Security Interests in Personal Property: Cases, Problems, and Materials (University Casebook Series)
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    Security Interests in Personal Property: Cases, Problems, and Materials (University Casebook Series)
    Douglas G. Baird , Thomas H. Jackson , and Randal C. Picker
    Manufacturer: Foundation Press
    ProductGroup: Book
    Binding: Hardcover

    GeneralGeneral | Law | Subjects | Books
    PropertyProperty | Business | Law | Subjects | Books
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    ASIN: 1566624711

    Book Description

    This law school casebook focuses on Article 9 of the Uniform Commercial Code, dealing with secured transactions in personal property. It incorporates and discusses recent revisions to the Code, which made the most significant changes in three decades. Part of the University Casebook Casebook Series®, it features expertly edited cases and problems for classroom discussion.
    Cases, Problems and Materials on Security Interests in Personal Property (University Casebook Series)
    Average customer rating: Not rated
      Cases, Problems and Materials on Security Interests in Personal Property (University Casebook Series)
      John Honnold , Steven L. Harris , and Charles W. Mooney
      Manufacturer: Foundation Press
      ProductGroup: Book
      Binding: Hardcover

      Civil ProcedureCivil Procedure | Procedures & Litigation | Law | Subjects | Books
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      ASIN: 1566620074
      Cases, problems, and materials on security interests in personal property (University casebook series)
      Average customer rating: Not rated
        Cases, problems, and materials on security interests in personal property (University casebook series)
        Douglas G Baird
        Manufacturer: Foundation Press
        ProductGroup: Book
        Binding: Unknown Binding

        Private LawPrivate Law | Law | Subjects | Books
        ASIN: 088277140X
        Security Interests in Personal Property: Cases, Problems and Materials (University Casebook Series)
        Average customer rating: Not rated
          Security Interests in Personal Property: Cases, Problems and Materials (University Casebook Series)
          John Honnold , Steven L. Harris , and Charles W. Mooney
          Manufacturer: West Publishing Company
          ProductGroup: Book
          Binding: Hardcover

          GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
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          ASIN: 1566629497

          Book Description

          The dominant theme of this book is the extension of credit. Chapter 1 covers the fundamentals of the legal rights of creditors. The remainder of the book focuses on the legal arrangements that give a creditor powers over personal property of the debtor.

          Executive Report on Strategies in Croatia, 2000 edition (Strategic Planning Series)
          Average customer rating: Not rated
            Executive Report on Strategies in Croatia, 2000 edition (Strategic Planning Series)
            Croatia Research Group , and The Croatia Research Group
            Manufacturer: Icon Group International
            ProductGroup: Book
            Binding: Ring-bound

            Strategy & CompetitionStrategy & Competition | Management & Leadership | Business & Investing | Subjects | Books
            GeneralGeneral | Business & Investing | Subjects | Books
            CroatiaCroatia | Europe | History | Subjects | Books
            ASIN: 0741824604

            Book Description

            Croatia has recently come to the attention to global strategic planners. This report puts these executives on the fast track. Ten chapters provide: an overview of how to strategically access this important market, a discussion on economic fundamentals, marketing & distribution options, export and direct investment options, and full risk assessments (political, cultural, legal, human resources). Ample statistical benchmarks and comparative graphs are given.

            Economic and Monetary Union: Key Implications for Your Business
            Average customer rating: Not rated
              Economic and Monetary Union: Key Implications for Your Business
              John Atkin , and John Atkins
              Manufacturer: Thorogood
              ProductGroup: Book
              Binding: Spiral-bound

              GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
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              ASIN: 1854181254

              Book Description

              EMU will affect business in every European country, not just those nations that adopt the euro.

