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Marketing research shows that 80% of an ad’s or sales letter’s success comes from the headline and lead. Every marketer worth the name can tell you how important the headline is. But far too many of those same marketers ignore the critical importance of the lead.

In Great Leads: The Six Easiest Ways to Start Any Sales Message marketing genius Michael Masterson and master copywriter John Forde break through that ignorance to provide a clear, concise, and easy-to-follow guide to writing successful leads. But this is not a simple “How To” book on leads. Great Leads goes far deeper. Michael and John examine crucial aspects o writing powerful, successful leads and show how this process starts long before one word is put on paper.

Great Leads was originally conceived as a book about sales letter leads. But in the planning stages, it quickly morphed into a far broader, far more useful examination of how to write effective leads for any type of direct response ad.

This book is not the best book of its kind about how to write successful leads. It is the only book of its kind.

• Sales Rank: #89216 in eBooks
• Published on: 2011-10-11
• Released on: 2011-10-11
• Format: Kindle eBook

Most helpful customer reviews

24 of 26 people found the following review helpful.
Do Not Read This Book Unless...
By Ralphie Thom
...you're looking for a brilliant... brilliant... brilliant take on a seemingly simple copywriting concept.

The truth is I was skeptical (very skeptical) about buying this book. Mainly because my bookshelf is stacked a mile high with every book ever written on direct response copywriting.

I've read them all.

I've highlighted the key points.

I've re-read them.

I've even purchased several expensive courses from the likes of Clayton Makepeace... Gary Halbert... and Dan Kennedy.

And this book ranks up their as one of my favorites.

Forde and Masterson do a wonderful job of making the complex sound easy, especially when they tackle a subject Eugene Schwartz made popular in his book Breakthrough Advertising.

I guess what it boils down to is this:

If you want an easy to read book on direct response copywriting, that'll give you a FRESH perspective on leads, then pony up a few dollars, and grab this baby NOW!

Wesley Murph
[...]

13 of 13 people found the following review helpful.
Inspired Read
By Davinci
I have read most copywriting books ever written. All of them were good. And each built upon the knowledge gained from the previous books read. This book however, is different. This book actually does reveal secrets of sales copy. Like the the criminal offender gets his real education in crime from others inside prison - this book reveals those tried and tested little secrets the best copywriters use all the time. This book reveals the "ploys" used by canny copywriters to get readers to respond. More to the point, it shows with great clarity, how to really tap into the raw emotions of most prospects. In fact, this book should have been titled: How To Easily and Legally Manipulate Anyone To Willingly Buy Your Product or Service. I'd recommend it to everyone. Ummm... perhaps not. Because then the tactics revealed would lose their strength.

4 of 4 people found the following review helpful.
I wish I read this 5 years ago
By Patrick J. Stiles
I've been writing copy for 4-5 years. I've sold 7 figures online in my own business. Freelanced and started a few other companies.

I've been coached by an a-list copy coach, done dozens of copy logic sessions and paid for copy crits...

... And yet, this is the best book on the subject of copywriting I've ever read.

Maybe not for a pure beginner. For those people I always stear them towards John Carlton's and Dan Kennedy's courses to get their holistic basics.

But this book was some-odd 100+ pages of light bulbs going off.

You ever see a control just dominate? And think I could write something like that for my biz /client?

I have. Swiped and failed.

Now I know why.

I was applying one type of lead for a certain audience to a different situation.

I was going indirect when I should have been direct.

Or I was mixing lead types. Revealing a secret too soon. Etc.

I can now see exactly where, why and how to avoid these things.

Also, what I really loved most about this book was it was short and instructional.

High impact, rubber meets the road type of advice that you'll immediately connect to your copywriting.

You should definitely read this book.

As for me, I'm now going to cybetstalk the authors for everything else they've ever put out, re-read this book and write another sales letter.

See all 57 customer reviews...

