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While conventional warfare has an established body of legal precedence, the legality of drone strikes by the United States in Pakistan and elsewhere remains ambiguous. This book explores the legal and political issues surrounding the use of drones in Pakistan. Drawing from international treaty law, customary international law, and statistical data on the impact of the strikes, Sikander Ahmed Shah asks whether drone strikes by the United States in Pakistan are in compliance with international humanitarian law. The book questions how international law views the giving of consent between States for military action, and explores what this means for the interaction between sovereignty and consent.

The book goes on to look at the socio-political realities of drone strikes in Pakistan, scrutinizing the impact of drone strikes on both Pakistani politics and US-Pakistan relationships. Topics include the Pakistan army-government relationship, the evolution of international institutions as a result of drone strikes, and the geopolitical dynamics affecting the region.

As a detailed and critical examination of the legal and political challenges presented by drone strikes, this book will be essential to scholars and students of the law of armed conflict, security studies, political science and international relations.

• Sales Rank: #3352674 in Books
• Published on: 2014-11-10
• Original language: English
• Number of items: 1
• Dimensions: 9.21" h x .63" w x 6.14" l, .0 pounds
• Binding: Hardcover
• 257 pages

Review

This is an important book. As well as evaluating the illegality of the use of drones in Pakistan, Shah highlights the dangers of facilitating military intervention without consequences, whilst also bringing to the forefront the forgotten voices in this debate, the victims – whose voices have only recently been heard through improved political interest and strategic litigation.

Clive Stafford Smith OBE, founder and Director of Reprieve.

About the Author

Sikander Ahmed Shah is Associate Professor of Public International Law at the Lahore University of Management Sciences, Pakistan (LUMS)

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• Sales Rank: #13912661 in Books
• Published on: 2003-05-01
• Original language: English
• Number of items: 1
• Dimensions: 9.21" h x .83" w x 6.18" l,
• Binding: Paperback
• 376 pages

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[K565.Ebook] Ebook Critical Thinking in Consumer Behavior: Cases and Experiential Exercises (2nd Edition), by Judy F. Graham

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This concise paperback includes thirty-five cases and activities, each reviewed by a respected practitioner in the field, focusing specifically on consumer behavior concepts and illustrating how they're applied in the real world.
The Importance of Customer Centricity; Customer Perception; Customer Learning and Memory; Customer Motivation and Personality; Segmenting, Targeting, and Positioning; Reference Group Influence and Diffusion of Innovation; Customer Attitudes; Marketing Communication and Attitude Change; Customer Decision Making; Qualitative and Interpretive Consumer Research; Cultural and Subcultural Influences
Critical Thinking in Consumer Behavior: Cases and Experiential Exercises can be used as a standalone text or as a supplement to a consumer behavior textbook.

• Sales Rank: #395160 in Books
• Published on: 2009-06-13
• Original language: English
• Number of items: 1
• Dimensions: 10.90" h x .60" w x 8.30" l, .80 pounds
• Binding: Paperback
• 150 pages

From the Back Cover
This concise paperback includes thirty-five cases and activities, each reviewed by a respected practitioner in the field, focusing specifically on consumer behavior concepts and illustrating how they're applied in the real world.
The Importance of Customer Centricity; Customer Perception; Customer Learning and Memory; Customer Motivation and Personality; Segmenting, Targeting, and Positioning; Reference Group Influence and Diffusion of Innovation; Customer Attitudes; Marketing Communication and Attitude Change; Customer Decision Making; Qualitative and Interpretive Consumer Research; Cultural and Subcultural Influences
Critical Thinking in Consumer Behavior: Cases and Experiential Exercises can be used as a standalone text or as a supplement to a consumer behavior textbook.

Most helpful customer reviews

0 of 0 people found the following review helpful.
Brief and to the point.
By lmad5989
I really liked this textbook because it's very short, and to the point. It outlines basic concepts of consumer behavior and though some of the chapters can have a lengthy explanation, most are pretty short. I took a consumer behavior class with this book, and I think it's good for teachers, because it is so easy for students to understand without a bunch of lengthy lectures.

