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Judging by all the press it's received lately, account planning must be the biggest thing to hit American advertising since Doyle Dane Bernbach's Volkswagen campaign. Agencies are falling over each other to establish account planning departments and arm themselves with what Jay Chiat of Chiat/Day once described as "the best new business tool ever invented."
Despite this enthusiasm, account planning remains shrouded in mystery. Is it, as Chiat suggested, merely a tool for attracting new clients? Or is it, as many critics have suggested, no more than traditional consumer research dressed up in new clothes? In the first book devoted exclusively to the subject of account planning in the United States, Jon Steel, Vice Chairman and Director of Account Planning for San Francisco advertising agency Goodby, Silverstein & Partners, argues that it is neither of these things.
Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity—an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing advertising.
A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumers, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others.
The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large.
"Jon Steel is one of the great practitioners in advertising today. This book captures the essence of how to understand and connect with other human beings—not just to sell them something, but to create strong, long-lasting brand connections. It should be required reading for all planners, creative people, and account people." — Lee Clow, Chairman of TBWA Chiat/Day, Chief Creative Officer, Worldwide
"A very smart, very funny look at what works, what doesn't, and why, in the sometimes maddening, sometimes inspiring business of advertising. One of the brightest books about the subject in a long, long time." — Geoffrey Frost, Director of Global Advertising, Nike Inc.
"Jon Steel is one of the top five account planners in the world. The depth and breadth of this book reflects his vast personal experience and exceptional talent. It's not just a great book about account planning, it's a great book about advertising." —Jane Newman, Partner, Director of Strategic Planning, Merkley, Newman, Harty.
"The beauty of this book is that it discusses the theories and practice of one of the brightest minds in advertising today, yet never loses its irreverent tone. It's a great book for the advertising industry and a must read for planners." —Rob White, Director of Planning, Fallon McElligott
". . . I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout." —David Wheldon, President, BBDO Europe.
"Jon Steel's book is the perfect insight into a discipline that for some time has been misunderstood, misused, and maligned by most agencies and clients in the U.S. So, run it up the flag pole, put it to groups, check it against the norms, the answer is the same—Truth, Lies, and Advertising should be read by anyone who has to make or approve advertising." —Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York.

A hands on guide to web scraping and text mining for bothbeginners and experienced users of R
(1)Introduces fundamental concepts of the main architecture of theweb and databases and covers HTTP, HTML, XML, JSON, SQL.
(2)Provides basic techniques to query web documents and data sets(XPath and regular expressions).
(3)An extensive set of exercises are presented to guide thereader through each technique.
(4)Explores both supervised and unsupervised techniques as well asadvanced techniques such as data scraping and text management.
(5)Case studies are featured throughout along with examples foreach technique presented.
(6)R code and solutions to exercises featured in thebook are provided on a supporting website.

As the first book to share the necessary algorithms for creating code to experiment with design problems in the processing language, this book offers a series of generic procedures that can function as building blocks and encourages you to then use those building blocks to experiment, explore, and channel your thoughts, ideas, and principles into potential solutions. The book covers such topics as structured shapes, solid geometry, networking and databases, physical computing, image processing, graphic user interfaces, and more.