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[A691.Ebook] Free Ebook Rock It! Transform Classroom Learning with Movement, Songs, and Stories, by Steve Reifman

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Rock It! Transform Classroom Learning with Movement, Songs, and Stories by Steve Reifman is a groundbreaking book that shows teachers exactly how to make movement, songs, and stories part of their instructional methods every day. Math and English language arts activities are aligned with Common Core Standards to help teachers meet those requirements. Teachers know that students need to be active during the day. Their attention wanders when they are stuck in their seats too long. Rock It! Transform Classroom Learning with Movement, Songs, and Stories by Steve Reifman shows teachers how to use more than 100 activities that include movement, music, and storytelling to instruct students. The activities in Rock it! help students learn concepts in math, English language arts, science, social studies, and health. Other activities use movement for warm-ups, as short breaks during the day, and as a way to build strong classroom bonding at the start of the year. Each activity in the book includes step-by-step instructions, including preparation, procedure, and variations. For grades kindergarten through five, activities can be easily adapted for the age group of the students. Research shows that children learn best when they have multiple ways to process information. Adding movement, songs, and stories from Rock It! to teach the curriculum will have students rocking to the beat of success! Are you a new or experienced teacher who wants to engage and energize your students in a unique way that will enhance their success and self-esteem right now? Then use Rock It! every day because Steve Reifman gives you hundreds of ideas that every teacher loves...practical, brain-friendly, Common Core aligned, and immediately effective. Your classroom will rock with excitement and your students will move and sing their way to excellence. --Pat Wyman, founder, HowtoLearn.com Steve Reifman knows exactly how to get kids energized and motivated about learning. Not only are the children engaged and growing academically, they're also having a blast! It's clear that Reifman knows students. His ideas are developmentally appropriate and support brain-friendly learning. --Erin Klein, teacher and founder of Kleinspiration A must-have book in every classroom that incorporates movement with an educational purpose. In a test-and data-driven society, Steve's ideas bring back the fun necessary to captivate and motivate student learning. --J.D. Hughes, author, PE2 the Max --J.D. Hughes, author, PE2 the Max Steve Reifman knows exactly how to get kids energized and motivated about learning. Not only are the children engaged and growing academically, they're also having a blast! It's clear that Reifman knows students. His ideas are developmentally appropriate and support brain-friendly learning. --Erin Klein, teacher and founder of Kleinspiration A must-have book in every classroom that incorporates movement with an educational purpose. In a test-and data-driven society, Steve's ideas bring back the fun necessary to captivate and motivate student learning. --J.D. Hughes, author, PE2 the Max

• Sales Rank: #1530891 in Books
• Published on: 2013-09-15
• Original language: English
• Number of items: 1
• Dimensions: 11.00" h x .44" w x 8.50" l, 1.16 pounds
• Binding: Paperback
• 192 pages

Review
Are you a new or experienced teacher who wants to engage and energize your students in a unique way that will enhance their success and self-esteem right now? Then use Rock It! every day because Steve Reifman gives you hundreds of ideas that every teacher loves...practical, brain-friendly, Common Core aligned, and immediately effective. Your classroom will rock with excitement and your students will move and sing their way to excellence. --Pat Wyman, founder, HowtoLearn.com

Steve Reifman knows exactly how to get kids energized and motivated about learning. Not only are the children engaged and growing academically, they're also having a blast! It's clear that Reifman knows students. His ideas are developmentally appropriate and support brain-friendly learning. --Erin Klein, teacher and founder of Kleinspiration

A must-have book in every classroom that incorporates movement with an educational purpose. In a test-and data-driven society, Steve's ideas bring back the fun necessary to captivate and motivate student learning. --J.D. Hughes, author, PE2 the Max

--J.D. Hughes, author, PE2 the Max

Steve Reifman knows exactly how to get kids energized and motivated about learning. Not only are the children engaged and growing academically, they're also having a blast! It's clear that Reifman knows students. His ideas are developmentally appropriate and support brain-friendly learning. --Erin Klein, teacher and founder of Kleinspiration

A must-have book in every classroom that incorporates movement with an educational purpose. In a test-and data-driven society, Steve's ideas bring back the fun necessary to captivate and motivate student learning. --J.D. Hughes, author, PE2 the Max

About the Author
Author Steve Reifman is a National Board Certified elementary school teacher, author, and speaker. He has a Master's degree in education from UCLA, and has traveled to Japan as a Fulbright Memorial Fund Scholar. He has written several books for educators. Steve lives and teaches in Santa Monica, California.

