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The international bestseller and epic adventure

A fierce and merciless demon has been unleashed on the world, spreading destruction and bloodshed in both the human and the elven realms. Northlander Jarl Mandred witnesses the ruthless attack on his men, and he seeks vengeance with the help of the elf queen, Emerelle. Despite Mandred’s barbaric human nature, the queen orchestrates an elfhunt joined by the two strongest warriors in Albenmark to pursue the beast. Farodin, the fiercest fighter in the land, and Nuramon, the healer, seize the opportunity to make history alongside Mandred in a life-defining series of battles waged in parallel universes.

The Elven is an epic tale, bringing heroes together across the boundaries of their worlds to avenge past losses and influence fates yet to be decided.

• Sales Rank: #262262 in Books
• Brand: Hennen, Bernhard/ Sullivan, James A./ Miles, Edwin (TRN)
• Published on: 2015-08-01
• Released on: 2015-08-01
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x 1.00" w x 6.00" l, .0 pounds
• Binding: Paperback
• 765 pages

About the Author

Bernhard Hennen was born in Krefeld, Germany. He studied archaeology, history, and German studies at Cologne University, and he traveled extensively while working as a journalist. With Wolfgang Hohlbein, Hennen published his first novel, Das Jahr des Greifen, in 1994. Since then, his name has appeared on dozens of historical and fantasy novels as well as numerous short stories. Hennen has also developed the storyline for a computer game, and he has worked as a swordsman for hire in medieval shows and as a Santa Claus mercenary. In 2000, the author returned to the city of his birth and lives there with his wife and children.

James A. Sullivan was born in 1974 in West Point, New York, and grew up in Germany. During his studies in Cologne, he, together with Bernhard Hennen, became involved in the adventure of writing The Elven. He continues this work, following Nuramon in a novel focused on the tragic fate of one of the most popular figures of German fantasy.

Most helpful customer reviews

131 of 142 people found the following review helpful.
Fantastic! Enthralling! Easily one of the best fantasy novels I've ever had the pleasure of reading.
By Foxof
I've been wracking my brain for the past day or so, struggling to find the best way to articulate my thoughts on "The Elven." I've found little success: "The Elven" somehow manages to tell a story both both familiar and refreshing. It can often be difficult to fully express the quality of a novel--the adjectives that come most easily seldom confer nearly so much meaning as they ought to.

I first discovered "The Elven" entirely by happenstance. I was aching for a good book to read, and the discounted price on Amazon--along with the discounted price of the eBook--convinced me to give Hennen's story a shot, even though it had only one user review on Amazon.com. Cursory research revealed the Bernhard Hennen is a fairly prolific Fantasy author in German, whose works have been translated into many different languages. This unfortunately-titled novel, "The Elven," is (more unfortunately) the first of his stories to be translated in English. Hennen has approximately 17 books available on Kindle on Amazon.de, all of which are rated very highly--the majority scoring a 4.5/5 review average (including "The Elven," which has reviews from more than 400 users). The reviews for the "Elven" series were particularly glowing. I took the liberty of translating a bit from the two most helpful German reviews:

The most helpful positive review, by "Martin H." (5/5) declares the book to be harmonious, fascinating, thrilling, sad and vivid. The first three novels form a trilogy of sorts, but each stands alone as a complete story. He states, "The world and characters are vividly and lovingly described so that the reader is immediately immersed into the world of the Elfs. Everything is written with a great deal of detail that never feels too wordy or fails to hold the readers attention." He also states that the story manages at times to be dramatic or melancholy without ever feeling contrived or cheesy.

Conversely, the most helpful critical review, by "Media-Mania" (3/5) declares the book to be a very good read, but "brutally" short. This first novel is a complex book that tells a "marvelously intense story," with a great deal of suspense, action, mystery and magic, as well as a great deal of humor. He/she/they declare it to be "A true adventure story and a master work." The review has nothing but praise for the novel itself, but instead criticizes the (German) audiobook adaptation, which apparently lost much of the content from the novel.

If you're out to sample more reviews than appear here, check out the German page on Amazon.de:
http://www.amazon.de/Die-Elfen-Roman-Elfen-Romane-Band/dp/3453315669/ref=cm_cr_pr_product_top?ie=UTF8

You may also want to check out the listing on Amazon.co.uk, whose reviews (for whatever reason) don't appear on Amazon.com at all:
http://www.amazon.co.uk/The-Elven-Bernhard-Hennen/dp/147782751X

So: now that I've read the book myself, what do I think?

It's fantastic. Possibly even a little sublime. The Elven is very much written directly in the mold of the old Norse sagas. At first glance, that may seem to be a mark against the novel. After all, is there any setting more cliched in fantasy than the Norse-inspired mythic realm? Elves, Dwarves, Trolls and lots of hearty men with stout Scandinavian names, epic beards, and double-headed axes?

But where most Fantasy authors conjure their settings through the lens of Tolkien (whose own work was a lens through which to view the old Sagas), Hennen ignores Tolkien and emulates the source itself. So, despite the many similiarities to Tolkien's masterpiece, "The Elven" feels more like a parallel work than a derivative one.

