Book Description
Intended for courses in multiobjective decision analysis or as a supplement to a first course in decision analysis, this text emphasizes practical applications and problem solving. Students learn how to use spreadsheets and other analytical tools in considering such important tradeoffs as cost versus quality and market share versus short-term return on investment.
Customer Reviews:
Very Good Book.......2002-12-05
I like it for the small size, yet it provides 20 times more information on the subject matter. The instructor manual will provide readers with great examples for real-world applications.
Book Description
In this important study, Abu-Lughod presents a groundbreaking reinterpretation of global economic evolution, arguing that the modern world economy had its roots not in the sixteenth century, as is widely supposed, but in the thirteenth century economy--a system far different from the European world system which emerged from it. Using the city as the working unit of analysis, Before European Hegemony provides a new paradigm for understanding the evolution of world systems by tracing the rise of a system that, at its peak in the opening decades of the 14th century, involved a vast region stretching between northwest Europe and China. Writing in a clear and lively style, Abu-Lughod explores the reasons for the eventual decay of this system and the rise of European hegemony.
Customer Reviews:
Eurasian interactions.......2005-12-09
A work drawing on deep scholarship providing welcome adjustment to views that overstate Europe's precocity and importance before 1500. Europe was a peripheral backwater prior to its export of the Eurasian disease pool to the Americas (and even for some time after). Abu-Lughod examines each major area of the Eurasian trading network in term, bringing out how much events in one area were affected by changes elsewhere (in particular, how much Europeans were responding to such changes).
I also found Abu-Lughod's scepticism about grand conceptual schemas and strong preference for considering the complex texture of reality engaging. She sets out a highly informative history of the creation of an interacting Eurasian economy under the period of Mongol domination and how changes among the various participating powers (particularly China) resulted in the interactions falling back to a lower level. She also argues a power vacuum was set up in the Indian Ocean that the Europeans (first the Portugese, then the Dutch and finally the British) were able to fill. That there was a "Fall of the East" prior to there being a "Rise of the West". She does a nice job of debunking "cultural" and "Confucian-isolationism" explanations for China's shift, placing the public policy considerations the Ming court was dealing with in a more plausible context.
My first quibble is with the title. This is about the Eurasian system, not a global one, a point the author herself concedes (p.37). It is a "world" system only in terms of the Old World/New World usage and, to be fair, she is responding to Immanuel Wallerstein's coinage of the term. The second is she suffers from the modern academic fetish for shudder quotes, though at least she is often prepared to explain in more detail why concepts are problematic, rather than simply engaging in the tedious knowing-virtue wink. The worst bit of the book, as so often is the way, is when she attempts to look forward. The talking down of the stability of the current world-system, and the situation of the US in particular, reads rather poorly for a book published in 1989 with clearly no sense whatsoever of the impending collapse of the Soviet empire.
But the book is very readable and extremely informative, the personality of the author engaging. An excellent way of coming to grips with how global history works.
Provocative.......2005-02-12
This book is approaching the status of a classic. While a work of history, the author is not a historian but rather a sociologist with an interest in the role of cities. Perhaps because she was a disciplinary outsider not specializing in a given historical period, as well as being used to comparative analysis, Abu-Lughod adopted a cross-cultural approach. The starting point for this book was the prevailing belief that a world economy was created by Europeans in the early modern period. More naive interpretations saw this as a logical development of European capitalism and that capitalism was unique to Europe. A major point of this book is that a world economic system, spanning all of Eurasia and including Southeast Asia and Eastern Africa existed prior to the early modern period. This world system was based on pre-existing regional trade networks in the Eastern Mediterrenean, the Indian Ocean, Central Asia, and China. Some of these linkages, like the famous Silk road across Central Asia and trade across the Indian Ocean, were ancient.
Abu-Lughod reconstructs a true world economy stretching from western Europe to China reaching its peak during the 13th and 14th centuries and then declining. She shows that Europe joined this system relatively late and was a smaller component of these large trade networks. The peak of this world system is associated with the Mongol conquest of Central Asia and China. Mongol successes are seen as simultaneously making trade across Central Asia, the northern axis of the world system, and trade through the Indian Ocean and south China, the southern axis, more efficient. This lead to a Eurasian boom. As a corollary, Abu-Lughod explores the richly capitalist nature of trade in the Muslim, Indian, and Chinese regions making up the world system. Some of the institutional innovations attributed to Medieval and Renaissance European merchants may have been borrowed from the Muslim world.
If the Mongols were the inadvertant architects of this system, they were also the inadvertant cause of its collapse. The key event is the Black Death, a Eurasian pandemic which probably originated in central Asia and was spread by Mongol armies and trade made possible by their states. The resulting depopulations and political instability, including the Ming expulsion of the Mongol from China, crippled the Medieval world system, though it left intact regional trade networks, particularly in Asia that the Europeans would join and come to dominate in the Early Modern period.
