Minggu, 24 Februari 2013

[B454.Ebook] PDF Download Heard on the Street: Quantitative Questions from Wall Street Job Interviews, by Timothy Falcon Crack

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Heard on the Street: Quantitative Questions from Wall Street Job Interviews, by Timothy Falcon Crack

THIS IS A MUST READ! It is the first and the original book of quantitative questions from finance job interviews. Painstakingly revised over 18 years and 14 editions, Heard on The Street has been shaped by feedback from many hundreds of readers. With over 50,000 copies in print, its readership is unmatched by any competing book. The revised 14th edition contains over 185 quantitative questions collected from actual job interviews in investment banking, investment management, and options trading. The interviewers use the same questions year-after-year, and here they are with detailed solutions! This edition also includes 140 non-quantitative actual interview questions, giving a total of more than 325 actual finance job interview questions. There is also a revised section on interview technique based on Dr. Crack's experiences interviewing candidates and also based on feedback from interviewers worldwide.

NEW for 2014! Does 325+ sound like too many questions? Is 8.5x11 too big? If so, then try the two pocket sized editions, each containing a careful selection of questions from the full sized edition. Search Amazon for "Pocket Heard on The Street." These smaller books fit easily into your pocket or purse, and are easy to read on the subway, bus, plane, etc.

The quant questions cover pure quant/logic, financial economics, derivatives, and statistics. They come from all types of interviews (corporate finance, sales and trading, quant research, etc.), and from all levels of interviews (undergraduate, MS, MBA, PhD). The first seven editions of Heard on the Street contained an appendix on option pricing. That appendix was carved out as a standalone book in 2004, and it is now available in its revised second edition: "Basic Black-Scholes" ISBN=0970055242.

Dr. Crack has a PhD from MIT. He has won many teaching awards, and has publications in the top academic, practitioner, and teaching journals in finance. He has degrees/diplomas in Mathematics/Statistics, Finance, Financial Economics and Accounting/Finance. Dr. Crack taught at the university level for over 20 years including four years as a front line teaching assistant for MBA students at MIT. He has worked as an independent consultant to the New York Stock Exchange, and his most recent practitioner job was as the head of a quantitative active equity research team at what was the world's largest institutional money manager.

  • Sales Rank: #642410 in Books
  • Published on: 2013-08-15
  • Original language: English
  • Number of items: 1
  • Dimensions: 11.02" h x .58" w x 8.27" l, 1.38 pounds
  • Binding: Paperback
  • 276 pages

From the Author
The most common email messages I get from readers are:

1. Messages from job candidates saying that their interview questions came directly, often verbatim, from this book.

2. Messages from candidates or interviewers offering a small suggestion for improving one of the solutions.

3. Messages from interviewers who have a new question not yet appearing in the book.

I have revised the book many times to incorporate this feedback, and I invite you to send me more feedback so that I can keep revising/updating the book.

Most helpful customer reviews

14 of 15 people found the following review helpful.
Newer version available and cheaper!
By M Q
This is a great book. However, please be aware the 16th ed is out there already and cheaper than this old version. I don't know why AMAZON didn't make it top in the research results. http://www.amazon.com/gp/product/0994118252/ref=as_li_tl?ie=UTF8&camp=1789&creative=9325&creativeASIN=0994118252&linkCode=as2&tag=investmentban-20&linkId=6YGZBUTYYSCCOESF

4 of 4 people found the following review helpful.
Impressive collection of difficult questions
By P. Scott Pope
As someone who has sat for quite a few grillings in banking, management consulting, engineering, and VC interviews, I have received my share of tough interview questions. Moreover, I have taken a sizable number of brain teasers and IQ tests over the decades. This collection, which are designed for someone with a slightly different job description, really does include some tough questions. In fact, younger job candidates who have sub-superstar credentials should thoroughly try all the problems in this book early in their job search process.

