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For undergraduate introduction to Market Pricing courses.

A comprehensive and practical, step-by-step guide to pricing analysis and strategy development.

The Strategy and Tactics of Pricing shows readers how to manage markets strategically―rather than simply calculate pricing based on product and profit―in order to improve their competitiveness and the profitability of their offers.

The fifth edition contains a new chapter on price implementation and several updated examples on pricing challenges in today’s markets.

Features:

NEW! Show students how proper pricing can increase profitability―New Chapter on Price Implementation.

A completely new chapter on implementing pricing strategy identifies the challenges involved in embedding strategic pricing principles within an organization. This chapter also describes how managers can lead a structured change process to build a more profitable commercial organization.

NEW! Offer access to pricing software―Three-Month Trial of LeveragePoint Software.

This edition is now available with software for creating and communicating economic value estimations systematically―from LeveragePoint Innovations Inc. While versions of this software that enable sharing require corporate contracts for access, versions for individual student and practitioner use are available without charge for three months with the purchase of The Strategy and Tactics of Pricing. 

NEW! Make pricing theory relative―Updated Examples of Pricing.

Helping connect pricing theory to what students are familiar with, this edition includes updated examples with more topical illustrations of current pricing challenges such as:
•    iPhone pricing
•    New models for pricing music
•    Services pricing

NEW! Present the latest information―Heavily Revised Chapters.
The revised chapter on Pricing Policy provides a theoretically-grounded framework to describe specific policies for managing price changes for situations such as:
-Cost-based price increases
-Price reductions in a recession
-Discounts

The chapter on Value Creation now addresses the difference between how to consider value when it is driven by tangible monetary drivers (saving money on gas) versus the more subjective psychological drivers (doing the right thing for the environment).

The chapter on Value and Price Communication has been substantially revised to describe how to communicate value in a wide variety of product and customer contexts. This chapter also demonstrates how to target communications to affect specific behaviors throughout the customer’s buying process.
The chapter on Price Setting has been expanded to provide a robust process for setting prices that can be widely applied to consumer and business markets.

• Sales Rank: #50730 in Books
• Published on: 2016-04-18
• Original language: English
• Number of items: 1
• Dimensions: 9.20" h x 1.10" w x 6.70" l, 1.25 pounds
• Binding: Hardcover
• 352 pages

From the Back Cover
KEY BENEFIT:The Strategy and Tactics of Pricingshows readers how to manage markets strategically—rather than simply calculate pricing based on product and profit—in order to improve their competitiveness and the profitability of their offers.

KEY TOPICS: Strategic Pricing; Value Creation; Price Structure; Price and Value Communication; Pricing Policy; Price Level; Pricing Over the Product Life Cycle; Pricing Strategy Implementation; Costs; Financial Analysis; Competition; Measurement of Price Sensitivity; Ethics and the Law
 
MARKET: For those interested in learning about market pricing.
 

Most helpful customer reviews

0 of 0 people found the following review helpful.
good book
By armyminusr
good book. I used it for my pricing class while getting my master's degree

24 of 26 people found the following review helpful.
This book is the real deal on pricing, pricing strategy, and tactics
By Lincoln Park, Chicago
This is the "real deal" book on pricing strategy and the actual tactics used with great examples. Gets you to think outside traditional thought lines and use pricing to deliver value.

This is techincally a college textbook inteneded for upper level undergraduate or MBA level classes, but it reads like a consumer title. Because it's a textbook, you'll see that it's 5th edition, and revised every couple years. As we all know, textbooks change very little from edition to edition. Save yourself money and buy the previous edition, new or used its about 50% or 75% off the price.

36 of 43 people found the following review helpful.
Value Pricing & Customer Value Management Can Transform Business
By Steven Forth
Disclosure - I worked with Tom Nagle, John Hogan and Joe Zale at Monitor Group and continue to work with them at LeveragePoint, where we are coding many of their ideas into software tools, so my review may be a bit biased.

This is a major update of the classic book on strategic pricing, a book that introduced many of us to the field and that taught us how to think about customer value and how it relates to price. In my case, this book also helped me to sharpen my understanding of pricing, segmentation and bundling and changed how I thought about sunk costs and pricing. If I had read this book ten years ago I would be a wealthier person today.