0 of 0 people found the following review helpful.
An extra book for class, yet necessary for your understanding!
By Xavier O. Sanchez
This is an excellent resource for my class in Purchasing Behavior. The exercises are beneficial to the concept behind the reasoning for why consumers shop the way that they do. All are applicable to modern society and provide excellent examples.

0 of 1 people found the following review helpful.
Two Stars
By Megan
not the best conditions.

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• Sales Rank: #17495481 in Books
• Published on: 2007-07-25
• Original language: English
• Number of items: 1
• Dimensions: 9.02" h x .56" w x 5.98" l, .94 pounds
• Binding: Hardcover
• 172 pages

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A groundbreaking program that equips expectant families with the tools they need to reduce the stress, fear, and pain associated with pregnancy and childbirth.

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• Sales Rank: #3967921 in Books
• Published on: 2016-10-18
• Formats: Audiobook, MP3 Audio
• Original language: English
• Dimensions: 7.50" h x .60" w x 5.30" l,
• Running time: 56400 seconds
• Binding: Audio CD

Review
''Bringing mindfulness to the birthing process has everything to recommend it: it can reduce fear and stress and make the experience more rewarding for all involved. All that's required is to practice the techniques that Nancy Bardacke explains so clearly in this book.'' --Andrew Weil, MD, New York Times bestselling author

''Combining ancient wisdom and modern evidence-based science, the practices in this book will change your life. A must-buy for expectant parents, for midwives and other professionals involved in birthing, and also for any of us who want a glimpse of what great mindfulness teaching can offer us.'' --Mark Williams, bestselling author of The Mindful Way Through Depression

''Mindful Birthing is a unique, positive and welcome contribution to the world of birthing. I highly recommend this book to all pregnant women.'' --Patricia A. Robertson MD, Professor and Attending Obstetrician, University of California, San Francisco

''As a mother to be, I learned to mindfully embrace the uncertainties of birth and parenting through Nancy's teachings. As an obstetrician, I felt inspired to integrate these methods into my practice. This is at the top of my recommended reading list for all of my patients.'' --Sarah Wilson MD, University of California, San Francisco

''Until Mindful Birthing, good techniques for helping you experience the unpredictable changes of pregnancy and birth with resilience have not been available. Using the mindfulness techniques in this book, the process of pregnancy, birth, and parenting is transformed from a series of stressful changes to a joyful journey.'' --Tekoa L. King CNM, MPH Deputy Editor Journal of Midwifery & Women's Health

''Mindful Birthing develops a unique blend of meditation, yoga and scientific information into a user friendly approach to maternity care and life changes after childbirth. It is a practical way to approach the many potential technologic intrusions that are so much a part of modern day obstetrics.'' --Douglas W. Laube, MD, Past President of the American College of Obstetricians and Gynecologists

''In Mindful Birthing, science, story, and skill-building are woven together seamlessly engaging the reader to pay attention to the breath and stay in the moment, fully experiencing happiness and joy as well as fear and pain. Expectant mothers and their partners can just ''be''. What a gift!'' --Sharon S. Rising, midwife and CEO of the Centering Healthcare Institute

''This book gives parents and parents to be the tools they need to meet their experience with honesty, compassion, and kindness. A truly valuable resource.'' --Sharon Salzberg, author of Real Happiness

''Mindful Birthing is a lovely book. It makes you think and it makes you cry. Give it to any one you know about to give birth. It will change the parents life and the life of their child.'' --Barry Boyce, editor-in-chief, Mindful.org

''Mindful Birthing recognizes that no factor is more significant for our national health than how our children are born and raised. Nancy Bardacke offers a vision for how everyone involved in birth and parenting can act with utmost care. Let s make this required reading in medical education.'' --Congressman Tim Ryan

About the Author
Nancy Bardacke, RN, CNM, MA, is the founding director of the Mindfulness-Based Childbirth and Parenting program, which she currently leads at the University of California's Osher Center for Integrative Medicine in San Francisco. She is also an assistant clinical professor in the UCSF School of Nursing.

