The first comprehensive treatment of how "an American poet so profoundly shaped or affected the modern British novel," this—in the words of James E. Miller, Jr.—details "an extraordinary and even exciting literary fact, worthy of full documentation and exploration. "The book begins with an introduction describing how The Waste Land blew into England in 1922, as William Empson said, "not unlike an east wind." Although the critics disagree over what the poem means, all writers since 1922 have felt its influence in some degree, even if only in rejecting it. The author then traces echoes of The Waste Land in 17 major British novelists, confining himself to cases where the evidence is too strong to be explained as coincidence. The authors are divided into three groups. Part I assesses the poem's early impact, as seen in the work of writers already established at the time of its publication. Novelists discussed in this section include E. M. Forster, D. H. Lawrence, and Aldous Huxley. There is also a chapter on Richard Aldinton that contains a fascinating revaluation, based on extensive research, of Aldington's personal quarrel with Eliot. Part II examines the different sort of influence The Waste Land exerted on novelists who came to prominence in the decade before World War II. For these writers—among them Evelyn Waugh, George Orwell, Christopher Isherwood, C. S. Lewis, and Graham Greene—the poem was a basic part of their literary education, and was therefore woven more deeply, and frequently, into the fabric of their work.Part III focuses on two writers of the postwar era, Iris Murdoch and Anthony Burgess. With the rest of their generation they had been forced to recognize a horror more oppressive than the banality and blight of Eliot's "Unreal City," yet they found in the The Waste Land images and meanings so compelling that the poem retains an undeniable presence in their work. In his conclusion, Dr. Crawford attributes The Waste Land's uniquely powerful impact to four qualities: its timing in providing "prototypes for almost every modern problem"; its challenging elusiveness; its ambiguity, which "allows every reader to draw his own conclusion regarding the poem's meaning"; and its haunting symbols and descriptions. The "rhetoric of fiction" is especially sensitive to such qualities. The result is the British novelists "have helped to 'define' The Waste Land by their varied use of it."

Mixing Memory and Desire: The Waste Land and British Novels

Literature & Fiction

Crawford, Fred

History & Criticism

Penn State University Press

The Undiscovered Consumer . . .and the Mistake of Universal Excellence What do customers really want? And how can companies best serve them? Fred Crawford and Ryan Mathews set off on what they describe as an "expedition into the commercial wilderness" to find the answers. What they discovered was a new consumer -- one whom very few companies understand, much less manufacture products for or sell products or services to. These consumers are desperately searching for values, a scarce resource in our rapidly changing and challenging world. And increasingly they are turning to business to reaffirm these values. As one consumer put it: "I can find value everywhere but can't find values anywhere." Crawford and Mathews's initial inquiries eventually grew into a major research study involving more than 10,000 consumers, interviews with executives from scores of leading companies around the world, and dozens of international client engagements. Their conclusion: Most companies priding themselves on how well they "know" their customers aren't really listening to them at all. Consumers are fed up with all the fuss about "world-class performance" and "excellence." What they are aggressively demanding is recognition, respect, trust, fairness, and honesty. Believing that they are still in a position to dictate the terms of commercial engagement, businesses have bought into the myth of excellence -- the clearly false and destructive theory that a company ought to be great at everything it does, that is, all the components of every commercial transaction: price, product, access, experience, and service. This is always a mistake because "the predictable outcome [is] that the company ends up world-class at nothing; not well-differentiated and therefore not thought of by consumers at the moment of need." Instead, Crawford and Mathews suggest that companies engage in Consumer Relevancy, a strategy of dominating in one element of a transaction, differentiating on a second, and being at industry par (i.e., average) on the remaining three. It's not necessary for businesses to equally invest time and money on all five attributes, and their customers don't want them to. Imagine the confusion if Tiffany &amp; Co. started offering deep discounts on diamonds and McDonald's began selling free-range chicken and tofu. The Myth of Excellence provides a blueprint for companies seeking to offer values-based products and services and shows how to realize the commercial opportunities that exist just beyond their current grasp -- opportunities to reduce operating costs, boost bottom-line profitability, and, most important, begin to engage in a meaningful dialogue with customers.

The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything

Business & Money

Management & Leadership

Crown Business

Explaining why "universal excellence" can be a mistake in the business world, the authors offer a compelling argument that a corporation should focus its resources and energy on targeted goals in order to dominate in one important area, differentiate in another, and be industry par in the others. (Business & Finance)

El mito de la excelencia (Spanish Edition)

Mathews, Ryan

Economics

Empresa Activa

See the best price to sell, buy, or rent books by Crawford, Fred. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Crawford, Fred