What's New in the Fifth Edition?

A completely new chapter on "Pricing Strategy Implementation" identifies the challenges involved in embedding strategic pricing principles within an organization and describes how managers can lead a structured change process to build a commercial organization more consistently focused on value creation, for the firm and its customers

The revised chapter on "Pricing Policy" provides a theoretically grounded framework to describe specific policies for managing price changes for a variety of situations including raw material cost increases, demand recessions, and new product launches.

The chapter on "Value Creation" for the first time addresses explicitly how to deal with value differently when it is driven by subjective psychological drivers (such as doing the right thing for the environment) rather than by tangible monetary drivers (for example, saves money on fuel).

The chapter on "Value and Price Communication" has been substantially revised to describe how to communicate value in a wide variety of product and customer contexts. It demonstrates how to target communications to affect specific behaviors throughout the customer's buying process.

The chapter on "Price Setting" has been expanded to provide a robust process for setting prices that can be widely applied both to consumer and business markets.

Throughout the book, we have updated examples with more topical illustrations of current pricing challenges (such as iPhone pricing, new models for pricing music, and services pricing).

See all 42 customer reviews...

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Make it easy for students to understand: Clear, Simple Language and Visual Learning Aids

The authors use simple English and short sentences to help students grasp concepts more easily and quickly. The text consists of full-colored learning cues, graphics, and diagrams to capture student attention and help them visualize concepts.

Know Your ESM presents quick review questions designed to help students consolidate their understanding of key chapter concepts.

Make it easy for students to relate: Cases and Examples written with a Global Outlook

The first edition global outlook is retained by having an even spread of familiar cases and examples from the world¿s major regions: 40% from American, 30% from Asia and 30% from Europe.

Help students see how various concepts fit into the big picture: Revised Framework

An improved framework characterized by stronger chapter integration as well as tighter presentation and structure.

Help instructors to prepare for lessons: Enhanced Instructor Supplements

·  Instructor¿s Manual: Contain additional individual and group class activities. It also contains chapter-by-chapter teaching suggestions.

·  Powerpoint Slides: Slides will feature example-based teaching using many examples and step-by-step application cases to teach and illustrate chapter concepts.

·  Test Bank: Updated Test Bank that is Test Gen compatible.

·  Video Bank: Corporate videos and advertisements help link concept to application. Videos will also come with teaching notes and/or a list of questions for students to answer.

·  Case Bank: Cases can be in PDF format available for download as an Instructor Resource.

• Sales Rank: #148117 in Books
• Brand: Brand: Pearson Education
• Published on: 2012-10-18
• Original language: English
• Number of items: 1
• Dimensions: 10.80" h x 1.10" w x 8.50" l, 3.10 pounds
• Binding: Paperback
• 679 pages

Features

• Used Book in Good Condition

About the Author

Dr Jochen Wirtz holds a PhD in services marketing from the London Business School and has been working in the field of services for over 20 years. He is a tenured Associate
Professor at the National University of Singapore (NUS), where he teaches services marketing in executive, MBA and undergraduate programs. He is also the director of the
dual degree UCLA – NUS Executive MBA Program, a member of the executive committee of the NUS Teaching Academy (the NUS think-tank on education matters), an associate fellow
of Executive Education at the Saïd Business School, University of Oxford, and an international fellow of the Service Research Center at Karlstad University, Sweden.
Dr Wirtz has published widely on services marketing in over 80 academic articles, including the Harvard Business Review, Journal of Consumer Psychology, Journal of Retailing, Journal
of Service Management, Journal of Services Marketing, Journal of Service Research, and Journal of the Academy of Marketing Science. He has also published over 100 conference
papers, 40 book chapters and 10 books. This includes his collaboration with Dr Lovelock in writing one of the world’s leading services marketing text books, “Services Marketing:
People, Technology, Strategy, 7th edition” (Prentice Hall, 2011).  Dr Wirtz serves on the editorial review boards of 11 academic journals. These include the
Journal of Service Management, Journal of Service Research, and Cornell Hospitality Quarterly. He is also an ad hoc reviewer for the Journal of Consumer Research and Journal
of Marketing. Dr Wirtz chaired the American Marketing Association’s biennial Service Research Conference in Singapore. In recognition of his excellence in research and
teaching, Dr Wirtz has received over 30 awards. These include the highest NUS accolade for education, the university-wide Outstanding Educator Award, and he was the winner of
the inaugural Outstanding Service Researcher Award 2010 and the Best Practical Implications Award 2009, both by Emerald Group Publications.
Dr Wirtz has been an active Management Consultant, working with international consulting firms, including Accenture, Arthur D Little, and KPMG, as well as major service firms in the
areas of strategy, business development and customer feedback systems. Originally from Germany, Dr Wirtz spent seven years in London before moving to Asia.

