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Derivatives by Paul Wilmott provides the most comprehensive and accessible analysis of the art of science in financial modeling available. Wilmott explains and challenges many of the tried and tested models while at the same time offering the reader many new and previously unpublished ideas and techniques. Paul Wilmott has produced a compelling and essential new work in this field.

The basics of the established theories-such as stochastic calculus, Black-Scholes, binomial trees and interest-rate models-are covered in clear and precise detail, but Derivatives goes much further. Complex models-such as path dependency, non-probabilistic models, static hedging and quasi-Monte Carlo methods-are introduced and explained to a highly sophisticated level. But theory in itself is not enough, an understanding of the role the techniques play in the daily world of finance is also examined through the use of spreadsheets, examples and the inclusion of Visual Basic programs.

The book is divided into six parts:

Part One: acts as an introduction and explanation of the fundamentals of derivatives theory and practice, dealing with the equity, commodity and currency worlds.

Part Two: takes the mathematics of Part One to a more complex level, introducing the concept of path dependency.

Part Three: concerns extensions of the Black-Scholes world, both classic and modern.

Part Four: deals with models for fixed-income products.

Part Five: describes models for risk management and measurement.

Part Six: delivers the numerical methods required for implementing the models described in the rest of the book.

Derivatives also includes a CD containing a wide variety of implementation material related to the book in the form of spreadsheets and executable programs together with resource material such as demonstration software and relevant contributed articles.

At all times the style remains readable and compelling making Derivatives the essential book on every finance shelf.

• Sales Rank: #2040324 in Books
• Brand: Brand: Wiley
• Published on: 1998-12-08
• Original language: English
• Number of items: 1
• Dimensions: 10.24" h x 1.39" w x 7.66" l,
• Binding: Hardcover
• 768 pages

Features

• Used Book in Good Condition

Review
"The longest and most inclusive book ever written about derivatives - a necessary reference for serious derivatives students." - Mark Rubinstein, Paul Stephens Professor of Applied Investment Analysis, University of California at Berkeley.

"Likely to become the bible of financial engineering." - Philippe Jorion, Professor of Finance, Graduate School of Management, University of California-Irvine

"Paul Wilmott is the Carl Sagan of quantitative finance... a brilliant academic and researcher. His latest book is a mammoth undertaking... a book worth writing and a book worth reading... I have no hesitation commending it to a wide spectrum of readers." - Rudi Bogni, Chief Executive, Private Banking, and Member of the Group Executive Board, UBS

"Derivatives is a monumental achievement. Paul Wilmott uses his deep knowledge of key mathematical concepts and his practical Wall Street experience to produce an authoritative book on financial mathematics. This is a stimulating book with many motivating examples and exercises based on real-world data and problems." - Richard Skora, President, Skora & Company Incorporated

"Just what I would have expected from an immensely talented individual. An authoritative, friendly guide to the complex world of derivative analysis." - Edmond Levy, Specialized Derivatives Group, HSBC Midland

"Paul Wilmott's book provides a refreshing look at option pricing. His views are always interesting, often original, sometimes provocative." - Riccardo Rebonato, Director and Head of Research at Barclays Capital

"As good as Paul Wilmott is as a teacher of accurate pricing methods for finance, he is obviously not a very good student as he has completely under-priced his book! A book of this breadth and depth which is not merely a regurgitation of work published by others but contains truly original research is cheap at double the price." - Keesup Choe, Head of Arbitrage, Nomura International

"Wilmott... knows what it takes to be both comprehensive and pedagogical. Even though he is a mathematician by training he has this rare skill to correctly twist the maths until they confess the underlying economics. Read this book and you'll be converted!" - Eric Briys, International Fixed Income Research, Lehman Brothers

"I have read with great pleasure this new book by Paul Wilmott who, once again, has produced a 'classic' in the field!... The style is pedagogical and yet very lively and easygoing. As only great teachers can, Wilmott makes even the most abstruse mathematics seem easy and intuitive. I will gladly recommend this book to graduate students and professionals in the field." - Marco Avellaneda, Professor of Mathematics and Director, Division of Quantitative Finance, Courant Institute of Mathematical Science, New York University.

