English Research

In Marketing 6.0, the celebrated promoter of the "Four P's of Marketing," Philip Kotler, explains how marketers can use technology to address customers' needs and make a difference in the world. In a new age of metamarketing, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade.

Through the fascinating account of their quest, Mark Pilkington reveals the long history of UFOria and its parallels in little-known tales from the murky worlds of espionage, psychological warfare, and advanced military technology. Along the way he discovers that the truth about flying saucers is stranger and more complex than either the ufologists or debunkers would have us believe.

A newly revised and updated edition of the influential guide that explores one of the most powerful ways to attract attention and influence behavior - fascination - and how businesses, products, and ideas can become irresistible to consumers. In an oversaturated culture defined by limited time and focus, how do we draw attention to our messages, our ideas, and our products when we have only seconds to compete?

Black Ops Advertising dissects this rapid rise of "sponsored content," a strategy whereby advertisers have become publishers and publishers create advertising - all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements.

Eric Edson has developed a new tool for bringing depth and passion to any screenplay or novel - the 23 Actions All Great Heroes Must Take. It's an easy-to-understand paradigm that provides writers and filmmakers the interconnecting, powerful storytelling elements they need. With true insight, this accomplished screenwriter and university professor pinpoints the story structure reasons most new spec scripts don't sell.

Practical and instructive, Egri provides a framework for writers to analyze and enhance their work. Numerous examples from classical and contemporary literature illustrate his principles, making the book a theoretical guide and hands-on manual for improving storytelling skills. "The Art of Dramatic Writing" has left a lasting impact, influencing generations of writers and remaining a staple in creative writing programs. Its enduring relevance lies in its timeless principles, applicable across genres and mediums.

Thanks to comedy writing guru John Vorhaus (author of The Comic Toolbox: How to Be Funny Even If You're Not), writing situation comedy is easier than ever. In The Little Book of Sitcom, you'll find a whole trove of tools, tricks, and problem-solving techniques that you can use - now, today - to be the sitcom writer of your wildest dreams. Ready to write? Ready to have fun? The Little Book of Sitcom is the big little book for you.

"Martha Gellhorn was so fearless in a male way, and yet utterly capable of making men melt," writes New Yorker literary editor Bill Buford. As a journalist, Gellhorn covered every military conflict from the Spanish Civil War to Vietnam and Nicaragua. She also bewitched Eleanor Roosevelt's secret love and enraptured Ernest Hemingway with her courage as they dodged shell fire together.

Condensing the most important topics in all of clinical research in an easy-to-understand presentation. The 20 percent of what you need to know in order to be 80 percent proficient! The authors who have operated various levels of businesses in the clinical research industry since 2005 believe that more practical information pertaining to clinical research needs to be accessible to individuals who are new to the industry or are curious about entering the rewarding world of clinical trials.

The Story Grid is a tool developed by editor Shawn Coyne to analyze stories and provide helpful editorial comments. It's like a CT Scan that takes a photo of the global story and tells the editor or writer what is working, what is not, and what must be done to make what works better and fix what's not. The Story Grid breaks down the component parts of stories to identify the problems. And finding the problems in a story is almost as difficult as the writing of the story itself (maybe even more difficult).

Distinguished author Phillip Lopate, editor of the celebrated anthology The Art of the Personal Essay, is universally acclaimed as “one of our best personal essayists” ( Dallas Morning News). Here, combining more than 40 years of lessons from his storied career as a writer and professor, he brings us this highly anticipated nuts-and-bolts guide to writing literary nonfiction. A phenomenal master class shaped by Lopate’s informative, accessible tone, and immense gift for storytelling.

Whether it's correctly naming the parts of a horse, knowing how lords and ladies address one another, or building a realistic fantasy army, getting the details right takes fantasy writing to the next level. Featuring some of the most popular articles from Dan Koboldt’s Fact in Fantasy blog as well as several never-before-seen essays, this book gives aspiring and established fantasy writers alike an essential foundation to the fascinating history and cultures of our own world, which serve as a jumping-off point for more inspired and convincing fantasy.

This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to “not get fired.” Many people want to go to work, make a contribution, and go home.

In this book, I'll reveal the powerful techniques employed by best-selling authors, and I'll show you how to apply them to rivet your readers. I'll start with the basics of Point of View - if you're already familiar with the concept, you can treat them as a refresher - and then guide you to advanced strategies for taking your reader deep.

Author Mick West shares over a decade's worth of knowledge and experience investigating and debunking false conspiracy theories through his forum, MetaBunk.org, and sets forth a practical guide to helping friends and loved ones recognize these theories for what they really are. West puts his debunking techniques and best practices to the test with four of the most popular false conspiracy theories today (chemtrails, 9/11 controlled demolition, false flags, and flat Earth) - providing road maps to help you to understand your friend and help them escape the rabbit hole.

The Psychology of Advertising offers a comprehensive exploration of theory and research in (consumer) psychology on how advertising impacts the thoughts, emotions, and actions of consumers. It links psychological theories and empirical research findings to real-life industry examples, showing how scientific research can inform marketing practice.

With growing academic responsibilities, family commitments, and inboxes, scholars are struggling to fulfill their writing goals. A finished book - or even steady journal articles - may seem like an impossible dream. But, as Joli Jensen proves, it really is possible to write happily and productively in academe. Jensen begins by busting the myth that universities are supportive writing environments. She points out that academia, an arena dedicated to scholarship, offers pressures that actually prevent scholarly writing.

Holidays in Hell follows P. J. O’Rourke on a global fun-finding mission to the most desperate places on the planet, from the bombed-out streets of Beirut to the stultifying blandness of Heritage USA. P.J.’s unforgettable adventures abroad include storming student protesters’ barricades in South Korea, interviewing Communist insurrectionists in the Philippines, and going undercover in Arab garb at Jerusalem’s Dome of the Rock Mosque. Packed with P.J.’s classic riffs on everything from Polish nightlife under communism to Third World driving tips....

Why are people named Kim, Kelly, and Ken more likely to donate to Hurricane Katrina victims than to Hurricane Rita victims? Are you really more likely to solve puzzles if you watch a light bulb illuminate? How did installing blue lights along a Japanese railway line halt rising crime and suicide rates? Can decorating your walls with the right artwork make you more honest? The human brain is fantastically complex, having engineered space travel and liberated nuclear energy, so it's no wonder that we resist the idea that we're deeply influenced by our surroundings.

How does one pull from one's own boring, agitated self the truth-speaker who will tell the story a personal narrative needs to tell? That is the question The Situation and the Story asks—and answers. Taking us on a tour of some of the best memoirs and essays of the past hundred years, Gornick traces the changing idea of self that has dominated the century, and demonstrates the enduring truth-speaker to be found in the work of writers as diverse as Edmund Gosse, Joan Didion, Oscar Wilde, James Baldwin, or Marguerite Duras.