The S.P.I.N. Selling Fieldbook: Practical Tools, Methods, Exercises and Resources

Peter B. Kyne

The Go-Getter: A Story That Tells You How to Be One

The Go-Getter is Kyne's most famous work, first published by William Randolph Hearst in 1921. The story centers around disabled World War I veteran Bill Peck, a worker who must overcome many obstacles in order to build a successful life for himself. At every turn he is thwarted by life's circumstances and must rely on his own tenacity and wits to see him through. American novelist PETER B. KYNE (1880-1957) was born in San Francisco, California. From early on it was clear that he had a gift for writing, and his time in the army during the Spanish-American War and World War I gave him plenty to write about. Kyne's novels include The Three Godfathers (1913) and Cappy Ricks (1916).

David A. Aaker

Building Strong Brands

In this compelling 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. 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 ...

Piketty, Thomas

Capital in the Twenty-First Century

The main driver of inequality--returns on capital that exceed the rate of economic growth--is again threatening to generate extreme discontent and undermine democratic values. Thomas Piketty's findings in this ambitious, original, rigorous work will transform debate and set the agenda for the next generation of thought about wealth and inequality.