From the Publisher
Paul Wilmott offers an in-depth discussion of derivatives, systematically and logically explaining their applications. This book leads the reader through the whole process and provides not just theory but actual answers applicable to today's marketplace.

Most helpful customer reviews

18 of 20 people found the following review helpful.
Wide but lopsided coverage
By A Customer
Paul Wilmott's book has an impressive but lopsided coverage. Paul is clearly an expert in numerical solutions of Partial Differential Equations (with a leaning towards non-linear ones, I would guess) and this topic does find useful applications in derivatives valuation. His expositions of techniques and concepts in this area is lucid and helpful. Unfortunately the 'martingale revolution' seems to have by-passed him altogher. Not only he avoids probabilistic techniques and jargon in his treatment (this could be an intelligent choice), but he gives far too scant treatment to very important related concepts - such as the change of numeraire - which have very powerful practical applications and are coneptually very far reaching. Similalry, the treatment of interest rate models is far too centered on the 'traditional' approaches, to the detriment of a serious analysis of such approaches as the BGM (in this context, I found his dismissive commnents about his colleagues in poor taste). The book would have been very good in the early 90s. Finance has moved on too much, though, for such as weeping title as 'Derivatives' to be warranted today.

14 of 17 people found the following review helpful.
A good first book on the PDE approach to derivative pricing.
By A Customer
Wilmott's Derivatives is an accessible introduction to the partial differential equation (PDE) approach to mathematical finance.
The basis of mathematical finance is the observation by Black and Scholes that when pricing a derivative contract, for example a stock option, the randomness of the value of the underlying stock can be used to balance the randomness in value of the option in such a manner as to eliminate all randomness. A trader can thus by continually rebalancing his positions guarantee the price of an option. This price is the solution to the famous Black-Scholes equation. Thus the pricing of derivatives becomes a suprisingly rigourous branch of mathematics.
The Black-Scholes equation itself is not a particularly difficult equation -- indeed a few simple changes of variables transform it into the one-dimensional heat equation and a closed-form solution for the price of an option can be written down. The proof that it holds and the implications of the proof are however not so trivial and the book does well at explaining these.
Mathematical finance does not end with the Black-Scholes equation for two reasons. The first is that more and more complicated derivatives products are continually being innovated which require new mathematics to be invented. The second is that the equation is based on certain assumptions which while providing a reasonable first approximation are not perfect; the research of new more accurate models is therefore active and ongoing.
The author starts with the definitions of the basic financial instruments and gradually builds up to the Black-Scholes equation. He does so in a clear and detailed manner. He then goes on to discuss various generalizations to exotic options and more complicated models of stock price movements.
The principal defect of the book is that mathematical finance is not a branch of PDE theory or applied mathematics but rather a branch of probability theory. The probabilistic aspects of the subject are skimped on with only a brief coverage of binomial trees, and the concept of an equivalent martingale measure which is the fundamental concept of mathematical finance not discussed. Interest-rate options and many exotic stock options are more easily priced both practically and conceptually from a probabilitistic point of view and the PDE approach to them can become contrived.
To summarize, this book is worth buying but the reader should treat its contents with a pinch of salt and concentrate on the first two hundred pages. It should be read in parallel with another book, such as Baxter and Rennie, which concentrates on the probabilistic approach to the subject.

8 of 9 people found the following review helpful.
The Mother of All Derivatives Books
By A Customer
I spent a fortune out of my meager salaries, buying derivatives and financial engineering books for the past 5 years. This book could replace all of them and more. I wish I had known about this book before.
I recommend this book to anyone who is a serious student of derivatives.

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[K861.Ebook] Free PDF Aquaculture Engineering, by Odd-Ivar Lekang

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As aquaculture continues to grow at a rapid pace, understanding the engineering behind aquatic production facilities is of increasing importance for all those working in the industry. Aquaculture engineering requires knowledge of the many general aspects of engineering such as material technology, building design and construction, mechanical engineering, and environmental engineering. In this�comprehensive book now in its second edition, author Odd-Ivar Lekang introduces these principles and demonstrates how such technical knowledge can be applied to aquaculture systems.

