Documents the struggle between the sons of Hewlett-Packard's founders and the company's powerful woman CEO to retain controlling interest over the company, describing the differences that set each side at opposition and tracing Fiorina's experiences behind the scenes. Reprint. 75,000 first printing.

Perfect Enough: Carly Fiorina and the Reinvention of Hewlett-Packard

Biographies & Memoirs

Anders, George

Professionals & Academics

Portfolio Trade

A founder of the Corcoran Group real estate company describes her hard-working childhood and the lessons she learned from her mother and through her business experiences that enabled her to become one of the most successful entrepreneurs in the country. Originally published as Use What You've Got. Reprint. 100,000 first printing.

If You Don't Have Big Breasts, Put Ribbons on Your Pigtails: And Other Lessons I Learned from My Mom

Business & Money

Corcoran, Barbara

Littlefield, Bruce

Business Culture

One of the oldest myths in business is that every customer is a valuable customer. Even now, many businesses donÂ't realize that some of their customers are deeply unprofitable, and that simply doing business with them is costing them money. Often the top 20 percent of customers generate almost all of a companyÂ's profit, while the bottom 20 percent are actually destroying value. 
 The cutting-edge companies featured in Killer Customers, in industries ranging from retail to manufacturing to financial services, are taking a fundamentally new look at how they treat their best and worst customers. More importantly, they are re-conceiving their companies as portfolios of customers. 
 For corporate leaders, business managers, or small business owners, Killer Customers offers a breakthrough plan to delight their best customers and drive consistently superior results.

Killer Customers: Tell the Good from the Bad--and Dominate Your Competitors

Colvin, Geoff

Selden, Larry

Marketing & Sales

The Smartest Guys in the Room: The Amazing Rise and Scandalous Fall of Enron

McLean, Bethany

Elkind, Peter

Blue Streak: Inside jetBlue, the Upstart that Rocked an Industry

Describes the evolution of JetBlue from an upstart underdog into a revolutionary company that has transformed the aviation business, offering a behind-the-scenes look at the company's unusual corporate culture, its leadership and management principles, and innovative approach to business. Reprint.

Peterson, Barbara

Biography & History

A personal finance expert presents her simple but effective approach to getting out of debt forever, offering a series of practical, accessible strategies to help readers find money to pay off their bills, lower interest rates, improve credit, and build personal wealth, without giving up truly important things. Reprint.

Pay It Down!: From Debt to Wealth on $10 a Day

Chatzky, Jean

Personal Finance

Draws on the lessons learned by the author in his quest to discover how professionals find long-term meaning in their work, identifying fourteen key value systems as imparted by such figures as former senator Bill Bradley, actor John Lithgow, writer Tom Clancy, and others. Reprint. 35,000 first printing.

Nobodies to Somebodies: How 100 Leaders in Business, Politics, Arts, Science, and Nonprofits Got Started

Han, Peter

An expert in the field of performance enhancement refutes traditional wisdom to present his own innovative and unconventional approach that emphasizes such concepts as "Definitely Put All Your Eggs in One Basket," "Think Like a Squirrel," and "Butterflies Are a Good Thing." Reprint. 35,000 first printing.

Overachievement: The New Science of Working Less to Accomplish More

Eliot, John

Brand Hijack: Marketing Without Marketing

brand hiÂ·jack (br?and h? Â¯-j?akÂ'): consumer takeover (synonym).The consumerÂ's act of commandeering a brand from the marketing professionals and driving its evolution. Out of nowhere, a brand like Red Bull, The Blair Witch Project, or even the Howard Dean campaign takes off with little or no conventional marketing. How do these Â“accidentsÂ” really happen, and why do they ultimately succeed or fail? Welcome to marketing without marketing: the emergence of the hijacked brand. DonÂ't let the all- too-clever subtitle fool you. Far from representing the absence of marketing, this book describes the most complex sort of marketing possible, as well as the least understood. 
 Brand Hijack offers a practical how-to guide to marketing that finally engages the marketplace. It presents an alternative to conventional marketing wisdom, one that addresses such industry crises as media saturation, consumer evolution, and the erosion of image marketing. BACKCOVER: Â“Alex WipperfÃ¼rth comes from the same zone that trend-starters and iconoclasts come from: the (slightly lunatic) fringe.The ideas in Brand Hijack are stern stuff and not for the fainthearted. But they work, which is more than you can say for perhaps 90 percent of marketing communications.Â” Â—John Grant Â“Mr WipperfuÂ¨rth makes an intriguing case for abandoning traditional techniques.Â” Â—Stefan Stern, Financial Times Â“This is not your ordinary marketing manual. With casual humor and a laid-back tone, WipperfÃ¼rth . . . offers a glimpse into AmericaÂ's consumer- and ad-driven culture.Â” Â—Publishers Weekly Â“Brand Hijack is a smartÂ…argument for letting customers define a brand.Â” Â—Fast Company

Wipperfurth, Alex

An Advertising Hall of Fame executive and former chairman of BBDO North America recounts his contributions to some of the most successful ad campaigns from the past thirty years, outlining the lessons he learned about attracting consumers, overcoming communications problems, and more. Reprint. 30,000 first printing.

One Great Insight Is Worth a Thousand Good Ideas: An Advertising Hall-of-Famer Reveals the Most Powerful Secret in Business

Dusenberry, Phil

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