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Western Wind: An Introduction to Poetry, 5th Edition, by David Mason, John Frederick Nims

WESTERN WIND is an introduction to the elements of craft that make poetry sing, a superior anthology of classic and contemporary poetry, and a guide for students to poetics, writing about poetry, and critical theory. In this text, two well respected poets bring their love of the craft of poetry into a book that teaches as well as inspires. The text also includes exercises, chapter summaries, games, diagrams, illustrations, and 4-color reproductions of great works of art.

  • Sales Rank: #81485 in Books
  • Published on: 2005-06-07
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.20" h x 1.00" w x 5.90" l, 1.81 pounds
  • Binding: Paperback
  • 688 pages

About the Author
Born in Muskegon, Michigan, John Frederick Nims received his M.A. from the University of Notre Dame and his Ph.D. in comparative literature from the University of Chicago. He has taught poetry and given workshops in poetry at Notre Dame, the University of Toronto, the University of Illinois at Urbana, Harvard University, Willialms College, the University of Florida, and the University of Illinois at Chicago. He has also been a Visiting Professor at the universities of Florence and Madrid and has been on the staff of many writers’ conferences, including the one at Bread Loaf, Vermont, where he taught for more than ten years. He is the author of eight books of poetry among them, The Iron Pastoral, Knowledge of the Evening (a National Book Award nominee), The Kiss: A Jambalaya, Zany in Denim, and The Six Cornered Snowflake―books that have brought him awards from The National Foundation of Arts and Humanities, The American Academy of Arts and Letters, and Brandeis University, which awarded him its Creative Arts Citation in Poetry. He has been the Phi Beta Kappa poet at the College of William and Mary and at Harvard University. He has also published several books of translations, including Sappho to Valery: Poems in Translation, The Poems of St. John of the Cross, and The Complete Poems of Michelangelo and edited The Harper Anthology of Poetry. Several times on the staff of Poetry (Chicago), he was its editor from 1978 to 1984. In 1982, he was awarded the Fellowship of the Academy of American Poets; in 1986, a Guggenheim Fellowship for Poetry; in 1991, the Aiken Taylor Award for Modern American Poetry.

David Mason was born and raised in Bellingham, Washington, and received degrees from The Colorado College and the University of Rochester. He spent most of his twenties traveling and working as a manual laborer, with a brief stint working for a film company. He has taught at Minnesota State University, Moorhead, and is now on the faculty of The Colorado College. He lives in the mountains outside Colorado Springs. Mason’s two prize-winning books of poems are The Buried Houses (1991) and The Country I Remember (1996). With Mark Jarman he co-edited Rebel Angels: 25 Poets of the New Formalism (1996; reprinted 1998) and with the late John Frederick Nims Western Wind: An Introduction to Poetry (2000). His collection of literary essays, The Poetry of Life and the Life of Poetry, appeared in 2000. Mason is also a memoirist, fiction writer and frequent book reviewer.

Most helpful customer reviews

42 of 46 people found the following review helpful.
too few aspiring poets read this book
By wjg@brooktrout.com
Almost all contemporary "workshop" style poetry commits the simplest and most fatal of mistakes, such as using vague imagery, dwelling in abstractions, or lapsing into sentimentality. These flaws and more are addressed in this lucidly written book, which contains sections on the concrete image, sentiment, and intelligence and their places in poetry. Its only drawback is that its anthology section is too brief. Prospective poets would do well to begin here, and to supplement their reading with Fussell's "Poetic Meter and Poetic Form," Harvey Gross's "Sound and Form in Modern Poetry," and Perkins's "History of Modern Poetry," among others.

17 of 17 people found the following review helpful.
WESTERN WIND IS ESSENTIAL FOR ASPIRING POETS
By Possum-Bread
Western Wind by John Nims and David Mason is the only textbook I've ever felt passionate about. I cannot imagine a better foundation for an introduction to poetic verse. Western Wind is a well-written, thorough and astonishingly sophisticated book. It has a depth of consideration of the technical features of poetry that most anthologies lack. The authors demystify poetic structure and syntax by using a wide range of poets from diverse traditions and time periods.

Western Wind's explanations of the elements of poetry are thought provoking and relevant for aspiring poets and seasoned writers alike. It offers a practicing poet's perspective on selection, organization, titles, phrasing and commentary. Although the book covers the mechanics thoroughly, it never lets the reader forget that poetry is an art. This is a solid, intelligent book and I highly recommend it to all aspiring poets.

