English Research

An introduction for everyone. Rather than a "how to" for hands-on techies, this book - now in its revised and updated edition - serves lay listeners and experts alike by covering new case studies and the latest state-of-the-art techniques. In this rich, fascinating, and surprisingly accessible introduction, leading expert Eric Siegel reveals how predictive analytics works and how it affects everyone every day.

Why are you captivated by some people but not by others? Why do you recall some brands yet forget the rest? In a distracted, overcrowded world, how do certain leaders, friends, and family members convince you to change your behavior? Answer: fascination, the most powerful way to influence decision-making. It's more persuasive than marketing, advertising, or any other form of communication. And it all starts with seven universal triggers: lust, mystique, alarm, prestige, power, vice, and trust.

In the age of email and instant communication, great sales copy is indispensable to closing a deal. But too many sales letters end up in the junk file or the wastebasket. In this new edition of his top-selling work, author Dan Kennedy explains why some sales letters work and most don't. And he shows how to write copy that any business can use.

The Freedom Model is an approach that deconstructs the construct of addiction and recovery and all that surrounds these beliefs. By doing so, you can be completely free to move on in your life without those constructs holding you back and keeping you needlessly trapped in an endless addiction/recovery/addiction cycle. The Freedom Model renders addiction and recovery as completely obsolete and unnecessary in both your personal life and as cultural constructs that keep the masses blind to the solutions that exist within the individual.

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today’s marketplace is to build your product or service into a brand - and provides the step-by-step instructions you need to do so.

To reach today’s customers and influence their purchases, marketers and market researchers need to understand and harness the power of applied behavior psychology and behavior economics to break through these nonconscious filters and drive purchase behaviors - a process called behavior design. In Marketing to Mindstates, Will Leach, founder of TriggerPoint Design, a leading behavior research and design consultancy, demystifies this nonconscious filter and explains how to bypass it, introducing listeners to temporary moments of influence called mindstates.

Save time, effort, and frustration on your author journey to writing non-fiction books with this informative guide that teaches you the business models of writing non-fiction books, mindset issues around writing, the details of how to research, how to write and edit your book, dictation and productivity tips, as well as publishing, product creation, and marketing.

At the end of 2008, Ford Motor Company was just months away from running out of cash. With the auto industry careening toward ruin, Congress offered all three Detroit automakers a bailout. General Motors and Chrysler grabbed the taxpayer lifeline, but Ford decided to save itself. Under the leadership of charismatic CEO Alan Mulally, Ford had already put together a bold plan to unify its divided global operations, transform its lackluster product lineup, and overcome a dys­functional culture of infighting, backstabbing, and excuses.

Shocking cases of abusive medical research and the whistleblowers who spoke out against them, sometimes at the expense of their careers. The Occasional Human Sacrifice is an intellectual inquiry into the moral struggle that whistleblowers face and why it is not the kind of struggle that most people imagine.

From the two-time Pulitzer Prize-winning author of The Power Broker and the Years of Lyndon Johnson series: an unprecedented gathering of vivid, candid, deeply revealing recollections about his experiences researching and writing his acclaimed books.

In this widely acclaimed memoir ("Riveting, moving...a wonderful book" The New York Times Book Review), Katharine Graham tells her story—one that is extraordinary both for the events it encompasses and for the courage, candor, and dignity of its telling.

As practical as it is inspiring, The Art of Creative Writing remains a timeless, illuminating guide that teaches every writer, and aspiring writer, how to create works that are both compelling and enduring.

Janet Malcolm delves into the psychopathology of journalism using a strange and unprecedented lawsuit as her larger-than-life example: the lawsuit of Jeffrey MacDonald, a convicted murderer, against Joe McGinniss, the author of Fatal Vision. Examining the always uneasy, sometimes tragic relationship that exists between journalist and subject, Malcolm finds that neither journalist nor subject can avoid the moral impasse that is built into the journalistic situation.

In 1994, an idealistic first-year teacher in Long Beach, California, named Erin Gruwell confronted a room of “unteachable, at-risk” students. She had intercepted a note with an ugly racial caricature and angrily declared that this was precisely the sort of thing that led to the Holocaust. She was met by uncomprehending looks - none of her students had heard of one of the defining moments of the 20th century. So she rebooted her entire curriculum, using treasured books such as Anne Frank’s diary as her guide to combat intolerance and misunderstanding.

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.

Brevity is confidence. Length is fear. This is the guiding principle of Smart Brevity, a communication formula built by Axios journalists to prioritize essential news and information, explain its impact and deliver it in a concise and visual format. Now, the co-founders of Axios have created an essential guide for communicating effectively and efficiently using Smart Brevity—think Strunk and White’s Elements of Style for the digital age.

Ten years ago, Roy Peter Clark, America's most influential writing teacher, whittled down almost 30 years of experience in journalism, writing, and teaching into a series of 50 short essays on different aspects of writing. In the past decade, Writing Tools has become a classic guidebook for novices and experts alike and remains one of the best loved books on writing available. This new edition includes five brand-new, never-before-shared tools.

Most of what you think you know about writing is useless. It's the harmful debris of your education - a mixture of half-truths, myths, and false assumptions that prevents you from writing well. Drawing on years of experience as a writer and teacher of writing, Verlyn Klinkenborg offers an approach to writing that will change the way you work and think. There is no gospel, no orthodoxy, no dogma in this book. What you'll find here isn't the way to write. Instead, you'll find a way to clear your mind of illusions about writing and discover how you write.

What is it that made Starbucks an overnight sensation and separated it from other coffee house companies? Why do many products with great product innovation, perfect locations, terrific customer experiences, even breakthrough advertising, fail to get the same visceral traction in the marketplace as brands like Apple and Nike?

The musician and hip-hop legend - hailed as “the greatest MC of all time” and compared to Thelonious Monk - reimagines the writing handbook in this memoir and guide that incorporates the soulful genius, confidence, and creativity of a master artist.