Most helpful customer reviews

1 of 1 people found the following review helpful.
A Must Have Book for Any K-5 Teacher
By Pam Miele
This book is jam packed full of ideas to engage my 4th grade students! Each activity in the book includes step-by-step instructions, including preparation, procedure, and variations. Activities can be easily adapted for the age group of the students. I love how there is a reference in the back of the book for each grade level, K-5, grouped by subjects and the Common Core Standards that are addressed in the activities.

Just a few of the activities that I will try in my ELA classes are "Making an Inference", "Cause and Effect", "The Synonym-Antonym Sidestep", and "Subject and Predicate". There are also activities for math in Number & Operations in Base Ten, Fractions, Measurement & Data, and Geometry. For science there is an array of ideas for incorporating movement, song, and stories into lessons such as "The Water Cycle", "The Life Cycle of a Butterfly", "Rotating and Revolving", "The Energy Wave", "Sources of Energy Challenge", and much more!

All teachers know that students need to be active during the day. Their attention wanders when they are stuck in their seats too long. Rock It! Transform Classroom Learning with Movement, Songs, and Stories by Steve Reifman lets teachers instruct students while they are moving. This is a must-have for any K-5 teacher!!

1 of 1 people found the following review helpful.
Magic You Can Learn
By Justin Baeder
I've been following Steve's work for a while now, and he never fails to amaze. He understands student engagement like no one else, and he's mastered the art of using songs, stories, chants, and movement to increase learning.

I know a lot of people look at books like this and think "Oh, that's for creative people, and I'm not creative." Nonsense--it's something you can learn, and Steve Reifman can teach you.

Use his examples, modify them, and make your own, and your teaching will be forever changed. Your students will be more engaged, you'll have more fun teaching, and--the bottom line--your students will learn more.

Rock It! will help you understand the fundamentals of using movement, music, and storytelling and give you dozens of high-quality examples you can start using immediately. Highly recommended.

0 of 0 people found the following review helpful.
A MUST Have!
By Michelle King
I was SO lucky to meet the author, Steve Reifman, last year at a teaching conference. I had the opportunity to see him present and partake in many of these awesome activities. This past school year, I implemented many of his ideas and I know that it had a positive impact on my students. I would suggest this book to any elementary school teacher. To read to my entire write up, head over here:
[...]

See all 7 customer reviews...

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[I544.Ebook] Get Free Ebook The Thin Man: Murder Over Cocktails, by Charles Tranberg

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The Thin Man films are one of the most highly regarded and successful series of films from Hollywood's classic era. This book looks at the people who populated the films, including full chapter profiles of its stars, William Powell and Myrna Loy, whose chemistry together was a huge reason for the success of the films. As Nick and Nora Charles they knocked the stereotypes of on-screen marriage out of the park and replaced the stiff and formal with fun and sexy. But not to be forgotten are the great character actors who added their own special magic to each and every film. Each chapter includes profiles of these actors as well as the creative teams behind the films. The book offers up detailed synopses of each of the films as well as behind-the-scenes anecdotes and trivia. If you love The Thin Man then this is the book for you! Praise for Charles Tranberg's other books: "By virtue of its amazing output and longevity, Moorehead's career, not to mention life, would be almost impossible to contain in a single volume, but Tranberg is in command of his subject, deftly covering the wide expanse of Agnes Moorehead's world." Laura Wagner, Classic Images, review of I Love the Illusion: The Life and Career of Agnes Moorehead. "This is a fond look at one of the most durable and under-appreciated stars in Hollywood history." Tom Clegett, The Santa Fe New Mexican, review of Fred MacMurray: A Biography.

