock and bond price shocks, using financial ratios and publicly available information from outside the statements. The authors also provide practical advice on making financial projections. (Extra Credit, The Journal of Global High Yield Bond Research)

Financial Statement Analysis, by junk bond guru Martin Fridson, is my No. 1 pick for those at an intermediate level. Fridson does a great job of explaining the various forces at work in corporate financial statement preparation, and also has valuable insights into issues such as pro form a income statements and revenue recognition practices. - Street.com

From the Inside Flap
Financial Statement Analysis

The goal of financial statement analysis is to shed light on the true financial condition of a company so realistic valuations can be determined for investment, lending, or merger and acquisition purposes. This important process has become increasingly complex over the years as corporate financial statements have become more difficult to decipher. But with Financial Statement Analysis, Third Edition, you’ll learn how to handle the practical challenges that are part of this business.

In Financial Statement Analysis, Third Edition, leading investment authority Martin Fridson returns with NYU Professor Fernando Alvarez to provide the analytical framework you need to scrutinize financial statements, whether you’re evaluating a company’s stock price or determining valuations for a merger or acquisition. This fully revised and up-to-date Third Edition offers detailed, fresh information that will allow you to evaluate financial statements in today’s volatile markets and uncertain economy.

This definitive guide to the analysis and use of financial statements arms investors, money managers, bankers, and financial analysts with:

  • Information that will allow you to "read between the lines" of financial statements and help you get past the biased portrait of a company’s performance as represented by its financial statements
  • Guidelines on how to interpret balance sheets, income statements, and cash flow statements
  • A solid understanding of the lifeblood of the capitalist system–profits–and how earnings can be exaggerated or even fabricated
  • Tips for maximizing the accuracy of forecasts and a structured approach to credit and equity evaluation

With expanded coverage that includes merger accounting, pension issues, integrity of audits, and the addition of valuable new case studies, Financial Statement Analysis, Third Edition teaches analysts and professional investors new techniques for understanding and interpreting financial statements that are designed to conceal more than reveal.

Filled with real-life examples and expert advice, this comprehensive guide will motivate you to undertake genuine, goal-oriented analysis instead of simply going through the motions of calculating standard financial statement analysis. Pick up Financial Statement Analysis, Third Edition and you will acquire all the insight and professional know-how you need to find the facts behind the fiction of most corporate financial statements.

From the Back Cover
Praise for Financial Statement Analysis
A Practitioner’s Guide
Third Edition

"This is an illuminating and insightful tour of financial statements, how they can be used to inform, how they can be used to mislead, and how they can be used to analyze the financial health of a company."
–Professor Jay O. Light
Harvard Business School

"Financial Statement Analysis should be required reading for anyone who puts a dime to work in the securities markets or recommends that others do the same."
–Jack L. Rivkin
Executive Vice President (retired)
Citigroup Investments

"Fridson and Alvarez provide a valuable practical guide for understanding, interpreting, and critically assessing financial reports put out by firms. Their discussion of profits–‘quality of earnings’–is particularly insightful given the recent spate of reporting problems encountered by firms. I highly recommend their book to anyone interested in getting behind the numbers as a means of predicting future profits and stock prices."
–Paul Brown
Chair–Department of Accounting
Leonard N. Stern School of Business, NYU

"Let this book assist in financial awareness and transparency and higher standards of reporting, and accountability to all stakeholders."
–Patricia A. Small
Treasurer Emeritus, University of California
Partner, KCM Investment Advisors

"This book is a polished gem covering the analysis of financial statements. It is thorough, skeptical and extremely practical in its review."
–Daniel J. Fuss
Vice Chairman
Loomis, Sayles & Company, LP