A final and more controversial point made by Abu-Lughod is that the success of Europeans in subsequently reconstructing and dominating, in an unprecedented way, the Eurasian trade system was the withdrawal of the Chinese state from interest in trade. Under the later Ming, the powerful Chinese navy was dissolved and trade through southern China ceased to be an important issue for the Chinese state. The subsequent power vacuum made European domination possible. This may not be entirely correct but is argued well.
This book has become the point of departure for much subsequent important work in world history. It is well written and has a nice bibliography.
A landmark of the "new" economic history.......2004-03-17
There are few books in the field of economic history that I'd say are both landmarks and enjoyable to read. Assuming the reader has a great interest in history, Before European Hegemony is certainly one of them.
Abu-Lughod's excellent world systems survey details the inter-connections between pre-modern economies and societies of the era. There is also the sense of continuity between these pre-modern economic relationships and the modern era.
Special mention should be made of the fact that Before European Hegemony was one of the first of a new wave of economic, historical and sociological studies that de-emphasized the eurocentric histories that came before them. Guilty of the same simplistic approaches the eurocentric histories were charged with, for example giving the only reason for the rise of the West as military might, much of what followed Before European Hegemony was, in a word, garbage. Not so, this groundbreaking study.
Well researched, well written and highly recommended.
Great book, but still one sided.......2003-02-23
Dr. Abu Lughod's book is a great work of scholarship and a much needed addition to the "New Histories" being written that show the history as it really happened.
Still, as Gunder Frank mentions in his review of this book, Abu Lughod misses one point in her survey. She sees the world economy as a disconnected series of events, and much like Wallerstein, maintains the idea that world after 1500 hundred was not connected to the one before that date. She treats the Mongol trade network as an isolated world-system, instead of a period in the world system.
This is a small flaw in the face of so many larger problems we have in current historiography. A great read, and I suggest you read it in conjunction with ReOrient, The Colonizers' Model of the World, and World System History.
Continuity in global connections -- the rest of the history.......2001-12-18
In much the same way that Eric Wolf shows the world before European conquest in his book titled Europe and the People Without History starting in 1400, Abu-Lughod begins before the European trade routes by ship. She traces the cross-continent trade routes of India, China and the Mediterranean. By looking back to these early systems of trade, Abu-Lughod shows how ideas, foods, language and people were transported between regions of the earth long before colonialism took hold. By looking at movements of people and ideas before Europe's world domination, Abu-Lughod is able to take a new look at the future - a perspective that does not seem as deterministic as other historic views. Europe was not necessarily "destined" to become the greatest region on the planet and it need not be in the future.
This new look at history provides a wider framework from which to understand the current era. While it is true that computer technology and the spread of the Internet has been facilitated predominately by English-speaking programmers and subsequently English-based programs, this might not be the wave of the future. Looking at how vast regions of the planet interacted centuries ago provides a better base from which to understand how they might interact in the future. The people from the same geo-political regions that Abu-Lughod describes in her book are now "commuting" or "traveling" and conversing via electronic media. How will the new instrument of communication change the way these people share time and space?
Book Description
This digital document is an article from The Journal of the American Oriental Society, published by American Oriental Society on January 1, 1993. The length of the article is 930 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: Before European Hegemony: The World System, A.D. 1250-1350. (book reviews)
Author: Linda Rose
Publication:
The Journal of the American Oriental Society (Refereed)
Date: January 1, 1993
Publisher: American Oriental Society
Volume: v113
Issue: n1
Page: p135(2)
Article Type: Book Review
Distributed by Thomson Gale
Book Description
Andrew Gordon goes to the core of the Japanese enterprise system, the workplace, and reveals a complex history of contest and confrontation. The Japanese model produced a dynamic economy which owed as much to coercion as to happy consensus. Managerial hegemony was achieved only after a bitter struggle that undermined the democratic potential of postwar society. The book draws on examples across Japanese industry, but focuses in depth on iron and steel. This industry was at the center of the country's economic recovery and high-speed growth, a primary site of corporate managerial strategy and important labor union initiatives.
Beginning with the Occupation reforms and their influence on the workplace, Gordon traces worker activism and protest in the 1950s and '60s, and how they gave way to management victory in the 1960s and '70s. He shows how working people had to compromise institutions of self-determination in pursuit of economic affluence. He illuminates the Japanese system with frequent references to other capitalist nations whose workplaces assumed very different shape, and looks to Japan's future, rebutting hasty predictions that Japanese industrial relations are about to be dramatically transformed in the American free-market image. Gordon argues that it is more likely that Japan will only modestly adjust the status quo that emerged through the turbulent postwar decades he chronicles here.
Book Description
This best-selling introductory marketing research text has undergone a complete transition in the fifth edition, making it completely accessible to students while still retaining one of it's greatest features- it's level of relevant and important information. Take a look at this revised text and you'll see how we combined a true managerial and decision-making emphasis, with the most thorough explanation of what marketing research is, and how marketing research is done. This text will give your students a complete understanding of the modern practice of marketing research from the formulation of a question to the presentation of the results.