An engaging guide to excelling in today's venture capital arena Beginning in 2005, Brad Feld and Jason Mendelson, managing directors at Foundry Group, wrote a long series of blog posts describing all the parts of a typical venture capital Term Sheet: a document which outlines key financial and other terms of a proposed investment. Since this time, they've seen the series used as the basis for a number of college courses, and have been thanked by thousands of people who have used the information to gain a better understanding of the venture capital field. Drawn from the past work Feld and Mendelson have written about in their blog and augmented with newer material, Venture Capital Financings puts this discipline in perspective and lays out the strategies that allow entrepreneurs to excel in their start-up companies. Page by page, this book discusses all facets of the venture capital fundraising process. Along the way, Feld and Mendelson touch on everything from how valuations are set to what externalities venture capitalists face that factor into entrepreneurs' businesses. Includes a breakdown analysis of the mechanics of a Term Sheet and the tactics needed to negotiate Details the different stages of the venture capital process, from starting a venture and seeing it through to the later stages Explores the entire venture capital ecosystem including those who invest in venture capitalist Contain standard documents that are used in these transactions Written by two highly regarded experts in the world of venture capital The venture capital arena is a complex and competitive place, but with this book as your guide, you'll discover what it takes to make your way through it.
Q&A with Co-Authors Brad Feld and Jason Mendelson
Co-Author Jason Mendelson I understand that VCs have primarily four functions they perform: raising funds, screening and investing in new businesses, managing current portfolio companies and some level of investor relations and internal operations. How do you divide your work day?
One of the great things about this job is that there is no “standard day.” Every day is different and the division of time reflects that. It's really hard to say what a typical day is like. Even typical weeks are hard to describe. It all depends on a particular partner's portfolio is doing and what their role is in the firm.
Some partners have operational responsibilities internal to the firm itself, some don't. In short, you could ask 100 VCs this answer and have 100 different answers. If you forced me to put some percentages on the table, I'd say a normal yearly time allocation (assuming that fundraising is not happening) might look something like this:
Screening, Analysis and Execution: 45%
Current Company monitoring: 45%
Investor Relations / Operations / Other: 10%
With a number of great companies being born of ideas coming from a youthful group of entrepreneurs, what advice do you have for the young person seeking to build a team of "time-tested, battle-hardened" professionals?
We think young-entrepreneurs are great. In fact, we like spending time with the younger set so much that we are active mentors and investors with Techstars. And certainly with our fund, we wouldn't hesitate to fund a first-time entrepreneur with a great idea.
Co-Author Brad Feld
I think the key to being a young entrepreneur is being self aware. Know what you know and also know what you don't. If you can communicate to a prospective investor that you are smart, have a great idea AND are emotionally intelligent and realize what other skills sets you'll need to surround yourself with, then I don't think being young and / or inexperienced will hurt your chances. In fact, youthful exuberance is infectious and sometimes younger folks will think outside the box more often than older ones who are set in their ways.
Are you aware of any VCs that have funded founders that have failed at their previous ventures?
Absolutely. Me! And many other VCs. Failure is a normal part of entrepreneurship which I've written about extensively in my blog.
My favorite entrepreneurs to fund are those that have had at least one success and one failure. While it is a cliche, failure teaches the big lessons. Most importantly, entrepreneurs that have some failure under their belt have humility and perspective that I think is deeply useful in the creation of the company.
There is a perspective – promoted by some people – that the best serial entrepreneurs have never been unsuccessful. This is a myth – the vast majority of successful entrepreneurs who I know have a long string of failures in their past.
Why don't VCs invest in real estate?
We don’t invest in real estate because we don’t know what we are doing in that market. Okay, that was a little glib, but it’s true. VCs don’t / shouldn’t invest in sectors and themes that they don’t understand. Outside of some folks that I know who made some shrewd residential moves with their personal properties, I’d not want to trust my money to a VC doing a pure-play real estate deal.

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Written by an experienced trader and consultant, Frans de Weert’s Exotic Options Trading offers a risk–focused approach to the pricing of exotic options. By giving readers the necessary tools to understand exotic options, this book serves as a manual to equip the reader with the skills to price and risk manage the most common and the most complex exotic options. De Weert begins by explaining the risks associated with trading an exotic option before dissecting these risks through a detailed analysis of the actual economics and Greeks rather than solely stating the mathematical formulae. The book limits the use of mathematics to explain exotic options from an economic and risk perspective by means of real life examples leading to a practical interpretation of the mathematical pricing formulae. The book covers conventional options, digital options, barrier options, cliquets, quanto options, outperformance options and variance swaps, and explains difficult concepts in simple terms, with a practical approach that gives the reader a full understanding of every aspect of each exotic option. The book also discusses structured notes with exotic options embedded in them, such as reverse convertibles, callable and puttable reverse convertibles and autocallables and shows the rationale behind these structures and their associated risks. For each exotic option, the author makes clear why there is an investor demand; explains where the risks lie and how this affects the actual pricing; shows how best to hedge any vega or gamma exposure embedded in the exotic option and discusses the skew exposure. By explaining the practical implications for every exotic option and how it affects the price, in addition to the necessary mathematical derivations and tools for pricing exotic options, Exotic Options Trading removes the mystique surrounding exotic options in order to give the reader a full understanding of every aspect of each exotic option, creating a useable tool for dealing with exotic options in practice. “Although exotic options are not a new subject in finance, the coverage traditionally afforded by many texts is either too high level or overly mathematical. De Weert′s exceptional text fills this gap superbly. It is a rigorous treatment of a number of exotic structures and includes numerous examples to clearly illustrate the principles. What makes this book unique is that it manages to strike a fantastic balance between the theory and actual trading practice. Although it may be something of an overused phrase to describe this book as compulsory reading, I can assure any reader they will not be disappointed.” —Neil Schofield, Training Consultant and author of Commodity Derivatives: Markets and Applications “Exotic Options Trading does an excellent job in providing a succinct and exhaustive overview of exotic options. The real edge of this book is that it explains exotic options from a risk and economical perspective and provides a clear link to the actual profit and pricing formulae. In short, a must read for anyone who wants to get deep insights into exotic options and start trading them profitably.” —Arturo Bignardi

