The 11th edition of this text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe.

    Written during the Second World War and circulated privately, it appeared in a printed edition in Amsterdam in 1947. "What we had set out to do," the authors write in the Preface, "was nothing less than to explain why humanity, instead of entering a truly human state, is sinking into a new kind of barbarism."Yet the work goes far beyond a mere critique of contemporary events. Historically remote developments, indeed, the birth of Western history and of subjectivity itself out of the struggle against natural forces, as represented in myths, are connected in a wide arch to the most threatening experiences of the present. The book consists in five chapters, at first glance unconnected, together with a number of shorter notes. The various analyses concern such phenomena as the detachment of science from practical life, formalized morality, the manipulative nature of entertainment culture, and a paranoid behavioral structure, expressed in aggressive anti-Semitism, that marks the limits of enlightenment. The authors perceive a common element in these phenomena, the tendency toward self-destruction of the guiding criteria inherent in enlightenment thought from the beginning. Using historical analyses to elucidate the present, they show, against the background of a prehistory of subjectivity, why the National Socialist terror was not an aberration of modern history but was rooted deeply in the fundamental characteristics of Western civilization.Adorno and Horkheimer see the self-destruction of Western reason as grounded in a historical and fateful dialectic between the domination of external nature and society. They trace enlightenment, which split these spheres apart, back to its mythical roots. Enlightenment and myth, therefore, are not irreconcilable opposites, but dialectically mediated qualities of both real and intellectual life. "Myth is already enlightenment, and enlightenment reverts to mythology." This paradox is the fundamental thesis of the book.This new translation, based on the text in the complete edition of the works of Max Horkheimer, contains textual variants, commentary upon them, and an editorial discussion of the position of this work in the development of Critical Theory.

    While progressive political movements, including the Marxist and feminist movements, have fought for equal pay, better work conditions, and the recognition of unpaid work as a valued form of labor, even they have tended to accept work as a naturalized or inevitable activity. Weeks argues that in taking work as a given, we have “depoliticized” it, or removed it from the realm of political critique. Employment is now largely privatized, and work-based activism in the United States has atrophied. We have accepted waged work as the primary mechanism for income distribution, as an ethical obligation, and as a means of defining ourselves and others as social and political subjects. Taking up Marxist and feminist critiques, Weeks proposes a postwork society that would allow people to be productive and creative rather than relentlessly bound to the employment relation. Work, she contends, is a legitimate, even crucial, subject for political theory.

    Drawing on the stories and novels of writers from around the globe—Borges, Bierce, Céline, Cortázar, Faulkner, Kafka, Robbe-Grillet—he lays bare the inner workings of fiction, all the while urging young novelists not to lose touch with the elemental urge to create. Conversational, eloquent, and effortlessly erudite, this little book is destined to be read and re-read by young writers, old writers, would-be writers, and all those with a stake in the world of letters.

    Invented and played by such artists as André Breton, Rene Magritte, and Max Ernst, these gems still produce results ranging from the hilarious to the mysterious and profound.

     Williams pulls back the curtain on an astonishingly profitable industry that has put its stamp on pop culture and yet is little known to those outside its walls. In his reflective yet comically-observant voice, Williams walks you through his unlikely and at times inglorious rise within one of the world’s top gaming companies, exposing an industry abundant in brain power and out-sized egos, but struggling to stay innovative. Significant Zero also provides clear-eyed criticism of the industry’s addiction to violence and explains how the role of the narrative designer—the poor soul responsible for harmonizing gameplay with storylines—is crucial for expanding the scope of video games into more immersive and emotional experiences. Significant Zero offers a rare look inside this fascinating, billion-dollar industry and a path forward for its talented men and women—gamers and nongamers alike—that imagines how video games might inspire the best in all of us.

    In this book-length essay, he offers a full range of notes and gives rare insight into a veteran writer’s process by inviting the reader to watch over his shoulder as he creates the short story “The Governor’s Ball.”“This is a story of a story,” he begins, and proceeds to offer practical advice for creating a great story, from the first glimmer of an idea to the final sentence. Carlson urges the writer to refuse the outside distractions—a second cup of coffee, a troll through the dictionary—and attend to the necessity of uncertainty, the pleasures of an unfolding story.“The Governor’s Ball”—included in its entirety—serves as a fascinating illustration of the detailed anatomy of a short story.