Most helpful customer reviews

76 of 79 people found the following review helpful.
Focus is on developing insight
By A Customer
According to the author's introduction, the goal of "Financial Statement Analysis" is to "acquaint readers who have already acquired basic accounting skills with the complications that arise in applying textbook-derived knowledge to the real world of extending credit and investing in securities." It succeeds admirably in this purpose. By using case studies drawn from real world situations that illustrate how even a basic analysis can reveal problems before it's too late, the book is a cogent, topical, and valuable reference for any user of financial statements.
Part 1 sets the stage by positing the adversarial nature of financial accounting. Unlike the textbook approach, in which rational companies disclose audited statements in order to convey impartial data about their financial condition, "Financial Statement Analysis" begins with the proposition that the producers of financial statements have motives other than those suggested by traditional texts. Although you would find few people who would argue against this proposition today, it is still valuable to be reminded of the potential agency issues facing corporate officers and auditors.
Part 2 provides an intoduction to the financial statements, devoting a chapter to each. The main emphasis here is on helping the analyst develop judgement. For example, the balance sheet chapter provides insights into problems that arise from the difficulty of assigning a value to an asset, while the income statement chapter details the many pitfalls of pro-forma earnings. Throughout, the authors note critical issues to consider that go beyond the numbers.
Part 3 discusses the thorny problem of profits. Beginning with the simple formulation that "profit = revenue - costs," the authors discuss the myriad of complexities that arise in distinguishing real, economic profits from accounting profits. The first chapter discusses various tools used to manipulate the revenue recognition process; diverse examples include a software company, a lay-away program at a major retailer, and memberships at a health club. The next chapter discusses expense recognition using a similar framework. Perhaps the most interesting chapter in this section discusses the role of auditors. In light of the Enron fiasco, which post-dates this book's publication, the discussion is prescient and will no doubt need to be expanded in future editions!
Part 4 ties the previous sections together to illustrate how to use your new found scepticism to make forecasts. The first chapter provides a step-by-step illustration of how combine an existing set of statements with your assumptions about the future to produce your own forecasts. Each projected statement (income, cash flow, and balance sheet) is accompanied by a line-by-line description of relevant issues (economic, historic, etc...) to consider. The chapter also discusses how to construct a sensitivity analysis under varying assumptions. Unlike the previous chapters, this one provides a detailed explanation of how to actually go through the process, and was particularly appreciated by this reader. The other chapters in the section focus on the computation of the various ratios used in credit and equity analysis. Importantly, however, they move beyond the mechanics by providing the reader with insight into how to use, interpret, and recast the ratios under varying assumptions. As stated at the outset, the focus remains on helping the reader develop insight.
Finally, the book contains a useful glossary that provides definitions and examples for many economic, financial, and accounting terms and concepts.
One caveat, however. If your accounting skills are weak or rusty (like mine), you might might find the lack of more step-by-step examples and problem sets frustrating. In this case, you might consider supplementing the book with a more traditional textbook. (In the author's defense, they state in the introduction that accounting is assumed, so it's not really fair to fault them for this). Overall, however, the book is a very useful tool.

49 of 49 people found the following review helpful.
excellent analyst-level text
By Denise
in all likelihood, average investors will not get much out of this book, as average investors don't pore over 10-ks, annual reports and conduct industry analysis prior to investing (which they should!). but for those above average investors who do (read: intelligent investors, per ben graham), this book is an excellent read.
2/3 of the book deals w/ alterting the investor to some of the areas where company mgmt can play games w/ the #s in order to goose the stock price. the examples were helpful, but the insights were not exactly earth shattering for experienced investors.
however, the last 1/3 of the book, on forecasts & security analysis, is worth the price of the book. in 100pgs, you get an MBA-level text on security / credit / financial statement analysis, complete w/ ratio definitions, caveats(!), and applicability. excellent stuff for the beginning or experienced analyst, and i will doubtless refer to the last 1/3 time and again.

14 of 14 people found the following review helpful.
Interesting Examples and Highly Readable
By A Customer
In this environment, on the heels of the dot-com meltdown, and the implosions of Enron, Worldcom, and their ilk, a fresh look at financial statement analysis and what that can mean to an investor, is timely. The book is extremely well written and highly readable, unlike most texts I have seen on the subject. The detailed exercises are relegated to a separate workbook, making it an easier read for those who want to simply glean some new insights.
It is, in fact, a fast read, and the fresh, real-world case examples add new dimensions to the topic. There are, of course, detailed reviews of the basic financial statements, but also detailed discussions about these statements in light of M&A and other notable events in the life of a firm. One of the most interesting chapters included a detailed discussion of the EBITDA, which the PR machines have tried to paint as a true indicator of profitability.
This is a valuable resource to anyone who needs to analyze financial statements for professional reasons, but is straightforward enough to engage the reader who may only wish to better understand the companies in which he or she is considering investing.

See all 16 customer reviews...

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Selasa, 08 Desember 2015

* Download Wie Remote Sensing and Image Interpretation, by Thomas M. Lillesand, Ralph W. Kiefer

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Wie Remote Sensing and Image Interpretation, by Thomas M. Lillesand, Ralph W. Kiefer

  • Published on: 2008-12-29
  • Format: International Edition
  • Original language: English
  • Binding: Hardcover

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Senin, 07 Desember 2015

! Download Ebook Modern Microwave Transistors: Theory, Design, and Performance, by Frank Schwierz, Juin J. Liou

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Modern Microwave Transistors: Theory, Design, and Performance, by Frank Schwierz, Juin J. Liou

  • Comprehensive and up-to-date coverage of currently used transistors for commercial and military applications.
  • Authors are recognized experts with previous publications.
  • Updated descriptions of state-of-the-art devices available on Wiley Web site.

  • Sales Rank: #3904327 in Books
  • Published on: 2002-12-05
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.65" h x 1.09" w x 6.26" l, 1.81 pounds
  • Binding: Hardcover
  • 504 pages

From the Back Cover
A timely and thorough overview of the state of the art of microwave transistors

Since the invention of the bipolar transistor in 1947, semiconductor electronics has been advancing and evolving at an enormous pace. Most of the attention has been focused on Si VLSI (Very Large Scale Integration) technology, the backbone of the consumer semiconductor electronics industry. Microwave transistors went almost unnoticed until the early 1980s because they were primarily utilized in military and space applications. The recent far-reaching upheavals in civil communications technology-especially wireless communication such as cell phones-have thrust microwave transistor technology into the limelight as never before.