              Everybody who makes strategic business decisions needs to understand how the introduction of the euro will alter the business environment in which they operate

              Start Your Own Bed & Breakfast
              Average customer rating: 3 out of 5 stars
              • Mighty fine, with one medium-sized quibble
              • How much help can this book be?
              Start Your Own Bed & Breakfast
              Entrepreneur Press
              Manufacturer: Entrepreneur Press
              ProductGroup: Book
              Binding: Paperback

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              Similar Items:
              1. Complete Idiot's Guide to Running a Bed and Breakfast Complete Idiot's Guide to Running a Bed and Breakfast
              2. How to Start and Operate Your Own Bed-and-Breakfast: Down-To-Earth Advice from an Award-Winning B&B Owner How to Start and Operate Your Own Bed-and-Breakfast: Down-To-Earth Advice from an Award-Winning B&B Owner
              3. Start and Run a Profitable Bed and Breakfast (Start & Run a) Start and Run a Profitable Bed and Breakfast (Start & Run a)
              4. How to Open and Operate a Bed & Breakfast, 7th (Home-Based Business Series) How to Open and Operate a Bed & Breakfast, 7th (Home-Based Business Series)
              5. Upstart Guide Owning & Managing a Bed & Breakfast Upstart Guide Owning & Managing a Bed & Breakfast

              ASIN: 1891984934

              Book Description

              This guide, based on the experiences of scores of successful B&B operators, reveals valuable secrets: finding the right location, buying property, licensing, setting pricing policies, promoting the business, and hiring good people.

              Customer Reviews:

              4 out of 5 stars Mighty fine, with one medium-sized quibble.......2007-10-02

              [reposted from a comment]
              Apparently, the product description does this book a disservice. The authors recognize that most folks who dream of opening a B&B don't realize how much work it's going to be, which is why they remind the reader of this on **nearly every page.** There are fairly detailed worksheets for nearly every aspect of the business, outlining all the little things a B&B owner needs to think about. The realities of what running a B&B would entail comprise the majority of the book.

              Most of all, the authors recommend not jumping straight in, but apprenticing oneself to an existing B&B for a few months to a year, to learn the business and see if you've got the temperament for it.

              My only problem with this book is that the authors consistently refer back to the basic Entrepreneur Press How to Start a Business manual, rather than go into detail about some of processes not specific to running a B&B. I know they did it to keep this book shorter, but it felt like they were pushing you to buy that other book, where they could have made this one richer instead. If it weren't for this, I'd have given this book 5 stars.

              For all the effervescently sunny and (a bit) cheesy tone, it's actually a very practical and helpful manual. I got this first edition from my public library (to see if it's worth buying), and now I'm waiting for the second edition to arrive so I can compare the two.

              2 out of 5 stars How much help can this book be?.......2006-07-14

              I have not read this book or magazine and I don't want to either. Just from reading the description it doesn't seem like it is going to give you the real knowledge that you need to open a B & B. Its a lot of hard work and the description makes it sould like it will be fun and easy and you can just putter away the day in the garden.
              Start Your own Restaurant and Five Other Food Businesses (Startup)
              Average customer rating: Not rated
                Start Your own Restaurant and Five Other Food Businesses (Startup)
                Jacquelyn Lynn
                Manufacturer: Entrepreneur Press
                ProductGroup: Book
                Binding: Paperback

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                ASIN: 1599180200

                Book Description

                All the expertise you need to start your own lucrative food business

                There are more than 900,000 restaurants in the United States—100,000 of those were started in the last five years. The second edition of the number-one-selling Startup (more than 27,000 sold) is fully updated to reflect today’s restaurant environment. It is the precise tool you need to start your own restaurant or food business.

                Start Your Own Catering Busines (Start Your Own Business)
                Average customer rating: 2 out of 5 stars
                • The authors should be embarrassed.
                • Terrific Info for Someone Just Getting Started!!
                • Awful
                • The worst book ever in the whole world
                Start Your Own Catering Busines (Start Your Own Business)
                Prentice Hall
                Manufacturer: Prentice Hall Press
                ProductGroup: Book
                Binding: Paperback

                GeneralGeneral | Business & Investing | Subjects | Books
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                2. How to Start a Catering Business: When You Don't Know What the Hell You're Doing How to Start a Catering Business: When You Don't Know What the Hell You're Doing
                3. How to Run a Catering Business from Home How to Run a Catering Business from Home
                4. The Complete Caterer The Complete Caterer
                5. How to Manage a Successful Catering Business, 2nd Edition How to Manage a Successful Catering Business, 2nd Edition

                ASIN: 0136033091

                Customer Reviews:

                1 out of 5 stars The authors should be embarrassed........2004-01-24

                This is the worst "how-to" book I have ever read. To criticize it, I wouldn't even know where to start except to say that it's useless. All of the "information" is either terribly inane and/or known to everyone over the age of ten, or is completely irrelevent. For instance, it's discuss whether you should get money from Venture Capitalists for a catering business(!) and then ten pages are spent informing you about the computer you'll need, including a little bit about keyboards and monitors!