I guess my "review" is getting pretty long, huh? I'm sorry about that. I really want to "sell" this book to everyone out there, but at the same time I don't want to rob any enjoyment of the story by spoiling anything, no matter how minor. The story of "The Elven" has humor, but treats its plot and characters seriously--with respect. The central conceit of the novel is lifted directly from some of my favorite myths and fairytales. To get from one point or another, the characters travel by means of magical portals--portals which are not altogether reliable, and have a bad habit of dumping our heroes out at their destination far later than they'd expect. This allows the story to be focused and personal, while still managing to fill out a truly epic, historical scale spanning centuries.

And, covering entire generations as it does, the novel is able to constantly provide each scene--each moment--with genuine tension. Because people do die, and the world does change, and if there's one clear and obvious theme to Hennen's story, it's that everyone is at Time's mercy. In other words, it's impossible to be certain in the safety or success of any one character, because their trials and triumphs are presented at a historic scale. This transforms the "draw" of the story from seeing what the characters do to, instead, seeing why and how they do the things they do.

What makes the story of "The Elven" truly memorable is the pacing. The "time travel" conceit allows the tale to be neatly divided into small chunks--each like a self-contained story that is connected to both the preceding and succeeding tales, but also enthralling in its own right. Rather than a single novel, "The Elven" feels like a collection of heroic stories tied together more by the characters involved than the machinations of the overreaching plot. None of the scenes feel wasted, and nothing at all feels superfluous (which, I now realize, is praise I can confer upon preceious few books, fiction or otherwise). The prose itself is--and I cannot stress this enough--magnificent.

I wish I could discuss the quality of the translation, and maybe someday in the future I will. What I can say, having learned German myself solely to read Herman Hesse's stories in their original tongue, is that translating German to English is a very difficult task. And while I cannot yet comment on the accuracy of Edwin Miles' translation, I CAN comment on its overall quality. The prose... is simply fantastic. The writing conveys action, humor and beauty quite deftly. So deftly that, if I did not know better, I would never have suspected this to be a translation at all. Miles clearly put sufficent effort into his translation to make it appear effortless. If more of Hennen's books are to be translated into English (and I very much hope they are), I hope they are translated even half so well.

54 of 57 people found the following review helpful.
The great story-THE SLOPPY END.......
By dawn dahmen
I would have preferred to have given this a 5 star, but I was so let down by the ending, I just could not do it. The whole book had me mesmerized, so involved. This book was truly a piece of literary art, I couldn't put it down to do anything so mundane such as cleaning or making meals!!! And after all the work that was so obviously, so heartfelt put into it, it finished like a rush job to get rid if it and be done....I wanted to yell to Mr. Hennen=HOW COULD YOU DO THIS TO ME???!!!!

48 of 55 people found the following review helpful.
A Great Saga
By Amazon Customer
I really enjoyed the epic sweep of this story, spanning generations and centuries. The saga draws from primarily Germanic mythology, and fits well within that body of literature. I'm reminded of Tolkien's statement "[I] set myself a task, the arrogance of which I fully recognized and trembled at: being precisely to restore to the English an epic tradition and present them with a mythology of their own." Few modern stories I've read can comfortably claim to stand in that tradition, but I felt The Elven" was among those few.

The story starts with Mandred, the chieftain or jarl of a northern village, and his effort to save his home and family from the ravages of a Man-Boar which has arrived nearby. That leads to to his encounter with the eleven people and a centuries long companionship with two elves in particular - Nuramon and Farodin.

There are a variety of heroic themes in the story as well:

* Choices, sacrifices, and responsibilities of leadership
* Conflict between role of father as protector and as nurturer
* Loyalty between friends and comrades
* Spite, forgiveness, and common-cause

What the story avoided, to its credit I think, was a quest for the single magical trinket that would save the day. Although the characters were not developed in the same way that they might be in a modern soul-searching novel, this is primarily a story about people and the challenges of the quest.

The tale was well worth the reading and I recommend it to anyone who enjoys epic tales in the Germanic tradition.

See all 265 customer reviews...

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A beautiful little book "all about the Holy Ghost," including prayers to Him. Shows He really and truly dwells in every soul that is in the state of grace. He aids all Christians without exception, if only we will ask His help. Enlightening and encouraging!

• Sales Rank: #560150 in Books
• Published on: 2009-01-01
• Released on: 2009-01-01
• Original language: English
• Number of items: 1
• Dimensions: 6.00" h x .20" w x 3.75" l, .10 pounds
• Binding: Paperback
• 78 pages

About the Author
Father Paul O'Sullivan, O.P., was born on February 7, 1871. After studying in Dublin, he went on to Rome, where he was ordained a Dominican. He then pursued a Lectorate degree for theology, which in turn prepared him for his future career in writing simple, profound books and preaching to the faithful. He is the author of How to Be Happy, All About the Angels, The Wonders of the Mass, Read Me or Rue It, An Easy Way to Become a Saint, and The Secret of Confession.
Father O'Sullivan also founded the "Catholic Printing Press" and established the Rosary Association, one of several associations he created with the Church's permission. He wrote on and had a great devotion to St. Philomena as well. He died in 1958, on the Feast of the Presentation.