Far too often, second-tier individuals get roped into bogus trader jobs at third-tier firms, where turnover is worse than at McDonald's and the income opportunity is poor. In other words, in this "winner takes all" economy, it might be worth it to see if you are smart enough to answer such difficult questions before pursuing certain quant and trading jobs.

6 of 6 people found the following review helpful.
Essential preparation for finance interviews
By J. Gerdy
This is a must for people heading to trading firms, banks, or other financial service firms for interviews. These firms typically scout for a few skill sets. One is general brainpower, as hard as that is to measure. Another is the more difficult math in finance, derivatives pricing. This book covers both in a quick and easy format to let you see where you stand. Moreover, if you can master the material in the book then you will be ready for the majority of an entry-level interview.

The derivatives questions cover "plain vanilla" options pricing and some basic understanding of the principles behind the formulas. Most firms want to see that you know the terms in the Black-Scholes equation and how options prices depend on things.

The earlier part of the book I find even more impressive. It's a nearly comprehensive list of the brain-teasers you get in this process. That's where the employer is trying to measure general brainpower. Of course, a brain-teaser you haven't seen before will give you pause and maybe elude you in the stress of an interview. But after reading this book the answers could be at the ready. The set of brain-teasers through history is actually very small. That is after distilling all the variations on them such as whether you are weighing coins or cannonballs and such. And that set of puzzles, questions designed to test basic reasoning and logic, without depending on formal math, is well covered in this book. In fact, in many interviews I have only encountered one single brain-teaser that is not in this book (and it's not a very good one either).

Finally Mr. Crack inserts notes on the culture of banks which might scare or excite the prospective employee. This book is both good orientation and preparation for starting a career in finance.

It is still relevant and helpful ten years later. That said, there is one area this book totally misses (because of what's happened in the past ten years). That is programming questions. Especially in the past couple of years most interviews will look for some software development skill on top of the general brainpower and command of financial derivatives. Tests on C++ or OOP are common these days. For that material you have to look elsewhere.

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Senin, 18 Februari 2013

[T972.Ebook] Download PDF Wasim: Autobiography of Wasim Akram, by Wasim Akram, Patrick Murphy

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Wasim: Autobiography of Wasim Akram, by Wasim Akram, Patrick Murphy

The autobiography of the Pakistani fast bowler, Wasim Akram. A devastating matchwinner with bat and ball for both Pakistan - where he is captain - and Lancashire, Akram is one of the select few to have taken more than 300 Test wickets.

  • Sales Rank: #2725112 in Books
  • Published on: 1998-04-23
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 208 pages

Most helpful customer reviews

1 of 4 people found the following review helpful.
WOW
By ahmadj22
This book must be really good, because i have been trying to find it for last seven months and it has not been in stock anywhere.

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Sabtu, 16 Februari 2013

[Q396.Ebook] Ebook Free Misha!: The Mikhail Baryshnikov Story, by Barbara Aria

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Misha!: The Mikhail Baryshnikov Story, by Barbara Aria

Misha!: The Mikhail Baryshnikov Story

  • Sales Rank: #920039 in Books
  • Brand: St Martins Pr
  • Published on: 1989-03
  • Ingredients: Example Ingredients
  • Original language: English
  • Number of items: 1
  • Binding: Hardcover
  • 214 pages
Features
  • Great product!

From Publishers Weekly
Treading listlessly over old ground, freelance writer Aria offers a biography of the "Russian superstar Casanova." "Dancing, he has always been the greatest," even though fellow members of Leningrad's Kirov Ballet, the author observes, called the teenaged Baryshnikovshort, stocky and quick"hockey puck." Few new facts emerge, but it is interesting to note that the dancer's film appearances began in 1971 with his debut in the Soviet-made Fiesta , in which he played a "handsome young matador . . . ready to meet his lonely fate." A "genius he was" at the barre, and although financial and artistic turmoil have rocked the American Ballet Theater periodically since Baryshnikov became artistic director in 1980, "Misha has learned about himself. He admits that he's moody and that when he's down he's intolerable, but he says he's working on it." This remains a celebrity portrait, never bursting the bubble of fame to find the man inside it. Photos not seen by PW.
Copyright 1989 Reed Business Information, Inc.