16 of 17 people found the following review helpful.
Great Introduction to Poetry + A Great Anthology
By Daniel R. Sanderman
WESTERN WIND is an outstanding introduction to poetry. When I was an undergraduate, it was assigned as our main textbook for an introduction to poetry class. It contains information about every aspect of poetry you can think of, allowing it to serve either as a cover-to-cover introduction or as a reference manual. Since there are no images of the book, I've provided a bit of the book's contents:

Chapter One: The Role of the Senses, The Specific Image

Chapter Two: Simile and Metaphor, Analogy

Chapter Three: Synecdoche, Metonymy, The Symbol, Thing-Poems, Allegory,

Chapter Four: Antipoetry, Paradox, Irony, Understatement-The Witheld Image, Overstatement

Chapter Five: The Role of Emotion, Sense and Sentimentality

Chapter Six: Living Words, Less is More

Chapter Seven: Vowels, Consonants

Chapter Eight: Language as Mimicry, A Reason for Rhyme?, Off-Rhyme, The Music of Poetry

Chapter Nine: Rhythm, Repetition as Rhythm, The Rhythm of Accent, A Note on Scansion, Iambic Pentameter, Variations on Iambic, Meter and Rhythm, Line Length

Chapter Ten: Other Syllable-Stress Rhythms, Strong-Stress Rhythms, Sprung Rhythms, A Word About Quantity, Syllabic Meter, Free Verse, Free Rhythms, The Variable Foot, Concrete Poetry, The Prose Poem

Chapter Eleven: The Sentence, Use of Connectives, Parallelism, Sentence Structure, Levels of Language, New Words, New Language

Chapter Twelve: Fixed Stanza Forms, Fixed Forms for Poems,

Chapter Thirteen: Common Sense, Uncommon Sense

Chapter Fourteen: Inspiration and Effort

As you can see, there is plenty here to sink your teeth into. Along the way, each chapter contains exercises designed to help you master the concepts you are learning in each section. Additionally, there are hundreds of examples, from great works of poetry, sprinkled throughout the pages, illustrating points and providing inspiration. To top it all off, the last two hundred pages of the book are an anthology of great poetry. The resource is amazing simply for the anthology. I highly recommend this book to anyone interested in learning how to write better, either poetry or something else. There is much to be learned from these pages.

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Minggu, 27 Juni 2010

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  • Sales Rank: #6963277 in Books
  • Published on: 2015-08-31
  • Original language: Spanish
  • Number of items: 1
  • Dimensions: 7.40" h x 1.00" w x 4.90" l,
  • Binding: Paperback
  • 380 pages

Most helpful customer reviews

0 of 0 people found the following review helpful.
Gran historia de la historia...
By Amazon Customer
Gran historia de la historia, buena narrativa, me deja con ganas de seguir leyendo la travesía de Alvin a través de las palabras de Orson...

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McGraw-Hill Handbook of Electrical Construction Calculations, Revised Edition, by Brian McPartland, Joseph McPartland, Steven McPartland,

The only book of its kind on the market today, this guide gives you all essential calculations used in day-to-day electrical construction work—for wiring...lighting and appliance branch circuits...feeders for power and light ...motor circuits...and transformers. Now updated to conform to the latest National Electrical Code, the revised edition features the latest calculations for solving even the most difficult electrical design and installation problems. All calculations are categorized according to equipment type—and sample calculations, applications examples, and worksheets are provided.

  • Sales Rank: #2812964 in eBooks
  • Published on: 1998-01-22
  • Released on: 1998-01-22
  • Format: Kindle eBook

From the Back Cover
Get the latest calculation procedures for quickly and accurately solving any electrical design or installation procedure. The only book of its kind on the market today, this invaluable handbook gives you every essential calcualtion used in day-to-day electrical construction work--for wiring. . .lighting and appliance branch circuits. . .feeders for power and light. . .motor circuits. . .and transformers. Now updated to conform to the latest National electrical Code, the revised edition of this unique and indispensable reference features: Calculations for solving even the most difficult electrical design and installation problems--quickly, easily, and accurately; All calculations conveniently categorized according tot equipment types, such as lighting, motors, heating, and controls; Sample calculations, applications examples, and worksheets for electrical systems in residential, commercial, insitutional, recreational, and industrial facilities; National Electric Code provisions that influence calculation procedures. With more than 350 detailed illustrations, this updated handbook will enable anyone involved in the elctrical construction industry to determine the most efficient and cost-eefective approach to the design, layout, installation, operation, and maintenance of electric circuits, systems, and equipment.