Most helpful customer reviews

3 of 3 people found the following review helpful.
Great little book to study and learn from.
By Michael Angulo
This is a good meditative manual to learn from and make prayers to the Holy Spirit. I'm so glad I found it on Amazon.

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Wow!!!!
By nilda maldonado
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5 of 6 people found the following review helpful.
Awesome
By Radi
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Asian Americans are the fastest growing minority population in the country. Moreover, they provide a wonderful lens on the experiences of immigrants and minorities in the United States more generally, both historically and today. In this timely new text, Pawan Dhingra and Robyn Magalit Rodriguez critically examine key sociological topics through the experiences of Asian Americans, including social hierarchies (of race, gender, and sexuality), work, education, family, culture, identity, media, pan-ethnicity, social movements, and politics.

With vivid examples and lucid discussion of a broad range of theories, the authors demonstrate the contributions of the discipline of sociology to understanding Asian Americans, and vice versa. In addition, this text takes students beyond the boundaries of the United States to cultivate a comparative and global understanding of the Asian experience, as it has become increasingly transnational and diasporic.

Bridging sociology and the growing interdisciplinary field of Asian American studies, and uniquely placing them in dialogue with one another, this engaging text will be welcome in undergraduate and graduate sociology courses such as race and ethnic relations, immigration, and social stratification, as well as on ethnic studies courses more broadly.

• Sales Rank: #515402 in Books
• Published on: 2014-04-14
• Original language: English
• Number of items: 1
• Dimensions: 8.00" h x .80" w x 6.75" l, 1.02 pounds
• Binding: Paperback
• 224 pages

Review

"[Dhingra & Rodriguez] succinctly but compellingly present arguments and evidence from different sociological and interdisciplinary approaches, from assimilationist perspectives to critical race theory. The result is an accessible volume that will be a welcome addition to the bookshelves of many social scientists and ethnic studies scholars, as well as their students."
Ethnic and Racial Studies

"Pawan Dhingra and Robyn Rodriguez, both distinguished scholars with great experience on the subject, offer a highly readable book which explores much more than the content suggested in its title."
LSE Review of Books

''Dhingra and Rodriguez provide a new overview on the diversity of Asian American communities in the 21st century. Drawing on racial formation theory and critical race theory throughout the book, Asian America: Sociological and Interdisciplinary Perspectives reinterprets such key issues as immigrants' rights, labor, education, family, and popular culture in new, exciting, and accessible terms. Their approaches to race/class/gender intersectionality in the Asian American context, and their deconstruction of "model minority" stereotyping, are particularly valuable. Highly recommended for course adoption!''
Howard Winant, University of California Santa Barbara

"Dhingra and Rodriguez are well-established scholars whose partnership has provided one of the best overviews on Asian Americans and race that I have read in recent years. With insightful analysis, clear writing, and incorporating an impressive range of material, this is an outstanding book.''
Leland Saito, University of Southern California

''A splendid, much-needed text, Asian America: Sociological and Interdisciplinary Perspectives reveals how the social sciences inform some of the key concepts and debates in Asian American and ethnic studies. Required reading for scholars and students alike.''
Gary Y. Okihiro, Columbia University

About the Author

Pawan Dhingra is Professor and Chair of Sociology and Professor of American Studies at Tufts University.

Robyn Magalit Rodriguez is Associate Professor of Asian American Studies at the University of California, Davis.

Most helpful customer reviews

1 of 1 people found the following review helpful.
Solid textbook for use in Asian American courses and studies, whether used as a required textbook or as supplemental reading.
By Kcorn
This textbook is worthy of consideration for graduate and undergraduate students who are taking sociology courses in Asian American studies. Many of the chapters can also be read as supplemental material for classes in race and ethnic relations or ethnic studies - as well as a number of related courses.

Authors Pawan Dhingra and Robyn Magalit Rodgriguez have clearly conducted extensive research and their deconstruction of select racial stereotypes provides a basis for comparing and contrasting other viewpoints in the field. There is a wealth of information on Asian American identity, history, family and work lives, education,portrayals in media and popular culture and more. A segment of one of the more fascinating sections focuses on levels of poverty in various Asian American groups and much of that information surprised me.

I approached this book without an extensive background or knowledge of Asian American culture, history, or major issues. So I found the material especially informative and enlightening. It is well organized and each chapter concludes with discussion questions - and often suggested supplementary material for further study, revealing the diversity of Asian American communities (with a focus on racial formation theory).

While it is obviously impossible to provide a detailed list of all the topics in this comprehensive textbook, some issues covered include: the difference in median earnings of Asian Americans across ethnic groups, sociological approaches to immigration and migration policies for Asian Americans entering the United States, co-ethnic marriages, transracial adoption, how Asian Americans become citizens while also maintaining their ethnic culture and more.