From Library Journal
At age 40 Baryshnikov still has a long career ahead of him as choreographer, artistic director of American Ballet Theater, and actor. This biography of the great ballet dancer can therefore really only tell part of the "story." Two earlier books, Nina Alovert's Baryshnikov in Russia ( LJ 12/84) and Gennady Smakov's Baryshnikov: From Russia to the West ( LJ 4/15/81) have focused just on the dancer's early career.-- Ed.) The book relates important events in Baryshnikov's life--his experiences as a young dancer in Russia, and his dizzying number of U.S. dance and acting projects. Baryshnikov's personal side is presented, too, including his much publicized romantic liaisons and commitment to parenting. While the book has little new information or substantial journalistic reporting, it is, nevertheless, a serviceable and straightforward biography for the YA audience.
- Joan Stahl, Enoch Pratt Free Lib., Baltimore
Copyright 1989 Reed Business Information, Inc.

Most helpful customer reviews

2 of 2 people found the following review helpful.
Misha
By MIchelle R
I enjoyed that the author's life was shared more. He is coming into himself more as a professional, as a more traveled dancer, and less shy.

0 of 0 people found the following review helpful.
Like it
By k6omg
Only 4 stars because I was hoping for more photography in the book. Otherwise, a good read. wouldn't recommend it.

0 of 0 people found the following review helpful.
Interesting
By Barb4
I found it interesting. And it is hard to believe he defected so many years ago and can still sell out tickets, even if he is doing ballet anymore.

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Sabtu, 09 Februari 2013

[O313.Ebook] Ebook Download Official TOEFL Vocabulary 3000 : Become a True Master of TOEFL Vocabulary!, by Official Test Prep Content Team

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  • Sales Rank: #5847815 in Books
  • Published on: 2015-09-25
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.00" h x 1.04" w x 6.00" l, 1.34 pounds
  • Binding: Paperback
  • 458 pages

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Moonwalking with Einstein: The Art and Science of Remembering Everything, by Joshua Foer

The blockbuster phenomenon that charts an amazing journey of the mind while revolutionizing our concept of memory

An instant bestseller that is poised to become a classic, Moonwalking with Einstein recounts Joshua Foer's yearlong quest to improve his memory under the tutelage of top "mental athletes." He draws on cutting-edge research, a surprising cultural history of remembering, and venerable tricks of the mentalist's trade to transform our understanding of human memory. From the United States Memory Championship to deep within the author's own mind, this is an electrifying work of journalism that reminds us that, in every way that matters, we are the sum of our memories.



From the Trade Paperback edition.

  • Sales Rank: #9000 in eBooks
  • Published on: 2011-03-03
  • Released on: 2011-03-03
  • Format: Kindle eBook

Amazon.com Review
Amazon Best Books of the Month, March 2011: Moonwalking with Einstein follows Joshua Foer's compelling journey as a participant in the U.S. Memory Championship. As a science journalist covering the competition, Foer became captivated by the secrets of the competitors, like how the current world memory champion, Ben Pridmore, could memorize the exact order of 1,528 digits in an hour. He met with individuals whose memories are truly unique—from one man whose memory only extends back to his most recent thought, to another who can memorize complex mathematical formulas without knowing any math. Brains remember visual imagery but have a harder time with other information, like lists, and so with the help of experts, Foer learned how to transform the kinds of memories he forgot into the kind his brain remembered naturally. The techniques he mastered made it easier to remember information, and Foer's story demonstrates that the tricks of the masters are accessible to anyone. --Miriam Landis