About the Author
Joseph F. McPartland is the nation's leading expert on the National Electrical Code, and the principal author of McGraw-Hill's National Electrical Code Handbook, and Handbook of Practical Electrical Design, 2d Ed. Brian J. McPartland is an electrical construction consultant and editor of Electrical Design and Installation magazine. He is a co-author of McGraw-Hill’s National Electrical Code Handbook. Steven P. McPartland is an engineer for GE/Northern Electrical Supply Company, and an instructor for the New Jersey State Apprenticeship Training Program. Jack E. Pullizzi is an assistant facilities engineer for AT&T Bell Laboratories and an instructor in electrical systems at Ocean County College. He is also a contributing editor to Electrical Contractor magazine.

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0 of 1 people found the following review helpful.
Good buy great condition
By Jack E. Pullizzi
Great condition

3 of 3 people found the following review helpful.
Good but not as good as the handbook
By CWP Tulsa
I have both the calculations book by Brian McPartland and the NEC Handbook by Brian and his dad Joe. I prefer the handbook more, although you may want both. My problem with this book is that it was not proofed adequately for math errors and typos. I have found at least four computational errors in the examples.
I am not to impressed with this book because it does not take you too far beyond the examples already in the NEC or beyond the obvious. The explainations of why they are computing things the way they are (logic behind the computations) are all explained in the Handbook. Many of the examples are merely duplications of the handbook examples. If you want one good book, buy the Handbook. Don't waste money on the NEC handbooks published by NFPA. They merely waste space by quoting the NEC with some useless comments thrown in. McPartland is the only guy who has ever written a handbook worth having that goes in depth as to why the code is the way it is.

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Selasa, 22 Juni 2010

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How to Read Water: Clues and Patterns from Puddles to the Sea, by Tristan Gooley

A New York Times Bestseller
Read the sea like a Viking and interpret ponds like a Polynesian—with a little help from the “natural navigator”!
 
In his eye-opening books The Lost Art of Reading Nature’s Signs and The Natural Navigator, Tristan Gooley helped readers reconnect with nature by finding direction from the trees, stars, clouds, and more. Now, he turns his attention to our most abundant—yet perhaps least understood—resource.
 
Distilled from his far-flung adventures—sailing solo across the Atlantic, navigating with Omani tribespeople, canoeing in Borneo, and walking in his own backyard—Gooley shares hundreds of techniques in How to Read Water. Readers will:
 

  • Find north using puddles
  • Forecast the weather from waves
  • Decode the colors of ponds
  • Spot dangerous water in the dark
  • Decipher wave patterns on beaches, and more!

  • Sales Rank: #3143 in Books
  • Published on: 2016-08-23
  • Original language: English
  • Number of items: 1
  • Dimensions: 7.50" h x 1.30" w x 5.40" l, .0 pounds
  • Binding: Hardcover
  • 400 pages

Review
Praise for How to Read Water:

“Mr. Gooley misses little in his paean to Earth’s most abundant resource. . . . He starts small, at a mud puddle watching ripples fan out from a pebble drop, and ends big, in the frigid reaches of the Arctic Sea. Along the way he asks and answers many questions. If you like water, as I do, you will learn a lot.”—The Wall Street Journal

“Gooley is your man. . . . With unflappable practicality, he shares simple ways to understand your surroundings, whether you’re beside a stream or on the open sea at night, without instruments.”—Discover

“With the help of this book, and with careful attention and observation, anyone can learn how to interpret the messages water offers to aid in everything from navigation to weather forecasting. A ­riveting and highly accessible book that will appeal to water enthusiasts and nature lovers of all kinds.”—Library Journal
 
“Avid and budding outdoorspeople will appreciate Gooley’s breadth of knowledge and accessible approach.”—Publishers Weekly

A Sunday Times “Must Read” book
 
“This inspired guide to water in all its forms will make a big splash. . . . Gooley has done his subject proud—this is seriously fascinating stuff.”—Times