In addition to the discussion questions, there are extensive notes on each chapter as well as references in the end sections of the textbook.

This review is based on reading a review copy. Opinions are solely my own.

0 of 0 people found the following review helpful.
Great contribution to the field
By Benjamin
This book constitutes a great contribution to the field of sociological studies about different aspects related to immigration in the U.S. I do myself deal with these concepts in my profession, and I was delighted with the level of scholarship put into this book. The research background is evident, and the findings often times eye-opening. When approaching such a delicate issue as immigration in the U.S. (I am still not sure why I just used the world 'delicate'), one must remember the three ways one can be American in the U.S.: those who colonized the land, by coercion (Native-Americans, African-Americans, Mexican who were already here before their lands became part of U.S. territory...), and finally, by immigration. So, well, yes, it is not actually true that everybody here is an immigrant, but if you look at that, kind of everyone is except for the Native American and other tribes from Mexico. When folks argue against immigrant, they probably forget they must have been immigrant themselves. And in the 21st century, those who are louder agains recent immigration are, in fact, those who came 100 years ago through Ellis Island. Those White Europeans (Dutch, irish, Greek, Polish, Italian, or anything else) are now mainstream American. And they protest against recent immigrants, who happen to be Latinos and Asians.
The same animosity Asians and Latinos are facing today, they faced 100 years ago. Just read the history behind Ellis Island. Italians and Polish were discriminated against because they were Catholics, Greeks were discriminated against because their religion did not conform to the Protestantism of the North, and like the Italians, their skin was dark. Jewish from Russia and East Europe were also discriminated against, and the list goes on. None of them (except the Irish, who by the way were also Catholics, not Protestants) spoke English. And yet, they were assimilated and, again, they are now mainstream America.
In this context one must read this volume by Dhingra and Magalit Rodriguez (I'd adventure to say the first is of Asian descent, the second of Latino descent). The book beautifully puts together the whole picture when it comes to Asian Americans: questions about race, ethnicity, gender and even sexuality are discussed. Their history of arrival, along with topics related to class, education, and family relations are further discussed as well. A chapter is devoted to their identity. You know: what are you? This funny question we are sooner or later all asked (all of us who look like we don't 'belong' here...). The book finishes with discussions on inter-minority relations and social movements and politics regarding Asians.
This book does not seem to leave any topic behind, and breaks down some of the myths related to Asians. You may have heard some of them, and as myths, they must be debunked. This books does a great job in doing that, and much more. A must read for those who are interested in the dialogue among diverse ethnic groups in America, a society that is torn between assimilation, acculturation, cultural pluralism, and I will add, plain and simple bigotry. Five stars, highly recommended.

2 of 3 people found the following review helpful.
well-written, but focuses on privilege and bias mostly
By S.E. Poza
As someone who lived in Japan for 23 years and currently resides in one of the most ethnically diverse areas of the United States (with a large Vietnamese, Chinese, Japanese, and Indian population), I was interested in this book as a means of bridging the gap in my understanding of Asians in their home countries and Asians in America. What I was hoping for was something which informed me on the unique identities and lifestyles of people of Asian descent who were born in or immigrated to the U.S. What this is is largely a discussion of how oppressive certain dominant aspects of American culture are for Asian Americans. I was very disappointed in how little descriptive information there is of their identities and lifestyles. This is mainly about challenges and discrimination. While important aspects, it seems that there is a distinct bias and that the book is oriented mostly toward discussing heteronormative, male, and white privilege.

An example of this is in the chapter which includes information on gender and sexuality. When I lived in Japan, I learned that their culture was generally more rigid in regards to roles than American society (and homosexuality was something most people there believed the West "taught" the Japanese, not something that was part of the normal continuum of sexual behavior). There was no discussion in this chapter of Asian cultural norms across the spectrum of those who identify as Asian. It was all about Western stereotypes of Asians in regards to sexuality (the passive, neutered Asian male, the dragon lady, etc.). I came away knowing nothing more about gender roles or sexuality within Asian-American families though first-hand experience with people I've known would lead me to believe that there is generally a tendency toward more traditional gender roles within such families. Unfortunately, I would prefer to have more than my anecdotal experiences to draw on. This book didn't give me more objective statistics or information.

If you are looking for a book that is largely focused on privilege and discrimination and how they affect Asian Americans, this is an extremely well-written textbook. It does provide enlightening information on certain corners of that issue and it is not entirely focused on that point. It's very readable by those with a college-level education (words like "phenotype" are used, which I learned when I studied psychology in university, but it's clearly not a common word). I felt that some parts of the book really had less to do with Asian Americans and more to do with being a minority in America. Indeed, content in the beginning focuses on African Americans. If you're looking for something more objective and descriptive of the lives of Asian Americans in accord with the cultural norms that they live with based on their heritage, then this isn't the book for you. I still found it of value as it encouraged me to look into some of the referenced research and dig even deeper into the history of "privilege" in America, but ultimately was disappointed with the focus.