How do the world’s top traders make millions of dollars in the markets – sometimes in a matter of only weeks or even days? That’s precisely the question Jack Schwager was trying to answer when he interviewed 17 superstar money-makers including Richard Dennis, Paul Tudor Jones, Ed Seykota, Marty Schwartz, Tom Baldwin and others. After reading this best-selling book, you’ll know what ingredients enable these top traders to consistently work their financial magic in the markets while so many others walk away losers. One of the top-selling trading books of all-time!

Master the art and science of data storytelling―with frameworks and techniques to help you craft compelling stories with data.
The ability to effectively communicate with data is no longer a luxury in today’s economy; it is a necessity. Transforming data into visual communication is only one part of the picture. It is equally important to engage your audience with a narrative―to tell a story with the numbers. Effective Data Storytelling will teach you the essential skills necessary to communicate your insights through persuasive and memorable data stories.
Narratives are more powerful than raw statistics, more enduring than pretty charts. When done correctly, data stories can influence decisions and drive change. Most other books focus only on data visualization while neglecting the powerful narrative and psychological aspects of telling stories with data. Author Brent Dykes shows you how to take the three central elements of data storytelling―data, narrative, and visuals―and combine them for maximum effectiveness. Taking a comprehensive look at all the elements of data storytelling, this unique book will enable you to:
Transform your insights and data visualizations into appealing, impactful data stories
Learn the fundamental elements of a data story and key audience drivers
Understand the differences between how the brain processes facts and narrative
Structure your findings as a data narrative, using a four-step storyboarding process
Incorporate the seven essential principles of better visual storytelling into your work
Avoid common data storytelling mistakes by learning from historical and modern examples
Effective Data Storytelling: How to Drive Change with Data, Narrative and Visuals is a must-have resource for anyone who communicates regularly with data, including business professionals, analysts, marketers, salespeople, financial managers, and educators.

The first popular book to explain the dramatic theory behind the Moon's genesis This lively science history relates one of the great recent breakthroughs in planetary astronomy-a successful theory of the birth of the Moon. Science journalist Dana Mackenzie traces the evolution of this theory, one little known outside the scientific community: a Mars-sized object collided with Earth some four billion years ago, and the remains of this colossal explosion-the Big Splat-came together to form the Moon. Beginning with notions of the Moon in ancient cosmologies, Mackenzie relates the fascinating history of lunar speculation, moving from Galileo and Kepler to George Darwin (son of Charles) and the Apollo astronauts, whose trips to the lunar surface helped solve one of the most enigmatic mysteries of the night sky: who hung the Moon? Dana Mackenzie (Santa Cruz, CA) is a freelance science journalist. His articles have appeared in such magazines as Science, Discover, American Scientist, The Sciences, and New Scientist.

Written with both the established and aspiring financial professional in mind, this book will help you understand the mechanics of the accounting process, which is the foundation for financial reporting; comprehend the differences and similarities in income statements, balance sheets, and cash flow statements around the globe; and assess the implications for securities valuation of any financial statement element or transaction. Along the way, you'll also discover how different financial analysis techniques—such as ratio analysis and common-size financial statements—can provide valuable clues into a company's operations and risk characteristics.