Review of the first edition:

'Fish farmers and other personnel involved in the aquaculture industry, suppliers to the fish farming business and designers and manufacturers will find this book an invaluable resource. The book will be an important addition to the shelves of all libraries in universities and research institutions where aquaculture, agriculture and environmental sciences are studied and taught.'

Aquaculture Europe

'A useful book that, hopefully, will inspire successors that focus more on warm water aquaculture and on large-scale mariculture such as tuna farming.'

Cision

• Sales Rank: #1833876 in Books
• Published on: 2013-04-01
• Original language: English
• Number of items: 1
• Dimensions: 10.00" h x .92" w x 7.70" l, 2.40 pounds
• Binding: Hardcover
• 432 pages

From the Back Cover

Aquaculture has been expanding at a rate of 8% per year for more than 30 years, and is projected to continue growing at a very rapid rate into the foreseeable future. In this completely updated and revised new edition of Aquaculture Engineering, a highly successful, best-selling and well received book, Odd-Ivar Lekang provides the latest must-have information of commercial importance to the industry, covering the principles and applications of all major facets of aquaculture and engineering.

Every aspect of the growing field and its new developments has been addressed in this Second Edition, with coverage spanning water transportation and treatment; feed and feeding systems; fish transportation and grading; cleaning and waste handling; and instrumentation and monitoring. There have also been major changes incorporated into the book, in the following subject areas: removal of particles; aeration and oxygenation; recirculation and water reuse systems; ponds; and the design and construction of aquaculture facilities. Also included is coverage of land-based fish farms and cage farms, and the book concludes with a very practical chapter on systematic methodology for planning a full aquaculture facility.

Fish farmers, aquaculture scientists and managers, engineers, equipment manufacturers and suppliers will find the Second Edition of Aquaculture Engineering an invaluable resource. The book will be an important addition to the shelves of all libraries in universities and research establishments where aquaculture, biological sciences and engineering are studied and taught.

About the Author

Odd-Ivar Lekang is Associate Professor of Aquaculture Engineering at the Department of Mathematical Sciences and Technology at the Norwegian University of Life Sciences in As.

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[G493.Ebook] Ebook Download Designing with Type, 5th Edition: The Essential Guide to Typography, by James Craig, Irene Korol Scala

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The classic Designing with Type has been completely redesigned, with an updated format and full color throughout. New information and new images make this perennial best-seller an even more valuable tool for anyone interested in learning about typography. The fifth edition has been integrated with a convenient website, www.designingwithtype.com, where students and teachers can examine hundreds of design solutions and explore a world of typographic information. First published more than thirty-five years ago, Designing with Type has sold more than 250,000 copies—and this fully updated edition, with its new online resource, will educate and inspire a new generation of designers.

• Sales Rank: #17682 in Books
• Brand: Brand: Watson-Guptill
• Published on: 2006-05-01
• Released on: 2006-05-01
• Original language: English
• Number of items: 1
• Dimensions: 11.00" h x .50" w x 8.50" l, 1.62 pounds
• Binding: Paperback
• 176 pages

Features

• Used Book in Good Condition

From Publishers Weekly
Part textbook and part reference work, the fifth edition of a typographic classic begins with a thumbnail history of the development of written language and ends with a glossary; in between are in-depth looks at five classic typefaces, lessons on designing with text type, display type and color, and plenty of project assignments. Though Craig, the former design director for Watson-Guptill, touches on the way that type design can be akin to fine art, most of his focus is on the subtle ways in which typeface affects "mood," and letter shape and spacing influences readability, emphasis and even meaning. Even though technological advances have made innovative text design ever simpler, readers—of books, brochures, cereal boxes and subway advertisements—still tend to prefer their type to be "invisible"—in other words, "to serve as a quiet vehicle for enhancing the meaning of a text." While best suited for a beginning graphic design student, this clear, readable book should also intrigue those interested in how the look of a sentence has an impact on the way we read it. 100 color and 500+ b&w illus. (May)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review
"An excellent and useful introduction to the subject." - Milton Glaser"

About the Author
James Craig is a renowned author of books on graphic design, including Basic Typography: A Design Manual. He was the design director of Watson-Guptill Publications for more than twenty-five years; today he teaches typography at The Cooper Union in New York City, where he lives.