                I want my money back.

                4 out of 5 stars Terrific Info for Someone Just Getting Started!!.......2002-09-20

                I've been well pleased with the content of this book. Very thoroughly thought through, and written in an easy to understand way. Very practical in its approach. I'm very glad I bought it.

                1 out of 5 stars Awful.......2002-08-31

                I was looking for a catering book at my local book store & this was the only one they had. I paged through it & it was terrible. I agree with the other reviewer that this was a very basic book. I was looking for more information on the requirement of having a commercial kitchen in California. While I didn't necessarily expect to find specific state information, all the book said was you may be required to get a commercial kitchen. No resources on *where* I would find that information or who I would contact. And when I looked at the business card section, all it said was to get business cards & stationary with your business logo - duh. It sounded to me like this was a book written by someone who might have general business start up experience, but no catering business experience. It was very generic.

                1 out of 5 stars The worst book ever in the whole world.......2002-05-24

                I cannot believe I spent money on this!
                The book covers the concepts in starting a small business in a very basic format. I mean very basic, with thoughts shared on "you might need a computer" and "you will need determination to make it."
                I wanted to find out about laws, kitchen standards, good practices for timing, advice on finding leased goods for large parties. Instead, the book is riddled with lines such as "you can lease equipment, or you can buy it."
                How To Start And Run Your Own Bed & Breakfast Inn
                Average customer rating: 4.5 out of 5 stars
                • Fairly complete beginners guide
                • Describes the business well
                • excellent and fact filled
                How To Start And Run Your Own Bed & Breakfast Inn
                Ripley Hotch , and Carl A. Glassman
                Manufacturer: Stackpole Books
                ProductGroup: Book
                Binding: Paperback

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                ASIN: 0811732312

                Customer Reviews:

                3 out of 5 stars Fairly complete beginners guide.......2002-10-16

                While this book seems fairly complete as a guide, it certainly is for total novices, not only to B&Bs but to those running their own business as well. Much of its information is common business sense in its foundation and offers little that one would not realize on one's own-unless they had never run any sort of business in the past. Even an individual who has operated a business for someone else, especially if that business were in the service industry, would know much of the basics found here. Most obviously lacking is any discussion of the value or how-to of Internet marketing, research, promotions, reservations or purchasing. Secondary to that is a lack is discussion on yield management, rate versus occupancy managment and adapting one's room rates to current occupancy and market room-availability and other market forces. The author also provides no discussion of purchasing principles or the advantages of economies of scale that can be gained with co-oped or group purchasing ventures.

                5 out of 5 stars Describes the business well.......2000-06-18

                Tells the nitty gritty of running the business aspect of a B&B without going into the details of how someone should decorate. With running one so hard it was nice to see the bery clear and well laid plans to help keep an inn running smoothly from taking care of guests to taking care of yourself at the same time. I would recommend this book before someone lays out any money and gets themselves neck deep in trouble from inexperiance.

                5 out of 5 stars excellent and fact filled.......1999-02-06

                I just read a library copy of this book, and now I'm buying my own copy for future reference. It was filled with essential information about innkeeping, and not just for those who want to start a two to three bedroom B&B in their house. Most of the information was applicable to small inns and hotels, as well. It is definitely the best book I've read on the subject so far (out of about six books).
                How To Start and Run Your Own Restaurant (Small Business Start-ups)
                Average customer rating: Not rated
                  How To Start and Run Your Own Restaurant (Small Business Start-ups)
                  Carol Godsmark
                  Manufacturer: How To Books Ltd
                  ProductGroup: Book
                  Binding: Paperback

