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|  | Learn to Earn by John Rothchild, Peter Lynch
Many investors, including some with substantial portfolios, have only the sketchiest idea of how the stock market works. The reason, say Lynch and Rothchild, is that the basics of investing - the fundamentals of our economic system and what they have to do with the stock market - aren't taught in school. At a time when individuals have to make important decisions about saving for college and 401(k) retirement funds, this failure to provide a basic education in investing can have tragic consequences. In Learn to Earn, Lynch and Rothchild explain in a style accessible to anyone who is high-school age or older how to read a stock table in the daily newspaper, how to understand a company annual report, and why everyone should pay attention to the stock market. They explain not only how to invest, but also how to think like an investor. AUTHOR: John Rothchild, Peter Lynch
PUBLISHER: Simon & Schuster Adult Publishing Group
FORMAT: Paperback
CATEGORY: Business 
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 | The Brand Gap by Marty Neumeier
An introduction to the need for strong branding, BRAND GAP breaks down the five basic components that help companies differentiate and grow their brand. Also included are exercises to help businesses begin this long and demanding process. AUTHOR: Marty Neumeier
PUBLISHER: New Riders Publishing
FORMAT: Paperback
CATEGORY: Business
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 | Extreme Management by David Balkan, Glynnis G. Talken, Mark Stevens, Samuel C. Chew
Created during World War II to help the United States government with the business aspect of military logistics, the lessons offered in this guide are also used in Harvard Business School's Advanced Management Program to show determined entrepreneurs how to get ahead in the cutthroat global marketplace. AUTHOR: David Balkan, Glynnis G. Talken, Mark Stevens, Samuel C. Chew
PUBLISHER: Time Warner AudioBooks
FORMAT: Audio
CATEGORY: Business
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 | Seedfolks by Judy Pedersen, Paul Fleischman
Thirteen interlinked stories tell of how a group of individuals transform an inner-city vacant lot into a flourishing garden. Through their work in the garden, the neighbors-- most of whom had never even spoken to each other before--begin to see each other as individuals (and friends) rather than as ethnic stereotypes. AUTHOR: Judy Pedersen, Paul Fleischman
PUBLISHER: HarperCollins Children's Book Group
FORMAT: Paperback
CATEGORY: Children's
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 | Stocks for the Long Run by Jeremy J. Siegel, Paul Bernstein
STOCKS FOR THE LONG RUN uses a history of the stock market to argue for long-term investment strategies. Delving into the inner workings of the various markets and how they respond historically to good and bad news, economist Siegel reiterates a long-held belief that, given time, stocks will always outperform bonds and other investment vehicles. AUTHOR: Jeremy J. Siegel, Paul Bernstein
PUBLISHER: American Media International
FORMAT: Audio
CATEGORY: Business
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 | Smart Choices by Howard Raiffa, John S. Hammond, Ralph L. Keeney
Based on years of research and actual practice by America's foremost leaders in the field, SMART CHOICES revolutionized the decision-making process, unveiling the most effective system of its kind. Drawn from the findings of an unparalleled trio, SMART CHOICES combines the expertise of two veteran consultants and an esteemed pioneer in decision analysis who counsel thousands each year, from students to top CEOs. For anyone who's caught at a confusing crossroad--whether you're buying a car or deciding between several options for medical treatment--this straightforward but transformational guidebook helps readers uncover the true heart of the problem and assess options objectively. Following the authors' PROACT (Problem, Objectives, Alternatives, Consequences, Trade-offs) program, readers in every situation can clarify their deep-seated objectives, create a comprehensive set of alternatives, determine likely consequences, make trade-offs, and grapple with uncertainty. This book will improve decision-making abilities immediately; it's clearly a smart choice to own. AUTHOR: Howard Raiffa, John S. Hammond, Ralph L. Keeney
PUBLISHER: Broadway Books
FORMAT: Paperback
CATEGORY: Business
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