Most helpful customer reviews

97 of 99 people found the following review helpful.
Planning on no pain meds? You NEED to read this book!
By Chantelle C. Tibbs
I only made it half way through this book and my son came early and even having only read half the book, I honestly don't think there is enough space for me to praise "Mindful Birthing" on here. I can't say thank you enough! When it came to having a natural child birth I can say the two biggest factors that kept me going were having a doula and reading this book. EVERYTHING Nancy says is dead on. I was just expecting to be in pain, I didn't know that the times between contractions are actually pleasurable because of oxytocin and that fearing the pain of the next contraction or getting caught up on the pain of the last one causes our body to produce adrenaline and that blocks oxytocin slowing down labor and making it more painful. In the 2nd part of labor I was actually falling in and out of sleep. There was a woman across the hall screaming her head off and I listened as the nurses mentioned all the pain meds they gave her and I had people in shock with how calm I was with no meds. My boyfriend couldn't believe how calm I was. I'm the kind of person who couldn't handle pain before I was afraid of it. I cried over a stubbed toe. I am no longer afraid of physical pain. I had my birth at the hospital with a midwife, we actually brought a birthing tub and had high hopes of our son being born in the water but they took me out of the water to take my vitals and he was born 15 minutes later in the bed.

The pain management exercises using ice are GENIUS! I found myself using the body scan very often. I was able to successfully investigate a slight pain in my right foot during several contractions and focus on the parts of my body that didn't hurt and felt just fine.

Every birth is different but in my experience I agree with Nancy, the first time I "couldn't take it anymore" I got in the hot water and it just REALLY helped me out. The 2nd time I couldn't take it anymore I was 10 contractions away from giving birth. I actually begged for pain meds around 10 centimeters and the nurse laughed and said "sweetie it's too late for that, you are 10 centimeters dilated you needed to ask for that 2 centimeters ago" I couldn't believe it. Avoiding looking at the clock REALLY helped. I didn't want to hear how far apart my contractions were and didn't want to hear anyone in the room talk about any plans or anything to do with clock time, that sounds crazy but it helped a lot just to keep me present. Ironically my son was on the same page because up until the last contraction my contractions were never the same time apart. I think the last two were like 10, 3, 5.

So YES I was in labor for 12 hours and YES it hurt! But it was doable! And with that pain comes an amazing power that follows after. The rewards are endless. Thanks to this book and the support of my doula, my boyfriend, mom and amazing friends. Again, I know every birth is different but in all honesty this book had me practicing techniques that made it possible. The two most difficult parts for me were when I felt my sons head pass through my pelvis, The pelvis actually cracks open, and the sensation is intense, but by the time you have time to judge it it's over, it's very fast. The other part is the burning "ring of fire" at the very end. But at that time I was 3 pushes away from my son being delivered.

Thank you Nancy THANK YOU THANK YOU!!!!!!!!!!!!

2 of 2 people found the following review helpful.
Great book, hard read
By Sydney Hoffman
This is a great book! I (and several of my friends) however had a really hard time reading it as it's about as riveting as you'd expect a book on this subject to be. All 4 of us purchased the audio version and were able to finish and learned a lot. The guided meditations (which are awesome) are a lot easier to experience via audio book than to read it then practice it. I definitely recommend this book, but if you're prone to drifting off to nap time when you're bored, I would definitely recommend the audiobook

3 of 3 people found the following review helpful.
This is the most tedious, self indulgent book I have ever read
By Laura
This is the most tedious, self indulgent book I have ever read. Half of the book is just the author bragging about the wonderful birth class she hosts. Bragging disguised as sentimental stories isn't helpful. If you're looking for a book that will actually prepare you for natural birth, go with The Birth Partner.

