Rabu, 26 Januari 2011

Download PDF Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit, by Joe Pulizzi Robert Rose

Download PDF Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit, by Joe Pulizzi Robert Rose

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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit, by Joe Pulizzi Robert Rose

Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit, by Joe Pulizzi Robert Rose


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Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit, by Joe Pulizzi Robert Rose

From the Back Cover

“Joe and Robert take us, once again, to the bleeding edge of marketing . . . but importantly help us understand how to stay there. Their bold thinking, matched only by their bold personali- ties, jumps off of each page.”―Jonathan Mildenhall, Chief Marketing Officer, Airbnb“Sometimes the manual needs to be thrown out the door. This book rewrites the rules of marketing, putting content front and center to create value and brand loyalists. Push the envelope, change the approach, and don’t be afraid to be disruptive.”―Jeffrey Hayzlett, primetime TV and radio host, speaker, author and part-time cowboy“Pulizzi and Rose have unlocked the puzzle of what marketing should be in the 21st century. Their focus on the two key elements, customers and the income flows those customers create, turns traditional product marketing thinking on its head.”―Don Schultz, Professor Emeritus of Service, Northwestern University’s Medill School“Loaded with ideas to turn content marketing into profit centers. Read it and you’ll become a believer, as I have.”―Al Ries, co-author, Positioning: The Battle for Your Mind“World renowned marketing experts Pulizzi and Rose partner to author prescriptive advice to help marketing executives transcend purchased media and ascend to owned media prominence.”―Kathy Button Bell, Senior Vice President and Chief Marketing Officer, Emerson“Killing Marketing is the senior executive handbook for what the marketing function should always have been and now can be.”―Stephanie Losee, Head of Content, Visa Corporate Communications, from the Foreword“Killing Marketing will challenge you to look beyond your known toolkit and change the structure of strategy that will fundamentally and profitably reshape the purpose of marketing in business.”―Timothy McDonough, Vice President Global Brand Marketing, Moen Incorporated“Killing Marketing is a controversial idea. But controversial marketing is exactly what is needed to profit successfully in the killing crossroads of traditional and new age business.”―Raj Munusamy, Vice President, Content Marketing & Messaging, Schneider Electric“Imagine marketing as a profit center, not a cost center. Sound crazy? Nope. This is the blueprint you need to flip marketing on its head, drive innovation, and claim your spot as a business leader.”―Ann Handley, Wall Street Journal bestselling author & Chief Content Officer, MarketingProfs“Killing Marketing brilliantly demystifies the full implications of content as a pre-eminent force in customer experience and business transformation in the post-Internet era.”―Carlos Abler, Global Content Marketing & Strategy Lead, 3M“Buy this book and transform where the marketing budget lives on the balance sheet!”―Rebecca Lieb, Analyst, Advisor and author of Content: The Atomic Particle of Marketing“RIP marketing. It’s been real. Killing Marketing just put the final nail in your cost center coffin.”―Jason Miller, Global Content Marketing Leader, LinkedIn

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About the Author

JOE PULIZZI Joe  is an entrepreneur, speaker, author, and podcaster. He's the founder of multiple startups, including the Content Marketing Institute (CMI), the leading content marketing educational resource for enterprise brands, recognized as the fastest growing business media company by Inc. magazine in 2014 and 2015.  He began using the term "content marketing" back in 2001, now the fastest growing internet marketing industry. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe's third book, Epic Content Marketing was named one of "Five Must Read Business Books of the Year" by Fortune Magazine. His fourth book, Content Inc., has been a top direct marketing best-seller since September of 2015. Joe has also co-authored two other books, Get Content Get Customers and Managing Content Marketing. Joe has spoken at more than 400 locations in 16 countries advancing the practice of content marketing. ROBERT ROSEFor more than 20 years, Robert has been helping marketers tell their story more effectively through digital media. Over the last five years, Robert has worked with more than 500 companies of all sizes, including 15 of the Fortune 100. He's provided strategic marketing advice and counsel for global brands such as Capital One, Dell, Caterpillar, Hewlett Packard, Microsoft, The Bill & Melinda Gates Foundation and UPS. Robert is currently the Chief Strategy Officer for The Content Advisory, the education and consulting group for The Content Marketing Institute.Robert's second book - Experiences: The Seventh Era of Marketing is a top seller and has been called a "treatise, and a call to arms for marketers to lead business innovation in the 21st century." His first book, Managing Content Marketing,  also written with Joe Pulizzi, spent two weeks as a top ten marketing book on Amazon.com and is generally considered to be the "owners manual" of the Content Marketing process.