Modern Microwave Transistors: Theory, Design, and Performance prepares the engineer with a wide-ranging introduction and overview of microwave transistors. Written by two acknowledged experts, this guide to one of the fastest growing fields in semiconductor electronics offers insight into:
* History and concepts of microwave transistors
* Semiconductor and heterostructure physics
* Properties of the semiconductor materials used in microwave transistors, such as Si, SiGe, III-V compounds, and III-nitrides
* Device structures, analysis, and design of the different types of microwave transistors including MESFETs, HEMTs, MOSFETs, BJTs, and HBTs
* State-of-the-art performance of microwave transistors
* Current and emerging applications of microwave transistors

A timely and comprehensive contribution to the field, Modern Microwave Transistors is an unmatched resource for RF, device, circuit and wireless communications engineers, and others with an interest in transistor technology. It will also be useful for students in the field of semiconductor and microwave electronics.

About the Author
FRANK SCHWIERZ, PhD, is head of the RF & Nanoelectronics Research Group at Technische Universität (TU) Ilmenau, Germany.
JUIN J. LIOU, PhD, is a professor in the School of Electrical and Computer Science at the University of Central Florida.

Most helpful customer reviews

1 of 1 people found the following review helpful.
A comprehensive book
By Electrical Engineer
that completely met all of my expectations. Great for graduate students and professional engineers alike. This work covers HEMT and HBT theory, design, and trades with stunning accuracy, alleviating the pain associated with modifying MESFET equations to these technologies.

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~~ PDF Download The Manager's Guide to Financial Statement Analysis, by Stephen F. Jablonsky, Noah P. Barsky

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The Manager's Guide to Financial Statement Analysis, by Stephen F. Jablonsky, Noah P. Barsky



The Manager's Guide to Financial Statement Analysis, by Stephen F. Jablonsky, Noah P. Barsky

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The Manager's Guide to Financial Statement Analysis, by Stephen F. Jablonsky, Noah P. Barsky

Praise for The Manager's Guide to Financial Statement Analysis

"The Manager's Guide to Financial Statement Analysis opens the door for both financial and nonfinancial managers to develop a framework for understanding a company's true financial performance. The Manager's Guide goes the extra step by providing the reader with the skills necessary to communicate the impact of a firm's financial measures in a nontraditional, easy-to-understand manner. It is this combination of understanding and effective communication that allows the manager to then improve a firm through the use of financial information."-Christopher D. Flick, Investment Manager, The Vanguard Group

"The Manager's Guide to Financial Statement Analysis has helped me in both my personal (investing) and professional (management) lives. The authors unravel the complexities of financial statements so that the information they contain can be easily digested and exploited. There is no more hiding a company's strategy behind a set of financial statements. I keep this book close at hand!"-Steven I. Glusman, Chief Engineer, Comanche Helicopter Program, Boeing Rotorcraft Program Management Center

"A valuable framework for communicating firm results and aligning managers around common goals. The methodology links the information contained in a company's financial statements with its external market performance in a format that is easily understandable by the different functional managers of any company."-Scott Teeter, The LTC Group

  • Sales Rank: #2391344 in Books
  • Published on: 2001-02-05
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.70" h x .98" w x 6.26" l, 1.32 pounds
  • Binding: Hardcover
  • 304 pages

Review
"...its great strength is that it simplifies the crucial determinants of company performance without drowning the reader in accounting jargon." (Company Accountant, April 2002)

From the Publisher
This book helps managers understand and use financial information to improve the financial performance of their corporation. It puts technical issues in the background and concentrates on helping managers understand the financial information provided in balance sheets and income statements, as well as the information gathered from other sections of the annual report, The Wall Street Journal, Value Line and Business Week.

From the Inside Flap
Every day managers are flooded with financial information from an over-whelming number of sources–company reports, the financial press, and the Internet. While the language of financial statements may sound like a foreign tongue to you, you know you can’t ignore it. To understand how to use financial information to improve the performance of your company, you need a resource that emphasizes how financial statements support meaningful management communications.

Written in accessible, nontechnical language, The Manager’s Guide to Financial Statement Analysis puts the focus on what you need to know to be an effective participant in business communications. Here is a frame-work that helps managers see how business strategy is linked to shareholder accountability through the firm’s financial statements–without getting caught in the trap of explaining how financial statements are prepared according to technical accounting rules and regulations. The emphasis of this book is on how you, as a manager, can use financial information to improve the performance of your organization, rather than simply learning how to keep score!

Using a full decade of financial data from Wal-Mart, and case studies of a number of other high-profile firms including Cisco, Dell, and Pfizer, this book presents strategy models that demonstrate how financial information can be utilized to tell a story about a company’s business operations. The Manager’s Guide to Financial Statement Analysis is written in language you can understand–the language of business as spoken by managers, not accountants or financial analysts. This book will give you the tools you need to unleash the full communication potential of your company’s financial information, make you a better manager–and make your company more competitive.