The effective management of international monetary affairs is fundamental to the global economic recovery. The emergence of China's currency on the international stage is a transformative event of worldwide significance.
Renminbi Rising offers an analysis of the drivers, tracks the progress and reviews the most likely trajectory of China's internationalizing renminbi (RMB). This important resource also offers an examination of what the birth of the RMB era potentially means for the global financial system, international business and supporting financial products and services. William Overholt, Guonan Ma and Cheung Kwok Law—a team of renowned economic experts—review the opportunities and challenges this new currency presents for the world economy.
Written for investment managers, bankers, researchers and analysts, corporate leaders and anyone concerned with the global currency market, Renminbi Rising provides a thorough analysis of the repercussions of China's internationalizing currency. The authors put the issue in historical context and describe the circumstances that enable the development of a new global monetary system. They also explore why China's Renminbi could become the global reserve currency if the United States steps away from playing a leading role.
The authors offer a balanced and objective view of the Asian monetary market and include an analysis of the inner workings and changing needs of China's economy. For example, they examine in detail how China needs to integrate its bond markets, expand their use and gradually open them to the world. They also show how China's domestic imperatives will support the internationalization of the currency.
The book is filled with illustrative examples from companies who have taken the rise of the RMB to be a major opportunity for their businesses and who benefit from dealing with the new Chinese currency. These companies have discovered they can save costs and raise profits by using the internationalized RMB. As the authors clearly demonstrate, provision by the Chinese government of the necessary hard and soft infrastructure has made internationalization of the RMB possible and business profits are making it successful.
Renminbi Rising acknowledges the inevitable uncertainties as to how fast China can press ahead with domestic economic transformation and RMB internationalization. To that end, the authors include alternative policy scenarios that outline various possible outcomes.
A CRITICAL ANALYSIS OF RMB INTERNATIONALIZATION FROM A TEAM OF NOTED EXPERTS
"In Renminbi Rising, Overholt, Ma and Law, shine a bright light on the causes and consequences of the growing international use of the Chinese currency, the RMB, in trade and investment, and explore the future coevolution of the RMB and the international monetary system. They present a superbly detailed and nuanced account of the Chinese economy, its financial system, its capital markets, its risks, and its growing external impact. It is crucial reading for anyone seeking an insight into the future of the Chinese and Global economies and financial systems."
—Michael Spence, Winner of the 2001 Nobel Prize in Economic Science
"The Overholt, Ma and Law book Renminbi Rising adds significantly to our understanding of the evolutionary role of the Renminbi (RMB) in international transactions and investment. This book is particularly timely with the addition of the RMB into the SDR basket. I enjoyed the book's economic insights coupled with its detailed discussion of institutional considerations such as the current and future development of Chinese markets. There are myriad lessons to internalize from this excellent book."
—Myron S. Scholes, Winner of the 1997 Nobel Prize in Economic Science
Renminbi Rising is a vital resource that tracks the emergence of China's internationalizing currency and offers expert analysis of the global repercussions. Noted economics researchers—William Overholt, Guonan Ma and Cheung Kwok Law—describe the circumstances that enabled the emergence of this new global monetary system and clearly show why China's Renminbi has become the next in line system as the leadership of the United States diminishes.
The authors offer economic policymakers and regulators a thorough examination of the changes driving the shift to this new currency. In addition, financial professionals will find valuable guidance in the discussion surrounding business opportunities that the RMB brings to the worldwide economy.
Renminbi Rising covers a range of essential topics including the emergence of new Chinese-sponsored financial institutions, the scale of various RMB businesses and the predicted transformation of the global financial system.

This book presents an introduction to agent-based computational sociology and the kind of science that is done with agent-based models. The focus is on marking the difference between what is intended for sociology as a science and what is not, emphasizes is given to the idea that the complexity of social phenomena and the peculiarities of complex social systems should not condemn sociology but to embrace qualitative un-formalised historical accounts as the only methods to do research. Cooperation and Social Norms, Social Patterns and Dynamics and Future Prospects and Challenges feature throughout the book along with an accompanying website. The website will feature instructions and codes of the models. The website will also support new functionalities, such as educational programmes, further examples and research announcements. Agent-Based Computational Sociology is written in a common sociological language, along with examples of models that look at all the traditional explanatory challenges of sociology, with focus on epistemological, methodological and substantive issues, by combining theory and examples.

