Scholarships 101

Sample

Luke Sullivan

In this new edition of the irreverent, celebrated bestseller, master copywriter Luke Sullivan looks at the history of advertising, from the good, to the bad, to the ugly. Updated to cover online advertising, this edition gives you the best advertising guidance for traditional media and all the possibilities of new media and technologies. You'll learn why bad ads sometimes work, why great ads fail, and how you can balance creative work with the mandate to sell.

Sample

Mike Gunderloy, Susan Sales Harkins

Microsoft Office 2003 is the sixth version of Microsoft's best-selling Office suite. As such, most of the audience is comprised of people who have used previous versions of Office and are quite familiar with most of the features. Upgraders do not need a 800-page book that covers every aspect of every Office application. They need a book that's focused only on what's new, so that they can move forward with a minimum of fuss. That's what this book is all about.

Sample

Charles Chase

Praise for Demand-Driven Forecasting A Structured Approach to Forecasting "There are authors of advanced forecasting books who take an academic approach to explaining forecast modeling that focuses on the construction of arcane algorithms and mathematical proof that are not very useful for forecasting practitioners. Then, there are other authors who take a general approach to explaining demand planning, but gloss over technical content required of modern forecasters. Neither of these approaches is well-suited for helping business forecasters critically identify the best demand data sources, effectively apply appropriate statistical forecasting methods, and properly design efficient demand planning processes. In Demand-Driven Forecasting, Chase fills this void in the literature and provides the reader with concise explanations for advanced statistical methods and credible business advice for improving ways to predict demand for products and services. Whether you are an experienced professional forecasting manager, or a novice forecast analyst, you will find this book a valuable resource for your professional development." --Daniel Kiely, Senior Manager, Epidemiology, Forecasting & Analytics, Celgene Corporation "Charlie Chase has given forecasters a clear, responsible approach for ending the timeless tug of war between the need for 'forecast rigor' and the call for greater inclusion of 'client judgment.' By advancing the use of 'domain knowledge' and hypothesis testing to enrich base-case forecasts, he has empowered professional forecasters to step up and impact their companies' business results favorably and profoundly, all the while enhancing the organizational stature of forecasters broadly." --Bob Woodard, Vice President, Global Consumer and Customer Insights, Campbell Soup Company

Sample

John Adair

The Inspirational Leader argues that leaders are not born but made. Taking the form of conversations between a young chief executive and the author, it explores the nature and practice of leadership. John Adair disects each aspect of leadership so that the key skills are available to adopt and to use for inspiring others.