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Foreword by Morgan Spurlock

From the bestselling author of Buyology comes a shocking insider’s look at how today’s global giants conspire to obscure the truth and manipulate our minds, all in service of  persuading us to buy.
 
Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years.  Here, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned dollars.
 
Picking up from where Vance Packard's bestselling classic, The Hidden Persuaders, left off more than half-a-century ago, Lindstrom reveals:
 
   • New findings that reveal how advertisers and marketers intentionally target children at an alarmingly young age – starting when they are still in the womb!
   • Shocking results of an fMRI study which uncovered what heterosexual men really think about when they see sexually provocative advertising (hint: it isn’t their girlfriends).
   • How marketers and retailers stoke the flames of public panic and capitalize on paranoia over global contagions, extreme weather events, and food contamination scares.
   • The first ever neuroscientific evidence proving how addicted we all are to our iPhones and our Blackberry’s (and the shocking reality of cell phone addiction - it can be harder to shake than addictions to drugs and alcohol).
   • How companies of all stripes are secretly mining our digital footprints to uncover some of the most intimate details of our private lives, then using that information to target us with ads and offers ‘perfectly tailored’ to our psychological profiles.
   • How certain companies, like the maker of one popular lip balm, purposely adjust their formulas in order to make their products chemically addictive.   
   • What a 3-month long guerilla marketing experiment, conducted specifically for this book, tells us about the most powerful hidden persuader of them all.
   • And much, much more. 
 This searing expose introduces a new class of tricks, techniques, and seductions – the Hidden Persuaders of the 21st century- and shows why they are more insidious and pervasive than ever. 

• Sales Rank: #368582 in Books
• Published on: 2011-09-20
• Released on: 2011-09-20
• Original language: English
• Number of items: 1
• Dimensions: 9.50" h x 1.00" w x 6.50" l, 1.11 pounds
• Binding: Hardcover
• 304 pages

Amazon.com Review
Foreword by Morgan Spurlock

From the bestselling author of Buyology comes a shocking insider’s look at how today’s global giants conspire to obscure the truth and manipulate our minds, all in service of  persuading us to buy.
 
Marketing visionary Martin Lindstrom has been on the front lines of the branding wars for over twenty years.  Here, he turns the spotlight on his own industry, drawing on all he has witnessed behind closed doors, exposing for the first time the full extent of the psychological tricks and traps that companies devise to win our hard-earned dollars.
 
Picking up from where Vance Packard's bestselling classic, The Hidden Persuaders, left off more than half-a-century ago, Lindstrom reveals:
 
   • New findings that reveal how advertisers and marketers intentionally target children at an alarmingly young age – starting when they are still in the womb!
   • Shocking results of an fMRI study which uncovered what heterosexual men really think about when they see sexually provocative advertising (hint: it isn’t their girlfriends).
   • How marketers and retailers stoke the flames of public panic and capitalize on paranoia over global contagions, extreme weather events, and food contamination scares.
   • The first ever neuroscientific evidence proving how addicted we all are to our iPhones and our Blackberry’s (and the shocking reality of cell phone addiction - it can be harder to shake than addictions to drugs and alcohol).
   • How companies of all stripes are secretly mining our digital footprints to uncover some of the most intimate details of our private lives, then using that information to target us with ads and offers ‘perfectly tailored’ to our psychological profiles.
   • How certain companies, like the maker of one popular lip balm, purposely adjust their formulas in order to make their products chemically addictive.   
   • What a 3-month long guerilla marketing experiment, conducted specifically for this book, tells us about the most powerful hidden persuader of them all.
   • And much, much more. 
 This searing expose introduces a new class of tricks, techniques, and seductions – the Hidden Persuaders of the 21st century- and shows why they are more insidious and pervasive than ever. 

Amazon Exclusive: Steven D. Levitt Reviews BrandWashed

Steven D. Levitt is the best-selling author of Freakonomics and SuperFreakonomics and a professor of economics at the University of Chicago. He is a recipient of the John Bates Clark Medal, awarded to the most influential economist under the age of forty.

Why do we always grab for the-second-newspaper-from-the-top of a stack of newspapers? When we talk on our cell phones why do most of us walk in a slowly decreasing circle? Do you know that "Competitive Altruism"--e.g. keeping up with that neighbor of ours who also owns a spiffy Prius--usually lies behind our decision to buy a bagful of organic apples and shut off the sprinkler?

The strange ways in which we consumers walk, talk, and whip out our wallets underscore BrandWashed, Martin Lindstrom's fascinating, entertaining, occasionally shocking expose of the drivers advertisers and marketers use to make us buy. I consider Martin a kindred spirit. He enjoys nothing more than uncovering the hidden incentives behind all kinds of human behavior and social phenomena, and the differences between how we say we act versus how we actually act (in econo-speak, we call this declared preferences versus revealed preferences).