Dr Patricia Chew holds a PhD in services marketing from the National University of Singapore. She is Deputy Head of Business and Head of Area in Marketing at SIM
University in Singapore. She is in charge of the designing the business program, and overseeing curriculum development. She also appoints and manages the faculty. Dr Chew
teaches a variety of marketing courses at SIM University and has also taught at the National University of Singapore in MBA and BBA programs.
Dr Chew’s research focuses on services marketing. She has published several articles and conference papers, particularly on incentivized referrals and word-of-mouth. One of her
articles on incentivized word-of-mouth won the “Emerald Literati Club Award for Excellence” for the “Most Outstanding Paper” of the year in the International Journal of Service Industry
Management. Dr Chew has consulted on services marketing-related projects for companies like LG Capital, National Library Board in Singapore and SK Telecom.

The late Dr Christopher Lovelock was one of the pioneers of services marketing. Widely acknowledged as a thought leader in services, he was honored by the American Marketing
Association’s prestigious Award for Career Contributions in the Services Discipline. In 2005, his article with Evert Gummesson, “Whither Services Marketing? In Search of a New
Paradigm and Fresh Perspectives” won the American Marketing Association’s Best Services Article Award. He was a finalist for the IBM award for the best article in the Journal of
Service Research. Earlier, he received a best article award from the Journal of Marketing. Recognized many times for excellence in case writing, he had twice won top honors in the
Business Week “European Case of the Year” Award. Dr Lovelock consulted and gave seminars and workshops for managers around the world.
His particular focuses were on strategic planning in services and managing the customer experience. His distinguished academic career included serving 11 years on the faculty of
Harvard Business School, and two years as a visiting professor in Switzerland’s IMD. He has also held faculty appointments at Berkeley, Stanford and the Sloan School at MIT, as
well as visiting professorships at INSEAD in France and The University of Queensland in Australia. Professor Lovelock was the author or co-author of over 60 articles, more than 100 teaching
cases, and 26 books. His work has been translated into 12 languages. He served on the editorial review boards of the International Journal of Service Industry Management,
Journal of Service Research, Service Industries Journal, Cornell Hotel and Restaurant Administration Quarterly, and Marketing Management. He was also an ad hoc reviewer for
the Journal of Marketing.  

Most helpful customer reviews

1 of 1 people found the following review helpful.
A superb text integrating research and theory with cutting-edge management thinking
By Ron Kaufman
"Essentials of Services Marketing" masterfully integrates rigorous academic research, theory and cutting-edge management thinking. A superb read that covers all key aspects of marketing and managing services - ranging from consumer behavior to strategy, and from revenue management to service leadership. It's a great source to consult whether you are redesigning service processes, developing service recovery policies, implementing a loyalty program, or want to significantly improve the service quality delivered by your people.

The book makes a vast and complex field easily accessible through a rigorous, intuitive structure -- organized around an integrated framework the reader can immediately relate to, and chapters have their own integrative frameworks that communicate key concepts succinctly.

