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BUSINESS BOOKS
‘Second
Chance’ is a
collaboration effort between Professor Daryl Green and his student Noriko
Chapman during their time together in Lincoln Memorial University’s Master of Business
Administration program. The book details an in-depth case study on a specific non
profit organization’s resource allocation and operational optimization. It is written
to provide non profit organizations with essential operational tools to make
them more efficient and equipped to assist their clients in meeting their
needs.
The case study featured
in
‘Second Chance’ arose from Professor’s Green’s MBA operational analysis class
and a project called the Real World Applications (RWA). The subject of the
study involved the Tennessee Vocational Rehabilitation Maryville Centre which
took place from October 10th to November 30th 2010. The Maryville Centre supports
area businesses by providing quality, timely, and cost-effective services by a
dedicated work force.
The key issue of the study
was how to establish high quality and stable production to maintain and grow
business for the centre while providing recommendations to enhance the center’s
operational efficiency in order to better serve clients and control effectiveness
over the long term. An emphasis is
placed on the production capacity, client allocation, productivity improvements,
and quality control. Various operational challenges, operational constraints,
and opportunities found in problems are addressed. In addition, there is a
focus on leadership, how to gain the confidence to navigate operations
management, and how to apply concepts put forth in the book to resolve non profit
problems and issues.
‘Second Chance’
provides a comprehensive
examination of the process of implementing a case study, how issues and
problems were identified, and the benefits of applying operations management
techniques to assist a non profit organization with becoming more efficient and
effective. The case study itself is more than structural step-by-step process
of business analysis because within the study, there are messages about the importance
of non profits in our society, and it was also a personally meaningful project
for Noriko who describes her experience when she was diagnosed with cancer.
There is a spiritual message of gaining self confidence, overcoming adversity,
and helping those in distress. The parallels of non profit work and personal self
awareness are apparent - “…finding the true meaning of life for those who have
suffered a traumatic event is a ‘Second Chance.’”
I highly recommend ‘Second
Chance’
for anyone running a non profit as well as for business students. The book not
only provides a comprehensive analysis of making a non profit more efficient
and effective, but readers will be provided with compelling life affirming
messages.
Tracy Roberts, Write Field
Services
Because new technologies are creating better ways to communicate, marketing and media are rapidly changing. Now, there
are an immense number of media choices available to media planners, particularly in digital form. In his book, ‘Media
Planning and Buying For the 21st Century,’ Ron Geskey provides a comprehensive guide for students and professionals
on how to implement a strategic media planning and buying strategy in this new age of digital medium and how to best execute
an integrated marketing campaign.
The book covers three key media planning areas that media planners need to embrace. The first part of book focuses
on the mega-trends which are reshaping the marketplace-- population & demographic trends, client needs and demands, new
media and technology, media convergence, and consumers taking control. The second part of book discusses the specific factors
which must be analyzed and considered before a strategic media plan can be developed. The third part discusses the step by
step process of actually developing a professional media strategy and plan.
Geskey explains that the role of the media planner has shifted from media to marketing communications planning that
requires engagement, accountability, ROI, and optimization. He proclaims the internet as the great equalizer which basically
levels the marketing field for all businesses. As well, he emphasizes the need to experiment with new media to increase effectiveness.
He says that media planners must focus on learning by doing and by actually engaging the material. He says “media planning
is a blend of art and science so the media and the creative must work together.”
Geskey provides a road map for accomplishing a professional media plan so that the reader can learn to incorporate
media planning and buying to 21st century trends. This includes learning about media negotiation and buying. He addresses
the strategies and challenges of effective media buying and the nature of media negotiations. He explains the importance of
metrics and analytics in creating a media plan. He goes into great detail about creating an effective media plan using data
from key sources that require calculating metrics for analyses and the various analytic tools and mathematical formulas that
data marketing planners have at their disposal to expose the target audience to the campaign. The ultimate goal is to influence
consumer purchasing decisions. He notes, “medium effectiveness is perhaps the most important variable when selecting
the right media set of data.”