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No one knows this better than Eric Dezenhall and John Weber, who help companies, politicians, and celebrities get out of various kinds of trouble. In this brutally honest and eye-opening guide, they take you behind the scenes of some of the biggest public relations successes—and debacles—of modern business, politics, and entertainment.
You’ll discover:
• Why the 1982 Tylenol cyanide-poisoning case is always cited as the best model for damage control, when in fact it has no relevance to the typical corporate crisis.
• Why Audi never fully recovered from driver accusations of “sudden acceleration”—despite evidence that nothing was wrong with their cars.
• What the crises faced by George W. Bush, Jim McGreevey, Sammy Sosa, Lance Armstrong, Martha Stewart, Coca-Cola, and the Catholic Church have in common . . . and what they don’t.

This new revised edition includes an additional chapter "Our Permanent Leakocracy" including information about WikiLeaks and what that notorious case means for business.

• Sales Rank: #454302 in Books
• Published on: 2011-05-31
• Original language: English
• Number of items: 1
• Dimensions: 8.10" h x .70" w x 5.50" l, .70 pounds
• Binding: Paperback
• 256 pages

Review

A mandatory read for any corporate person who is facing a gut-wrenching crisis now or is likely to one day - which of course means just about everybody. -- Stanley Bing

I do this kind of stuff for a living, and this book gave me chills. Corporate executives pay consultants fifty grand a month for advice a whole lot less intelligent and compelling than this. Now for just a few bucks they can get this book, put it under their pillows, and sleep well at night, if they sleep at all. -- Gil Schwartz, executive vice president, CBS Corporation

About the Author

Eric Dezenhall is the CEO of Dezenhall Resources in Washington, D.C. He began his career in the White House Office of Communications during the Reagan presidency. Prior to starting his own firm, he worked at an international public relations agency and a political consulting firm. He is also the author of Nail ’Em: Confronting High-Profile Attacks on Celebrities and Businesses. His forthcoming novel The Devil Himself will be published by Thomas Dunne/St. Martin’s in the summer of 2011.

John Weber is the president of Dezenhall Resources and the firm’s second partner. He oversees client services and is the primary liaison with its affiliate agencies in the United States and Europe. Weber previously served as a senior manager at three of the world’s largest public relations firms. He began his career in marketing and advertising.

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19 of 21 people found the following review helpful.
What to do when you have "a cow in the ditch"
By Robert Morris
Obviously, avoiding damage is preferable to managing it but that is not always possible. Then what? In this volume, Eric Dezenhall and John Weber share everything they have learned about crisis management, explaining to their reader "why everything you know about [it] is wrong." I presume to suggest that you ignore the book's subtitle's hyperbolic presumption and focus on what can be learned from the material that Dezenhall and Weber provide. Also, while reading the book, keep in mind Voltaire's admonition to cherish those who seek the truth but beware of those who find it.

I presume to suggest two separate but related approaches: Be alert to how damage is most effectively managed once it occurs, of course, but also be alert to the lessons learned post-damage so that it can be avoided - or its impact can at least be reduced -- in the future. In this context, I am reminded of an anecdote that Anne Mulcahy (Xerox CEO) frequently shares. Specifically, some advice she once received from Albert C. Black, Jr. (president and CEO of On-Target Supplies & Logistics): "When everything gets complicated and you feel overwhelmed, think about it this way: You gotta do three things. First, get the cow out of the ditch. Second, find out how the cow got into the ditch. Third, make sure you do whatever it takes so the cow doesn't go into the ditch again."

