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This new edition - more than 50 percent new and revised - is a significant update from the previous one and reveals how to harness the newest data mining methods and techniques to solve common business problems. The duo of unparalleled authors share invaluable advice for improving response rates to direct marketing campaigns, identifying new customer segments, and estimating credit risk. In addition, they cover more advanced topics, such as preparing data for analysis and creating the necessary infrastructure for data mining at your company.

Robert Caro's monumental book makes public what few outsiders knew: that Robert Moses was the single most powerful man of his time in the City and in the State of New York. And in telling the Moses story, Caro both opens up to an unprecedented degree the way in which politics really happens—the way things really get done in America's City Halls and Statehouses—and brings to light a bonanza of vital information about such national figures as Alfred E. Smith and Franklin D. Roosevelt (and the genesis of their blood feud), about Fiorello La Guardia, John V. Lindsay and Nelson Rockefeller.

Discover the Japanese secret to unlocking your purpose, productivity, and passion in life!

In today's fast-paced, competitive business environment, we all need to communicate clearly and use our time productively. Even seasoned writers will find tips, tools, and ideas in this book that can improve the quality - and reduce the quantity - of email in the workplace. This book will help you write concise, clear emails that advance your business needs.

In Brave Enough, Jessie Diggins reveals the true story of her journey from the American Midwest into sports history. With candid charm and characteristic grit, she connects the dots from her free-spirited upbringing in the woods of Minnesota to racing in the bright spotlights of the Olympics. Going far beyond stories of races and ribbons, she describes the challenges and frustrations of becoming a serious athlete.

Versace. The very name conjures up images of outrageous glamour and bold sexuality, opulence and daring. All of course true, but only half the story. Versace is also the legacy of a great creative genius from a poor, backward part of southern Italy who transformed the fashion world through his intuitive understanding of both women and how a changing culture influenced the way they wanted to dress. House of Versace shows how Gianni Versace, with his flamboyant sister Donatella at his side, combined his virtuosic talent and extraordinary ambition to help create celebrity culture.

How do you turn ranting about hockey into a career? Steve “Dangle” Glynn is a YouTuber, podcaster, and sports personality from Toronto who managed to turn a 16-second online rant about the Maple Leafs into a career in sports media. From video blogging in his parents’ house at 19 to yelling on televisions across Canada at 28, Dangle has been involved with some of the most important sports companies in the country.

Simply Electrifying: The Technology That Transformed the World, from Benjamin Franklin to Elon Musk brings to life the 250-year history of electricity through the stories of the men and women who used it to transform our world: Benjamin Franklin, James Watt, Michael Faraday, Samuel F.B. Morse, Thomas Edison, Samuel Insull, Albert Einstein, Rachel Carson, Elon Musk, and more. In the process, it reveals for the first time the complete, thrilling, and often dangerous story of electricity's historic discovery, development, and worldwide application.

Indira Nooyi's meteoric rise and success has been charted by every newspaper and business journal in the world, but how many of us know the person behind the image? The Secret of Success: The Story of Indira Nooyi gives us a rare insight into Nooyi's life, her childhood, the choices she made, the struggles she faced and the lessons she learnt on her way to the top.

Seven Days in Augusta is a celebration of what makes the Masters singular and iconic, from the par-3 contest to Amen Corner to Butler Cabin. Mark Cannizzaro goes behind the scenes of the exclusive competition, covering wide-ranging topics including green jacket rituals, tales from The Crow's Nest atop the clubhouse, the extreme lengths some fans have gone to acquire tickets, and what goes on outside the gates during Masters week. Features some of the most memorable and dramatic moments from the tournament's history, this is an essential, expansive look at golf's favorite event.

Inspired by Albert Einstein's theory of relativity and Bertrand Russell and David Hilbert's pursuit of the fundamental rules of mathematics, some of the most brilliant minds of the generation came together in post-World War I Vienna to present the latest theories in mathematics, science, and philosophy and to build a strong foundation for scientific investigation. Composed of such luminaries as Kurt Gödel and Rudolf Carnap, and stimulated by the works of Ludwig Wittgenstein and Karl Popper, the Vienna Circle left an indelible mark on science.

This is the Pulitzer Prize-winning biography of John Muir, the rugged individualist and passionate protector of the wild who saw that the encroachment of civilization into nature would threaten civilization itself.

There's a Customer Born Every Minute reveals the lost wisdom of famous entrepreneur and showman, P. T. Barnum. Barnum was much more than a showman; he was a dedicated businessman and entrepreneur with a razor-sharp mind. In this delightful and absorbing new edition, Joe Vitale reveals the secrets of Barnum's success and shares the 10 key business practices that Barnum developed and lived by.

In this compelling biography, Pulitzer Prize-winning journalist Michael D'Antonio gives us the real-life rags-to-riches story of Milton S. Hershey, a largely uneducated businessman whose idealistic sense of purpose created an immense financial empire, a town, and a legacy that lasts to this day.

In the late 1930s, legendary financier, philanthropist, and society figure Alfred Lee Loomis gathered the most visionary scientific minds of the 20th century at his state-of-the-art laboratory in Tuxedo Park, New York. He established a top-secret defense laboratory at MIT and personally bankrolled pioneering research into new, high-powered radar detection systems that helped defeat the German Air Force and U-boats. With Ernest Lawrence, he pushed Franklin Delano Roosevelt to fund research in nuclear fission, which led to the development of the atomic bomb.

John Harvey Kellogg was one of America's most beloved physicians; a best-selling author, lecturer, and health-magazine publisher; founder of the Battle Creek Sanitarium; and patron saint of the pursuit of wellness. His youngest brother, Will, was the founder of the Battle Creek Toasted Corn Flake Company. In The Kelloggs, Howard Markel tells the sweeping saga of these two extraordinary men, whose lifelong competition and enmity toward one another changed America's notion of health and wellness and who helped change the course of American medicine, nutrition, wellness, and diet.

Nearly one in every five Americans deals with mental illness in a given year, and the rates are climbing. Among physicians, the rate is even higher as the time spent in medical training significantly increases the risk of poor mental health. None of us is fully immune from the ravages of mental health problems. This book is about the fallibility of us all, including the doctors who are supposed to care for us. It is about the fine line of illness and normal emotion and about how to change the norms of medical practice in light of human weakness.

When Michael Pollan set out to research how LSD and psilocybin (the active ingredient in magic mushrooms) are being used to provide relief to people suffering from difficult-to-treat conditions such as depression, addiction, and anxiety, he did not intend to write what is undoubtedly his most personal book. But upon discovering how these remarkable substances are improving the lives not only of the mentally ill but also of healthy people coming to grips with the challenges of everyday life, he decided to explore the landscape of the mind in the first person as well as the third.

Early in the morning on August 27, 1996, 20-year-old Scott Dominguez showed up for an ordinary day at the fertilizing plant where he worked. By 11:00 am, he was clinging to life, unconscious and suffocating from toxic exposure to cyanide in a tank that was supposed to contain only mud and water. EPA Special Agent Joseph Hilldorfer was tasked with finding out what really happened on that horrific day in Soda Springs, Idaho, but the answers would not be easily uncovered.

Two ambitious men. One historic mission. With a blinding flash in the New Mexico desert in the summer of 1945, the world was changed forever. The bomb that ushered in the atomic age was the product of one of history's most improbable partnerships. The General and the Genius reveals how two extraordinary men pulled off the greatest scientific feat of the 20th century.