William Bevington, executive director of Parsons Institute for Information Mapping, New School University. He teaches at Parsons School of Design in New York and lives in Atlantic Highlands, New Jersey.



Irene Koral Scala, a graduate of The Cooper Union, has also studied at the Bezalel Academy of Art in Design in Jerusalem. She lives in New York City.

Most helpful customer reviews

0 of 0 people found the following review helpful.
It is not so valuable to take a place on your shelf
By T.D.
It really should be called something like "Basic of Type" or "ABC of Type". That book is for those, who has no idea about type and typography... but usually if you know the words 'type' and 'typography', you already know more than this book can offer you. Better, find this book in your local library, and read it, and return it, and forget it. It is not so valuable to take a place on your shelf.

5 of 5 people found the following review helpful.
A fantastic primer
By Eric C. Williams
This book covers an amazing amount of ground in relatively few pages. It feels like a whirlwind introduction to the entire universe of typography and type design, and I think it is therefore one of the best primers available on the subject.

For me, this book served as a jumping-off point to delve into more specific areas that I was personally interested in. Other books I have read (Bringhurst comes to mind) assume the reader has some background eduction in the subject. This book will give it to you.

It's also just a beautiful book: It's large, comfortable to hold and read, and set wonderfully.

The book contains a number of projects that seem like they would be useful in a classroom setting, but are of modest value to the individual reader.

Overall, I highly recommend this book, particularly as an introduction to the subject.

1 of 1 people found the following review helpful.
Nice for quick inquiries.
By emsilay4
The biggest let down was the font the book is displayed in isn't always what the printed version uses so a few of the typed examples don't work as well. They have a lot of the examples as images however so you know you are being shown the proper ones but not always sure about the size.
Has pleanty of links to their online database which is a super plus (so long as you have internet while reading you can utilize them).
My favorate aspect vs a printed version is the quick searching electronic books have, much faster and simpler.
The book its self introduces you quickly but smoothly into the world of type. It has a nice narative that guides you along as you read each section.

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• Published on: 2007-01-01
• Binding: Hardcover

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[E712.Ebook] Free Ebook Gravitational waves in Einstein's theory, by Valerii Dmitrievich Zakharov

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• Sales Rank: #5761501 in Books
• Published on: 1973
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 183 pages

Language Notes
Text: English (translation)
Original Language: Russian

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Seyun and Yoojin have been best friends ever since they were little children. One day, Seyun's family moves away and the boys vow to remain friends no matter what. Now years later, they attend separate high schools.
Seyun has grown into an aloof and mysterious teen while Yoojin has become a star athlete on the judo team. Through thick and thin their friendship endured, but now something new threatens their bond. Seyun has developed feelings for Yoojin, feelings that go beyond friendship. And their lives and personalities couldn't be more opposite.
Little do they realize that even though you know someone your entire life, they can still manage to hid dark secrets in their closets, secrets that can twist a knife into your heart.

• Sales Rank: #107621 in eBooks
• Published on: 2015-01-27
• Released on: 2015-01-27
• Format: Kindle eBook

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43 of 43 people found the following review helpful.
Amazing, absolutly amazing
By ElaAvar
I just received this book last night. It was a longer read than most manga I own. I know nothing about this mangaka, but I will be buying anything else I can get. It was THAT good.
The art - I don't even know where to begin! The realistic characters, the beauty of them? This book has that. None of the characters look too much like another. This artist knows how to draw a variety of body types. The seme is tall and built, of course, but the uke isn't some wimpy girl-in-guy-disguise type. He can (and does) take care of himself.
The sex scenes are well drawn and tasteful. There are plenty of them! The way the relationship happens makes sense.
The parents' reactions are great! If I had to pick one part to be unhappy with, it would be that the relationship was accepted too fast. But that's nit-picking. Trust me, you won't mind how that part is dealt with.
There are little bits at the end, and they are actually my favourite parts.
It's been a long time since I found something I was this thrilled with... In fact, Viewfinder was probably the last thing that I fell this hard for!
The art style is clearly that of the Korean school, rather like Let Dai, or Totally Captivated.
This is well worth your time. GET THIS BOOK! You won't be sorry.