“This study of the behavior of rivers, lakes, and seas brims over with astonishing facts. . . . His observational skills can be breathtaking. . . . Gooley's infectious delight in knowledge translates into a gleeful hoarding of words . . . . The joy of these words and phenomena is that they make you yearn to observe them in the real world. . . . Gooley even manages to explain tides coherently and excitingly in just 14 pages, which is quite some feat, given that they are a lot more complicated than being a mere effect of the moon's gravity.”—Sunday Times

“The quirks and habits and secrets of good old H2O were crying out to have a book written about them. That said, it had to be written by the right person. . . . Fortunately, the job went to Tristan Gooley. . . . His tales recount wisdom gathered on the ground (literally), often by trial and error, and his joy at discovering something almost makes you feel you did the work yourself. . . . The book doesn't just cover the rural sections of the waterfront: urban dwellers get a look-in too.”—Spectator

“Quite apart from being well written and an enjoyable read, there is plenty in the book that is revelatory.”—The Royal Institute of Navigation

“He writes with passion, humor, and clarity, and engages so deeply with the tributaries of inquiry that reading it feels as exhilarating as being towed by a dolphin. . . . There's so much here that I can't do it justice; chapters on water at night; currents and tides; reading waves; the coast. This is an absolute gem of a book. A must-have for anyone who loves the water.”—The Outdoor Swimming Society

“The goal of the author is to have his readers never look at water the same way after reading this book. He has certainly achieved his objective and I doubt I will now ever be able to walk past a lake or even a pond without checking for surface patterns.”—thebookbag.co.uk

“Gooley, who has single-handedly been reviving natural navigation in this age of GPS, has the birdwatching skills of Bill Oddie and the deductive powers of Sherlock Holmes. He can make you feel that you've spent half your life walking about with your eyes only half-open. He does it again with this fascinating guide to watching and interpreting water, everywhere from the garden pond to the Pacific.”—Telegraph

“This book is a treasure is in its un-ironic display of joyful curiosity, and its serious pursuit of this curiosity to knowledge that is a pleasure in itself.”—Washington Free Beacon

About the Author
Tristan Gooley is the New York Times–bestselling author of The Natural Navigator, The Lost Art of Reading Nature’s Signs, and How to Read Water. His passion for the subject of natural navigation stems from his hands-on experience. He has led expeditions in five continents, climbed mountains in Europe, Africa, and Asia, sailed small boats across oceans, and piloted small aircraft to Africa and the Arctic. He is the only living person to have both flown solo and sailed single-handedly across the Atlantic, and he is a Fellow of the Royal Institute of Navigation and the Royal Geographical Society. Prior to setting up The Natural Navigator school, Gooley gained extensive experience in the travel industry, and he is currently Vice Chairman of Trailfinders. He and his school can be found online at naturalnavigator.com.

Most helpful customer reviews

13 of 13 people found the following review helpful.
I read Gooley's "Lost Art of Reading Nature's Signs" which I loved. It is informative and entertaining
By Su
Only partway through, but I'm thoroughly enjoying it. I pre-ordered this book based on reviews from Britain. While waiting for the US release, I read Gooley's "Lost Art of Reading Nature's Signs" which I loved. It is informative and entertaining, covering a wide variety of topics from wild places like Borneo, to cities. I was then really looking forward to "How to Read Water" but was unsure if an entire book on one topic would be as riveting. Halfway through and I can honestly say, it is. I'm torn between wanting to read more and more, to wanting to read and reread a section deeply and see if I can find examples. Many examples can be found far from oceans or large bodies of water, so this is not just a book for people on shorelines. The author's knowledge, excitement and joy of learning and teaching new things really comes through in his writing.

2 of 2 people found the following review helpful.
Hardcover book has a nice, compact size (5.5" x 7.6" x 1.3")
By Kent Price
A must-read book if you are a "water person" or find yourself on or near ponds, lakes, rivers. or oceans. There is a nice "Table of contents" and an Index. More importantly, there are numerous pictures to illustrate the different water conditions observed and discussed by the author.

I recommend getting the hardcopy version (rather than Kindle version) to more easily jump back and forth between text and pictures. The hardcover book has a nice, compact size (5.5" x 7.6" x 1.3").

But most of all, the book has an easy-reading style and covers many interesting topics.