• Sales Rank: #720638 in eBooks
• Published on: 2015-11-01
• Released on: 2015-11-01
• Format: Kindle eBook

From the Publisher
Praise for Charles Tranberg's other books:

"By virtue of its amazing output and longevity, Moorehead's career, not to mention life, would be almost impossible to contain in a single volume, but Tranberg is in command of his subject, deftly covering the wide expanse of Agnes Moorehead's world."

Laura Wagner, Classic Images, review of I Love the Illusion: The Life and Career of Agnes Moorehead.

"This is a fond look at one of the most durable and under-appreciated stars in Hollywood history."

Tom Clegett, The Santa Fe New Mexican, review of Fred MacMurray: A Biography.

About the Author
Charles Tranberg has written four books on Classic Hollywood and contributed articles to CLASSIC IMAGES and FILMS OF THE GOLDEN AGE. He lives in Madison, Wisconsin.

Most helpful customer reviews

16 of 16 people found the following review helpful.
"Murder Over Cocktails" - Classy Tribute to Nick and Nora
By Scott O'Brien
The meaty information and "behind the scenes" anecdotes in this delightful volume, make "Murder Over Coctails" a must for every classic film aficionado. As many times as I have seen all The Thin Man films, I absolutely relished reading each synopsis (peppered with some of Nick and Nora's best dialogue). The challenge came when I had to quiz myself as to who-done-it, as author Tranberg is NOT forthcoming with that tantalizing tidbit. Tranberg does an excellent job paying homage to William "A Touch of Class" Powell, and Myrna "A Woman of Convictions" Loy. I sensed who they were as individuals, behind all that marvelous talent. Tranberg provides box-office and critical response for each of the 6 Thin Man films, making the book a handy reference as well as an excellent read. One of the book's highlights are the mini-biographies of the supporting cast for each film, as well as the producers, directors, and scenarists. Tranberg has done his homework on these people, and despite a few typos (ie., "Freund" becomes "Freud" at one point), he does a grand job of showing their major contributions to the film industry, their connections to one another, and offers a intimate glimpse into their personal lives. Nice selection of photos, too!

8 of 8 people found the following review helpful.
A Welcome Addition to a Film Library
By S. Wynn
Charles Tranberg, author of the highly-praised "I Love the Illusion: The Life and Career of Agnes Moorehead", has turned his attention to the Thin Man film series and offers a sterling effort with "The Thin Man: Murder Over Cocktails." It's a well-written and researched work and considering the paucity of material and interviewees available, it's a valiant effort, too. In writing a book about Nick and Nora's screen adventures, Tranberg has to compete with the sad reality that the internet has made books like this largely superfluous. However, I'm glad that there's even a Thin Man book available in this day and age. "Murder Over Cocktails" is informative, but isn't always focused on the film series itself. That's because there just isn't all that much Thin Man information around.

The set up in "Murder Over Cocktails" is simple: Tranberg lays out a brief plot synopsis, adds some memorable quotes from the film, includes a precious handful of anecdotes about the behind-the-scenes goings on, many of which have appeared in Jon Tuska's "The Detective In Hollywood" and Myrna Loy's autobiography, "Being and Becoming." The rest of the chapter is a rundown of blurbs from various press sources of the day, which extolled each movie's virtues, as well as the supporting players' career highlights. In fact, so much space is dedicated to actor biographies that I found occasionally myself impatiently flipping ahead in the dim hope that I'd find something else--anything--on the movies themselves. The index wasn't any help--there isn't one! Curse you, Bear Manor Press! However, these actor and technician profiles may prove to be the best thing about Murder Over Cocktails. And while it is nice to be able to get the full sweep of a performer's career at one's fingertips, I'd prefer that there was more about the films, even if it were just photos, extended dialogue, or publicity materials. It's also unfortunate that Tranberg didn't dedicate some time on the actual era in which these films were made, instead of merely listing the personnel's film credits. Was Nick Charles the ideal American male? Was Nora the feminine ideal? What about those other Sleuthing Couples? The book includes a decent selection of photos, some of which I hadn't seen before, and instead of an index, the back of the book has a supporting actor portrait gallery, which varies in quality; some actors' photos are from much later in their career; Sam Levene's (Lt. Abrams in the second and fourth films) picture looks like it was taken in 1971 rather than 1941.