Most helpful customer reviews

18 of 21 people found the following review helpful.
Chart your way to positively impact your company's value.
By A Customer
This is an ingenious guide to understanding not only the key concepts of financial statement analyis, but also the levers at the disposal of managers which they can and should employ to proactively improve shareholder value in their firm. The charting methodology the authors have designed is not difficult, but it is nonetheless quite illustrative and well structured. I am using the book to teach a class of forty MBA students from many different countries, and I have found that each chapter fits into a one and a half hour lecture and discussion session very comfortably. From the students' feedback as well as my own background as a former Chief Financial Officer, I am certain that this book will be a valuable tool in any reader's management career.

4 of 4 people found the following review helpful.
A real mixed bag
By A Customer
By "manager," the authors appear to mean "someone who is not financially literate." Although this book does a good job of explaining how to analyze financial statements, I was disappointed that it didn't really contain a practical manager's perspective. Instead, this book is just like many others -- it does a credible job from an academic perspective of explaining financial statements and their use. Don't expect to learn much about applying this to your job as a manager or as a small business professional.

9 of 12 people found the following review helpful.
Helped develop an excellent financial foundation for non-fin
By A Customer
"The Manager's Guide to Financial Statement Analysis" helped develop an excellent financial foundation for me, as a non-financial professional. Reading it wasn't about getting the math correct, it was about telling the story of a company through careful analysis of a company's financial statements. Where once I glided over dollar amounts and percentages, I now read and understand where they come from and what they represent. Since most professionals are responsible for budgets and are likely to be stakeholders in some business or another, it is imperative to have a broad based understanding of financial statement analysis, this is where The Manager's Guide fits in.

See all 5 customer reviews...

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Sabtu, 05 Desember 2015

~~ Fee Download Student Solutions Manual to accompany Boyce Elementary Differential Equations and Boundary Value Problems, by Charles W. Haines, Boyce, Ri

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Student Solutions Manual to accompany Boyce Elementary Differential Equations and Boundary Value Problems, by Charles W. Haines, Boyce, Ri

Student Solutions Manual to accompany Boyce Elementary Differential Equations and Boundary Value Problems, by Charles W. Haines, Boyce, Ri



Student Solutions Manual to accompany Boyce Elementary Differential Equations and Boundary Value Problems, by Charles W. Haines, Boyce, Ri

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Student Solutions Manual to accompany Boyce Elementary Differential Equations and Boundary Value Problems, by Charles W. Haines, Boyce, Ri

This revision of Boyce & DiPrima's market-leading text maintains its classic strengths: a contemporary approach with flexible chapter construction, clear exposition, and outstanding problems. Like previous editions, this revision is written from the viewpoint of the applied mathematician, focusing both on the theory and the practical applications of Differential Equations as they apply to engineering and the sciences.

Student Solutions Manual:

Created as an integral learning aid to Boyce and DiPrima's Elementary Differntial Equations, 8E, this Solutions Manual provides worked out answers to select problems in the text. Using the Solutions Manual as you work your way through the course will ensure that you are doing the work right all along.

  • Sales Rank: #178562 in Books
  • Published on: 2004-08-06
  • Original language: English
  • Number of items: 1
  • Dimensions: 10.08" h x .59" w x 7.89" l,
  • Binding: Paperback
  • 288 pages

Most helpful customer reviews

20 of 22 people found the following review helpful.
Very insufficient....
By Jack Green
I am an engineering student and currently in differential equations. I bought this solutions manual to accompany the text book (which I also strongly don't recommend) and wish I had returned it to the bookstore in time. Unforntuately, I am stuck with it now. This solutions manual does not explain anything thoroughly. Any questions with problems that I have, or anyone else in my class for that matter, are almost always skipped over as if the answer to the question is blatantly obvious. You'll probably have much better luck researching the answers to your questions on the internet or just asking your professor to explain it, because this solutions manual is next to no help at all.

21 of 24 people found the following review helpful.
Horrible...
By Z. Brown
Not only is this book a poor choice to learn from, but it also is not suitable as a reference for Differential Equations. As a student who is used to learning math material primarily by reading the book, I have found this textbook far below average. Each chapter begins with a brief explanation that consists mostly of formal proofs. I don't mind having formal proofs if there is also intuitive explanations, which this book lacks. For the most part, the authors of the book don't seem too eager to actually have the student understand the material. The examples are a little more helpful but usually the authors skip steps or don't even solve the problem the whole way threw almost as if the they want the reader to try to figure EVERYTHING out on his or her own. This, in my opinion, is not the best way to teach this math.

18 of 21 people found the following review helpful.
Awful
By we are 138
If only there were less stars to give.

This is one of the worst solutions manuals I've ever owned - problems are selected for solution in no discernable pattern (eg: problems 1,2 and 5b are worked in sec6.1) many solutions are only partially completed, and crucial steps have been skipped in many of the problems that /have/ been worked.

It would be more appropriate for Wiley to have marketed this as a 'Student Hints Manual' or perhaps 'Student Badly-Type-Set-Partially-Worked-Randomly-Selected Solutions Manual'.

See all 20 customer reviews...