From Booklist
If you sometimes can't remember where you put your car keys or, like Foer, the car itself, don't panic. You're not alone, and you can do something about it. In this intriguing look at the nature of memory, Foer reassures us that we don't need to acquire a better memory; we just need to use the one we have more effectively. Foer introduces us to people whose memories are both astonishing, like the man who could memorize 1,528 random digits in order, and frightening, such as a man with such an extreme case of amnesia that he doesn't know his own age and can't remember that he has a memory problem. He explores various ways in which we test our memories, such as the extensive training British cabbies must undergo. He also discusses ways we can train ourselves to have better memories, like the PAO system, in which, for example, every card in a deck is associated with an image of a specific person, action, or object. An engaging, informative, and for the forgetful, encouraging book. --David Pitt

Review
In this marvelous book, Joshua Foer invents a new genre of non-fiction. This is a work of science journalism wrapped around an adventure story, a bildungsroman fused to a vivid investigation of human memory. If you want to understand how we remember, and how we can all learn to remember better, then read this book

Most helpful customer reviews

717 of 751 people found the following review helpful.
Amazingly Interesting and Helpful
By David Sheppard
This is one of those rare books that is not only a joy to read, but also immensely helpful. It can help all of us with something that is at once troublesome and worrisome: our memory. It does this with ease, not teaching us some grueling rote memory technique, but one that is easy, natural and intuitive. Yet Moonwalking with Einstein turns out to not be exclusively a how-to book on memory. So what is it?

Well, yes, it is about memory and how to improve it, but it is at once a history of techniques, a description of what memory is and what can go wrong with it, and also a running narrative of how the author, a journalist himself with no special memory skills, becomes one of the most proficient memory athletes in America.

I'd learned a mnemonic device to aid memorization decades ago while in college, and found it to be helpful, but for some reason I'd abandoned the technique once I graduated. But Moonwalking with Einstein expands the mnemonic technique I learned back then by use of something of which I'd never heard: the "Memory Palace." The Memory Palace exploits our inherent skill for remembering images and spatial locations, harnesses these two abilities we all posses in abundance, and relates them to the memorization of numbers, lists and assortments of other difficult to remember items. The amazing thing is that the Memory Palace not only makes memorization easy, it also makes it fun.

What makes the book so interesting is that it is narrative non-fiction and reads like a novel. The author locks his conflict with his own memory early on, gives a sense of rising tension as he accumulates the forces to overcome its limitations, and resolves this internal conflict at the end when he participates in the US Memory Championship. I didn't read it as urgently as I did today's number one bestseller, Laura Hillenbrand's Unbroken, but still, I couldn't put it down.

In Chapter Five, I scanned the "to-do" list of fifteen items on pages 92/3 that the author had to memorize in his initial attempt, and developed the technique for myself as I read about the author memorizing it. As my Memory Palace, I used an old home of a high school friend with which I was still familiar, constructing useful details as I went. When I had finished reading about the author memorizing the list (took me about five minutes), I had memorized it myself, and I found that the items were not only immediately memorable, but that the list of items and their sequence was still with me days later, and so imbedded in my memory that I'm sure I'll ever forget it. All this, I accomplished effortlessly. This is a truly remarkable feat for me because I'm almost seventy years old and have chronic fatigue syndrome, which adversely affects all aspects of my memory.

It has also given me hope that I might finally learn ancient Greek. I tried to learn it several years ago, but found building a vocabulary so difficult that I abandoned the project. Rote memory was just too much trouble. I am interested in all things Greek, and as it turns out, the Memory Palace technique was invented in the fifth century BC by Simonides following his narrow escape from the collapse of a building. This in itself is a story you'll be interested in reading about. The author says that since the time of this ancient Greek, "the art of memory has been about creating architectural spaces in the imagination." Having been to Greece twice, I have all the makings of a superb Greek Memory Palace. While traveling around Greece and the western coast of Turkey for ten weeks, I visited many cities and islands: Athens, Thebes, Delphi, Ithaca, Mykonos, Delos, Santorini, etc. I can't count all the archaeological sites I visited. What I'm creating isn't just any old Memory Palace but actually a Memory Country. Within each location, I can identify as many locations for storing words and meanings as I need. But not only that, I can also use characters from Greek mythology to create actions and images to reinforce the material, as the author suggests. All this constitutes my Greek Memory Palace: the location where I will store ancient Greek words and meanings as I learn the language, in accordance with the instructions learned in Moonwalking with Einstein. None of it was difficult. I picked it up as I read the book.