A revision of the defining book covering the physics and classical mathematics necessary to understand electromagnetic fields in materials and at surfaces and interfaces. The third edition has been revised to address the changes in emphasis and applications that have occurred in the past twenty years.

Bayesian methods are increasingly being used in the social sciences, as the problems encountered lend themselves so naturally to the subjective qualities of Bayesian methodology. This book provides an accessible introduction to Bayesian methods, tailored specifically for social science students. It contains lots of real examples from political science, psychology, sociology, and economics, exercises in all chapters, and detailed descriptions of all the key concepts, without assuming any background in statistics beyond a first course. It features examples of how to implement the methods using WinBUGS – the most-widely used Bayesian analysis software in the world – and R – an open-source statistical software. The book is supported by a Website featuring WinBUGS and R code, and data sets.

Effective use of today’s powerful GIS technology requires an understanding of the science of problem-solving that underpins it. Since the first edition published over a decade ago, this book has led the way, with its focus on the scientific principles that support GIS usage. It has also provided thorough, upto- date coverage of GIS procedures, techniques and public policy applications. This unique combination of science, technology and practical problem solving has made this book a best-seller across a broad spectrum of disciplines. This fully updated 4th edition continues to deliver on these strengths.

Disruption? It's nothing new. Just look at any of the breakthrough business ideas of the last thirty years—from Federal Express overnight delivery to Saturn's fixed sticker price—and you'll see a perfect example of the principle of disruption in action. Still, do you really understand what makes these ideas great? On an intuitive level, maybe, but can you articulate it clearly, reproduce it to create your own business breakthroughs, and make it an integral part of how your company operates? Probably not—unless, of course, you're already familiar with the principles and practices spelled out in Disruption, the groundbreaking new book by global advertising and marketing authority Jean-Marie Dru. To put it simply, disruption is about uncovering the culturally embedded biases and conventions that shape standard approaches to business thinking and get in the way of clear, creative thinking. It's about shattering those biases and conventions and setting creativity free to forge a radical new vision of a product, brand, or service. It's about spearheading change rather than reacting to it. In Disruption, Dru shows you how to harness the enormous potential of this concept. He introduces innovative strategies for breaking down creative barriers and shows you how to analyze traditional approaches from new perspectives. Next, he provides valuable tools for identifying and cataloging conventions, including "what if," "multicultural analysis," and the "disruption bank." He then demonstrates—with the help of dozens of galvanizing examples from around the world—how to apply this knowledge systematically to create innovative competitive strategies, marketing campaigns, and operations plans that can revitalize your company or department. Disruption is must reading for all advertising and marketing professionals, as well as business people who understand the value of creativity. Praise for Disruption "Dru offers not just a convincing context but a successful methodology for breaking out of creative ruts. There's nothing like stirring up a little turbulence to get new thoughts flying. In this book, Dru tells how to pump new energy into brands, with fresh, even revolutionary thinking." —Aldo Papone Senior Advisor, American Express Company "Dru's advertising theories in Disruption are nontraditional, which is exactly what you need to regain the interest and trust of today's consumers." —Scott Bedbury Senior Vice President, Marketing, Starbucks Coffee Company "Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there." —Richard Branson Founder and Chairman of Virgin Group of Companies. "I read Disruption with admiration and recognition. The neat marketing premise of disruption, as articulated, is brilliant. The case studies are compelling . . . making this an unusually easy read." —Owen J. Lipstein Editor-in-Chief, Psychology Today, Spy, Mother Earth News. "I enjoyed reading Jean-Marie Dru's book and found myself nodding my head rather than nodding off. It's a timely and well-argued reminder of the need to be different." —David Abbott Chairman, Abbott Mead Vickers BBDO Ltd. "Dru offers a truly absorbing compendium of the what, how, and why of creating advertising that takes consumers by surprise—advertising that is different but effective. He offers a distinctive approach to discovering unconventional but sensible ideas for brands and for the advertising that supports them —in print, TV, or the Internet." —Stephen A. Greyser Professor of Marketing/Communications, Harvard Business School. "Disruption is a catalyst of the imagination, an invaluable guide for rejecting conventionality, ideas which have always been at the heart of MTV." —Bill Roedy CEO, MTV International