‘Media Planning and Buying For the 21st Century’ delivers the important message that consumers are gaining
more control over their access to product information and media consumption and media planners must respond using marketing
communication methods that are both proactive and adaptive. Geskey effectively and in great detail shows readers how to get
a high ROI from their marketing investments. Essential to success is leveraging the power of the internet and how to best
influence consumer generated content on purchasing decisions. When used properly, social media becomes a powerful marketing
communications tool.
‘Media Planning and Buying For the 21st Century’ is a highly recommended media planning and buying guide
that will provide students and business professionals with the knowledge and tools to grow and adapt to the changing consumer
landscape, particularly the digital landscape. Readers will not only gain critical
insight into the various marketing media available, but how and where to best invest their media buying dollars to gain a
higher ROI. The book is a must read for anyone currently in the marketing business and for those who are planning a career
in media planning.
Tracy Roberts, Write Field Services
With
the rapid growth of the internet, there are now many opportunities for people who have the knowledge and expertise to write,
particularly writing and publishing books. However, Dr. Daryl D. Green points out in his workbook, ‘Book Publishing
for Professionals: Nine proven Steps for Gaining More Influence,’ many do not know how to do it.” Dr. Green provides
a manual for professionals and those interested in becoming published authors on how to gain influence though book publishing.
Green presents easy-to-implement strategies as well as practical guidelines, and resources to help readers gain more influence
and help them achieve their publishing goals.
In his workbook, a comprehensive entrepreneurial publishing model is presented that emphasizes not
only the importance of gaining influence to become a successful published author, but he also emphasizes that “gaining
influence is critical to achieving any substantial success in life.” He provides helpful tips on writing a book and
the various ways to get published other than the major book publishers. He provides a comparison of the different publishing
options, including the characteristics, advantages, and disadvantages of self publishing and using publishing portals. As
well, he dispels myths about self publishing such as the “false stigma - a self published author's book is not good
enough to be published”
In his workbook, readers will gain a critical insight into the publishing process. The author provides
essential information to help readers create an effective book publishing plan that includes coming up with topics for a book,
writing tips, choosing a publishing option, and how to build an author platform that will enable people to sell their book,
and key book promoting tips. The book is not filled with ‘fluff’ as Green writes with clarity and preciseness
to ensure his points are well understood by the reader. As well, readers will benefit from the helpful publishing sources
provided and the work space provided to make their own notes and even create their own publishing model for their book publishing
endeavors. Dr. Green shares over 20 years experience in a well written and organized manual that will make the process of
publishing a book much easier and help increase the likelihood of publishing success. ‘Book Publishing for Professionals:
Nine proven Steps for Gaining More Influence’ is highly recommended to readers who are want learn how to properly write
a book, publish it, and promote it successfully.
Tracy Roberts, Write Field Services
With the current
subprime meltdown taking place within the US Economy, many people are losing their homes and millions more are worried about
how they are going to make their mortgage payments. In his book, Subprime Meltdown: From U.S. Crisis to Global Recession,
author and real estate expert Charles Brownell addresses how the subprime mortgage was created, how it works, and what factors
led to the current subprime mortgage crisis.
In 114 pages, Brownell
succeeds in providing a comprehensive understanding of how a number of different sectors contributed to this crisis which
has resulted in far more world wide implications. Brownell explains how the Federal Government and Congress instigated the
current crisis between 1975 and 1980 when they passed legislation that forced financial institutions into the subprime market
stating that it was discriminatory not to give loans to low and moderate income people. He details how the financial institutions
could not afford to give loans that were considered high risk so they came up with clever ways to profit. A number of the
ways that he describes were very shady and ended up costing mortgage holders much more than they thought. As well, he shows
how practices of financial institutions resulted in what is known as predatory lending.
People lacking knowledge
on subprime mortgages will find the book very easy to understand. Brownell provides clarity on a very confusing subject. Not
only does he explain how mortgage lenders work with financial lenders to ensure the best profit for them, he also provides
an account of all those hidden fees that people often don’t know about. As well, he offers solutions on how to reduce
the chance of another subprime mortgage crisis from recurring. For those seeking advice on how to make sure they choose a
mortgage that they can afford, helpful tips on managing your money and what to look for when choosing a mortgage are provided.