12 of 14 people found the following review helpful.
A non-fatal flaw
By Amazon Customer
Absolutely fascinating! Had to dock the author a star, though, for getting completely wrong the explanation of hydrogen bonding in water.

See all 10 customer reviews...

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Sabtu, 12 Juni 2010

[G751.Ebook] PDF Download El oro: Historia de una obsesion (Biografia E Historia Series), by Peter L. Bernstein

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El oro: Historia de una obsesion (Biografia E Historia Series), by Peter L. Bernstein

The role of gold in shaping human history is the striking feature of this tumultuous tale that discusses the magical, religious, and artistic qualities of gold and progresses to the invention of coinage, the transformation of gold into money, and the gold standard. Far more than a tale of romantic myths, daring explorations, and the history of money and power struggles, this tale speaks of the true significance of this element, the timeless passions it evokes, and its revelations about humanity.

  • Sales Rank: #5099523 in Books
  • Published on: 2005-10-28
  • Original language: Spanish
  • Number of items: 1
  • Dimensions: 1.13" h x 6.92" w x 10.02" l, .0 pounds
  • Binding: Hardcover
  • 432 pages

About the Author
Peter L. Bernstein is the author of Against the Gods: The Remarkable Story of Risk and Capital Ideas: The Improbable Origins of Modern Wall Street.

Most helpful customer reviews

1 of 1 people found the following review helpful.
To deep information
By Eric Mascarin Perigault
It is a very interesting journey from the early days when gold was a symbol of power and was used solely as an ornament. Then appears the currency in Lydia and from that moment on gold is consolidating as Money back. But there comes a point in the historical narrative, just in time to enter the modern age, with the creation of the Bank of England, where the story becomes a general history book for economists. It is quite difficult to understand what is explained thereafter by the desire of the author to explain the specifics. But if you make an effort you can get the most important information and understand the milestones in the history of gold and its close relationship with the current economy.

Es un recorrido muy interesante desde los primeros tiempos cuando el oro era símbolo de poder y se usaba exclusivamente como ornamento. Luego aparece la moneda en Lidia y desde ese momento en adelante el oro se va consolidando como respaldo del dinero. Pero llega un punto en la narración histórica, justo en el momento de entrar en la edad contemporánea, con la creación del Banco de Inglaterra, donde el relato pasa a ser de una historia general a un libro para economistas. Es bastante difícil entender lo que se explica a partir de ese momento por el afán del autor de explicar los detalles específicos. Pero si uno hace un esfuerzo puede obtener la información más importante y comprender los hitos en la historia del oro y su relación tan estrecha con la economía actual.

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[V135.Ebook] Free Ebook Raw. Vegan. Not Gross.: All Vegan and Mostly Raw Recipes for People Who Love to Eat, by Laura Miller

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Whether you already love vegan food or need some convincing, YouTube star Laura Miller offers more than a hundred entirely vegan and mostly raw recipes for all people who want to eat deliciously.

Raw. Vegan. Not Gross. is the debut cookbook from YouTube's Tastemade star Laura Miller. A soon to be modern classic, Raw. Vegan. Not Gross. will engage your taste buds with strengthening breakfasts (coconut kale smoothies; strawberry chia pudding), easy weeknight dinners (black bean and squash blossom tacos; kale pesto with noodles), crowd-pleasing party food (spicy watermelon gazpacho; buffalo cauliflower bites), irresistible drinks & desserts (lavender turmeric milk; chile chocolate truffles), and many more nutritious, satisfying dishes that are as beautiful and fun to make as they are healthful. Eschewing a strict or dogmatic approach to raw veganism, Laura's self-deprecating humor, candor about issues of food and body-image, and infectious enthusiasm make her the ideal guide and travel companion for people who want to fall back in love with produce or simply celebrate the joy of real, good food.