In this volume, Dezenhall and Weber suggest that companies (and individuals) that survive crises tend to have certain features in common: they have strong leaders, question conventional PR wisdom, are flexible, commit sufficient resources to the given situation, have a high threshold for pain, think in terms of "baby steps" rather than grandiose gestures, know themselves (who they are who they aren't), believe that corporate defense is an exercise in moral authority (i.e. they insist on doing whatever is principled rather than expedient), and finally, are "luck" in that they often (not always) catch "unexpected breaks delivered by God, Nature, Fortune, or some other independent factor."

It is important to understand that Dezenhall and Weber endorse a political model of crisis management versus the more conventional public relations approach. "The fundamental difference is that the political model...assumes the threat of motivated adversaries, while the public relations model tends to view crises as organic and resolvable through good communications." In other words, adversaries (e.g. competitors, plaintiffs' lawyers, the news media, politicians and regulators, short-sellers, corporate stalkers, whistleblowers, and bloggers) may have had nothing to do with causing the given crisis but may - and often do -- take full advantage of it to serve their own self-interests.

To me, one of Dezenhall and Weber's most important insights is their recognition of the importance of being fully prepared to ask the right questions, the most important questions, and then knowing how and where to obtain the right answers to them ASAP. This is an essential component of contingency planning, as are being fully prepared to take appropriate action(s) once a crisis occurs, and, being both willing and able to commit whatever resources may be required.

Dezenhall and Weber help their reader to increase their understanding of several important issues. For example:

1. The differences between and among a nuisance, a problem, a crisis, and a marketplace assault

2. How to manage blame and resentment

3. Why "offense wins, defense loses"

4. Why an effective response to a crisis must involve much more than "having to say you're sorry"

5. Who needs to know what...and when

The value of this book will obviously vary from one reader to the next but, in my opinion, the information and counsel it provides can be of substantial benefit to decision-makers in all organizations (regardless of size or nature) because crises can occur at any time, frequently without warning. Yes, some can be prevented. As for all others, their damage can be "controlled," at least in terms of its nature and certainly in terms of its impact. To paraphrase Albert C. Black, Jr., you just never know when you'll have a cow in the ditch.

8 of 9 people found the following review helpful.
Don't be a Wimp
By Michael P. Maslanka
This excellent book says that today's crisis management is fixated on making nice with those who would harm you and it is wrong, wrong,wrong. Yes, J and J did a great job with the Tylenol tampering but it was a victim of a nut. The template of what they did does not work, or so Dezenhall argues, with a crisis where you have an enemy. What to do? Figure out of the company has a backbone to fight(if not. throw in the towel); preach to the choir(rally your allies); manage the media(Wendy's told the media you can interview our execs but stop showing the finger); and, above all.like all good trial lawyers know, come up with an alternate belief system, a plausible and different scenario for what occured; don't use the default of apology when you have nothing to apologize for.(a la pepsi and the purported syrgines in the pepsi cans. The book is direct, well written, and short.

0 of 0 people found the following review helpful.
Damage Control is real-world guidance superbly written, by an excellent writer
By E. Bruce Harrison
Eric Dezenhall is not only experienced in counseling on crisies at very high levels of company and peformance-art; he is an accomplished writer who lays it out in practical and engaging terms. This book--Damage Control--is real-world insight, with guidance useful to any corporate or organizational leadership team. I am using it as text for the graduate course on Corporate Crisis Communication at Georgetown University.

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• Sales Rank: #9969776 in Books
• Published on: 2008
• Binding: Paperback
• 415 pages

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• Sales Rank: #899960 in eBooks
• Published on: 2012-11-19
• Released on: 2012-11-19
• Format: Kindle eBook

From the Back Cover

Thyroid Ultrasound and Ultrasound-Guided FNA, Third Edition, is the gold-standard, concise, user friendly resource for all clinicians who use ultrasound in the evaluation and management of thyroid disease and ancillary disease of the neck.  Building on the success of the first two editions, this version again emphasizes a multidisciplinary approach and offers all the new information regarding ultrasound and the subtleties one needs to know in the application of this rapidly expanding technique, now viewed as a primary tool for diagnosing and managing thyroid disease. 