    . . just haven't gotten around to it. No Plot? No Problem! is the kick in the pants you've been waiting for.Let Chris Baty, founder of the rockin' literary marathon National Novel Writing Month (a.k.a. NaNoWriMo), guide you through four exciting weeks of hard-core noveling. Baty's pep talks and essential survival strategies cover the initial momentum and energy of Week One, the critical "plot flashes" of Week Two, the "Can I quit now?" impulses of Week Three, and the champagne and roar of the crowd during Week Four. Whether you're a first-time novelist who just can't seem to get pen to paper or a results-oriented writer seeking a creative on-ramp into the world of publishing, this is the adventure for you.So what are you waiting for? The No Plot? approach worked for the thousands of people who've signed up for NaNoWriMo, and it can work for you! Let No Plot? No Problem! help you get fired up and on the right track.

    Borges's writings are models of succinct power; by temperament and by artistic ambition, he was a minimalist, given to working his wonders on the smallest scale possible. A master of fiction, Borges never published a novel -- or even, it seems, felt the lure of attempting one. He professed a heartfelt conservative piety for the older literary forms, for the saga and epic, the lyric and tale, but he made radically inventive uses of the traditional forms in his own literary labors.Borges possessed an uncommon complement of gifts. He was capable of launching startling, even unnerving flights of cerebral fantasy or metaphor but owned a first-rate mind and a critical intelligence entirely at ease with the metaphysical abstractions of the philosophers and theologians. All the same, in his intellectual bearing Borges was a skeptic, critical of but not disparaging or cynical toward the truth claims of systematic philosophical or religious thought. He was at once a genuine artist and a judicious, sympathetic critic.The posthumous publication of This Craft of Verse, Borges's 1967 Norton Lectures, reacquaints us with his splendid critical faculties. The volume is a welcome gift, too, reminding us of Borges's generous insistence on identifying with his fellow readers, who are ever ready to be transported by their love for literature. (Harvard University Press scheduled release of the remastered recordings for the fall of 2000.) Enough cause, then, to celebrate the recent discovery of these long-stored and forgotten tape recordings of lectures delivered at Cambridge more than three decades ago. By the late 1960s, Borges was quite blind and incapable of consulting notes when delivering an address. The lectures transcribed and collected here -- with their frequent quotations from the European languages, both ancient and modern -- were delivered extemporaneously, performances made possible by Borges's own powers of recollection (which were, it need hardly be said, formidable).In life and in literary manner Borges was a cosmopolitan, his range of reference almost inexhaustibly wide. His reading embraced Homer and Virgil, the Icelandic sagas and Beowulf, Chaucer and Milton, Rabelais and Cervantes, Kafka and Joyce. This Craft of Verse addresses issues central to the art of poetry: essential metaphors, epic poetry, the origins of verse, and poetic meaning. The lectures conclude with a statement of Borges's own "poetic creed." This slim but profound volume, however, ranges much farther afield. Borges serves up intriguing asides on the novel, on literary criticism and history, and on theories of translation. Ultimately, his comments touch on the largest questions raised by literature and language and the thornier puzzles of human communication.The lectures convey Borges's evident delight in English and his eloquence and ease in the language, even when facing a distinguished audience of native English speakers. But perhaps that is not so surprising, after all, for Borges carried on a lifelong love affair with the English language and the literatures of the British Isles and North America. His parents, who were fluent in English, introduced Borges to the language when he was a young boy, and Borges was allowed the run of his father's extensive library of English classics. Among the bookshelves of his father's study he first encountered authors he would admiringly cite over a long literary life: Wells and Kipling and Chesterton and Shaw, to name only a few. And the study of Old English became a hobby to which Borges remained passionately devoted until his death. The English language he counted as his second (and perhaps even preferred) home.Since the 1960s, when the then relatively obscure Buenos Aires writer was first introduced to English-speaking readers in translations of the classic Ficciones and the anthology Labyrinths, it has been apparent that Borges survives the ordeal of translation without obvious loss. His power remains intact on the page. This he owes to the virtues of his prose style, to the elegant simplicity and naturalness that, as the transcribed Norton Lectures demonstrate, were indistinguishable from the man. Borges's style is classical: concise, understated, cleanly cadenced, strict in its devotion to the old-fashioned values of clarity and logical order. Whether in his native Spanish or in his adopted English, Borges is a writer and lecturer who impresses us with his singular intellectual wit, charm, and refinement.This Craft of Verse makes an exquisite addition to a distinguished series and offers, moreover, invaluable insights into the mind and work of a true modern master. Between its covers, this small book holds the pleasures of the modest, warm voice of a writer who stands unquestionably with the strongest literary talents of the 20th century.--Gregory Tietjen, Academic & Scholarly Editor