The book is a very
educational read for those trying to make sense of the subprime mortgage market. Although it is about a serious situation,
it is very optimistic with an important message of the need for consumer education.
Write Field Services
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Today
it is common to turn on the news and hear stories about massive layoffs and corporate downsizing. With the increase in living
costs and an unpredictable economy, more people are finding it difficult to make ends meet. Many people are now considering
starting a small business. In his new book, 400 Latest & Greatest Small Business Ideas From Around The World: 2008/2009
Edition, Terry Kyle presents a comprehensive guide for people considering starting a small business as well as those who already
have their own business.
Whether
it is a full time endeavor or part time project to bring in extra income, readers will find this extensive small business
guide to be a valued asset. Kyle delivers an in- depth analysis of starting a small business. The guide is more than a list
of the latest and greatest small business ideas. It gives a detailed account to budding entrepreneurs regarding the tools
and skills required to make a small business a success. A fundamental message Kyle imparts is that “the key difference
between a great idea and a killer small business is action.” That is, you must have the “will” to act.
Kyle provides thorough
and constructive tips that will help you chart your own entrepreneurial destiny. He teaches readers how to avoid taking a
financial risk, how to minimize costs that include making the most from your advertising budget, minimizing overhead, how
to get you idea and message to the public, and strategies on how to work with clients, staff, and creditors. He delivers the
best attributes for a successful small business.
The book will give
small business owners the tactics to gain a competitive edge. As well, there is an extensive list of 400 of the latest and
greatest small business ideas that include the strengths and weaknesses of each. Small business ideas such as the customizable
“My Monopoly Game,” are creative, unique, and imaginative. As well as providing simple small business etiquette
rules, many inspiring quotes such as “It’s not what you sell that matters. It’s how you sell it,”
and “profitability keeps business alive, not mere sales,” will inspire people who are determined to succeed.
Write Field Services
In a highly competitive
marketplace, small business owners can often be overwhelmed with the difficult task of making consumers aware of their product.
With so many huge business conglomerates dominating the market place, it can seem almost impossible for a small business to
efficiently reach their target customers. In his book, David vs. Goliath: Guerilla Media Buying for Small Business, A New Way to Win, author Ronald Geskey
shows that small businesses can not only succeed against the Goliaths, but can thrive in the dog eat dog world of big business.
Geskey explains
that a key to growing a successful business is to use an innovative, well researched technique known as increasing your share
of voice and your quality of voice. Through a step by step method, readers will learn how to make each advertising dollar
work harder for them. By dramatically increasing your effective share of voice without increasing your budget in your market
area, you can increase top of mind awareness of your product. This will then lead to increased sales and market share.
Not only does the
author provide an in depth analysis and understanding of marketing and media, helpful methods and tools are provided to make
the most of your advertising dollar. As Ronald Geskey states, “The key is to eliminate advertising spending waste.”
Budgets are often
wasted when the wrong type of communication is used for the job (e.g., direct mail vs. publicity) or the wrong media are used
to reach the wrong target in the wrong place at the wrong time-- negotiated at the wrong price without value added and media
investment safeguards.
When was the last
time you read a book or an article about how to actually negotiate a media buy to get the most bang for your buck? Maybe never? Geskey’s book provides clear steps on how to negotiate traditional and non traditional
media buys to get substantially more media exposure for the budget.
Because successful
communications with the consumer are critical to the success of a small business, the author discusses and provides an analysis
of the many benefits and pitfalls of different marketing communications forms and various advertising media. Advertising media
discussed include television, print, radio, internet, direct mail as well over 60 non traditional
media approaches.
With well illustrated
diagrams and exercises at the end of each chapter, the author provides the necessary tools and skills for you to make your
small business a long term success. I plan to implement the strategies for my own business endeavors. I highly recommend the
book to current business owners as well as to those planning to start a small business.
Write Field Services
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