Despite my own (mild) disappointment with Murder Over Cocktails, I wouldn't hesitate to recommend the book to someone just getting interested in The Thin Man movies, as it would serve as a good primer in learning about the actors and behind-the-scenes technicians involved. And there's something to be said about any book getting published about the Thin Man films. This volume is dubbed "#1 in the Film Series Series. Redundant title aside, I hope there are more volumes in this new series, as it would be great to have future volumes cover the Andy Hardy, Blondie, Bowery Boys, and Charlie Chan films. For the longtime fan there's nothing here we haven't already read before, but I guess I'll have to accept the fact that there's a finite amount of Thin Man information out there!

5 of 5 people found the following review helpful.
Excellent
By JCN
A great book about a great series. Lots of behind the scenes stories. The exhaustively researched bios on all involved actors, producers and directors has me creating a must see list of more movies. The bios are cross referenced and very thorough. The only thing I wish that there were some more behind the scenes photos instead of the stock studio shots.

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Branding a Store shows how to build a strong, independent retail brand to remain competitive in today’s global marketplace. It shows how to make your shop a winner.

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• Sales Rank: #828237 in Books
• Brand: Brand: BIS Publishers
• Published on: 2010-04-01
• Original language: English
• Number of items: 1
• Dimensions: 9.60" h x 1.10" w x 6.50" l, 1.55 pounds
• Binding: Hardcover
• 304 pages

Features

• Used Book in Good Condition

Review
""Written in a straightforward, no-nonsense language, Branding a Store is a ""must-read"" especially for retail marketers big and small."" -- The Internet Bookwatch ""The Internet Bookwatch""

About the Author
Ko Floor has almost 40 years retail experience. He worked for 10 years in various marketing positions for department stores, specialty stores and supermarkets, then for 20 years for one of the leading advertising agencies in the Netherlands, FHV BBDO. As retail director he was responsible for developing a number of famous advertising campaigns. He received many awards for building retail trends.

Most helpful customer reviews

8 of 10 people found the following review helpful.
Branding a Store is a "must-read" especially for retail marketers big and small.
By Midwest Book Review
Author Ko Floor applies his nearly forty years of retail experience in Branding a Store, a guide to the core competency of developing and differentiating retail brand identities. Chapters instruct the reader in retail brand positioning, differentiating brand personality, retail brand communications, the four different types of consumer shopping (speedy, low-cost replenishment shopping, solution-driven shopping, self-expression shopping, and sense of discovery shopping), forecasts for the future (such as his prediction that each retail sector will become dominated by two or three megabrands), and much more. Written in straightforward, no-nonsense language, Branding a Store is a "must-read" especially for retail marketers big and small.

6 of 7 people found the following review helpful.
Best book so far on retail branding!
By G. Jegen
Every retailer in the world is finding out that product and price are no longer enough to differentiate. Connecting emotionally with the customer is the key to success: branding a store can build this emotional connection. Good book. Very interesting case studies. Recommended!