The table of contents is:

Part I: Understanding Service Products, Consumers and Markets
Chapter 1 - Introduction to Services Marketing
Chapter 2 - Consumer Behavior in a Services Context
Chapter 3 - Positioning Services in Competitive Markets

Part II: Applying the 4 Ps to Services
Chapter 4 - Developing Service Products - Core and Supplementary Elements
Chapter 5 - Branding Service Products and Experiences
Chapter 6 - Setting Prices and Implementing Revenue Management
Chapter 7 - Promoting Services and Educating Customers

Part III: Designing and Managing the Customer Interface
Chapter 8 - Designing and Managing Service Processes
Chapter 9 - Balancing Demand and Capacity
Chapter 10 - Crafting the Service Environment
Chapter 11 - Managing People for Service Advantage

Part IV: Developing Customer Relationships
Chapter 12 - Managing Relationships and Building Loyalty
Chapter 13 - Complaint Handling and Service Recovery

Part V: Striving for Service Excellence
Chapter 14 - Improving Service Quality and Productivity
Chapter 15 - Organizing for Service Leadership

Part VI: Cases

1 of 1 people found the following review helpful.
There's so much content, you'll never get through it...
By Janelle Barlow
...but if you need what's in it, you'll find it. This is an immense book, but complete and easy to follow. There's even Guidelines for Parking Design. What I really like about this book is that it goes from the biggest conceptual picture possible and then jumps immediately into details and applications. And the way the book is designed makes it easy to skip around -- on every page! This is the kind of book that would do well in a college course, or as a study document within an organization. The study questions at the end of the Chapters called Case Studies are provocative, and if you can answer the, you have the equivalent of a marketing degree in your possession. You might not read this book from beginning to end, but you'll jump into it when you need a question about services marketing answered. And the Case Studies are definitely worth reading. Great work! Janelle Barlow, author, A Complaint Is a Gift

1 of 1 people found the following review helpful.
A first class read
By Robin
Every now and then a book comes along that not only takes a subject and explains it with more clarity than any other but also provokes the reader to act and shows them how.

Jochen's 2nd edition is like being upgraded from economy to first class. It is a first class read. The layout is enticing and lives the message of service marketing.

Most importantly the content is a gift. The book has so much research, examples, case studies, tips, techniques, stories and did I say research that it will sit on your desk so that you can reference it easily.

Thank you to the authors for sharing so much knowledge in one book and the time to make it an extremely attractive read.

Robin Speculand
Implementation Specialist
Chief Executive
Bridges Business Consultancy Int

See all 6 customer reviews...

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• Learn how to campaign-tag inbound links to uncover the email, social, PPC, and banner/remarketing traffic hiding as other traffic sources and to confidently measure the ROI of each marketing channel
• Add event tracking to capture the many important user interactions that Google Analytics does not record by default, such as video plays, PDF downloads, scrolling, and AJAX updates
• Master Google Tag Manager for greater flexibility and process control in implementation
• Set up goals and Enhanced Ecommerce tracking to measure performance against organizational KPIs and configure conversion funnels to isolate drop-off
• Create audience segments that map to your audience constituencies, amplify trends, and help identify optimization opportunities
• Populate custom dimensions that reflect your organization, your content, and your visitors so Google Analytics can speak your language
• Gain a more complete view of customer behavior with mobile app and cross-device tracking
• Incorporate related tools and techniques: third-party data visualization, CRM integration for long-term value and lead qualification, marketing automation, phone conversion tracking, usability, and A/B testing
• Improve data storytelling and foster analytics adoption in the enterprise

Millions of organizations have installed Google Analytics, including an estimated 67 percent of Fortune 500 companies, but deficiencies plague most implementations, and inadequate reporting practices continue to hinder meaningful analysis. By following the strategies and techniques in Google Analytics Breakthrough, you can address the gaps in your own still set, transcend the common limitations, and begin using Google Analytics for real competitive advantage.

Critical contributions from industry luminaries such as Brian Clifton, Tim Ash, Bryan and Jeffrey Eisenberg, and Jim Sterne – and a foreword by Avinash Kaushik – enhance the learning experience and empower you to drive consistent, real-world improvement through analytics.