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Product details

Hardcover: 272 pages

Publisher: McGraw-Hill Education; 1 edition (September 13, 2017)

Language: English

ISBN-10: 9781260026429

ISBN-13: 978-1260026429

ASIN: 1260026426

Product Dimensions:

6.3 x 1 x 9.3 inches

Shipping Weight: 1.3 pounds (View shipping rates and policies)

Average Customer Review:

4.6 out of 5 stars

56 customer reviews

Amazon Best Sellers Rank:

#231,100 in Books (See Top 100 in Books)

The core message of their new book is acknowledging that the marketing world, as we have known it since the dawn of the big three (print, radio, and TV), is our past and that marketing doesn’t have to be just a cost center anymore. When done well – brands can actually create a profit center from their marketing efforts. Instead of your marketing requiring additional financial resources – what if it generated new dollars? We’ve all heard the idea that about brands should become media companies. You may not want to take your company quite that far. But wouldn’t you like to make money with your marketing efforts?The book isn’t suggesting that you abandon your core business model and become an organization that generates revenue the way a traditional media company does. Nor is it suggesting that you should abandon your paid and earned media efforts. For most organizations, there will always be a benefit to those channels.But what the authors are suggesting is that businesses today also need a profit-generating owned media strategy that will give you an unfair competitive advantage.The book goes on to outline how a traditional company, who has been marketing in more traditional ways, can turn their marketing focus/efforts on its side and come out with a model of generating revenue from their marketing efforts.As with anything Joe and Robert do – I’m a fan. I think they’re insightful thinkers who have walked out what they teach (check out the Content Marketing Institute site) and continue to refine their viewpoint as things evolve.Check out the book. Re-think your plan for 2018. Begin to build your channel and the equity it can bring your organization.

As much as I agree with the book's main focus: the importance of building relevant content as a way to market products and services to customers. I think the authors could've said this is a 30-page paper. Upon reading, it felt more like a long, long sales brochure for Pulizzi and Rose's prior works, rather than original content. With such a strong title you'd expect a more insightful book.The book is overly repetitive with examples like Red Bull and Arrow, being mentioned over and over. I was actually quite surprised by the good reviews posted, all five stars!! No way... something fishy...Save your time and money and just Google the subject to get the same general concept.

One of the main things I agree with os the fact that we, as companies cannot be at the mercy of the media gatekeepers. It always boils down to the media provider agenda and not truly to the advertisers objective. We have seen it with it this last year with the scandals of FB and the US elections. I recently wrote an article about how Amazon, Apple, Facebook and Google, influence consumer behavior to pursue their own agenda. If you want to tell the truth about your brand, you got to be honest and do it yourself. Your audience will keep you honest. Why because you can say whatever you want about your brand, it does not matter. You do not control the narrative over your brand, your audience does. So the best thing you can do is join their conversations and built your brand by being truly engaged with both, the audience that hates you and the audience that loves you.

As the director of content marketing at Cleveland Clinic, the 2016 Content Marketer of the Year, and an interviewee for this book, I absolutely endorse it with all of my heart. It is an incredibly thought-provoking look at how marketing departments are being disrupted by the shift to content, focusing on companies that have been able to turn marketing activities into revenue-generating media/publishing organizations. I highly recommend this book to anyone working in content marketing, but more importantly to any executive looking to take their marketing vision forward. I loved every chapter, learned so much from the examples presented and I just got more excited about being a content marketer every time I turned the page! Fantastic work, Joe & Robert!

This book, without being a revelation, brings up a very interesting approach not so much to marketing itself, but to the way we perceive our marketing endeavours as well as in the expectations we should have of the results of any marketing action we take.VALUABLE content as marketing simply makes sense. And to be frank, this book is a perfect example of it. Through this book, the authors are building an incredibly engaged audience of people related as closely as it gets to the market they're in while making a profit from selling the content in the book.Great way to lead by example guys!