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[N811.Ebook] PDF Download Dress Accessories, c. 1150- c. 1450 (Medieval Finds from Excavations in London), by Geoff Egan, Frances Pritchard

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Dress Accessories, c. 1150- c. 1450 (Medieval Finds from Excavations in London), by Geoff Egan, Frances Pritchard

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Brooches, rings, buckles, pendants, buttons, purses and other accessories were part of everyday dress in the middle ages. Over two thousand such items dating from the period 1150-1450 are described and discussed here, all found in recent archaeological excavations in London - then as now one of western Europe's most cosmopolitan cities, its social and economic activity compounded by the waterside bustle of the Thames. These finds constitute the most extensive and varied group of such accessories yet recovered in Britain, and their close dating and the scientific analysis carried out on them have been highly revealing. Important results published here for the first time show, for example, the popularity of shoddy, mass-produced items in base metals during the high middle ages and enable researchers to identify the varied products of rival traditions of manufacture mentioned in historical sources. Anyone needing accurate information on period costume will welcome this book, which will appeal to the general reader interested in costume and design, as well as to archaeologists and historians.

• Sales Rank: #1049085 in Books
• Brand: Brand: Boydell Press
• Published on: 2013-01-17
• Original language: English
• Number of items: 1
• Dimensions: 8.68" h x 1.26" w x 7.27" l, 2.09 pounds
• Binding: Paperback
• 438 pages

Features

• Used Book in Good Condition

Review
Extremely useful to medieval re-enactors. TOOL AND TRADES HISTORY SOCIETY NEWSLETTER (Along with Shoes and Pattens) these two volumes brook few rivals and represent the best scholarship focused on shoes and everyday dress accessories from the Middle Ages. Indispensable....Groundbreaking. SPECULUM

About the Author
THE AUTHORS are members of staff of the Museum of London.

Most helpful customer reviews

2 of 2 people found the following review helpful.
Dress Accessories (Medieval Finds from Excavations in London)
By Kathleen De Mey
This is a great book for those who are seriously interested in the Middle Ages. Historians, living-history-adepts and re-enactors all can find what they are looking for. There is a lot of information, perhaps even too much for non-professionals (pages and pages on what was found where, with detailed descriptions). On the other hand, the drawings are just as detailed and this makes it a wonderful book just to browse and 'look at the pictures'. For a non-native speaker of English the language may be a bit difficult at times.

2 of 2 people found the following review helpful.
Super detailed, not many pictures
By Brittian household
Not much for photos but the written detail is absolutely wonderful. Would also recommend buying the book to use the reference list which is quite extensive.

0 of 0 people found the following review helpful.
Five Stars
By Richard Crossman
A great resource for costumers and medieval enthusiasts.

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[J433.Ebook] Ebook Lotus Lyrics: Poems Inspired , by Lord Krishna's Bhagavad-gita, by Krishna Priya Dasi

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Poems based on Srila Prabhupada's Bhagavad-gita As It Is

• Sales Rank: #2815765 in eBooks
• Published on: 2015-01-04
• Released on: 2015-01-04
• Format: Kindle eBook

Most helpful customer reviews

2 of 2 people found the following review helpful.
Inspiring!
By G. Dejonge
Wonderful poems based on the timeless knowledge from Bhagavad-gita As It Is. The poetry will stir your soul, and the sweet drawings done by the author are soothing and uplifting. [...]

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The period in which we live is marked by increasingly frequent and intense cultural encounters of all kinds. However we react to it, the global trend towards mixing or hybridization is impossible to miss, from curry and chips – recently voted the favourite dish in Britain – to Thai saunas, Zen Judaism, Nigerian Kung Fu, ‘Bollywood’ films or salsa or reggae music. Some people celebrate these phenomena, whilst others fear or condemn them. No wonder, then, that theorists such as Homi Bhabha, Stuart Hall, Paul Gilroy, and Ien Ang, have engaged with hybridity in their work and sought to untangle these complex events and reactions; or that a variety of disciplines now devote increasing attention to the works of these theorists and to the processes of cultural encounter, contact, interaction, exchange and hybridization. In this concise book, leading historian Peter Burke considers these fascinating and contested phenomena, ranging over theories, practices, processes and events in a manner that is as wide-ranging and vibrant as the topic at hand.