• Sales Rank: #55398 in Books
• Published on: 2016-09-06
• Original language: English
• Number of items: 1
• Dimensions: 9.60" h x 1.50" w x 7.70" l, .0 pounds
• Binding: Hardcover
• 624 pages

From the Inside Flap

Millions of organizations have installed Google Analytics (GA), but a disappointingly small percentage are using GA to gain real understanding, improve user experience, and drive digital ROI. Google Analytics Breakthrough is a single-source, step-by-step guide for building confidence in the fundamentals and the advanced techniques that you need to derive the greatest insight and actionability from this powerful platform.

With critical contributions from leading analytics experts—including Brian Clifton, Tim Ash, Bryan and Jeffrey Eisenberg, and Jim Sterne—this unique resource distills everything you need to understand your traffic sources, comprehensively measure user behavior, and begin driving long-term digital marketing ROI. As you gain a complete, best-practices foundation in measurement strategy, implementation, reporting, and optimization, Google Analytics Breakthrough will enable you to understand your successes and identify improvement opportunities.

• Initiate and successfully drive analytics adoption throughout your enterprise
• Assess the long-term value of your traffic channels
• Determine which content is generating your best customer engagements
• Learn about BigQuery and Tableau for data integration and visualization
• Incorporate A/B and usability testing into your optimization program

During the course of this in-depth, end-to-end learning experience, you'll sharpen your core competencies, discover hidden functionality, learn to avoid common pitfalls, and develop next-generation implementation and analysis strategies. This highly engaging skill development resource is packed with annotated screen shots, color diagrams, and special callouts to provide clear, informative, and memorable lessons. Each chapter includes key takeaways and practical action steps and exercises for real-world data capture, reporting, and performance improvement.

Whether you're seeking a comprehensive primer or an advanced skill booster, Google Analytics Breakthrough delivers the reliable expertise you need.

From the Back Cover

Gain real proficiency in Google Analytics instrumentation and reporting to drive measurable improvement

"Throughout the decade-plus history of Google Analytics, how people access online information has constantly evolved. We've seen an explosion of new devices, channels, and formats that each introduce new challenges for measuring online behavior. Today, the user journey is increasingly fragmented as people engage with websites and apps on the go and in shorter slices of time. As Google Analytics has grown over the years, we've kept this same focus on understanding and serving customers.

Google Analytics Breakthrough is a comprehensive resource that will help you become a more user-centric marketer, developer, or analyst. You'll develop a framework for how to think strategically about digital analytics and get a nuts-and-bolts understanding of how Google Analytics works. Know which questions to ask and learn how to answer them with deep dives into topics like attribution and goal tracking.

This book is written with its user, you the reader, in mind. Each chapter features insightful illustrations that explain key concepts and recommended next steps that help you get started. You'll also learn from industry experts and leading practitioners as they share their tips and insights. I hope that Google Analytics Breakthrough serves as a useful guide on your journey to better understanding and delighting your customers."
—Paul Muret, VP, Display, Video Ads, Analytics, Google

"As one of the founders of Urchin, I have watched the evolution, expansion, and nearly universal adoption of our tool—known since 2005 as Google Analytics—with some amazement and a great deal of pride. Now more than ever, the capabilities of Google Analytics allow you to gain real insights and simply make better, data-driven decisions about your digital properties. Google Analytics Breakthrough provides the core concepts as well as the specific techniques that you'll need to take confident action and drive real performance improvement with Google Analytics."
—Brett Crosby, Co-Founder of Urchin/Google Analytics

• Campaign-tag inbound PPC, email, social, banner, and remarketing links to really understand which channels are sending traffic and driving ROI.
• Capture the wide range of important user interactions such as video plays, file downloads, and scrolling that Google Analytics does not measure by default.
• Implement custom dimensions and content groups to make Google Analytics "speak your language" for yourself and stakeholders.
• Configure goals, funnels, and Enhanced E-commerce measurement that map to your KPIs for retail, lead generation, and informational websites and mobile apps.
• Create segments for your audience constituencies to isolate critical performance metrics and amplify trends.
• Measure across multiple domains and subdomains and understand the journeys of logged-in users across devices.
• Integrate with advertising networks and CRM to understand long-term customer value.
• Master Google Tag Manager for basic-to-advanced Google Analytics implementation and deployment workflows.
• Learn a multitude of insider tips, tricks, and key perspectives from the authors and expert contributors in the analytics and optimization industry.

