Exhaustive in scope, expertly presented, and authoritatively written.

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ULTIMATE GUIDE TO FACEBOOK ADVERTISING

HOW TO ACCESS 1 BILLION POTENTIAL CUSTOMERS IN 10 MINUTES

From the Ultimate series

An expert and his cohorts share definitive strategies for succeeding at Facebook advertising.

Leading internet consultant Marshall (Ultimate Guide to Google AdWords, 2017, etc.) and equally knowledgeable co-authors Krance and Meloche jam this third edition full of wise advice and witty asides. While opening chapters perhaps overjustify using Facebook as an advertising vehicle, most of the content is meaty and on-target. The authors give the uninitiated marketer virtually every tool and technique to make the most of Facebook, delivered through their trademarked “Facebook Flight Plan,” an ad campaign blueprint that is painstakingly described in detailed text and excellent supporting webpage screenshots. The content ranges from advertising basics (campaign objectives, writing persuasive ad copy, and ad creative checklists, for example) to the more advanced (“the five most common troubleshooting scenarios” and a “five-tier scaling system”). The coverage is comprehensive; if ever there were questions about whether “Like” campaigns work, creating a solid offer, using video ads, targeting specific audiences, analyzing campaigns, or understanding the “Facebook Pixel” (a piece of code), this outsized handbook has the answers. And if that isn’t enough, Marshall offers free access to tools, videos, and case studies on his website. A nice touch not always found in technology manuals is the sprinkling of relevant stories and screenshots of actual campaigns. One notable aspect is the inclusion of chapters written by seven “guest authors,” each with specialized expertise. The format is also a plus; the large pages are nicely laid out with lots of subheads and easy-to-read type. Screenshots are legible, although some may have been better reproduced in larger size. It’s apparent that the content has been honed, shaped, and massaged in the third edition to keep up with evolving advertising strategies and rapid changes in Facebook technology; the online material and email alert service that accompany the book are equally welcome as a way to stay updated on Facebook.

Exhaustive in scope, expertly presented, and authoritatively written.

Pub Date: Nov. 21, 2017

ISBN: 978-1-59918-611-5

Page Count: 268

Publisher: Entrepreneur Press

Review Posted Online: July 27, 2018

Kirkus Reviews Issue: Sept. 1, 2018

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A declaration worth hearing out in a time of growing inequality—and indignity.

ECONOMIC DIGNITY

Noted number cruncher Sperling delivers an economist’s rejoinder to life, liberty, and the pursuit of happiness.

Former director of the National Economic Council in the administrations of Presidents Bill Clinton and Barack Obama, the author has long taken a view of the dismal science that takes economic justice fully into account. Alongside all the metrics and estimates and reckonings of GDP, inflation, and the supply curve, he holds the great goal of economic policy to be the advancement of human dignity, a concept intangible enough to chase the econometricians away. Growth, the sacred mantra of most economic policy, “should never be considered an appropriate ultimate end goal” for it, he counsels. Though 4% is the magic number for annual growth to be considered healthy, it is healthy only if everyone is getting the benefits and not just the ultrawealthy who are making away with the spoils today. Defining dignity, admits Sperling, can be a kind of “I know it when I see it” problem, but it does not exist where people are a paycheck away from homelessness; the fact, however, that people widely share a view of indignity suggests the “intuitive universality” of its opposite. That said, the author identifies three qualifications, one of them the “ability to meaningfully participate in the economy with respect, not domination and humiliation.” Though these latter terms are also essentially unquantifiable, Sperling holds that this respect—lack of abuse, in another phrasing—can be obtained through a tight labor market and monetary and fiscal policy that pushes for full employment. In other words, where management needs to come looking for workers, workers are likely to be better treated than when the opposite holds. In still other words, writes the author, dignity is in part a function of “ ‘take this job and shove it’ power,” which is a power worth fighting for.

A declaration worth hearing out in a time of growing inequality—and indignity.

Pub Date: May 5, 2020

ISBN: 978-1-9848-7987-5

Page Count: 384

Publisher: Penguin Press

Review Posted Online: Feb. 26, 2020

Kirkus Reviews Issue: March 15, 2020

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A deftly argued case for a new kind of socialism that, while sure to inspire controversy, bears widespread discussion.

CAPITAL AND IDEOLOGY

A massive investigation of economic history in the service of proposing a political order to overcome inequality.

Readers who like their political manifestoes in manageable sizes, à la Common Sense or The Communist Manifesto, may be overwhelmed by the latest from famed French economist Piketty (Top Incomes in France in the Twentieth Century: Inequality and Redistribution, 1901-1998, 2014, etc.), but it’s a significant work. The author interrogates the principal forms of economic organization over time, from slavery to “non-European trifunctional societies,” Chinese-style communism, and “hypercapitalist” orders, in order to examine relative levels of inequality and its evolution. Each system is founded on an ideology, and “every ideology, no matter how extreme it may seem in its defense of inequality, expresses a certain idea of social justice.” In the present era, at least in the U.S., that idea of social justice would seem to be only that the big ones eat the little ones, the principal justification being that the wealthiest people became rich because they are “the most enterprising, deserving, and useful.” In fact, as Piketty demonstrates, there’s more to inequality than the mere “size of the income gap.” Contrary to hypercapitalist ideology and its defenders, the playing field is not level, the market is not self-regulating, and access is not evenly distributed. Against this, Piketty arrives at a proposed system that, among other things, would redistribute wealth across societies by heavy taxation, especially of inheritances, to create a “participatory socialism” in which power is widely shared and trade across nations is truly free. The word “socialism,” he allows, is a kind of Pandora’s box that can scare people off—and, he further acknowledges, “the Russian and Czech oligarchs who buy athletic teams and newspapers may not be the most savory characters, but the Soviet system was a nightmare and had to go.” Yet so, too, writes the author, is a capitalism that rewards so few at the expense of so many.

A deftly argued case for a new kind of socialism that, while sure to inspire controversy, bears widespread discussion.

Pub Date: March 10, 2020

ISBN: 978-0-674-98082-2

Page Count: 976

Publisher: Belknap/Harvard Univ.

Review Posted Online: Dec. 22, 2019

Kirkus Reviews Issue: Jan. 15, 2020

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