Marketing and advertising are smarty-pants industries. They know a whole lot about us. A global marketing guru for such companies as Pepsico, Disney, McDonald's, and Microsoft, Martin takes us backstage to expose the ruses and tricks companies and marketers use to get us to spend mad money. Such as nostalgia, fear, peer pressure, celebrity, and the inclusion of magical ingredients and elixirs that promise to banish all human worry and make you look sixteen forever--well, at least until you die. Last but never least, there's sex. I promise you'll get a kick out of reading who the real audience for pretty-boy teen singers is, how men really respond to male-underwear ads, and the drunken research Unilever commissioned before the company rolled out its randy TV ads for Axe deodorant and body spray.

I've read the first chapter of dozens of business books over the last five years; rarely do I make it any further. Indeed, I've only read two business books from cover to cover in that time period: Buyology and BrandWashed. It is no coincidence that Martin Lindstrom is the author of both of those books. Simply put, Martin Lindstrom is the most innovative and creative marketer on the planet. BrandWashed is smart, thought-provoking, and laugh out loud funny. It's even better than Buyology, if that is possible. --Steven D. Levitt

Review
"I've only read two business books from cover to cover in the last five years: Buyology and Brandwashed. It is no coincidence that Martin Lindstrom is the author of both of those books.  Brandwashed is smart, thought-provoking, and laugh out loud funny."  
-Steven Levitt, Professor of Economics at the University of Chicago and bestselling author of Freakonomics

-“If you buy products, you need to read this book. It's really that simple.”
 - Tom Rath, New York Times Bestselling author of StrengthFinder 2.0 and How Full is Your Bucket

"If you want to learn to cut through marketers' phoney health and wellness claims and make smarter decisions  -  about both your body and your money - you need to read this eye-opening book."
-Dr Oz, bestselling author of YOU: The Owner's Manual health series.


“Parents of small children who read this book will cringe (while lunging for the power button on the computer). Savvy marketers will take notes.”
 -Fortune

"A fascinating read. ...Given just how marketing-saturated our culture has gotten, Lindstrom's book argues convincingly that no one should view himself or herself as a rational actor. It's worth thinking about the next time you walk out of Best Buy in a daze, having no idea what the heck you just spent $600 on.
-The Boston Globe.

“I am fascinated and empowered by Martin’s work, both as a business woman and as an individual consumer trying to buy smarter! Martin has changed the way I view brands and consumer behaviors. Very enlightening!"
-Tyra Banks

"A crucial bridge between the unconscious mind, the brand that's marketing to you, and the impulse to buy...it's a wake-up call that you can't afford to ignore!"
-- Jean Chatzky, bestselling author of Money 911, Financial Editor NBC Today
 
“I can’t think of a better tour guide to take us into the black box that is brand marketing. I’ll never look at my favorite brands the same way again!”
 - Bill Tancer, bestselling author of Click: What Millions do Online and Why it Matters.
 
“Martin Lindstrom makes the point that marketing today is about connecting with the consumers emotionally in order for them to participate in the brand. Surely he received some of his inspiration from Priceline.com and “the negotiator.” I found his book insightful and informative.”
-- William Shatner

About the Author
 
MARTIN LINDSTROM, was voted one of the World's 100 Most Influential people of 2009 by Time magazine.  Among the globe's foremost marketers - now turned consumer advocate - Lindstrom has advised top executives at companies such as McDonald's Corporation, Procter & Gamble, and Microsoft. His most recent book, Buyology, was a New York Times and Wall Street Journal bestseller and voted "Pick of the Year" by USA Today. He is also chairman and co-founder of Buyology Inc

Most helpful customer reviews

63 of 67 people found the following review helpful.
A Book that Uses the Same Tricks It Purports to Reveal
By H. Laack
As with many other reviewers, I was alerted to this book after hearing an NPR interview with the author and found his message well worth following up. After reading Brandwashed, however, it seems that Martin Lindstrom is a persuasive speaker but his focus is totally on marketing--himself and his books.

Instead of recognizing that marketing is a legitimate part of business, Lindstrom too often goes for sensational, breathless prose--ending up sounding like a National Enquirer headline writer instead of someone conveying really new and important information. Our culture *is* too often driven by excessive consumerism, but he sometimes seems to want to "pick on" specific brands he doesn't like rather than sort out acceptable advertising from tricks and gimmicks.

The book reads too often like a marketing piece. Too often he says we'll learn "later" about some great secret he has for us, but this just sounds like one of those junk mail packages selling a book that has all the secrets to health if we just send in 29.95 plus shipping and handling. Then there was his self-promotion, cloying in the way that he seemed to be the only one to see the simple solutions that would save their products. Did you know that it was Lindstrom who, all by himself, helped a soft drink company find exactly the right a*snap* for the sound of opening a soft drink can so that "to this day whenever the sound is played at sponsored events, the manufacturer witnesses an instantaneous uptick in sales." Really? Really? Can we see some clear and verified data?