 

Some chapters have been combined for concision; some have been expanded; and new chapters have been added to encompass recent techniques such as employing UGFNA acquired material for molecular and genetic markers and using ultrasound guidance for radiofrequency ablation.  A separate chapter on pediatric ultrasound and congenital abnormalities has been added as well. Other new chapters focus on the effect ultrasound has had on the surgical management of thyroid and parathyroid disease.  Written by authors with extensive hands-on experience who have enthusiastically adapted ultrasound in the diagnosis and treatment of thyroid and ancillary disease of the neck and who have contributed to the accumulating knowledge in the field as well as being ardent teachers of this knowledge to others, Thyroid Ultrasound and Ultrasound-Guided FNA, Third Edition, is another invaluable addition to the literature and will be of immense interest especially to endocrinologists, surgeons, radiologists, and pathologists.

 

Foreword by Lewis Braverman, MD

Professor of Medicine

Boston University Medical School

 

Most helpful customer reviews

3 of 3 people found the following review helpful.
Nice review...
By DR.
Short explanations for beginners. Language is clear. Pocket size, images are small (and many of them are bad quality). There are alot of typographic errors (mHz/MHz, refraction/reflection...). But well organized and summerizes the essentialls. I suggest the editors to use wholepage for many critical images from digital electronic media (not from photos). Finally do not touch pages with damp/wet fingers, they become crazy...

1 of 1 people found the following review helpful.
good for endocrinologists and radiologists
By Adam K.
I am a diagnostic radiologist. I was recommended this book by an endocrinologist who needed more information in thyroid ultrasound reports. As far as "turf" issues, I am of the opinion that if a clinician has to look at every exam (even if there is a radiology report), my services are of limited value.

The book is concise and informative and helps us work together for the best patient care.

0 of 0 people found the following review helpful.
Quite good.
By Act
Some parts are better than the others. They are written by different authors. It is easy to read for someone who practice ultrasound. Buy it, read, return to it, study. Study, because when you do not study you think you know.

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[P526.Ebook] Ebook Download Tell The Truth: Honesty Is Your Most Powerful Marketing Tool, by Sue Unerman, Jonathan Salem Baskin

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Truth is a powerful marketing tool--and really the only way to promote a message and brand effectively.

Truth in advertising has long been something to ignore, or at least downplay. The role of advertising has been to position and manipulate brands to convince consumers that they're imbued with qualities they don't necessarily possess, or presume to tell them which ones matter. It worked when the brand's voice was the only voice, but with the rise of social media that era is over.

Marketers have focused their messages on entertainment, creating funny or engaging campaigns that win awards but don't always sell products. Consumers determine what's true, and smart companies have realized that every communications medium can and will be used to contribute to those conclusions.

In Tell the Truth, Jonathan Salem Baskin and Sue Unerman look at the content and context of marketing communications. They provide the research of hundreds of companies and in-depth case studies on more than 50 global brands to show us that truthful brands deliver sales, profits, and sustainable relationships. Truth yields true competitive advantage.

• Sales Rank: #228823 in Books
• Published on: 2012-04-03
• Original language: English
• Number of items: 1
• Dimensions: 8.30" h x 1.00" w x 5.60" l, .95 pounds
• Binding: Hardcover
• 256 pages

Review
"Truth is the only defensible competitive advantage. I'm not sure why this is controversial, but it's true."
—Seth Godin, Author, We Are All Weird

"The true future of marketing will be about brands and their ability to have a direct relationship with their consumers. The trick, as so well explained in Tell The Truth, is that brands have to be honest … brutally honest. Truth in advertising? Truth in marketing? It hasn’t really happened, but now it can. Sue Unerman and Jonathan Salem Baskin offer this wonderful book as a first step in the right direction. It belongs on everyone’s desk who touches a brand.”
—Mitch Joel, President of Twist Image and Author, Blogger, and Podcaster, Six Pixels of Separation