About the Author

FERAS ALHLOU is co-founder and Principal Consultant at E-Nor (founded in 2003). He's built an industry-thought-leader organization providing marketing intelligence solutions to some of the world's most recognized brands.

SHIRAZ ASIF is co-founder and Vice President of Analytics at E-Nor. He has extensive background in solutions architecture for Web and mobile analytics, report automation, and data analysis.

ERIC FETTMAN is a founder of E-Nor Analytics University and an analytics trainer at E-Nor. He seeks to empower his students in digital analytics and optimization as well as all professional endeavors.

Most helpful customer reviews

0 of 0 people found the following review helpful.
I m a Google Certified Partner and provide web analytics ...
By Ricardo Godinho
I m a Google Certified Partner and provide web analytics services.
Personally, found a deep and comprehensive learning about google analytics, and allowed me to grow greatly.
Appreciate to the author for the huge lecture, still digesting.

0 of 0 people found the following review helpful.
Great reference / Easy to follow and absorb
By Diane
Wonderful reference & especially like great use of graphics to make it easy to read, follow and absorb - well done !

0 of 0 people found the following review helpful.
Five Stars
By Marco Peters
Excellent read if you are working in this area.

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• Sales Rank: #12005178 in Books
• Published on: 2006-01
• Original language: Spanish
• Number of items: 1
• Dimensions: .73" h x 6.94" w x 9.94" l,
• Binding: Hardcover
• 302 pages

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The New Controller Guidebook covers every aspect of being a controller, including the management of accounts payable, cash, credit, collections, inventory, payroll, and more. It also shows you how to close the books, which reports to issue to the management team, how to create a budget, and how to select and install an accounting computer system.

• Sales Rank: #75866 in Books
• Published on: 2014-07-11
• Original language: English
• Number of items: 1
• Dimensions: 10.00" h x .75" w x 7.00" l, 1.28 pounds
• Binding: Paperback
• 332 pages

About the Author
Steven Bragg, CPA, is one of the top-selling and most prolific accounting authors in the world. He is the author of more than 70 business books, including Lean Accounting, Closing the Books, and The New Controller Guidebook. He has been the CFO or controller of both public and private companies, and has been a consulting manager with Ernst & Young and an auditor with Deloitte & Touche.

Most helpful customer reviews

4 of 4 people found the following review helpful.
Perfect refresher for finance professionals moving into accounting roles
By Naomi Pereira
Perfect refresher for finance professionals moving into accounting roles. Great examples and overview of best practices and lean accounting. After you finish reading go to accountingtools.com and listen to the podcasts. Each chapter has a set of podcasts that goes along with it. I am definetely going to purchase more books by Mr Bragg.

1 of 1 people found the following review helpful.
Good overview
By Lynda Mozelewski
Good overview of concerns for the controller. If someone is new in the role, it will serve as a helpful guide to making sure all issues are covered. For a more seasoned controller, it is still worth reading. It serves to remind us of topics, and provides background that we may not have thought about for awhile.

1 of 1 people found the following review helpful.
Only for beginners
By Kathleen W
It's fine but very basic. Definitely for beginners.

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For many years, genes have been thought of as immutable: "You can’t change, it’s hereditary" was the mantra. But studies now show that genes are functioning and changing, every minute, every second. According to The Divine Code of Life, dormant genes have the potential to "wake up" and transform personality and outlook. The book shows how mental and emotional factors — negatives like stress and positives like excitement, joy, gratitude, and spirituality — are also involved in switching genes on or off. Drawing on recent scientific research and the author’s own observations, this book shows that humans can bring forth their talents at any age. How? Dr. Murakami argues that a positive outlook can turn on the genes that are necessary to bring happiness and success into anyone’s life and turn off the bad genes. He calls this process "genetic thinking" — a science-based approach to controlling the genes by cultivating enthusiasm and inspiration.