                  Job Hunting & CareersJob Hunting & Careers | Business & Investing | Subjects | Books | General | Guides | Interviewing | Job Hunting | Job Markets & Advice | Resumes | Vocational Guidance | Volunteer Work
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                  ASIN: 1845280199
                  Start Your Own Catering Business
                  Average customer rating: Not rated
                    Start Your Own Catering Business
                    Business Concepts
                    Manufacturer: Jossey Bass*inc Publishers
                    ProductGroup: Book
                    Binding: Paperback
                    ASIN: 0892842857
                    Start Your Own Catering Busine (Start your own)
                    Average customer rating: Not rated
                      Start Your Own Catering Busine (Start your own)
                      Pfeiffer
                      Manufacturer: Prentice Hall & IBD
                      ProductGroup: Book
                      Binding: Paperback

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                      ASIN: 0893842850
                      Start Your Own Catering Business (Start Your Own Business Ser. )
                      Average customer rating: Not rated
                        Start Your Own Catering Business (Start Your Own Business Ser. )
                        Prentice-Hall Staff
                        Manufacturer: Prentice Hall Press
                        ProductGroup: Book
                        Binding: Paperback
                        ASIN: B000OIZ31O

                        Peterson's Job Opportunities for Business Majors 1999 (Annual)
                        Average customer rating: Not rated
                          Peterson's Job Opportunities for Business Majors 1999 (Annual)
                          Petersons
                          Manufacturer: Petersons
                          ProductGroup: Book
                          Binding: Paperback

                          CommunicationsCommunications | Skills | Business & Investing | Subjects | Books
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                          ASIN: 0768900263

                          Redeeming the Time - Where Do I Begin?  Workbook
                          Average customer rating: 5 out of 5 stars
                          • Redeeming the Time - Where Do I Begin? Workbook
                          • Redeeming the Time - Where Do I Begin? Workbook
                          Redeeming the Time - Where Do I Begin? Workbook
                          Edwina Patterson
                          Manufacturer: A Heart For The Home Ministry
                          ProductGroup: Book
                          Binding: Paperback

                          Time ManagementTime Management | Skills | Business & Investing | Subjects | Books
                          BusinessBusiness | Christian Living | Christianity | Religion & Spirituality | Subjects | Books
                          ASIN: 1892912074

                          Book Description

                          If you are one of the millions of people today struggling to bring balance into their lives and you don't know where to start, this nine-week study will help you begin the journey to buy back those wasted opportunities. This course is designed for individual and/or small-group study.

                          By completing five brief, daily studies each week, you will begin to understand and learn how to:

                          *deal with regrets
                          *make every minute count
                          *guard your precious time
                          *readjust your priorities
                          *multipy your efforts
                          *glorify God in your daily life.

                          Customer Reviews:

                          5 out of 5 stars Redeeming the Time - Where Do I Begin? Workbook.......2000-03-16

                          I am leaning a new aspect of God's holiness. Everything I do revolves around the way I view His holiness. Thank you for writing this Bible study which God is using to reveal Himself to me.

                          5 out of 5 stars Redeeming the Time - Where Do I Begin? Workbook.......2000-02-07

                          Great companion workbook to her book Redeeming the Time. It really makes you think about your priorities and your relationship with the Lord and how to live life without regrets!
                          Redeeming the Time - Where Do I Begin?
                          Average customer rating: 5 out of 5 stars
                          • A Blueprint that we should all use!
                          Redeeming the Time - Where Do I Begin?
                          Edwina Patterson
                          Manufacturer: A Heart For The Home Ministry
                          ProductGroup: Book
                          Binding: Paperback

                          Time ManagementTime Management | Skills | Business & Investing | Subjects | Books
                          BusinessBusiness | Christian Living | Christianity | Religion & Spirituality | Subjects | Books
                          ASIN: 1892912007

                          Book Description

                          Many women today are struggling to bring balance into their lives, but they don't know where to start. This book will help you discover the steps to take control of your daily life and to glorify God in the process.

                          Customer Reviews:

                          5 out of 5 stars A Blueprint that we should all use!.......2000-06-24

                          This book shares Biblical principles that we should all live by. We can with God's help buy back the waisted opportunities in our lives. Redeeming the Time-Where Do I Begin? is a life-changing book. You need this book and you need to share it with others!