• Sales Rank: #1310928 in eBooks
• Published on: 2013-05-02
• Released on: 2013-05-02
• Format: Kindle eBook

Review
"Would work extremely well in world or European history courses at the advanced undergraduate or graduate level."
European History Quarterly

"[K]nowledgeable and informative."
Times Literary Supplement

"The book's easy and discursive style makes it accessible to the widest readership without losing out on complexity and intellectual rigour."
Sociology

"Burke shows how [questions of hybridity] raise issues that are older, broader and closer to our lives than we might think."
Times of Malta

"An impressive wide-ranging survey of the different forms and practices of cultural interaction in human history, and of the concepts that we now use to try to understand them. Whether we embrace these influences or resist them, globalization, Burke argues, is leading to the emergence of a new cultural order. This book offers us an indispensible guide to the cultural transformations of our times."
Robert J.C. Young, New York University

"An inspiring and illuminating survey of this highly topical and important field. Burke wears his outstanding erudition very lightly, and seeks to inform and enlighten his readers rather than to impress or browbeat them. He manages to encompass, in this brief survey, a wealth of historical roots and ramifications both within and outside Europe, and maintain analytical clarity at all times. Burke's rigorous, but never rigid, clarity of thought is always flexibly attuned to the complexities of historical experience."
J. Th. Leerssen, University of Amsterdam

From the Back Cover
The period in which we live is marked by increasingly frequent and intense cultural encounters of all kinds. However we react to it, the global trend towards mixing or hybridization is impossible to miss, from curry and chips – recently voted the favourite dish in Britain – to Thai saunas, Zen Judaism, Nigerian Kung Fu, ‘Bollywood’ films or salsa or reggae music. Some people celebrate these phenomena, whilst others fear or condemn them. No wonder, then, that theorists such as Homi Bhabha, Stuart Hall, Paul Gilroy, and Ien Ang, have engaged with hybridity in their work and sought to untangle these complex events and reactions; or that a variety of disciplines now devote increasing attention to the works of these theorists and to the processes of cultural encounter, contact, interaction, exchange and hybridization. In this concise book, leading historian Peter Burke considers these fascinating and contested phenomena, ranging over theories, practices, processes and events in a manner that is as wide-ranging and vibrant as the topic at hand.

About the Author
Peter Burke, Professor Emeritus of Cultural History, Cambridge University

Most helpful customer reviews

8 of 8 people found the following review helpful.
Not as good as Burke's other handbooks
By A quiet reader
Peter Burke has written a series of handbooks about academic and historiographical trends on over the years, including his 'Sociology and History' and 'What Is Cultural History?'. Each of these books is a grab-bag, but Burke generally managed to combine knowledge from his historical specialization (Renaissance and Early Modern Europe) with an introduction to the trend, while making some incisive comments along the way. This book is significantly weaker than his other books, however.

Where Burke's earlier books reflected a mature, thoughtful engagement with the issues at hand, Burke here seems unwilling or unable to go beyond reporting the findings of earlier scholars and critics. Where his books on cultural history and sociology at times raised meaningful questions about how and by whom cultural and sociological processes were occurring-- and what the scholarly terminology really implies-- Burke here generally seems content with vague formulations about cultural interactions that just seem to happen. Where his other handbooks were helpful guides for both classic works and current scholarship, Burke's bibliography here seems thin, and he seems less assured when discussing important figures. He leans fairly heavily on Gilberto Freyre, for example, without really engaging other major scholars of hybridity like Bhabha and Spivak. His use of Early Modern history is less revealing than in his earlier books. More critically, Burke wants to see linguistics and linguistic terminology as offering a helpful way out of the thicket of terminology for hybridity and cultural interaction. There may be something to this, but Burke seems to have a rather hazy knowledge of linguistics. Drawing on a 50-year old article, for example, he makes an unclear, probably incorrect distinction between bilingualism and diglossia on p. 111.

Perhaps I have overreacted by finding so many faults in what is a slight work (it can be easily read in an afternoon). And the book does improve a bit towards the end. All the same, with so much scholarly attention to hybridity and post-colonialism in recent years, there are better introductions to the subject out there. Start somewhere else.

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