  • Sales Rank: #300256 in eBooks
  • Published on: 2016-05-17
  • Released on: 2016-05-17
  • Format: Kindle eBook

Review

"Colorful, inspiring and definitely not gross - Laura knows good food!"
―Jamie Oliver

“I’m so obsessed with this human. Laura is a brilliant chef, my hangover guru, and an all-around superwoman whose book is a kaleidoscope of food, feelings, and funny. I want to eat everything in it!”
―Meghan Trainor

“Raw. Vegan. Not Gross. is my go-to feel-good cookbook. Laura’s handle on the raw food movement is intuitive and effortless. In just one book she’ll teach you just how easy and craveable clean eating can be.”
―Erin McKenna, author of BabyCakes

"Scared of eating raw? Heard it’s healthy but it takes a sh*tload of time and money, right? Well listen up ‘cause Laura Miller’s here to help, not to push any agenda or pressure you to be perfect. This book is for everyday, budget-minded people looking to mix-up their played out kitchen routines. Laura shows you can be a normal, funny ass person who just happens to eat and cook like a f*cking boss."
―Michelle and Matt, authors of Thug Kitchen

About the Author
Laura Miller is the creator and star of the hit show Raw. Vegan. Not Gross. on YouTube's Tastemade channel, with over seven million views. Her irreverent approach to raw food, as well as her quirky and gorgeous wearable produce projects ("froobs"), have garnered her a devoted following and national press coverage. Prior to Raw. Vegan. Not Gross., Laura ran a raw vegan desserts company called Sidesaddle Kitchen. She lives in California, and loves the company of her akita-pitbull rescue dog, Buzz.

Most helpful customer reviews

32 of 34 people found the following review helpful.
LOVE the recipes, BUT....
By JMM
I'm giving this 3 stars (neutral, in my opinion) because the recipes are missing ingredients and/or steps. When baking, this is critical! And there are at least two recipes missing things. The crepes call for water in the instructions but it isn't listed. For the blackberry chia muffins, adding almond milk is listed in the instructions but it's nowhere to be found in the ingredients list. This can absolutely ruin the recipe. I still have no idea how much almond milk to add and didn't realize until I was halfway through the recipe. Now, what to do?! I just find this annoying. A book that goes to print shouldn't have this many mistakes. Otherwise, I LOVE Laura. So I hate not being able to give this 5 stars. Such a bummer.

UPDATE: I tried adding 1 cup almond milk to the recipe 1/4 at a time. The muffins came out pretty awful. If anyone figures this out, please post the info. (Blackberry chia muffins)

28 of 30 people found the following review helpful.
Laura Miller is my favorite person.
By Prescott Jones
Just got this book in the mail yesterday, but I have read through it all and I am so eager to try everything! I'm not fully raw but look forward to trying these inventive and creative recipes! I've been a follower of Laura's work on YouTube for quite some time and am only sad she didn't include her (cooked) vegan chilli recipe, because I love that one so much, I suggest looking it up on YouTube - it's so delicious and hearty! But I love her unique take on raw food, as it's not just raw veggies and fruits, she gets really creative with a multitude of ingredients I've never heard of before. I'll be strongly recommending this book to everyone I know for healthier dining and dessert options!

4 of 4 people found the following review helpful.
Laura Miller makes vegan eating so easy and delicious it has been truly life changing
By Chloe Gonzalez
I wish I could give this thing more stars because it deserves so much more than 5 stars. Laura Miller makes vegan eating so easy and delicious it has been truly life changing. I had been on the fence for such a long time because veganism extremism seems to take over the vegan world and intimidate those who aren't as fanatical. Laura Miller is such a cool lady and a true inspiration. She is the kind of person you wish was your best friend and that reflects in her writing , her recipes and in her story. You'd be a fool not to get this book, it is worth it !

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Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials), by Geoffrey A.

Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials), by Geoffrey A.



Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials), by Geoffrey A.

Download PDF Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials), by Geoffrey A.

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Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials), by Geoffrey A.

In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author's note.

Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.

  • Sales Rank: #49470 in Books
  • Published on: 2005-12-27
  • Released on: 2004-12-14
  • Original language: English
  • Number of items: 1
  • Dimensions: 8.00" h x .61" w x 5.31" l, .48 pounds
  • Binding: Paperback
  • 272 pages

Amazon.com Review
This is Moore's second book expounding his high-tech marketing theories, focusing on what to do when you've followed his advice in Crossing the Chasm so well that customers are beating down your door and crawling in the windows, putting your business into a new lifecycle stage: the mass market.