• Sales Rank: #7711964 in Books
• Published on: 2006-04-28
• Format: Bargain Price
• Number of items: 1
• Dimensions: .73" h x 6.02" w x 7.86" l,
• Binding: Hardcover
• 200 pages

Review
"Humankind in the twenty-first century is faced with challenges that cannot be solved by science or religion alone. We need to blend out spiritual understanding with modern scientific knowledge in order to overcome suffering. Kazuo Murakami's important research brings us closer to that goal."
—His Holiness the Dalai Lama

"The Divine Code of Life is one of the best discussions I have seen on the interplay of genes, environment, and consciousness. It is a devastating argument against genetic determinism and the idea that one's identity is written in the genome. It captures the majestic and spiritual dimension of the universe without being too religious. I think it turned on a a few of my good genes."
—Larry Dossey, MD, author of Reinventing Medicine and The Extraordinary Healing Power of Ordinary Things

"Dr. Murakami's book is a sage description of elegant science and its potential application to significantly improve the readers' lives. Awe, respect, and the author's passion for cutting-edge science fill the pages with information that provides sound reasons to live in a positive way. The importance of our minds in creating our personal environment for success and happiness is clearly established. Inspiring and solidly based, The Divine Code of Life is a beacon of light for these challenging times."
—Joyce W. Hawkes, PhD, author of Cell-Level Healing

About the Author
Dr. Kazuo Murakami is one of the top geneticists in the world and Professor Emeritus at the University of Tsukuba, one of Japan’s leading research universities. In 1963, he obtained a Doctorate of Agricultural Chemistry from the Graduate School of Agriculture at Kyoto University and then became a researcher at Oregon Health & Science University. In 1976, Dr. Murakami started as assistant professor at Vanderbilt University. He was appointed Professor of Applied Biochemistry at Tsukuba University in 1978 where he began genetic research. In 1983, he decoded the human enzyme renin—a hidden factor behind hypertension—which won him international acclaim. In 1990, he won the Max Planck Research Award. In 1994, he became director of the Tsukuba Advanced Research Alliance Center at the University of Tsukuba. In 1996, he was presented with the Japan Academy Prize in recognition of his achievements.

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0 of 0 people found the following review helpful.
A book for everybody
By DAN DRAGOMIR
This book is a gift for my wife, she's very pleased reading it

0 of 0 people found the following review helpful.
Five Stars
By A. L. Sanchez
Excellent scientific but at the same time easy reading.

39 of 43 people found the following review helpful.
The Hidden Order of the Universe
By Dr. Richard G. Petty
It is not uncommon to find top scientists revealing an interest in religion or spirituality later in their careers. Sometimes it has always been present, as in the Nobel Laureate John Eccles, but in others it appears as a sense of wonder as they learn more about the machinery of the Universe. Kazuo Murakami is a world-class geneticist who seems to fall into the second category.

The book begins with some very basic descriptions about genetics. He then moves on to a description about the fluid nature of genes. He is quite correct that most are switched on and off depending upon environmental conditions and, most of the time, most are barely functioning. He also talks about the apparent transmission of genes between sexual partners and the inheritance of acquired characteristics. All this is true, and part of a revolution in our understanding of how genes function. It was long assumed that most had to be fixed little programmers, because how otherwise could the structural and functional integrity of the body be maintained? But things are not quite so simple. I think that I may have been the person who coined the term "The Dancing Genes," to describe this strange paradox.

We then get into the third section, where he discusses some of his own research that appears to indicate an effect of positive psychology on gene expression. It was this that so impressed the Dalai Lama at a meeting in Dharamsala, India, some eighteen months ago. We already know that stress can inhibit the expression of a gene involved in the synthesis of acetylcholine: one of the key players in many cognitive functions and in Alzheimer's disease. So it is entirely plausible that positive mental states may do something good to our genes. In a study of people with type II diabetes, he found that laughter was associated with an apparent change in the activity of 23 genes. He does not mention in the book that these were 23 out of 18,716 genes that were screened. Naturally that rather changes the impact of the findings. Nonetheless, the research is interesting and needs to be replicated by independent researchers, so that we can better understand it.