                          Thou Shall Prosper: Ten Commandments for Making Money
                          Average customer rating: 5 out of 5 stars
                          • Really is Outstanding
                          • An anomoly among published works under the category of business
                          • Very Helpful
                          • Thou Shall Prosper: Ten Commandents For Making Money
                          • Both Entertaining and Useful
                          Thou Shall Prosper: Ten Commandments for Making Money
                          Rabbi Daniel Lapin
                          Manufacturer: Wiley
                          ProductGroup: Book
                          Binding: Paperback

                          GeneralGeneral | Popular Economics | Business & Investing | Subjects | Books
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                          5. Values, Prosperity, and the Talmud: Business Lessons from the Ancient Rabbis Values, Prosperity, and the Talmud: Business Lessons from the Ancient Rabbis

                          ASIN: 0471710237

                          Book Description

                          Praise for THOU SHALL PROSPER

                          "Thou Shall Prosper is a passionate, occasionally hortatory avowal and practical roadmap to the making of 'dough' and the life-affirming consequences of the honest pursuit of profit. An unabashed manifesto for the twenty-first century, it seeks to steer the reader toward a guilt-free appreciation of wealth accumulation."
                          —The Jewish Press

                          "Rabbi Daniel Lapin's wisdom has helped untold numbers of people, including me, grow in our business, family, and spiritual lives. In Thou Shall Prosper, Rabbi Lapin has done it again. This book tells it like it is in a helpful, honest, hopeful, informative way. He offers valid, useful information based on ancient wisdom and modern experience."
                          —Zig Ziglar, author and motivational teacher

                          "No matter how successful or sophisticated you may be, this remarkable work will enrich your understanding of the important, exciting process of building wealth."
                          —Michael Medved, nationally syndicated radio host and author of Hollywood vs. America

                          "In this highly insightful and controversial new book, Rabbi Lapin unearths the golden nuggets of Jewish business genius. By emphasizing the unique talents of the Jewish way of life, Rabbi Lapin demonstrates how Judaism's spiritual regimen can be translated into tangible material rewards, with the bottom line being directly affected. A thoroughly engaging, enriching, and thought-provoking book."
                          —Rabbi Shmuley Boteach, author of Kosher Sex and Judaism for Everyone

                          "I really enjoyed this book, and I heartily recommend it to people of all faiths."
                          —The Honorable Jack Kemp

                          Customer Reviews:

                          5 out of 5 stars Really is Outstanding.......2007-10-04

                          I read 129 books last year and 130 so far this year. This ranks up amongst one of the best books I've ever read. It puts financial princples into simple terms and intertwines wealth with morality and doing good for society. I hope to meet the author one day. Bravo.

                          5 out of 5 stars An anomoly among published works under the category of business.......2007-01-09

                          I would venture to say that among books written under the genre of business, this title sits among the top 10 that I have read within the past 2 decades. This endorsement is from an individual whose library includes every Peter Drucker, Michael Porter, Marcus Buckingham, Steven Covey, Theodore Levitt, among others, currently in print. The utter clarity with which the author conveys his perspective is second to none. The 10 commandments are fluid, logical, and are given true depth with each analogy drawn from the Jewish experience and steeped within a holistic, integrity based approach to business. I will not detail the content of this gem here; only to say it is worth the investment of time and money. I also recommend the audible version on [...] The total cd's required to burn amounts to approximately 15 for a 10 hour program. I came across the audio version first and was so impressed I was compelled to follow up with the book.
                          Allow me to suggest something: the recommendations inside are highly practical and should be recorded somewhere to put into play when one is ready to engage what's being said. Few titles in business today enhances the human perspectives such as this. It is once again, highly recommended.

                          5 out of 5 stars Very Helpful.......2006-11-06

                          I've never been a people person, never realized the point of being one, until now. The author put this into perspective for me with this; "Judaism teaches that God designed the system to reward people for not remaining isolated from one another". I also didn't realize my own bias toward the idea of making money. Also, it isn't just about material wealth, it's about properity in all areas of your life, wealth naturally follows. This is about changing your life by changing your attitude and implementing good habits to influence prosperity in one's life. I really enjoyed this book and have recommended to everyone I know.

                          5 out of 5 stars Thou Shall Prosper: Ten Commandents For Making Money.......2006-03-11

                          This author can teach you something on making money and itsrelationships in business. Rabbi Daniel Lapin is is highly educated in school and in the practical world and can explain the money theroes and workings in an understandable way.