The author describes how in the past people viewed their minds as something to perfect by loading it with all sorts of intellectual material. "People used to labor to furnish their minds. They invested in the acquisition of memories the same way we invest in the acquisition of things." [page 134] Some even believed that "the art of memory was a secret key to unlocking the occult structure of the universe." [page 151] This has given me an entirely new view of how to perceive my own mind and nourish it in the future.

The author also discusses how we came to lose touch with our ability to remember with the invention of the printed word. The history of that estrangement and how inventions like Wikipedia and the Internet foster that estrangement is a very interesting story. The author makes the reader aware of what is happening to us and provides a way to project ourselves into the future without suffering so much of technology's debilitating effects.

Perhaps the reason this book is so successful is that the reader never loses sight of the practical use of the information the author is providing because the author is discovering it himself and actively making use of it in his quest to make it into the US Memory Championship.

This is an important book. Everyone can benefit from reading it.
David Sheppard

4 of 4 people found the following review helpful.
only on page 100, but have been trying the techniques on my own. Almost literally unbelievable.
By . . . AsISeeEm
So this is not a self-help book but a story of how the author was introduced to memory champs and their techniques and how he came to use them to get to the world memory championships.

I always thought I had a bad memory, especially for names - when I met people, I wouldn't remember them a week later, without some context. A few years ago I took a test on line for prospagnosia - the inability to remember faces - and I crushed it. So I had to revise my self-image regarding my memory; it's good for faces.

This book explains that our memories are much better at remembering images (and why).

So just a few pages in, I decided to try out the first technique of making names into images. Here's what I did.

Mr. Foer talks about the "curve of forgetfulness" invented by Hermann Ebbinghaus. I figured there's no way I'd normally recall this germanic name. So I thought about it for a while and came up with this image: A smirking woman, indicating the rastafarian man next to her with a jerk of her thumb. That's "Her mon," apologies to the Jamaican accent. Then I put them in chairs on the deck of a white clapboard house, which itself is half falling into a river as the tide ebbs. Hermann Ebbinghaus. A day later it took me maybe 7 seconds to recall this guy's name! I was seriously flabbergasted. And overjoyed. I decided to try it again.

My second attempt was with another name in the book. Wilder Penfield popularized the idea that everything we see and hear and sense, remain in our brains somewhere, and we just need to recall the details (this apparently is no longer the consensus). I thought about it and came up with pens with spiky hair, planted in a field like wheat blowing in the breeze, except they have their hands over their heads and they are shaking them wildly in dance. Days later I can recall this guy's odd name. The only complication here, to be honest, is that sometimes I reverse his first and last names... But WOW.

I also put a third name into memory and why. George Miller discovered that we can keep 7, plus or minus 2, pieces of info in our short term memory at a time. To remember his name, I pictured "King George" in full regalia (I actually have no idea what he really looked like but it doesn't matter), tied to where the mule or horse would make flour by walking around and around the mill. I have him sweating in the sun as he toils. There's an american flag in there as a reminder that he is King George. Then I put a mustache on him.

Why the 'stache? Because early in the book we're introduced to 'S' Dr. Luria's famous synesthesia/memory study. S always saw the number 7 as a man with a mustache. George Miller discovered "plus or minus 7." A day later I was trying to remember the third person I committed to memory and correctly came up with George Miller. But I didn't know who he was, when I suddenly recalled the mustache. Why, I wondered, had I given him a mustache? When the answer hit me I almost fell down. I exaggerate but I was thrilled.

This was all before page 30.

By the time he explained what a memory palace was and walked us through the first example (a shopping list), I had little problem memorizing the entire thing. Whoa. Garlic pickles, cottage cream, smoked salmon preferably with peat smoke, 6 bottles of white wine, 3 pairs of socks, 3 hoola hoops with maybe a spare, a snorkel, dry ice, email sophia, paul newman movie, skin-colored cat suit, elk sausages, director's chair and bullhorn, ropes and climbing harness, barometer. I might have left something out, I created that memory palace about an hour ago.