From Library Journal
Moore (Crossing the Chasm, HarperBusiness, 1991) claims that marketing technology-based products is different from marketing standard consumer products. He explores marketing stages through a discussion of the "Technology Adoption Life Cycle," which follows a product from birth to death and suggests a course of action for each phase. He also charts power distribution within a company and the marketplace as these high-tech companies engage in traditional business strategies (i.e., strategic partnerships, competitive advantage, positioning, and organizational leadership). Moore provides examples from high-tech firms such as Hewlett-Packard, Apple, and Pyramid. Although other recent books address technology marketing (see TechnoBrands, AMACOM, 1991), none addresses life cycle issues. Written for those with a prior knowledge of marketing theory, this book is recommended for business libraries.
Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix, Ariz.
Copyright 1995 Reed Business Information, Inc.

Review
"We at Cisco have been living inside the tornado for the better part of a decade now, and we make heavy use in our strategy sessions of Geoff Moore's models for how high-tech marketplace dynamics evolve, and how business strategies must change to match them. This is an excellent book for anyone competing in the new Internet economy." -- John Chambers, CEO, Cisco Systems

"When I first read Inside the Tornado several years ago, I was struck by how accurately it described our networking business. Now the Internet has created a whole series of tornadoes which will lead to a new world of pervasive connectivity and untold opportunity for 3Com. Thank you, Geoffrey Moore, for your powerful treatment of these world-changing business models." -- Doug Spreng, senior vice president, Client Access Business Unit, 3Com Corporation

"Few businesses operate today without the hope of making it 'Inside the Tornado.' Geoffrey and The Chasm Group have captured the essence of business marketing strategy in a framework that is more useable and meaningful." -- Carol Bartz, chairman and CEO, Autodesk

Explains Market Dynamics Behind High-Tech Hypergrowth

Inside the Tornado the long-awaited sequel to Crossing the Chasm by Silicon Valley marketing strategist Geoffrey Moore, follows its predecessor as required reading material for today's leading business schools and industry luminaries. The book focuses on the market dynamics of hypergrowth, with a behind-the-headlines look at how companies such as Microsoft and Netscape capture dominant market shares and leap into prominence.

"Geoff Moore's books are a must-read for all participants in high-tech. Crossing the Chasm and Iinside the Tornado are required reading for my students both at the Stanford Engineering School and the Harvard Business School," said Thomas J. Kosnik, consulting associate professor, Stanford Engineering School, and visiting associate professor, Harvard Business School.

In a sneak preview of the July 31, 1995 issue of Soft-Letter, Editor Jeff Tarter stated that Inside the Tornado is clearly destined to be one of the technology world's most influential strategy guides.

Inside the Tornado is a must for everyone who wants to realize the phenomenal success of many of America's high-tech companies, said Yogen Dalal, general partner at Mayfield Fund, a Silicon Valley investment firm.

Moore's first book, Crossing the Chasm, introduced readers to an updated view of the Technology Adoption Life Cycle, including a "chasm" phase which separates the early adopters from the mainstream market of pragmatic customers, and the strategies for making this market transition. The book continues to double in sales every six months since its release in 1991, reaching nearly 60,000 copies sold through July, 1995, and continues to sell 3,000 copies per week. -- From the Publisher

Most helpful customer reviews

50 of 57 people found the following review helpful.
Two Invaluable Guides to E-Commerce
By Robert Morris
Crossing the Chasm (1991) and Inside the Tornado (1995) are most valuable when read in combination. Chasm "is unabashedly about and for marketing within high tech enterprises." It was written for the entire high tech community "to open up the marketing decision making during this [crossing] period so that everyone on the management team can participate in the marketing process." In Chasm, Moore isolates and then corrects what he describes as a "fundamental flaw in the prevailing high-tech marketing model": the notion that rapid mainstream growth could follow continuously on the heels of early market success. In his subsequent book, Inside the Tornado, Moore's use of the "tornado" metaphor correctly suggests that turbulence of unprecedented magnitude has occurred within the global marketplace which the WWW and the Internet have created. Moreover, such turbulence is certain to intensify. Which companies will survive? Why? I have only one (minor) quarrel with the way these two books have been promoted. True, they provide great insights into marketing within the high technology industry. However, in my opinion, all e-commerce (and especially B2B) will be centrally involved in that industry. Moreover, the marketing strategies suggested are relevant to virtually (no pun intended) any organization -- regardless of size or nature -- which seeks to create or increase demand for what it sells...whatever that may be. I consider both books "must reading."ÿ

15 of 16 people found the following review helpful.
Its raining bananas
By Amazon Customer
This is fantastic. Some simple mataphors: the bowling alley (niche marketing where you pick off segments like pins), tornado (when market demand increases exponentially) and main-street (when the tornado dies down and you need to focus on adding value). Some jungle characters: the gorilla - the company with the greatest market share, the chimps - the apes who wanted to be gorillas but failed and the monkeys - the low cost clone providers.
A wonderful explanation of how it is so easy to get it dead wrong as markets change, dead wrong in strategy, dead wrong in the selection of critical success factors and dead wrong in who you select as your CEO.
Easy to understand and vivid in its descriptions. If you are into high-tech and you want all the bananas get into this now.