20 of 20 people found the following review helpful.
The seme is sooo hot... *drool*
By Niki
I really, really like this title. Its about 2 childhood friends who are secretly in love with each other. The uke tries his hardest to seduce the seme and the seme tries his hardest to resist the "innocent" uke. With a little gossip their relationship starts and they go through the trials and tribulations of a gay relationship. Examples include the parents finding out, guilt over stealing ones chance at a "normal life", jealously,etc. Really angsty stuff. It is also insanely funny, the art is absolutely gorgeous, and the characters are both really likable. The only complaint I have is that some parts were a little harder to follow first time I read it but it was easy to fill in the blanks on my second go. So don't let it deter you.

12 of 12 people found the following review helpful.
This one surpasses my expectation. Lovely!
By Niki
This Korean Yaoi really surpasses my expectation. Revolving round a pair of childhood friends, their developing romance is so well told, sweet, innocent, angsy, sexy and yet funny. Both Seyun and Yoojin are very likable and interesting characters.

Yoojin is such a hunk and a nice guy to boot. I like his devotion and steadfastness towards his uke. Nothing sways him from his love, not family tradition, not parents' disapproval. Seyun may be the pretty boy but appearance is deceiving. Far from being defenseless, he is tough. He has to be as he has to fend for himself from an early age when his parents burdened with debt do not have time for him. Yet he is the more vulnerable of the two when it comes to their emotional struggles. And each boy's own way of dealing with the emotional strain is such a nice contrast.

The plot is wonderful as it expresses the boys' romance and emotional struggles so well. We also have the parents' reaction to their relationship, from bewilderment to acceptance and support. You could not help but feel for the parents too. The meeting of both fathers is so funny but also tells us the depth of their friendship which is somehow lost because of unfortunate circumstances. And then there is the true friendship between Seyun and his few close buddies. One of them, with Mafia father and brother, is especially loyal but maybe it is more than loyalty but he is just clueless. Another close friend, flamboyant and whores for money, teaches Seyun all about sex with men but has his own sad story skillfully revealed in a few pages.
As for the artwork it is just gorgeous, the sex explicit and tasteful and I love the boys' physique. A great Yaoi from net comics.

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[G809.Ebook] Download Through the Storm (The Montclair Brothers Book 2), by Terri Marie

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The Montclair Brothers have been shaken to their core. The carefree life they'd grown accustomed to has been torn away; the destructive force behind the collapse of their world, unimaginable.

Can they pick up the pieces? Is it possible to weather the storm after the fire and shooting in Castle Lake? As bullets sped through the night air, bodies began to drop, one by one. Who lived? Who succumbed to the darkness?

Robert was the monster with the gun, but he'd gone down with the victims; or did he live, and become the perfect hunter?

• Sales Rank: #253879 in eBooks
• Published on: 2014-01-31
• Released on: 2014-01-31
• Format: Kindle eBook

About the Author
I love to write stories in different genres that paint you a picture, take you places you wouldn't ordinarily be able to go, and make you carry the characters in your heart and mind for years to come, just as I experienced when I created them. If a smile shines upon your face and you wanted to sit down again and turn another page, then I am happy. If you recommend it to someone...I'm ecstatic! If I'm not writing a book I'm busy being a mom, which is indeed my favorite part of life. More books are to come! A Billionaire in Disguise Series: Forbidden Disclosure A Perfect Plan The Wrong Side of Midnight Special Collection Editions: A Billionaire in Disguise, Books 1-3 The Montclair Brothers series: Make it Rain, Book 1 Through the Storm, Book 2 Book 3 is currently being written! The Ties that Bind Series: Running from Beige Book 1 Secrets by the River Book 2 Children's Action and Adventure: The Shack, Merry and A Cat Named Cha-moan Come join me on Facebook: https://www.facebook.com/authorterrimarie https://www.facebook.com/terri.marie.50 http://www.authorterrimarie.com/

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15 of 15 people found the following review helpful.
Through The Storm!
By CRaasch
Through The Storm starts were MAke it Rain left off. They are at the hospital awaiting news on their loved ones. The Police are taking statements, until Vincent steps in and puts a stop to it with out there council present. To say the least they are all being put under more stress then need be, if you ask me. We see love, trust, commitment, in Through The Storm and we see that you don't have to be blood to be family... I don't want to give away any thing but you you don't want to miss out on the ride.