    This book gives you a map.Oh, what tricky terrain you're traveling! You must reckon with: Character, Conflict, Point of View, Dialogue, Editors, Editors, and Editors, who--by returning stories they see as problem-plagued--can burst your hopes of publication.Where are the problems? Editors rarely take the time to map them out, so Jack Bickham has. In this book, he spotlights the 38 most common fiction writing land mines--writing mistakes that can turn even dynamite story ideas into slush pile rejects. And he guides you in overcoming them.In to-the-point style, he shows you how to:conquer procrastination--and put ink on paper regularlydump wimpy characters--and build characters ready to actlook for trouble--and create conflicts for your characterscut coincidence--and put better-than-life logic into fictionescape the fog--and find and stick to your story's directionfree feelings--and fire your fiction with passion and emotionIn short, Bickham helps you take a giant step toward publication.Read this book. Strengthen your writing. And start setting off explosions where they belong: on the sales charts.

    It is also the only up-to-date survey of literary theory that devotes extensive treatment to Queer Theory and Postcolonial and Race Studies. How to Interpret Literature, Second Edition, is ideal as either a stand-alone text or in conjunction with an anthology of primary readings such as Robert Dale Parker's Critical Theory: A Reader for Literary and Cultural Studies.DISTINCTIVE FEATURES* Uses a conversational and engaging tone that speaks directly to today's students* Covers a variety of theoretical schools--including New Criticism, Structuralism, Deconstruction, Psychoanalysis, Feminism, and Marxism--weaving connections among chapters to show how these different movements respond to and build on each other* Offers a rich assortment of pedagogical features (charts, text boxes that address frequently asked questions, photos, and a bibliography)

    With techniques and prompts for both the seasoned and novice writer, it will lead you to tap into your creativity through storytelling and poetry, examine how life-changing experiences can inspire writing, pursue self-examination and self-discovery through the written word, and, understand how published writers have been transformed by writing.

    She’ll reveal in a humorous, yet effective, manner how she keeps her focus and has managed to publish one or two stories each month consistently for over five years. In this easy-to-read book, you’ll learn to retrain how you think and new habits to help you become productive in a few simple ways by: Identifying Your Problem Making a Plan Being Accountable Staying Focused Sticking to a Schedule Staying Productive Using short exercises in each section, you will begin to understand how to put into practice what you’ll learn in this book. **This is a quick and effective 12,000-word guide meant to cut through the fat and get straight to the meat so you can get back to writing!**

    He is a key figure in poststructuralism, and one of the most influential philosophers of the twentieth century. Felix Guattari (1930-1992) was a psychoanalyst at the la Borde Clinic, as well as being a major social theorist and radical activist. A Thousand Plateaus is part of Deleuze and Guattari's landmark philosophical project, Capitalism and Schizophrenia - a project that still sets the terms of contemporary philosophical debate. A Thousand Plateaus provides a compelling analysis of social phenomena and offers fresh alternatives for thinking about philosophy and culture. Its radical perspective provides a toolbox for nomadic thought and has had a galvanizing influence on today's anti-capitalist movement.Translated by Brian Massumi

    The Hidden Tools of Comedy unlocks the unique secrets and techniques of writing comedy. Kaplan deconstructs sequences in popular films and TV that work and don’t work, and explains what tools were used (or should have been used).