"Truth in advertising is no longer an oxymoron; it's an absolute necessity if a brand wishes to compete in today's increasingly transparent marketplace. Brands will be judged not based on what they say, but what they do; not the promises they make, but the ones they keep. This book is the first step toward your enlightenment."
—Joseph Jaffe, Author, Flip the Funnel

“The authors re-examine the abiding value of authenticity; convince us that, in the Internet age, brand truth has become a marketing necessity; and offer practical guidance on how to achieve it.”
—Sir Martin Sorrell, CEO, WPP

“Tell the Truth is an essential guide to advertising in the modern world.”
—Jonathan Dean, Online Culture Editor, The Sunday Times

“In a sea of marketing gibberish and thinly disguised motivational babble ... Unerman and Baskin stand out by offering practical information presented in plain English.”
—Ken Wheaton, Managing Editor, Advertising Age, and author of The First Annual Grand Prairie Rabbit Festival

"In the digital age, all of us have a voice that can be heard instantly and around the world. Consumers are increasingly using that voice to speak out whenever they see injustice and untruth. So for brands and businesses, honesty and integrity are now imperative for success. Tell The Truth is an essential guide to building honest businesses."
—Claire Beale, Editor, Campaign

About the Author
I explore how public companies innovate.

I've written 7 books,250+ essays, and lead a consultancy (Arcadia Communications Lab) thathelps established companies around the world communicate on innovation. I have 30+ years of leadership experience in marketing andcommunications.

Most helpful customer reviews

4 of 4 people found the following review helpful.
Tell the Truth gets you thinking ... and doing.
By Sean Duffy
Marketing has changed in recent years. Global interconnectivity via the Internet has redefined the way that brands are built and managed. For many marketers adapting has meant frantic experimentation with the latest social media platforms, viral tactics or online metrics. My advice: Stop and read this book first. Because if you want your brand to benefit from all these nifty new tools and tactics then you'll also need to adopt a new mindset. That's what Tell the Truth is about: Providing marketers with a new conceptual framework for building brands that can compete in today's wired world.

I found Tell the Truth a lucid and enjoyable read. Underman and Baskin provide original thinking, clear writing and lots of examples to help the reader unlearn prevailing marketing dogma that was shaped during the media monopoly of the last century. Chief among these beliefs is the notion that truth is optional.

While Tell the Truth makes a compelling case for why truth is the most powerful marketing tool we have, it's not an esoteric ethical treatise. It's a hands-on field guide, full of practical advice for implementing truth in your day-to-day marketing efforts.

If you are trying to get your head around the changes taking place in marketing today, start here. Tell the Truth will help you put the new rules of marketing to work for your brand. I've made it required reading in my company. I hope Tell the Truth will be for today's generation of marketers what Ogilvy on Advertising was for previous generations.

1 of 1 people found the following review helpful.
history, sociology, common sense, A++++++
By Neal Karlen
With talk of branding, establishing a proper advertising platform, and the demands of our ever shortening attention plans, nothing seems more likely to have undergone a revolution in the last 15 years than the sometimes not so gentle art of persuasion in the marketplace. Unerman and Baskin make a notable case that what worked thousands of years ago--honesty--is what will work now in the increasingly freewheeling world of advertising, where truth seems like the first thing to go in the need to sell a product. Unerman, an advertising executive, and Baskin, a well known consultant and author of an influential column in Advertising Age bring hope, pleasure, and a damn good read to a topic that could have been depressing. Thanks folks!

1 of 1 people found the following review helpful.
And the Truth Shall Set You Free...
By Peter Johnson
The most successful brands work hard to understand and articulate the simple, human truth behind how they serve their customers. In his book Jonathan Salem Baskin provides businesses of all sizes and markets how to harness the truth about who they are as a company. This is a great read and a must for every brand manager out there. You have to tell the truth!

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