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Jumat, 04 Desember 2015

>> Free Ebook The End of Advertising as We Know It, by Sergio Zyman, Armin A. Brott

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The End of Advertising as We Know It, by Sergio Zyman, Armin A. Brott

The controversial marketing guru discusses the revolution in advertising strategy
"What can I say about Sergio Zyman? He's a genius; that's all."-Warren Bennis, University Professor and DistinguishedProfessor of BusinessAdministration, USC Marshall School of Business
In this follow-up to his bestselling book The End of Marketing As We Know It, Sergio Zyman, Coca-Cola's renowned former chief marketing officer, argues that the business of advertising as we know it is dead. He uses real-world examples to illustrate how modern advertising overemphasizes art and entertainment and neglects the most important rule of advertising-sell the product. With a keen eye and a no-holds-barred approach, Zyman discusses how advertising died, what killed it, and how to revive it. He addresses the most critical issues affecting any organization's sales and marketing departments, using his time-tested, unorthodox, and sometimes even counterintuitive principles in order to translate key strategies into positive business results. For marketing managers, advertisers, and CEOs, this book offers groundbreaking advice from one of the legends of modern marketing, as well as the knowledge, insights, tools, and direction to transform advertising strategies from hoping to planning, from art to science, from guessing to knowing, and from random success to planned success.

  • Sales Rank: #1543388 in Books
  • Brand: Wiley
  • Published on: 2003-12-09
  • Released on: 2003-11-25
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.11" h x .66" w x 6.04" l, .65 pounds
  • Binding: Paperback
  • 256 pages
Features
  • Great product!

From Publishers Weekly
Zyman began his career in an advertising agency, worked his way up to become the chief marketing officer of Coca-Cola and now runs his own marketing consulting firm. Readers might expect him to be a friend of the advertising industry, having played on both sides. But he doesn't hold his punches, particularly when it comes to the industry's recent emphasis on shock value, a trend that is also mocked by another new book, The Fall of Advertising & the Rise of PR, reviewed below. The nearly simultaneous publication of both books should concern ad execs who've based their campaigns on irony and nonsense. Their work might win ad industry awards, but it does little to sell products, both of these books argue. Zyman also advises marketing managers on such esoteric decisions as whether to tap a dead celebrity for a TV spot or to trust in fads like "viral marketing." Frequent references to last year's terrorist attacks make the book feel up to date, but sometimes result in jarring passages, such as, "Right after the September 11 attacks, Pepsi started having a little trouble keeping consumers interested in the message." No kidding. Zyman addresses chief executives and marketing managers directly, counseling them to get tough on their ad agencies and base their evaluation of the agency's work on whether it sells products or services, not on whether it generates buzz. Seems like obvious advice, but judging by recent commercials, Zyman's thorough, thoughtful words might be the kick-in-the-pants the industry needs. Illus.
Copyright 2002 Cahners Business Information, Inc.

From Library Journal
As chief marketing officer at the Coca-Cola Company, Zyman (The End of Marketing As We Know It) speaks from practical experience, but he also holds an MBA from Harvard. At Coca-Cola, Zyman both increased sales dramatically and oversaw the introduction of New Coke one of the most visible missteps in the annals of marketing. Advertising now is not effective, claims Zyman, because it is dominated by overly creative television ads that entertain and win awards but don't generate sales. Expanding the definition of advertising to include everything from packaging to employee behavior, he argues that advertising must show a clear measurable return. One of his best arguments is that sponsorships should be reconsidered to make sure that every dollar spent drives increased sales. Zyman does not introduce many new ideas, but he does advocate that CEOs and marketing managers take a more active role to reinforce the brand and value proposition. While walking readers through a series of real-world examples of what worked and what didn't, he downplays his own mistakes and shows little sympathy for the mistakes of others. Ultimately, though, the book reaffirms the classic notion that a company must think through its strategies up front while also welcoming change. The writing style is refreshingly simple and easy to understand. Appropriate for any library that has a business section. Stephen Turner, Turner & Assoc., Inc., San Francisco
Copyright 2002 Cahners Business Information, Inc.

From Booklist
Zyman was nicknamed the "Aya Cola" for his brutally honest approach as chief marketing officer of Coca-Cola, where he spearheaded the launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. He refused to rerun the much-loved "I'd like to teach the world to sing" Coke commercial because he believed that "feel good" marketing is pointless unless it leads to higher sales. His book The End of Marketing as We Know It was a slap in the face of TV commercial producers who think they're creating high art but have forgotten the purpose of ads: to sell the product. Here he gets down to the nitty-gritty about why advertising is failing and gives firsthand advice on how to make it work again. The 30-second TV commercial is not the end-all medium for reaching your audience, he says, because advertising includes so many overlooked aspects of your product such as branding, packaging, and how to treat employees. His straightforward approach will hit home with advertising directors willing to drop the nonsense and get back to basics. David Siegfried
Copyright © American Library Association. All rights reserved

