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Review Essays of Academic, Professional & Technical Books in the Humanities & Sciences
The Oxford Encyclopedia of Economic History, 5 Volume Set edited by Joel
Mokyr
(Oxford University Press) (Vol.
1,
2,
3,
4,
5) This accessible thorough reference work offers a good survey of the
history of human material culture, especially as organized labor and industry.
The reference is primarily oriented toward world history of economic activities.
It does not offer a history of economics as such nor does it encroach upon
social and natural history. For instance the impact of natural environments is
recognized but not from a ecological view of interdependence and change. What
were the economic roots of modern industrialism? Were labor unions ever
effective in raising workers' living standards? Did high levels of taxation in
the past normally lead to economic decline? These and similar questions
profoundly inform a wide range of intertwined social issues whose complexity,
scope, and depth become fully evident in the Encyclopedia. Due to the
interdisciplinary nature of the field, the Encyclopedia is divided not only by
chronological and geographic boundaries, but also by related subfields such as
agricultural history, demographic history, business history, and the histories
of technology, migration, and transportation. The articles, all written and
signed by international contributors, include scholars from
Advertising
Sense: The Art and Science of Creating Lasting Brands by Lippincott Mercer (Rockport) In the mid 1950s Lippincott & Margulies began self-publishing Sense, an industry magazine dedicated to exploring the leading issues surrounding identity and design. Each issue contains a series of thought provoking perspectives and insights that explore how companies and their products can become better known and better understood. In addition to insightful case studies on some of their more prominent clients, Sense explores topics such as: How to bridge the gap between reality and perception; What to do after a merger; Establishing a new identity; Struggling for distinctiveness; What's the true measure of a brand?; Foundation for a new business; Managing brand risk, and Corporate Brand and Wall Street. More
The Influentials: One American in Ten Tells the Other Nine How to Vote, Where to
Eat, and What to Buy by Jon Berry, Ed
Keller (Knopf) One American in ten tells the other nine how to vote, where to
eat, and what to buy. They are
The Influentials. Who are they? The most influential Americans -- the ones
who tell their neighbors what to buy, which politicians to support, and where to
vacation -- are not necessarily the people you'd expect. They're not
Media Selling: Broadcast, Cable, Print, and Interactive edited by Charles Warner, Joseph Buchman (Iowa State University Press) is an update and expansion of the updated, 1993, second edition of Broadcast and Cable Selling. Media convergence, fragmentation, the growth of the Internet, and the growth of cross-platform selling necessitated the inclusion of all of the advertising-supported media (newspapers, broadcast television, radio, cable television, yellow pages, magazines, the Internet, and out-door). In the 10 years since the last edition of Broadcast and Cable Selling appeared, direct mail advertising rose from the third-largest medium in terms of advertising expenditures to the top position. Direct mail is not included as one of the media covered in this book because the media, as commonly referred to, are news and entertainment media supported entirely or in part by advertising. The content of direct mail is all advertising and it is a component of the direct-response or direct-marketing business, not the media business. More
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