Book Summaries

By now, most business people, pundits, and politicians in the United States and other developed nations have come to grips with the phenomenon of manufacturing jobs moving offshore: The process is variously referred to as "outsourcing" or "offshoring. " But a far bigger wave of change is approaching the shores of those same developed nations: the globalization of services. Where are the jobs going? Which companies benefit –– or could benefit? How exactly does services offshoring work?

How much do we know about what we buy? What truly influences our decisions in today’s message-cluttered world? In Buyology, Martin Lindstrom presents the astonishing findings from his groundbreaking neuromarketing study that peered inside the brains of two thousand volunteers as they encountered various ads, logos, commercials, brands and products. His startling results shatter much of what we have long believed about what seduces our interest and drives us to buy.

The Orange Code recounts ING Direct's - the successful Internet-based direct bank with over 20 million customers - intriguing story and explains the philosophy of its founder Arkadi Kuhlmann and his long-running partnership with Bruce Philp, the branding consultant who helped him make ING Direct a cause to its own people and a household name across North America. In an entertaining and inspiring style, Kuhlmann and Philp discuss their unconventional approach to business strategy and ...