And speaking of data: the notes section was another disappointment--sources were internet addresses for magazine and newspaper articles, not scientific journals. Worse, much of the "research" he talked about was not sourced at all, and the small size of the groups he referenced in his own work showed it to be more anecdotal evidence than anything that could be characterized as scientific findings. An egregious example of one of these "research" studies was said to reveal that the "average" age of apples in our produce departments is fourteen months. Such an outlandish claim (easily refuted with minimal internet digging) was not footnoted or provided with the basis for the comment.

Another problem with his own research was using fMRI as an almost universal basis of authority. Lindstrom never notes that there remains a great deal of controversy about how much confidence can yet be placed in this tool; instead his comments seem designed to make any study using fMRI somehow even *more* scientific.

In an extended discussion about hand sanitizers and related products, he cites a Lysol comment that says "following proper hygiene routines can help prevent the spread of illness." However, says Lindstrom, this would seem to indicate " their product is the key to good hygiene--and in turn instrumental in staying healthy. Only they can't say that because, well, it would be a lie; in fact, hand sanitizers have not been found, by the CDC or anyone else, to be effective in fighting airborne disease." (page 30)

Here's the problem; airborne disease is not what hand sanitizers are purporting to address and the CDC *does* cite the effectiveness of hand washing in fighting much illness. ("Did you know that the very simple activity of frequent handwashing has the potential to save more lives than any single vaccine or medical intervention?" from the CDC's own site, )

Sadly, it appears that Lindstrom the marketer has done his own "distorting" of the facts, just as his subtitle accuses other marketers. Finding these overt misrepresentations brings under suspicion much of the rest of his material.

I do not disagree with the premise that companies are using tricks and manipulation to push us into inappropriate buying decisions, and there is a need for people to be aware of what they are subjected to on a daily basis. However, this is not the book to get clear information on the problems in marketing today.

Even Lindstrom's last chapter, the one that really says the most about our buying decision processes--is unsurprising in our keeping-up-with-the-Joneses culture. An attractive, upper middle class, popular and successful, suburban family is enlisted to talk up brands. If there is a neighborhood barbecue, Dad talks about his great new grill. The kids praise their athletic shoes and Mom runs on and on about clothing, accessories and all kinds of items for the home. Result? Their neighbors often buy what has been "advertised"to them by their friends. Wow, we didn't know that people are influenced by their peers?

I don't want to be judgmental about the family (although I really wondered about a neighborhood where women might actually sit around and spend so very much time just on "stuff"), but it seems as though much of the "manipulation" we endure is really self-inflicted. Sadly, Brandwashed never discusses how we might best address our own proclivities that allow us to be manipulated, another gap that drops this book to only one star.

52 of 57 people found the following review helpful.
Caveat emptor: entertaining overall with some real value, but all may not be as it seems
By A. Reid
First, I'm very interested in marketing and have long been conscious of the manipulative tricks played by advertisers in their efforts to take our money. I'm no specialist by any means, but this isn't my first book about the phenomenon. I came to it expecting perhaps one or two revelations (and I did get that), but primarily interested in how this particular marketer was going to approach the question. While I think he came at it honestly, there were times that I found the information he presented dubious in conclusion, perhaps at times because he didn't question the sources himself.

I see that an earlier reviewer (C. MacPhail) has already made reference to this and has a few examples with which I agree. There were several others that struck me was I was reading, but none more starkly than in Chapter 5 (p. 122 of the advance version I have) where he discusses a study in which women were given what looked to be designer sunglasses and asked to take a math test, self-graded on the honor system, in which they received cash awards. The women who were told that the designer sunglasses were fake were more likely to cheat on grading their tests and take more money. The author of the study he reports on concluded from this that "wearing counterfeit glasses...undermines our internal sense of authenticity. 'Faking it' makes us feel like phonies and cheaters on the inside."

Or, perhaps, people who think they have been given something truly valuable feel an obligation to the giver that makes it more difficult to cheat them out of money. Or maybe their internal "greed" quotient is satisfied and they don't need cash on top of swag. That being given a single counterfeit item makes cheaters of people is only one possible conclusion here, and either the researchers or Lindstrom aren't considering/presenting other possibilities.

Many parts of the book were interesting, certainly, and the book is overall pretty well written. It was this example and others like it throughout the book that made me wonder if I was getting the whole story...or if the message was being polished and glossed, like some of the products described, to make it seem more cohesive and informed than it really is.

If not for this element, I would probably have given the book four stars. Overall, I did enjoy it, even though I found some of the author's own work morally dubious. (Hiring people to shill products to their friends doesn't really speak highly of the payor or the payee. I guess the marketing world hasn't created much by way of an ethics code governing human subject research.) But that element is a pretty major detractor. While there was much in the book that I felt probably could safely be taken on face value, the ones that I thought could not left me uncertain overall.

54 of 63 people found the following review helpful.
Filled with a-ha moments that taught me I'm not as immune to marketing as I thought
By Suzanne Amara
I like to think I'm not easily influenced by marketing. I shop used a lot, I don't have a lot of brand loyalty---like many people, I like to think I'd see through brand marketing and corporate tricks. But this book showed me I certainly don't always do so.