Simply amazing.

Foer mentions that these techniques were considered part of one's education for hundreds if not thousands of years, yet today we teach people to eat right and exercise without giving any lessons on how to properly use our memories. Let's get on that.

0 of 0 people found the following review helpful.
Should have read in high school. Still a great read for anyone at any age.
By Sathya Ramanathan
Can I improve my memory? I am no longer someone who is going to school or college. I have crossed over into the mid-life. Is there a way to not forget day-to-day tasks or important things to say during a conversion? Is it even possible or am I essentially stuck with what I have got at this point. I started reading this book to find answers to these questions.

In MoonWalking with Einstein, Joshua Foer takes us through the world of Mental Athletes and memory competitions. He humanizes the mental athletes and says, they are nothing more special than you and I. From his experience competing in US memory championship, he explains that anyone can master these memory techniques through smart training and hard work.

I was always of the opinion that memorization is bad and rote-memorization is really bad. He makes convincing arguments that memorization (filing your memories in the correct place in the brain) along with your experiences in a field will help you remember the right thing at the right time. Among other techniques, he introduces Memory Palace - an ancient technique to improve ones memory.

I recently read MindSet by Carol Dweck. In Moonwalking with Einstein, Joshua Foer complements the growth mindset thought by proving that one can accomplish anything with sheer effort, hard work and smart training. I pretty much used kindle audio narration to hear the book, which was excellent. Overall I highly recommend this book.

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  • Original language: French
  • Dimensions: 11.73" h x .98" w x 8.39" l,
  • Binding: Paperback

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Identify and Manage the Influence Paths That Convert Brand Awareness to Customer Acquisition!

 

Today, you face a brutally tough, maddeningly elusive new competitor: the “wisdom of crowds.” Social media gives consumers 24x7 access to the attitudes and recommendations of their most engaged peers. These are the views that shape buying decisions. These are the views you must shape and use. Influence Marketing won’t just help you identify and enlist key influencers: it will help you manage the influence paths that lead consumers to buy. By sharing empirical evidence of hard-won lessons from pioneering influence marketers, Danny Brown and Sam Fiorella provide a blueprint that moves influence marketing beyond simple brand awareness and into sales acquisition and customer life time value measurement. They integrate new tools and techniques into a complete methodology for generating more and better leads—and converting them faster, at higher margins.

 

• Put the customer—not the influencer—at the center, and plan influence marketing accordingly

• Recognize where each prospect stands in the purchase life cycle right now

• Clarify how your consumers move from brand preference to purchase

• Identify key micro-influencers who impact decisions at every stage

• Gain indispensable insights into the context of online relationships

• Recognize situational factors that derail social media brand recommendations

• Understand social influence scoring models and overcome their limitations

• Re-engineer and predict influence paths to generate measurable action

• Master the “4 Ms” of influence marketing: make, manage, monitor, measure

• Transform influence marketing from a “nice-to-have” exercise into a powerful strategy

 

  • Sales Rank: #192176 in eBooks
  • Published on: 2013-04-29
  • Released on: 2013-04-29
  • Format: Kindle eBook

Review
"Sometimes a book changes the way we do business. Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing will be one of those books." Evy Wilkins, VP Marketing, Traackr.

"This book will shake up the social media world, the marketing world, the ROI world." Ann Hawkins, The Social Media Show.

"This book is a marketing book but it is really a business book, it will be a keep close for a go-to reference as you discover the power of your customers as well as insight into the context of your online relationships." Randy Bowden, Principal Partner, Bowden2Bowden LLC.

"Sam and Danny don't just demystify influence marketing, they make it understandable and actionable. In an age where the term "influence" is used loosely, and scored with the same abandon, I'd recommend this book to anybody in customer-facing roles (sales, marketing, agency, CXX, product, etc. )." Fred McClimans, Principal, Intelligist Group.