Most helpful customer reviews

20 of 20 people found the following review helpful.
Good if you're interested in how great Sergio is
By A Customer
In his book "Crossing the Chasm," which explored how technology companies move from start-up to success, Geoffrey Moore used a great analogy to explain how market concepts move from the fringe to the center. Moore said the bulk of companies were like cows, always bunched together while contentedly looking down at their tiny patch of grass. Then one cow looks up and thinks, "new grass!" Another cow looks up too, and soon there's a stampede over to a different field.
In branding, the cows are starting to look up.
Sergio Zyman is a former chief marketing officer of Coca-Cola who bills himself as a "high-profile marketing guru." He runs an Atlanta-based consulting group with clients in banking, aluminum, skiing and golf. In 2001, Time magazine named him one of the three best pitchmen of the 20th century.
This book is a follow-up to his 2000 book, The End of Marketing As We Know It. His current book is a collection of observations on the changing role of branding, specific advice on sponsorships and PR agency selection, and musings on the impact of 9/11on advertising. He writes only for companies selling to consumers, ignoring the vital role of branding for businesses that sell to other businesses.
The premise that advertising has "ended" covers attacks on large, traditional agencies, who see advertising through the lens of 30-second TV commercials and define success by the number of creative awards. "The truth is that most agency art directors are frustrated movie directors and most agency copywriters are frustrated playwrights and both consider themselves artists," he says. Instead, he defines advertising as the sum total of corporate operations, ranging from packaging and PR to how secretaries answer phones.
Zyman also argues that "awareness" is irrelevant. "Too many companies make the mistake of thinking that creating an image is some kind of goal unto itself, that once they get their image into the public's mind they'll automatically see an increase in sales and customer loyalty. Unfortunately, it doesn't work that way," he writes.
He makes a strong case for accountability. He dismisses traditional metrics like "reach," "frequency" and "continuity" because of a lack of targeting. Every marketing expense must be treated as an investment, with a quantifiable return. Even sponsorships must have a hard-dollar impact on revenue. Such accountability extends to ad and PR agencies. Don't hire anyone, he advises, who is not willing to be paid based on sales results.
Based on his extensive experience at Coke, he is especially strong on celebrity endorsements and sponsorships. When considering celebrities, key questions to ask include: "Is there a relevant connection between the brand and the celebrity?" Otherwise, it's a waste. Case in point: Hiring Terry Bradshaw to promote 1-800-COLLECT, or Michael Jordan for Ray-O-Vac batteries. What is the risk of controversy? Is the celebrity overexposed? ("Two words: Fran Tarkenton.") Can the celebrity be used in different media? And, does the celebrity actually use the product? There were a lot of frowns at Pepsi when Britney Spears was spotted drinking Coke.
Out of a worldwide marketing budget of $5 billion, Coke once spent about one-third on sponsorships. Zyman now suggests that the word "sponsorship" should be abandoned because it implies one-way philanthropy. His alternative: "Marketing Property Utilization." Key questions to answer before sponsoring events include: What specific business results are you trying to achieve? How much business will the event need to generate to achieve revenue and profit objectives? What are the opportunity costs? He emphasizes that the usual method of measuring return - minutes of exposure compared to equivalent media costs - "is a load of crap." He suggests that property sellers take a stake in the success from the event. For example, a bank sponsor of a NASCAR event paid NASCAR for every new account that was opened.
But Zyman misses the boat in several areas. He not only argues for "positioning," but "positioning du jour." "When it comes to brands, 'if it ain't broke, don't fix it' doesn't work....If your brand is going to succeed, and you're going to stay ahead of the competition, you're going to constantly fix things before they break and continuously realign your message and your image to your customers' wants and needs." It's hard to imagine a scarred veteran of the New Coke fiasco making such a statement.
He dismisses the experience that results from product and customer interaction. Zyman writes: "Pay attention because this is absolutely critical: The people who got you where you are right now - no matter how good they are- can't get you where you want to go. They just can't. If you're going to move ahead, expand your business, or get into new markets, you need to bring in some new people with new ideas. If you can't do that, you at least need to send your old people out to be retrained."
And some statements are worthy of American humorist Dave Barry, known for his catch-phrase, "I am not making this up." "The Microsoft brand, for example, projects an image that the company and Bill Gates himself are committed to making their products bigger, brighter, and more useful. They even try to involve customers in product development. By continually putting out a product that breaks they're giving the impression that Microsoft's technology is so advanced that their products are always in development. The company responds well to suggestions for fixes offered by heavy and light users alike and people end up almost feeling as though they own the company," he writes.
Some of his ideas are good, but are tainted by the blatant self-promotion on almost every page. If you're interested in a book that explores many of the same themes, but details how to put them into action and measure results, check out FusionBranding: How to Forge Your Brand for the Future by Nick Wreden. The difference between the two books is like exploring the same ground, one from 50,000 feet in the air, and the other with a map, guide and compass.

12 of 12 people found the following review helpful.
Save your money
By A Customer
This would have been an interesting book idea if it had been written seven or eight years ago. As it is, there is little substance here, just a lot of noise about the obvious problems with most advertising today - misguided and pre-tested to the point of gum with the flavor chewed out of it.
Zyman's own career is a product of big advertising budgets. His lack of experience building brands any other ways shows. As such, this book lacks specific advice about non-traditional marketing that comes from personal experience.
If you're looking for a books that can help you find a new approach to marketing, this isn't it. Save your money.