11 of 11 people found the following review helpful.
Brilliant 2nd book
By Amanda
This book picks up where book one leaves off. The people are all the same and the book is a continuation of Make it Rain and the rollarcoaster ride continues. I ended up at the end of the book saying no way you can't it end now which was the same for the first book.

Please Terri Marie hurry up with Book 3

14 of 15 people found the following review helpful.
omg
By jesse
wow i couldnt put the book down. it was the best, i jumped out of my chair at the end and was yelling no way. cant wait for the next book. please write it as fast as u can. :)

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[Q844.Ebook] Free PDF The Culting of Brands: Turn Your Customers into True Believers, by Douglas Atkin

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At first glance, companies like Apple and Nike have little in common with organizations like the Hell’s Angels and the Unification Church. But in reality, they all fulfill the main definition of a cult: They attract people who see themselves as different from the masses in some fundamental way. Contrary to stereotypes, most cult members aren’t emotionally unstable—they’re just normal folks searching for a sense of belonging.

Marketing expert Douglas Atkin has spent years researching both full-blown cults and companies that use cult-branding techniques.He interviewed countless cult members to find out what makes them tick. And he explains exactly how brands like Harley-Davidson, Saturn, JetBlue, and Ben & Jerry’s make their customers feel unique, important, and part of an exclusive group—and how that leads to solid, long-term relationships between a company and its customers.

In addition to describing a fascinating phenomenon, The Culting of Brands will be of enormous value to business leaders. It will teach marketers how to align themselves with a specific segment of the population, how to attract and keep new "members," how to establish a mythology about the company, and how to manage a workforce filled with true believers.�

Once a brand achieves cult status, it becomes almost impossible for a competitor to dethrone it. The Culting of Brands will reveal the secrets of fierce customer identification and, most important, unbreakable loyalty.

• Sales Rank: #97692 in Books
• Brand: Brand: Portfolio Trade
• Published on: 2005-05-31
• Released on: 2005-05-31
• Original language: English
• Number of items: 1
• Dimensions: 8.20" h x .60" w x 5.40" l, .52 pounds
• Binding: Paperback
• 256 pages

Features

• Used Book in Good Condition

From Publishers Weekly
Atkin, a strategy director for a New York ad agency, believes the process through which consumer brands build customer loyalty is equivalent to the way religious cults recruit members—and, he says, that's a good thing. To him, cults are little more than well-defined affinity groups engaging in a few activities outsiders find unusual because they believe something different. Yet his superficial consideration of groups like the Unification Church and the Landmark Forum rarely gets into the specifics of those belief systems, instead presenting a fuzzy image of people bonding together to give their lives meaning. (Obvious negative examples, like Waco and Jonestown, are cursorily dismissed as badly managed.) Atkin then takes this broad definition and applies it to the commercial realm, making a reasonable case that Harley riders and Apple users, among others, follow similar behavioral patterns. But he overuses the term "cult" to the point of meaninglessness: it's one thing to compare Marine Corps training to an initiatory ritual, quite another to label eBay or JetBlue customers cult members just because they use the product repeatedly. While little argument can be raised against Atkin's proposition that "few stronger emotions exist than the need to belong and make meaning," more conservative readers may balk at his notion that the decreasing power of our culture's traditional institutions is an opportunity to exploit those emotional drives for profit. Perhaps would-be cult leaders will be able to use Atkin's marketing strategies to repackage themselves for broader mainstream appeal.
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From Booklist
Atkin, an advertising executive, examines the techniques to develop extreme buyer loyalty and discusses cults and cult-brand members' motivations, desires, and attitudes. The elements common to brand definition (used by companies such as Harley Davidson and Saturn) and to cult definition are ideas of community and belonging, ideology, devotion, and advocacy. Atkin researched many cults, including established religions, fan clubs, current and ex-marines, AA, and numerous CEOs of cult-brand companies and cult leaders. With the growth of sophisticated consumerism and the reality that institutions are increasingly inadequate sources of meaning and community, Atkin believes that alternative religion and brands that offer these benefits will flourish. His advice for establishing a cult brand includes understanding that people "buy" people and not things and ideas alone and investing at least as much into developing a cult brand as your members do in emotional and financial commitment, energy, and creativity. This is an insightful and challenging perspective on marketing for everyone, even those who may not agree with the author. Mary Whaley
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From the Inside Flap
"Are cults really so bad? Veteran ad man Douglas Atkin doesn't think so.... Mr. Atkin has noticed the way that consumption has supplanted religion in many lives....At some level this sounds awful, but in fact Mr. Atkin has written an unusually readable and interesting book that focuses on how a cultlike devotion to products and brands arises from the human needs for belonging and satisfaction -- needs that may be especially acute in today's free-wheeling culture, in which ties of family, church, community and workplace seem looser than ever."
- Daniel Akst, The Wall Street Journal