Customer Reviews:
What you see is what you get!.......2007-10-03
I was really impressed by how well this book's content corresponds to its title. If you are just beginning your foray into the world of marketing research, it has really useful guidelines and tips for how to sucessfully execute your research study.
Churchill gives relatively simple examples that can be easily understood by someone new to the field, and he doesn't include anything too advanced to be intimidating. What he does include are the basics you need to know for different types of marketing research and some seasoned advice on how to avoid common pitfalls.
Good book for beginners.......2007-02-03
This is a good book for beginners in marketing research and want to know how to conduct market research. This is a book for the undergraduate marketing program. Our instructor used it for the MBA program as it explains some of the concepts really well.
If you have done surveys, collected survey data, developed survey questionnaires, used statistical tools to analyze data and interpret results , this book is a waste for you. I hardly read this book for my program.
an excellent start.......2000-04-04
Gilbert's marketing research is a must read for both budding academics and marketers. It provides an excellent point of reference for further study while laying out a solid framework.
Book Description
This completely revised and updated edition of State of the Art Marketing Research is still the only comprehensive, all-in-one resource for planning, conducting, and applying marketing research in today's results-oriented environment. Clear, concise, and authoritative, the book describes the technologies that have revolutionized the marketing research discipline and have transformed the day-to-day practice of marketing research into an invaluable tool for actionable plans and programs. Written for managers and marketing executives who direct or communicate with researchers and marketing staff, this book takes the reader step-by-step through the research planning and development process:
- Defining marketing problems and preparing research plans and proposals
- Selecting the best primary and secondary research methods for the problem at hand
- Developing samples and questionnaires
- Using focus groups
- Presenting research results
- Applying research results to marketing problems
- Making research-based strategy decisions
Including new information on research for international markets and guidance on using the new technologies to develop information about today's fast-changing markets with examples from all sectors of business, this edition is an essential guide to the cutting-edge techniques for mastering today's markets.
Customer Reviews:
A basic guide, get it for an overview........2007-02-19
Hello, I bought this book on December 2006 for developing a market research for a client. I was interested in the develop of a survey and the statistical concepts you have to get for the researh, but in this particular aspect this book is just a basic guide. I think it's good for those who are not going to develop a survey research but necessary for the ones who would like to know alternatives and examples for market research. Not so applicable for Mexico, just a global idea.
Good for newbies and marketing people: not deep enough for practioners........2006-01-13
Blankenship has written and updated this volume to maintain its role as a comprehensive guide to market research, and to a point it succeeds. It is an ideal introduction for non-researchers, for example marketers who wish to bone-up on research methodology and project considerations before engaging with research supplier. It is also a great overview for new researchers.
But in being written for marketers, the text doesn't get inside each facet of research deeply enough, and for an experienced practitioner there just isn't sufficient depth here.
From a methodology point of view the text is also somewhat mainstream and dated, and while this edition has played catch-up with on-line surveys, it doesn't deliver a sense of where the profession of market research is heading. State of the Art?The cover-art of binary digits rather sums it up. Isn't research supposed to be about people?
A great and comprehensive book for marketers, that deserves points for its discussion about how research drives strategic decisions - but this is simply not crunchy enough for people whose business is to understand consumers more deeply.
A Bible for Market Researchers.......2000-06-15
As a researcher I have found this book to be an excellent guide for my work. State of the Art is great in helping to know what to look for in doing mall interviews, focus groups and mail studies. It give excellent explanation of sampling, designing questionnaire and everything relevant to the research industy. I would highly recommend this book for newcomers to the world of research as well as to the experienced researcher.
Average customer rating:
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Marketing: The Basics (Basics (Routledge Paperback))
Moore/Pareek
Manufacturer: Routledge
ProductGroup: Book
Binding: Paperback
 General
| Business & Investing
| Subjects
| Books
Management
| Management & Leadership
| Business & Investing
| Subjects
| Books
General
| Marketing
| Marketing & Sales
| Business & Investing
| Subjects
| Books
ASIN: 0415380790 |
Book Description
The difficulties of marketing in the 21st Century are real and tangible. Which new strategy? How is success measured? Is this strategy harmonious with the corporate strategy?
Customers are more sophisticated, less brand-loyal and more price sensitive.
Moore and Pareek offer a way round this international minefield by creating a book that fulfils the need for management in an international context.
The basic functions of marketing are explained, the role in corporate decision making examined and the importance of competitive strategies are addressed.
The books addresses the following areas:
*what is marketing
*marketing as part of the firm's corporate strategy
*the marketing mix, the 5 ps - product, pricing, promotion, place and people
* STP - segmentation, targeting and positioning
*Market research
*Culture
The book is ideal for any student, or practitioner wanting to learn the fundamentals of marketing applied in a global context.
Product Description
Antique collectable book apparently it is a reference book to members of the AMA who were in power durning the early 60s
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