                          5 out of 5 stars Both Entertaining and Useful.......2003-04-17

                          Thou Shall Prosper by Rabbi Daniel Lapin is an excellent book that covers three general subject areas: self-help, personal finance and career development. Basically, the author gives advice in a series of commandments on "making money" where he sprinkles in Jewish wisdom. There is a great deal of useful advice that would have proved especially timely for many professionals in 2001. It does not offer a great deal of assistance dealing with short term cash generation. Rather, the author aims to give readers life-long direction with the goal of building wealth.

                          The underlying theme of this book is that wealth creation is fundamentally virtuous because it creates wealth and prosperity for your neighbors. Moreover, he stresses the value of money and why it is such an important element of society. His suggestions range from the subtle such as how to carry yourself to more profound concepts such as never aiming to retire.

                          The book is filled with interesting stories intended to reinforce his ideas. These include a 70 year old forklift driver who earns a six figure income through extensive overtime only to give the money away to charity. Another is a sales representative relative who likes to drive around to far-flung locations in his Rolls Royce.

                          While very entertaining, the book has its shortcomings. Rabbi Lapin glosses over how large segments of the economy do in fact operate with minimal honesty. Oddly, he even suggests not being entirely honest as it is not socially acceptable.

                          Like Evangelical Christian preachers, he draws some pretty far-fetched conclusions about the meaning of specific bible versus. The passages he selects support the virtuousness of earning a living. Any intelligent person can read several different meanings in the selections, so I would have to suggest that this approach won't convince many readers of his arguments. This isn't to mean the general ideas aren't strong, just the supporting passages. He also makes some highly questionable scientific claims. For example, he argues that watching movies instead of reading books is detrimental to your creativity because reading allows one to creatively develop images instead of having a director create them for you.

                          Despite its flaws, I personally found the book very, very interesting. If you like books such How to Win Friends and Influence People and Daniel Goleman's Primal Leadership, you will probably enjoy Thou Shall Prosper a great deal.
                          Thou Shall Prosper: Ten Commandments for Making Money (Unabridged)
                          Average customer rating: Not rated
                            Thou Shall Prosper: Ten Commandments for Making Money (Unabridged)
                            Daniel Lapin
                            Manufacturer: audible.com
                            ProductGroup: Book
                            Binding: Audio Download
                            ASIN: B000D1UZAQ
                            Thou Shall Prosper: Ten Commandments For Making Money Library Edition
                            Average customer rating: Not rated
                              Thou Shall Prosper: Ten Commandments For Making Money Library Edition
                              Daniel Lapin
                              Manufacturer: Blackstone Audiobooks
                              ProductGroup: Book
                              Binding: MP3 CD

                              GeneralGeneral | Business & Investing | Subjects | Books
                              GeneralGeneral | Personal Finance | Business & Investing | Subjects | Books
                              GeneralGeneral | Judaism | Religion & Spirituality | Subjects | Books
                              GeneralGeneral | Finance | Accounting & Finance | Professional & Technical | Subjects | Books
                              ASIN: 0786187522

                              The Real Thing: Truth and Power at the Coca-Cola Company
                              Average customer rating: 3.5 out of 5 stars
                              • Coke and a Smile
                              • Calls It Like It Is
                              • Very entertaining & easy to read...
                              • Insightful!
                              • It keeps you interested.
                              The Real Thing: Truth and Power at the Coca-Cola Company
                              Constance L. Hays
                              Manufacturer: Random House
                              ProductGroup: Book
                              Binding: Hardcover

                              Company ProfilesCompany Profiles | Biography & History | Business & Investing | Subjects | Books
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                              Similar Items:
                              1. For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It For God, Country, and Coca-Cola: The Definitive History of the Great American Soft Drink and the Company That Makes It
                              2. Secret Formula Secret Formula
                              3. I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta I'd Like the World to Buy a Coke: The Life and Leadership of Roberto Goizueta
                              4. The Sparkling Story of Coca-Cola: An Entertaining History Including Collectibles, Coke Lore, and Calendar Girls The Sparkling Story of Coca-Cola: An Entertaining History Including Collectibles, Coke Lore, and Calendar Girls
                              5. Coca-Cola - The History of an American Icon Coca-Cola - The History of an American Icon