Most helpful customer reviews

1 of 3 people found the following review helpful.
Meh...
By P. McCormack
This book is out of print. I don't even recall where I heard about it. As a whole it's an interesting look at brand loyalty. Saturn, Nike, Harley -- they have cult followings that rival few others. It was interesting to read the interviews with Marines and religious cult members to see how similar the sentiments are from faith to brand loyalty. But, I didn't get much of an education from it on building cult status for a brand. If you can find it, maybe it's worth the read. But don't go out of your way for it.

2 of 2 people found the following review helpful.
Better as a set of case studies than a "how-to," but good overall.
By J. Bosiljevac
The title of this book makes it sound creepier and more duplicitous than it is. First of all, forget all the negative connotations you have when you hear the word "cult." Atkins broadly defines a cult as a "group exhibiting a great devotion or dedication to some person, idea, or thing." A cult brand, then is when the group or community is built around a brand.

This, of course, is not a new idea. Marketers have always tried to get people to love their products with religious devotion. But Atkins articulates the similarity between brand cults and traditional cults and does extensive research into both, with the end goal being that marketers can apply the techniques of traditional cults to build brand cults. The traditional cults he uses (again, remember he has a broad definition) include the Catholic Church, Mormon Church, Unification Church, Hell's Angels, and a few more. On the brand side of things are the usual suspects: Apple, Ebay, JetBlue, Mary Kay, Saturn, Harley-Davidson--brands that have communities built around them.

The comparisons are interesting, but there is nothing shocking in his findings. People gain some of their identity from the groups, social or otherwise, to which they belong. Groups are formed around shared causes, interests, or philosophies. Therefore, it is only natural that as brands have come to create their own stories, characters, and philosophy (oftentimes independent of the functional benefit of their products), groups start to form around them.

I always find the case studies to be the most interesting part of these kinds of books. There's a lot to learn from brands that have done it right. Where the book falls a little short for me is when Atkins tries to define the rules for creating a cult brand. Sure, there are some guidelines to follow (e.g. don't alienate your consumer, don't lie to people, etc.), but most of them are just guidelines for creating good brands in general. I would argue that not every brand in every category can become a cult brand. And even a brand that has existing cultural cache and follows all the "how to cult your brand" rules is not guaranteed to become a cult brand. There are too many factors, too many stars that must line up. Sure you can try to encourage a cult brand (who wouldn't want to), but the implication that you can control the factors that lead to a brand becoming "culted" seems a bit of a stretch.

That all aside, this is a good read, and a deeper examination of a concept that first piqued my interest when I read Alex Wipperfurth's book, BRAND HIJACK.

0 of 0 people found the following review helpful.
Great reading for marketers and consumers alike
By G. Perera
You know all about cults: They are these manic groups of easily-led people who fall under the spell of a charismatic but demented leader. Right? Not so, according to Douglas Atkin in this book. In it, he argues that organisations need to embrace the principles of cults in their marketing, moving their brands away from just advertising to zealous cult-like affinity.

This is a controversial approach - and Atkin himself admits he doesn't always meet with enthusiastic approval when he brings up the subject. But his point is not to praise the behaviour of cults, but to encourage businesses to select the strong points of cults and apply them (presumably more benignly) to their brands.

Some of this might sound doubtful, unethical and even downright frightening (for example, "Demonise and persecute those on the outside!"). For cults that take over a person's life, this can certainly be the case. However, Atkin argues that when these principles are applied in an organisational context, they create a safe, secure sense of community that enhances your customer's life.