11 of 12 people found the following review helpful.
the beginning of advertising Sergio as we know it
By A Customer
This book would be better off as an entry in the 'Idiot's Guide' series. Not because Zyman is an idiot. He's quite smart. but because it's just a basic primer about how advertising works. Anyone beyond an Assistant Brand Manager role at any decent company knows this stuff cold. And, in my experience dealing with agencies, so do most mid-level and above ad people. Basically, he's selling himself. Every chapter contains tales of his great ideas and the 'visionaires' who agree with him (some of them dead.)
Still, Sergio managed a 6-figure advance for a thin book with college-level information. Now, that's smart. Oh, and by the way: that's marketing.

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Kamis, 03 Desember 2015

* Fee Download Woodcock-Johnson III: Reports, Recommendations, and Strategies, by Nancy Mather, Lynne E. Jaffe

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Woodcock-Johnson III: Reports, Recommendations, and Strategies, by Nancy Mather, Lynne E. Jaffe

A one-of-a-kind resource for evaluators using the Woodcock-Johnson III

The Woodcock-Johnson III is one of the most widely used instruments for assessing both cognitive abilities and achievement in children and adolescents. Woodcock-Johnson III: Reports, Recommendations, and Strategies is the only reference to provide valuable guidelines for preparing useful recommendations and writing effective, descriptive psychological and educational reports based on WJ III scores, tasks analysis, and error patterns.

Featuring the most up-to-date information available on the WJ III, this essential resource offers an overview of the WJ III scores and interpretive information, along with a review of the clusters, and tests. Numerous examples of diagnostic reports that depict a variety of common student learning problems are included, illustrating applications of the WJ III in both educational and clinical settings. Drs. Nancy Mather and Lynne Jaffe also provide a wide variety of educational recommendations, along with summaries of proven methods and techniques for implementing successful examiner recommendations, which can easily be attached to a report.

WJ III examiners will find this volume invaluable in preparing psychoeducational reports about children's abilities, and teachers and educational therapists will find it helpful in converting recommendations into measurable goals and objectives for monitoring students' progress.

  • Sales Rank: #326192 in Books
  • Published on: 2002-05
  • Original language: English
  • Number of items: 1
  • Dimensions: 11.00" h x .98" w x 8.50" l, 2.70 pounds
  • Binding: Paperback
  • 516 pages

Review
Woodcock-Johnson® III: Reports, Recommendations, and Strategies (Nancy Mather & Lynne Jaffe, New York: Wiley, 2002) is an essential resource, not only for evaluators who use the Woodcock-Johnson III and teachers who use the results of Woodcock-Johnson III (WJ III) assessments, but also for anyone involved in educational evaluation or planning individual educational programs.

The first section of the book begins with a collection of extremely well-designed forms, worksheets, and tables that make it much easier to organize and report WJ III evaluation findings so the findings will be understandable and helpful to teachers and parents. It continues with the clearest explanations I have seen of scores and levels of interpretation, including "sample statements for reports scores and score discrepancies." The section ends with valuable information on interpretation of comparisons between tests and patterns of errors, including a tremendously helpful, three-page table of "task analysis and comparison of selected tests."

The 31 sample reports (27 for children of ages 4 through 17 and 4 for adults) in the second section provide a variety of instructive models, including the use of 41 other tests to supplement the WJ III. Many different report formats are offered with a mixture of disabilities (including none).

The 158 pages of specific, practical, clearly explained recommendations, organized by categories, are a treasure chest for any evaluator or teacher. They include suggestions for further evaluation, accommodations and modifications, and teaching methods. This section could stand alone as a special education textbook. Including appropriate recommendations from this section will tremendously enhance the value of an evaluation report.

Finally, there are 85 pages of specific instructional strategies, some self-contained with needed materials printed in the book and others clear summaries with references to published materials. This clear, detailed presentation will provide even the most experienced evaluator or teacher with valuable, new information and will allow the evaluator to show teachers precisely how to carry out recommended instructional strategies with which the teachers may not be familiar.

The myriad resources in Woodcock-Johnson® III: Reports, Recommendations, and Strategies achieve the seemingly contradictory goals of making it easier to write evaluation reports and making the reports much more useful to parents, teachers, and administrators. The breadth, depth, clarity, and overwhelming utility of Woodcock-Johnson® III: Reports, Recommendations, and Strategies make it an essential resource for even the most experienced evaluator or special education teacher as well as an ideal textbook for assessment courses. I enthusiastically recommend it.

John O. Willis, Ed.D.
Senior Lecturer in Assessment,
Rivier College;
Assessment Specialist,
Regional Services and Education Center, Amherst, NH

From the Inside Flap
Woodcock-Johnson® III: Reports, Recommendations, and Strategies is an invaluable tool to assist WJ III™ examiners in preparing useful and descriptive reports and recommendations about children’s abilities. Teachers and educational therapists can use this essential resource to convert psychoeducational recommendations into measurable goals and objectives for monitoring students’ progress. In addition to useful instructional material and sample reports, this handy CD features nearly a dozen scoring tables, as well as all of the recommendations and strategies featured in the book that users can import into their reports.

The CD may be used in either Mac computers or PCs. Scoring tables and recommendations are available as Word files that users can modify as appropriate for their needs. Strategies exist in PDF form and may be copied and pasted into user reports.