I love Whole Foods, but after this read, I'm not going to look at them in quite the same way! I found out how they use little tricks like putting veggies in rustic looking boxes to seem as if they are straight from the farm, putting prices on "chalkboards" which actually are preprinted, putting food on ice when it doesn't need to be, to make it look more appealing----even little things like putting their main door to the right, because people that walk counterclockwise through a store spend more---weird! Even the fact that I always like the music they have playing is a result of marketing---they know what their customers like, and play that.

The extent to which we have no privacy on the internet was brought alive to me by this book also. It explained something weird that happened to me just this week. My brother-in-law, who lives upstairs from me, got a catalog in the mail from a handbag company. He wouldn't know a handbag if it hit him in the face, but the particular brand was one I like, although can't afford. I have, however, browsed their web site and bought some used bags on ebay. Now that I know that such internet activity can be tracked by I.P. address, it all made sense---our internet for the house is in his name, and they decided he'd be a prime buyer. Wow. Scary.

The author has worked with many companies to hook in buyers. I'm not quite sure why he is giving away their secrets now, but I like it that is he! Take the time to also read the acknowledgments at the end of this book. I felt they gave away a few more secrets---that the book was ghostwritten, that the idea for the book didn't come from the author himself, and that he sneaked in a lot of brand names in the book and acknowledgments, and he had educated me enough in the course of the book to wonder if he was paid for this!

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Agribusiness Management (Routledge Textbooks in Environmental and Agricultural Economics), by Freddie L. Barnard, Jay T. Akridge, Frank J.

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Today’s food and agribusiness managers operate in a rapidly changing, highly volatile, international, high technology, consumer-focused world. This new edition of Agribusiness Management was written to help prepare students and managers for a successful career in this new world of food and fiber production and marketing.

Agribusiness Management uses four specific approaches to help readers develop and enhance their capabilities as agribusiness managers. First, this edition of the book offers a contemporary focus that reflects the issues that agribusiness managers face both today and are likely to face tomorrow. Specifically, food sector firms and larger agribusiness firms receive more attention in this edition, reflecting their increasing importance as employers of food and agribusiness program graduates. Second, the book presents conceptual material in a pragmatic way with illustrations and examples that will help the reader understand how a specific concept works in practice. Third, the book has a decision-making emphasis, providing contemporary tools that readers will find useful when making decisions in the contemporary business environment. Finally, Agribusiness Management offers a pertinent set of discussion questions and case studies that will allow the reader to apply the material covered in real-world situations.

The bottom-line on this fourth edition of Agribusiness Management: this book is contemporary, solid on the fundamentals, practical and applicable. It provides students and adult learners with an essential understanding of what it takes to be a successful agribusiness manager in today’s rapidly evolving, highly unpredictable marketplace.

• Sales Rank: #398053 in Books
• Brand: Brand: Routledge
• Published on: 2012-07-12
• Original language: English
• Number of items: 1
• Dimensions: 9.25" h x 6.75" w x 1.00" l, 1.70 pounds
• Binding: Paperback
• 480 pages

Features

• Used Book in Good Condition

About the Author

Jay Akridge is Glenn W. Sample Dean of Agriculture at Purdue University, USA

Freddie Barnard is Professor in the Department of Agricultural Economics at Purdue University, USA

Frank Dooley is Professor in the Department of Agricultural Economics at Purdue University, USA

John Foltz is Associate Dean and Director of Academic Programs for the College of Agricultural and Life Sciences at the University of Idaho, USA

 

Most helpful customer reviews

4 of 5 people found the following review helpful.
Superlative New Edition
By An Agribusiness Management Consultant
This new edition of Agribusiness Management provides great, current examples that directly apply to food and agribusiness situations and people. The discussion questions and case studies are thorough and thought provoking for the student or for the professional who wants to improve understanding of the industry.
Agribusiness Management has great examples, discussion questions and case studies. This new edition is broken into six parts: Part I looks at the scope, functions and tasks of agribusiness management with current numbers and examples. Part II addresses business organization and international agriculture. Part III involves a detailed discussion on marketing management - a section that could greatly benefit countless professionals. Part IV is financial management for agribusiness. Part V examines operations and logistics. Part VI is human resource management for agribusiness.
The authors provide a fresh look at the food and agribusiness industries as they are today with solid fundamentals for the professional facing these challenges in the future. Even in the preface, the authors point out that this book was written for students, for managers and for instructors. It is obvious they had these goals in mind when developing the text.
Despite the stoic looking cover, Agribusiness Management is fresh, current and inspiring. I have read it from cover to cover and regularly use it or refer to it in my work.

0 of 0 people found the following review helpful.
Great book by an outstanding professor
By Clate Kaiser
Great book by an outstanding professor. I enjoyed reading this while taking a course. Would recomend to anyone that is interested in Agribusiness Management.

See all 2 customer reviews...

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