"A must-read for any marketing person. Brings structure into this crazy world. Can't name any other book that conveys so much detail without losing its grip on you. Years of experience on a plate. A+."  Anatoly Volkhover, CEO, Manumatix.

About the Author

Danny Brown is Chief Technologist at ArCompany, a business intelligence consultancy helping organizations adapt to the changing communications landscape, allowing for more meaningful dialogue with customers and stakeholders. He is a multiple award-winning marketer, who has worked with leading consumer, technology, and digital companies including IBM, LG, FedEx, Ford Canada, Microsoft Canada, Scotiabank, Vodafone, Dell, BT, Orange, and BlackBerry. He has spoken at TEDx as well as numerous business conferences, and his blog is recognized as the #1 marketing blog in the world by HubSpot.

 

Sam Fiorella is Partner at Sensei Marketing, a customer experience consultancy based in Toronto and New York. Over the past 20 years, Sam has developed the strategy and led the execution on over 1800 Web projects for clients and marketing agencies around the world including Morgan Stanley, AOL, Snyder’s of Hanover, Deutsche Bank, Hyatt Gaming Management, and Intrawest Resorts. These experiences—and the proven results—have made Sam a highly sought-after strategist and public speaker on the importance of customer experience and measurement in social media marketing.

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4 of 4 people found the following review helpful.
Deep analysis, ideas, models. Not the usual social 101 fluff.
By TheBGH
Influence Marketing by Brown & Fiorella
I had to write a book review of "Influence Marketing" by Danny Brown and Sam Fiorella. The book provides fantastic analysis and details for deploying social influence models that deliver the right results. They go well beyond the typical platitudes we see from so-called influence marketing 'experts' who spend more time speaking at conferences than working in the real-world delivering real solutions.

Brown and Fiorella conducted academic-level research and share a fantastic amount of empirical data and case studies on campaigns results. Make no mistake - this book takes effort to read and goes into tremendous detail on social behaviors and models, language, and paths to influence. Real influence marketing goes beyond Klout scores or Kred points and shows that rewarding so-called influencers doesn't actually drive purchase behavior. (I can attest to the fact that I have never move on to purchase any of the Klout Perk items I've received for free.) Influence Marketing shows how consumers ultimately socially influence each other.

The Twitterverse and trade shows are full of crap where some dude with slick hair or some woman with a dynamic personality someone knows how to build programs that actually engage with customers. The problem is those folks only know how to self-publish books and give Tony Robbin's-style speeches and they never do real world work. This is where Brown and Fiorella are different.

Where other Models Go Wrong

The huge failure of "traditional" influence marketing is how the Influencer is placed at the center, and not the customer. This is the wrong approach!

Buzz is Not Influence

CMO's and social marketing professionals often equate buzz with influence marketing. The battle-cry we hear is "we need to reach more influencers. If we get one endorsement from DJ DonkeyKong our product will fly off shelves." Hogwash.

Too many organizations are focused on how to create "buzz" from some sponsored ad campaign or social media amplification. The results, if anything happens at all, are short-term and rarely have a lasting impact on sales and customer loyalty. People become customers when they want to. Not when someone tells them to in a Super Bowl commercial. The emotional connection must happen between the customer and the brand or product.

Dyadic Relationships and Geofencing - Influential Paths of Peer Conversations

Brown and Fiorella show how influential conversations take dyadic paths between people who share common ideas or relationships. These dyadic relationships can be have more influence on each other than a recommendation coming from a celebrity, blogger or an outsider to the dyad. This model shows how peers, and friends have a tremendous amount of influence on each other. The challenge then becomes identifying the members of dyads and their relationships. These people are micro-influencers who share a common social graph and have direct impact on consumer behavior. These micros have influence based on context in different areas including anything from the environment, ideology, emotions.

Geofencing takes the dyadic relationships and "segments decision makers and their personal social graphs, including micro-influencers based on situational factors as applied to a specific stage in the decision-making process."