17 of 19 people found the following review helpful.
Prosper in High Technology Markets after Crossing the Chasm
By Donald Mitchell
Inside the Tornado is the 1995 sequel to the 1991 book, Crossing the Chasm. Inside the Tornado repeats the arguments of Crossing the Chasm, and adds three new stages of how to manage a business during the lifecycle of a technology. While Crossing the Chasm was primarily about marketing with some strategy emphasis, this book reverses the emphasis. I recommend the 1999 paperback version because it contains a new introduction that serves better as a helpful afterword to the book, as Mr. Moore suggests, in updating it for the Internet.
In Crossing the Chasm, Mr. Moore successfully argues that new technologies first attract customers who love technology, and will try anything. If you succeed with that group, you will next attract visionary customers who will want to use the technology to steal a march on their competitors. After that comes the chasm, getting into broad acceptance. Many technologies never make it. The method to cross is described in Inside the Tornade as the bowling alley. You pick a few key segments that may reflect the needs of other segments. By providing custom solutions for these segments, you create a ricochet effect into striking good solutions for other niches. The analogy is to the way that after the bowling ball first hits the one and three pins (for right handers) and then continues on to take out the five pin, those three pins hit the pins behind them, which in turn go backward to take out the pins in the final row, until you have a strike.
The tornado is the period of mass market acceptance. This is when there is a lot of demand as everyone who decides about infrastructure adopts the new standard simultaneously. You have to standardize, get your costs down, and ship at low prices. Your strategy is just the opposite of the bowling alley period. The metaphor here is to the tornado in the Wizard of Oz that sweeps Dorothy, Toto, and her house from Kansas to Oz.
Then comes Main Street, when the market demand is now filled and you are looking at "aftermarket development, when the base infrastructure has been deployed and the goal now is to flesh out its potential." You once again focus on segments, and create custom solutions.
The final period is End of Life, when "wholly new paradigms come to market and supplant the leaders who themselves had only just arrived." In essence, you start a new technology cycle. The best companies (like Intel) will do this to themselves.
The book also describes the importance of becoming the gorilla who will have about 50 percent market share and earn 75-80 percent of industry profits as a result of dominating the tornado period. Gorillas are made during the tornado. Oracle is described as an example.
During the bowling alley your company needs to be very good at product leadership and customer intimacy, during the tornado you need to shift to product leadership combined with operational excellence, and in Main Street the focus is on operational excellence and customer intimacy. This thinking will remind you of the book, The Discipline of Market Leaders, and the work of Dr. Adizes. Most companies will not be agile enough to make these transitions. Examples abound in the book. Apple's example will hit home with you, I'm sure.
As to the Internet, things are different. In the original book, the Internet is only mentioned three times. In the introduction here, Mr. Moore says that the "Internet market tornado, however, is so powerful that it has sucked all four models into its vortex." Companies are succeeding simultaneously in different parts of the Internet space at the same time with each of the strategies outlined here.
In the future, I think technologies will evolve more like the Internet has. During these evolutions, I think that business model discontinuities will be more important than technology discontinuities. While you can only put technology discontinuities in during parts of the cycle (never during the tornado), business model shifts can occur at any stage. Also, it is easier to shift business models than to shift technologies. Business model shifts affect your own operations more than customers, while technologies have a large impact on customers. My current work is focused on how the two need to interact with one another, which is not addressed here.
After you have read this excellent book, I suggest that you consider the organizational planning issues required to create such a multi-faceted effectiveness. For example, you may find it easier to have two organizations. One will focus on creating custom solutions, while another focuses on mass market solutions. In that way, you can hedge your bets with predicting the timing of each phase.
May you always focus your attention on the most important activities required by the markets you serve!

See all 63 customer reviews...

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