                              ASIN: 0375505628
                              Release Date: 2004-02-03

                              Amazon.com

                              Coca-Cola has become such a ubiquitous American symbol such that it's often hard to distinguish where mere substance ends (its formula is a secret as closely held as military stealth technology) and its seductively overwhelming marketing begins. But in the 1980s and '90s, Coke's new corporate management evolved it from a reliable, if sometimes stodgy, icon of American industry into one of the hottest stocks in a notoriously overheated bull market. That explosive corporate evolution is the focus of veteran NY Times beverage industry reporter Constance Hays' cautionary business history. Eschewing strict chronology in favor of skillfully weaving in appropriate pieces of the company's complex legacy and unique coporate culture to underscore their impact on the contemporary story at hand, Hays carefully dissects a company billed in boom years as a virtual perpetual profit machine of boundless potential. Coke's growth was largely the product of Roberto Goizueta, the methodical, Cuban-born chemist who'd risen through the company's ranks and outflanked fellow veteran executive/personable "super salesman" Don Keough to become its CEO. Goizueta may have been able to rise above the hubris-fueled "New Coke" reformulation fiasco of the mid-80s, but his penchant for ruthless market expansion, corporate rejiggering and tight control of the company's operating details and financial numbers would also sow the seeds for the inevitable collapse that halved Coke's value. That implosion quickly took down successor CEO Doug Forrester--ironically the original financial architect of much of the company's remarkable boom. While this is largely a business history and not a cultural one, it's filled with a wealth of telling human details: corporate pressures exerted on family-owned Coke bottlers to sell out; an obscure academic/stock analyst whose curiosity helped unravel the company's financial secrets; Machiavellian corporate politics where one era's loser becomes another's cautious victor. --Jerry McCulley

                              Book Description

                              A definitive history of Coca-Cola, the world’s best-known brand, by a New York Times reporter who has followed the company and who brings fresh insights to the world of Coke, telling a larger story about American business and culture

                              The Real Thing is a portrait of America’s most famous product and the men who transformed it from mere soft drink to symbol of freedom. The story, starting with Coke’s creation after the Civil War and continuing with its domination of the domestic and worldwide soft-drink business, is a uniquely American tale of opportunity, hope, teamwork, and love, as well as salesmanship, hubris, ambition, and greed. By 1920, the Coca-Cola Company’s success depended on a unique partnership with a group of independent bottlers. Together, they had made Coke not just a soft drink but an element of our culture. But the company, intent on controlling everything about Coke, did all it could to dismantle that partnership. In its reach for power, it was more than willing to gamble the past.

                              Constance L. Hays examines a century of Coca-Cola history through the charismatic, driven men who used luck, spin, and the open door of enterprise to turn a beverage with no nutritional value into a remedy, a refreshment, and the world’s best-known brand. The story of Coke is also a catalog of carbonation, soda fountains, dynastic bottling businesses, global expansion, and outsize promotional campaigns, including New Coke, one of the greatest marketing debacles of all time. By examining relationships at all levels of the company, The Real Thing reveals the psyche of a great American corporation and how it shadows all business, for better or worse.

                              This is as much a story about America as it is the tale of a great American product, one recognized all over the world. Under the leadership of Roberto Goizueta and Doug Ivester, Coca-Cola reinvented itself for investors, spearheading trends such as lavish executive salaries and the wooing of Wall Street, but when Coke’s great global ambitions ran into trouble, it had difficulty getting back on track.

                              The Real Thing is a journey through the soft-drink industry, from the corner office to the vending machine. It is also a social history in which sugared water becomes an international object of consumer desire—and the messages poured upon an eager public gradually obscure the truth.

                              Customer Reviews:

                              3 out of 5 stars Coke and a Smile.......2006-08-26

                              This book, although factual, was slow reading. If the author would have stayed on point, the book would have been half as long. Overall a decent piece of work, but dont expect to finish it in one sitting.

                              5 out of 5 stars Calls It Like It Is.......2006-02-07

                              There appear to be three types of books that are commonly written about the Coca-Cola Company (NYSE symbol: KO): (1) official company histories that have been approved by management; (2) nostalgic books that focus on the company's early history and/or the numerous "antiques" and souvenirs that it has produced over time, and (3) objective histories that dig below the press releases for the real story of this remarkable company. This book falls squarely within the third category.