From the Back Cover
A one-of-a-kind resource for evaluators using the Woodcock-Johnson® III

The Woodcock-Johnson® III is one of the most widely used instruments for assessing both cognitive abilities and achievement in children and adolescents. Woodcock-Johnson® III: Reports, Recommendations, and Strategies is the only reference to provide valuable guidelines for preparing useful recommendations and writing effective, descriptive psychological and educational reports based on WJ III® scores, tasks analysis, and error patterns.

Featuring the most up-to-date information available on the WJ III®, this essential resource offers an overview of the WJ III® scores and interpretive information, along with a review of the clusters, and tests. Numerous examples of diagnostic reports that depict a variety of common student learning problems are included, illustrating applications of the WJ III® in both educational and clinical settings. Drs. Nancy Mather and Lynne Jaffe also provide a wide variety of educational recommendations, along with summaries of proven methods and techniques for implementing successful examiner recommendations, which can easily be attached to a report.

WJ III® examiners will find this volume invaluable in preparing psychoeducational reports about children's abilities, and teachers and educational therapists will find it helpful in converting recommendations into measurable goals and objectives for monitoring students' progress.

Most helpful customer reviews

30 of 30 people found the following review helpful.
A bargain at twice the price
By john27
This is a very powerful reference that can be a helpful tool for school psychologists and private practice clinicians. Mather and Jaffe divide this book into four helpful sections. The first has much to do with the Woodcock Johnson-III tests of cognitive abilities and academic achievement. They provide guidelines for assessment interpretation, including hypotheses of origins for varied subtest combinations. The second section of the book provides the reader with samples of varied examples of comprehensive psychological reports. These can help provide guidelines for report writing that includes (but is not limited to) the Woodcock Johnson-III.

The third and fourth sections are what make the book marketable to all practicing clinicians, not only those who use the WJ-III. The third section provides pages of recommendations for varied cognitive and academic weaknesses (such as problems with memory, auditory processing, reading, etc.) The fourth section provides practitioners with a series of strategies or programs that one can implement to help with documented referral concerns. Colleagues of mine who do not use the WJ-III have this book at the ready for the recommendatons and strategies alone.

As can be seen, Mather and Jaffe have created a comprehensive text that will undoubtedly be helpful to any practitioner in psychological assessment. I have not yet found someone who owns the book who has not found it to be extraordinarily helpful. Thank you Dr. Mather and Dr. Jaffe for creating a reference that will assuredly be indirectly helpful for our students.

0 of 0 people found the following review helpful.
Not an easy read. That said
By Crazy Deer
Lots of studies. Not an easy read. That said, it is great for showing you how studies were done but not necessarily how to do one yourself.

21 of 22 people found the following review helpful.
Woodcock-Johnson III: Reports, Recommendations, & Strategies
By John O. Willis
Woodcock-Johnson III: Reports, Recommendations, and Strategies (Nancy Mather & Lynne Jaffe, New York: Wiley, 2002) is an essential resource, not only for evaluators who use the Woodcock-Johnson III and teachers who use the results of Woodcock-Johnson III (WJ III) assessments, but also for anyone involved in educational evaluation or planning individual educational programs.
The first section of the book begins with a collection of extremely well-designed forms, worksheets, and tables that make it much easier to organize and report WJ III evaluation findings so the findings will be understandable and helpful to teachers and parents. It continues with the clearest explanations I have seen of scores and levels of interpretation, including "sample statements for reports scores and score discrepancies." The section ends with valuable information on interpretation of comparisons between tests and patterns of errors, including a tremendously helpful, three-page table of "task analysis and comparison of selected tests."
The 31 sample reports (27 for children of ages 4 through 17 and 4 for adults) in the second section provide a variety of instructive models, including the use of 41 other tests to supplement the WJ III. Many different report formats are offered with a mixture of disabilities (including none).
The 158 pages of specific, practical, clearly explained recommendations, organized by categories, are a treasure chest for any evaluator or teacher. They include suggestions for further evaluation, accommodations and modifications, and teaching methods. This section could stand alone as a special education textbook. Including appropriate recommendations from this section will tremendously enhance the value of an evaluation report.
Finally, there are 85 pages of specific instructional strategies, some self-contained with needed materials printed in the book and others clear summaries with references to published materials. This clear, detailed presentation will provide even the most experienced evaluator or teacher with valuable, new information and will allow the evaluator to show teachers precisely how to carry out recommended instructional strategies with which the teachers may not be familiar.
The myriad resources in Woodcock-Johnson III: Reports, Recommendations, and Strategies achieve the seemingly contradictory goals of making it easier to write evaluation reports and making the reports much more useful to parents, teachers, and administrators.
The breadth, depth, clarity, and overwhelming utility of Woodcock-Johnson III: Reports, Recommendations, and Strategies make it an essential resource for even the most experienced evaluator or special education teacher as well as an ideal textbook for assessment courses. I enthusiastically recommend it.
John O. Willis, Ed.D.
Senior Lecturer in Assessment,
Rivier College;
Assessment Specialist,
Regional Services and Education Center, Amherst, NH.

See all 20 customer reviews...

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