Decoding Strategy

The first book to draw a blueprint for defeating al-Qaeda on ideological rather than military grounds.

Want to know what everyone is cheering about? Learn to enjoy and understand the game with the football fanatic in your life. This book is the ultimate football guide for the novice fan. You will get answers to such complex questions as: . What is that yellow line on the field and why does it keep moving?. What down is it and why do I care?. What is a T formation?Laced with hilarious and insightful anecdotes from Mark Oristano's thirty-year career as a pro football sportscaster, [i]A Sportscaster's Guide to Watching Football[/i] will turn you into a football-watching pro, or at least, let you fake it.[i]Time Out: I was in the locker room before a game, and I saw an Oilers linebacker furiously drawing on his shoes with a permanent marker. This player, like many, had his ankle tape applied over the outside of his shoes instead of inside, which obviously covered the shoe logo. And he was drawing the logo of his shoe contract on the tape.Wouldn't it be easier, I asked him, to get taped inside and not have to do the artwork?Yeah, it would, he replied, but then I'd actually have to wear their damn shoes, and I hate 'em. So I wear the brand I like and do it this way instead. [/

Decoding Branding explains the evolution of branding and how the disrupting factors like digital revolution, technological advancement, changing consumer behavior, and the COVID-19 pandemic have reshaped the marketing landscape. Fundamental principles of fostering strong brands are distilled with illustrations of case studies from various industries. A structured and holistic framework to building and revamping brands is clearly presented for corporations to remain competitive in this constantly changing operating environment. Interviews with branding experts and corporate leaders are featured at the end of each chapter to allow readers to obtain a complete appreciation of brand development from different perspectives.

Decoding CEO-Speak monitors the written and oral language of CEOs to reveal its manipulative, enlightening, frustrating, inspiring, and disturbing characteristics.

In this groundbreaking book, author David Forbes explains human motivation and provides ways that marketers can effectively reach the consumer. The book uses decades of psychology research and the author's own tool, the Forbes Matrix that identifies, organizes, and explains the nine core motivations.

From afar, Latin America looks like a blurry tableau: devoid of defining lines, particularities and nuances. Little is understood about the idiosyncrasies of Latin-Americans, their cultural identity and social values. Differences between Brazilians and Spanish Americans, or amid the diverse Spanish American countries, are not sufficiently understood. Even less is known about the amplitude of the Iberian heritage of such countries, or about the miscegenation and acculturation processes that took place among their different constitutive races. There is no clarity regarding the Western nature of Latin America or about its cultural affinities with Latin Europe. Nor is there sufficient understanding of the links between the Latin population of the United States and the inhabitants of Latin America.This book aims to fill the gap by focusing on Latin America's history, culture, identity and idiosyncrasies. It serves as a guide to understand regional attitudes, meanings and behavioural differences of the region. It also analyses the present economic situation of the region, while trying to predict the future of the region. Written in a simple and accessible manner, this book will be of interest to readers keen on exploring the region for potential opportunities in trade, investment or any other kind of business and cultural endeavor.

Practical, effective, evidence-based reading interventions that change students' lives Essentials of Understanding and Assessing Reading Difficulties is a practical, accessible, in-depth guide to reading assessment and intervention. It provides a detailed discussion of the nature and causes of reading difficulties, which will help develop the knowledge and confidence needed to accurately assess why a student is struggling. Readers will learn a framework for organizing testing results from current assessment batteries such as the WJ-IV, KTEA-3, and CTOPP-2. Case studies illustrate each of the concepts covered. A thorough discussion is provided on the assessment of phonics skills, phonological awareness, word recognition, reading fluency, and reading comprehension. Formatted for easy reading as well as quick reference, the text includes bullet points, icons, callout boxes, and other design elements to call attention to important information. Although a substantial amount of research has shown that most reading difficulties can be prevented or corrected, standard reading remediation efforts have proven largely ineffective. School psychologists are routinely called upon to evaluate students with reading difficulties and to make recommendations to address such difficulties. This book provides an overview of the best assessment and intervention techniques, backed by the most current research findings. Bridge the gap between research and practice Accurately assess the reason(s) why a student struggles in reading Improve reading skills using the most highly effective evidence-based techniques Reading may well be the most important thing students are taught during their school careers. It is a skill they will use every day of their lives; one that will dictate, in part, later life success. Struggling students need help now, and Essentials of Understanding and Assessing Reading Difficulties shows how to get these students on track.