                              While it provides a quick view of Coke's early years, it focuses upon the reigns of Roberto Goizueta and Douglas Ivestor, who between them managed to get the company into the predicaments it faces today, Goizueta by focusing solely upon upping the stock price and Ivester by creating Coca-Cola Enterprises, the creature that would destroy the company's base of loyal bottlers while allowing manipulation of the financial statements of both companies. (It should be noted that Ivester was responsible for numerous other screw-ups, but CCE was the major one.) Both executives came away with enormous amounts of benefits upon their respective terminations (more than a billion dollars in the case of Goizueta, who died before he could enjoy it).

                              Another review of this book descrtibes it as a "mundane history." I disagree -- it clearly descibes the arrogance, rigidity and incompetence that plague the company to this day. Ms. Hays' description of the financial machinations that went into making both KO and CCE appear more successful than they actually were is especially fine. While she doesn't go into the accounting fine points, she does provide a clear trail for those wishing to do so.

                              Although carrying a copyright date of 2004, the book ends at the end of 2002 with the appointment of Steve Heyer, an outsider, as president. When the time came to replace Doug Daft as chairman and CEO, the board overlooked the highly competent Heyer, choosing instead Neville Isdell, a long-time employee not known for his breadth of vision. Heyer promptly resigned.

                              Some things never change.

                              5 out of 5 stars Very entertaining & easy to read..........2005-09-17

                              I read this book over the past few days in my travels between Fort Wayne and Phoenix and found it to be well-written and exceptionally interesting. The problems faced by the Coca-Cola company are not at all confined to the beverage industry, and I would suggest this book to anyone in a business with distributors and independent agents. In my field of work, orthopedic implants, we face strikingly similar challenges and it's very interesting to see how Coca-Cola's approach has and has not worked. For $18, you won't go wrong...

                              4 out of 5 stars Insightful!.......2005-09-06

                              Coca-Cola is the world's most famous brand, but reaching that pinnacle wasn't easy. Leading the globe in a commodity product requires exceptionally hard selling, negotiating and tough leadership. Coca-Cola hit those marks by turning its sales operation into a mission: make Coke the most popular soft drink in the world. Author Constance L. Hays tells Coca-Cola's story with exactitude. As a reporter, she is good at mixing gallons of detail with individual stories and anecdotes, even if they make the book seem long. This makes her chronology a bit slow and disjointed, because she does not hesitate to explore intriguing tangents - such as the history of the cold soda vending machine - whether or not they deflect her momentum. This calculated trade-off, which many readers will appreciate, happens particularly when she recounts the company's actions against its bottlers and describes its marketing. The book captures an important sales story about a global marketing powerhouse that fought for shelf space and control of its bottling plants at any cost, and about the men in charge. We recommend these hard insights into the business of soft drinks to strategists and sales executives...it makes for an interesting brew.

                              5 out of 5 stars It keeps you interested........2005-09-02

                              I thought the book did a great job at giving the reader an idea of the mindset of Coca Cola. I will never look at a Coke the same way ever again. :o)
                              The book wasn't afraid to talk about the good and the bad about Coca Cola as well as it's strong and weak sides. Great reading.

                              Books:

                              1. Selected Essays by Frank H. Knight, Volume 1: "What is Truth" in Economics
                              2. Selected Essays by Frank H. Knight, Volume 2: Laissez Faire: Pro and Con
                              3. Silverman's Game: A Special Class Of Two-person Zero-sum Games (Lecture Notes in Economics and Mathematical Systems)
                              4. Social Security: The Phony Crisis
                              5. Strategy in Emerging Markets: Telecommunications Establishments in Europe (Studies in Global Competitiion, 8)
                              6. Studies in the Economics of Uncertainty in Honor of Josef Hadar
                              7. Study Guide for Baumol/Blinder's Macroeconomics: Principles and Policy, 10th
                              8. Success on Our Own Terms: Tales of Extraordinary, Ordinary Business Women
                              9. Successful Corporate Fund Raising: Effective Strategies for Today's Nonprofits
                              10. Technical Analysis Applications In The Global Currency Markets Second Edition

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