He finishes with some suggestions for producing mental states that may perhaps have positive effects on our genes: have noble intentions; be thankful and keep your thoughts positive. Nobody would dispute the value of those sentiments. Though it is also important to note that there is research that has failed to find a correlation between some of these factors, the risk of getting sick and quality of life and survival from some cancers.

In summary, it is great to see a world-class scientist explain in simple terms that biology is not destiny. And that he is in awe at the hidden order of the universe. He certainly goes beyond the data when he makes suggestions about how we should think and live. There's nothing at all wrong with some speculation, but for people not familiar with the field, it's a bit difficult to work out what is fact and what is speculation.

But if it turns out that he is correct, the implications for all of us will be extraordinary.

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Free PDF Humanimal: A Project for Future Children, by Bhanu Kapil

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Humanimal: A Project for Future Children, by Bhanu Kapil

Free PDF Humanimal: A Project for Future Children, by Bhanu Kapil

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Poetry. Cross-Genre. Asian American Studies. In this new prose document, Bhanu Kapil follows a film crew to the Bengal jungle to re-encounter the true account of two girls found living with wolves in 1921. Taking as its source text the diary of the missionary who strove to rehabilitate these orphans—through language instruction and forcible correction of supinated limbs—HUMANIMAL functions as a healing mutation for three bodies and a companion poiesis for future physiologies. Through wolfgirls Kamala and Amala, there is a grafting: what scars down into the feral opens out also into the fierce, into a remembrance of Kapil's father. The humanimal text becomes one in which personal and postcolonial histories cross a wilderness to form supported metabiology. "Lucidly, holographically, your heart pulsed in the air next to your body; then my eyes clicked the photo into place. Future child, in the time you lived in, your arms always itched and flaked. To write this, the memoir of your body, I slip my arms into the sleeves of your shirt. I slip my arms into yours, to become four-limbed."

• Sales Rank: #236368 in Books
• Brand: Brand: Kelsey Street Press
• Published on: 2009-07-01
• Original language: English
• Number of items: 1
• Dimensions: 7.75" h x 5.00" w x .50" l, .25 pounds
• Binding: Paperback
• 71 pages

Features

• Used Book in Good Condition

About the Author
Bhanu Kapil is the author of five works of poetry/prose: THE VERTICAL INTERROGATION OF STRANGERS (Kelsey Street Press, 2001), INCUBATION: A SPACE FOR MONSTERS (Leon Works, 2006), HUMANIMAL: A PROJECT FOR FUTURE CHILDREN (Kelsey Street Press, 2009), SCHIZOPHRENE (Nightboat Books, 2011), and BAN EN BANLIEUE (Nightboat Books, 2015). She maintains a widely read blog on social incubation, prose experiments, and dogs: Was Jack Kerouac A Punjabi? She lives in Colorado, where she teaches at Naropa University.

Most helpful customer reviews

1 of 1 people found the following review helpful.
Awesome story
By captainfluffybear
The mysterious story about the two wolve girls. Fantastic book. Had a lovely time reading this book. Comes in mint condition. The book was required for one of my college courses and it was fantastic. Professors never really assign a good book to write an essay about. However I loved reading this book and writing about it. The first time through I was kind of confused at what was going on because the text was so difficult. But as I began writing my paper, I fell in love with the story more. Highly suggested!

0 of 1 people found the following review helpful.
So interesting
By Renny Ratliff
Wow- This book was different. Told in a perspective that left me a little confused at times- yet I still wanted to finish every page.
The story is one of a kind and will really make you thankful for your life. Such a different culture than any that I have ever experienced- gave me an eye opening look at life and how different it can be from one human to the next.

2 of 9 people found the following review helpful.
She isn't very good at either
By David Dressner
Bhanu Kapil is defined as an "experimental fiction poet." After reading Humanimal, being present in a Q n A, and seeing her do reading i've made a conclusion. All she does is mix fiction writing and and what can barely be called non-prosaic. She isn't very good at either. Her fiction is boring and poetry unimaginative. Humanimal is a example of this. 3 different perspective that switch at a moments notice. Neither are very good at all.

See all 4 customer reviews...

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