This section took a while for me to wrap my head around. And that's good. Influence follows a complex path that begins and ends with a consumer. This is impossible to score. There are popular platforms that attempt to score influencers but as Brown and Fiorella point out, that doesn't put the customer in the center.

Why is This Important to Understand?

These concepts are the foundation for understanding how people influence each other to make decisions - rational or not. Influence follows a path. It's not always logical or predictable simply because of human nature. And there are different ways to engage with consumers and influences. Social media technology platforms can help and hinder at the same time. Social media can help organizations list, amplify messages, build relationships and ultimately help drive sales. Putting the pieces together to navigate the path are the biggest challenge.

The Four M's of Influence and the Available Tools

Like any marketing approach, it's valuable to have a breakdown that's easy to remember. The Four M's are just that and provide a great way to build the paths to influence with the consumer, the tools that can support different spheres of the influence paths. The exciting news is more innovative tools are coming online that provide interest solutions to identify a path, find dyads, engage with influencers, and measure the impact.! really like how the book points out a library of innovative platforms in Chapter 10 that fit in the areas of the Four M's.

Why Read "Influence Marketing"

Danny Brown and Sam Fiorella take a refreshing approach with includes substance. They provide tremendous detail with real world case studies of how influence can and should work with consumers. Some may think the analysis is too academic but I will disagree. The world of marketing and social media needs deeper thought than the platitudes we are overwhelmed with currently.

Get Beyond Platitudes - Substance over Style

The snake-oil speakers and 'experts' that give Tony Robbins-style speeches at trade shows are boring, and frankly they have little credibility with me. It's time for the my fellow marketers to stop worshipping these people simply because they publish books and spoke at a conference, yet they have never done actual work. The real experts are the ones who get their hands dirty in the trenches, conduct extensive testing and analysis and deliver results with their clients and customers. Just because someone looks good in a head shot photo which slick hair and writes a book does not make them experts. That substance includes Influence Marketing which will have a shelf life of several years, versus the next tradeshow.

9 of 11 people found the following review helpful.
The only social media book I have ever read cover to cover - twice in fact!
By Christine DeGraff
I have purchased over a dozen social media marketing books, several of which focus on influence marketing, and this is the first one I ever actually read from cover to cover - twice in fact. As an avid reader who cannot seem to consume information fast enough, I tend to skim in order to "get the gist of it" while skipping the fluff. I was not able to do that with this book, nor did I want to.

This book is a serious read and hands down the best of any of the social media books I have read to date. Danny and Sam provide facts, case studies, examples, charts, data and concepts that will likely cause a shift in the way the reader thinks about influence marketing - it did for me; however, I think it will be another 2 years or more before brands "get it" and come to realize that an influencer's Klout score, Twitter followers and Facebook likes are meaningless if there is no bottom line impact.

If you are the type to focus on your Klout score, or if you are a brand who is ready to look beyond numbers and understand how to create rather than find brand influencers, then this book is for you. Highly recommended.

4 of 5 people found the following review helpful.
The Only Bad Thing About This Book is its Title
By Alan Kelly
To float the phrase "Influence Marketing" is a bit like PR mavens talking about "Strategic Communications." You'd next expect CPAs to position their services as "Accurate Accounting." Even so, the title of Danny Brown's and Sam Fiorella's new book is all that I'd change or contest. Influence Marketing is the best primer and perspective-giver on the art and science of marketing -- social media-style -- out there today. Compare it to ROI: Return on Influence, a salute (perhaps a commissioned salute) to Klout, and you'll see the value. Beware, the authors do go geek. References to ontologies (p. 117) are spot-on and may scare the casual reader. But this is to say that Brown and Fiorella know not only the point we've come to in marketing, but where we're going next. Bravo!

Alan Kelly
Founder and Executive Director, Playmaker Systems, LLC
Adjunct Prof., The George Washington University
Author, The Elements of Influence
The Elements of Influence: Introducing the Playmaker's Standard: The New Essential System for Managing Competition, Reputation, Brand, and Buzz

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