Whether you agree or not, it's a compelling read.

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[L189.Ebook] Fee Download Essentials of Ecology, by G. Tyler Miller, Scott Spoolman

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"Inspiring people to care about the planet." In the new edition of ESSENTIALS OF ECOLOGY, authors Tyler Miller and Scott Spoolman have partnered with the National Geographic Society to develop a text designed to equip students with the inspiration and knowledge they need to make a difference solving today's environmental issues. Exclusive content highlights important work of National Geographic Explorers, and features over 100 new photos, maps, and illustrations that bring course concepts to life. Using sustainability as the integrating theme, ESSENTIALS OF ECOLOGY 7e, covers scientific principles and concepts, ecosystems, evolution, biodiversity, population ecology, and more. In addition to the integration of new and engaging National Geographic content, every chapter has been thoroughly updated and 6 new Core Case Studies offer current examples of environmental problems and scenarios for potential solutions. The concept-centered approach used in the text transforms complex environmental topics and issues into key concepts that students will understand and remember. Overall, by framing the concepts with goals for more sustainable lifestyles and human communities, students see how promising the future can be and their important role in shaping it.

• Sales Rank: #104660 in Books
• Published on: 2014-01-01
• Original language: English
• Number of items: 1
• Dimensions: .60" h x 9.00" w x 10.80" l, 2.00 pounds
• Binding: Paperback
• 416 pages

Review
PART I: HUMANS AND SUSTAINABILITY: AN OVERVIEW. 1. Environmental Problems, Their Causes, and Sustainability. PART II: SCIENCE, ECOLOGICAL PRINCIPLES, AND SUSTAINABILITY. 2. Science, Matter, Energy, and Systems. 3. Ecosystems: What Are They and How Do They Work? 4. Biodiversity and Evolution. 5. Biodiversity, Species Interactions, and Population Control. 6. The Human Population and Its Impact. 7. Climate and Biodiversity. 8. Aquatic Biodiversity. PART III: SUSTAINING BIODIVERSITY. 9. Sustaining Biodiversity: The Species Approach. 10. Sustaining Terrestrial Biodiversity: The Ecosystem Approach. 11. Sustaining Aquatic Biodiversity.

About the Author
G. Tyler Miller has written 62 textbooks for introductory courses in Environmental Science, Basic Ecology, Energy and Environmental Chemistry. Since 1975, Dr. Miller's books have been the most widely used textbooks for Environmental Science in the United States and throughout the world. Translated into eight languages, they have been used by almost 3 million students. Dr. Miller has a professional background in Chemistry, Physics and Ecology. He has a Ph.D. from the University of Virginia and has received two honorary doctoral degrees for his contributions to environmental education. He taught college for 20 years, developed one of the nation's first environmental studies programs and created an innovative interdisciplinary undergraduate science program before deciding to write Environmental Science textbooks full time in 1975. Currently, he is the president of Earth Education and Research, which is devoted to improving environmental education.

Scott Spoolman is a writer with more than 30 years of experience in educational publishing. He has worked with Tyler Miller since 2003 as a coauthor on editions of LIVING IN THE ENVIRONMENT, ENVIRONMENTAL SCIENCE and SUSTAINING THE EARTH. With Norman Myers, he also coauthored ENVIRONMENTAL ISSUES AND SOLUTIONS: A MODULAR APPROACH. Spoolman holds a master's degree in Science Journalism from the University of Minnesota. He has authored numerous books and articles in the fields of Environmental Science, Geology and Natural History, Political Science and Business. He worked as an acquisitions editor on a series of college Forestry textbooks. He has also worked as a consulting editor in the development of over 70 college and high school textbooks in fields of the natural and social sciences. In his free time, he enjoys exploring the forests and waters of his native Wisconsin along with his family: his wife--environmental educator Gail Martinelli--son Will and daughter Katie.

Most helpful customer reviews

0 of 1 people found the following review helpful.
Five Stars
By Lindsay
It's exactly what I needed for my class!!!!

0 of 2 people found the following review helpful.
otherwise in good shape.
By Faythe Davis
Lots of highlighting in book, otherwise in good shape.

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