This book is at the top of my recommended short list for every CEO and CMO I know. Joe's views are spot on -- identifying trends that are rapidly changing the face of marketing, and describing in clear, pragmatic terms how companies can adapt and thrive. This is about more than just an evolutionary trend. It's about taking everything we think we know about demand marketing and turning it on its head.

This book’s only premise is that marketing should make a profit as a standalone unit like Red Bull Media. The rest is shameless advertising for their Content Marketing Institute.

Most content marketing books go in-depth about figuring out who you are and how to create a story around it. Although that is important, they don't really cover exactly how content marketing can be used as a function of business to increase revenue and drop costs. This book covers that.

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Kamis, 20 Januari 2011

PDF Download , by Brian Germain

PDF Download , by Brian Germain

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Product details

File Size: 4647 KB

Print Length: 176 pages

Publisher: Adventure Wisdom LLC; 5th edition (April 25, 2013)

Publication Date: April 25, 2013

Sold by: Amazon Digital Services LLC

Language: English

ASIN: B00CJ3UR6S

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Amazon Best Sellers Rank:

#532,748 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

First of all, beware that this is a physically large book. The size is 8.5"x11" (A4 size), the same as what probably goes into your home printer.I am an inexperienced jumper, sub-100 jumps and on my first non-student canopy. I found a lot of good information in this book, teaching me the basics of how the parachute works and why it does what it does when I pull the toggles. It's worth reading it with a highlighter in your hand, to mark the most important tips for future reference. I read the book from the beginning, stopping when I came to the chapter on high-performance landings. I am too new to be putting those ideas into my head. I also didn't read the hippy self-improvement stuff in the second half of the book.My biggest problem with the book, and the reason I took off a star, is the apparent lack of proof-reading. There were many spelling and grammatical mistakes, more than in most things I read. Maybe a nitpick, but it is a book and should be proofread properly.

Not a beginning skydiver's book, but some great info in this. He does a great job explaining how the canopy works and other aspects of the entire systems such as the risers. Unless you are a swooper, or wanting to learn to swoop, the second 1/3 of the book will be pretty much lost on you. However, the last part of the book dealing with fear and the human mind is outstanding. I liked that part so much, I turned right around and got Germain's other book "Transcending Fear: The Doorway to Freedom" to get the full intent of the last part of the this book. Overall, a great book to learn about the canopy and the way it works.

As an aircraft pilot and a certified flight instructor, With 15 jumps flying a canopy I 100% recommend this to anyone who wants to learn to fly a canopy with understanding. Greatly increasing your ability to become who you want to be under canopy from a Parachute designer and test pilot there is no better source! combined with your jump coach you will progress much faster. Developing essential skills that any pilot of any wing must have.

I had never heard of Brian Germain and his Canopy Course until a few days into my AFF when I saw a posting on our 'local' dive zone's (Skydive Georgia) Face Book page. I googled Brian and found this book which I bought along with The Skydiver's Handbook. After a quick read, I signed up for Brian's course which was a month away. I reread Brian's book and completed 10 jumps before the 2 day course began. I recommend studying the book before taking a canopy course.The book, with a lot of work, will take you from riding the canopy to Flying it in coordinated flight.

Brian is a good guy. Nice read for a rainy day. Unfortunately more than a few will read this and not have the experience required to do some of the things Brian warns against. But that's Darwinism in action. Additionally he does a great job of how the irresponsibility of a few does great damage to the sport. But this book will fall on deaf ears for a very vocal minority. For the rest of us this is required reading!

Bought this book about a year after I started skydiving and just couldn't figure out how to stick my landings. Brian explains it in ways I had never considered before and gave me an entirely different way to think of the wing. Been sticking the landing ever since

Very informative book. I just got my "A" license and haven't taken a canopy course yet. It addressed several questions I had and a lot that I didn't know I had!

Not an easy read at first.I'm constantly returning to understand the breakdown of what Brian is trying to describe. All my wannabe "SWOOPING" buddies are turning to this book before pulling on the front risers, and they're able to start swooping attempts safely.Perhaps this should be homework assigned for every skydiver.

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Jumat, 14 Januari 2011

Free Download Insight Guides Flexi Map Kuala Lumpur (Insight Flexi Maps)

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Product details

Map

Publisher: Insight Guides; 5th Revised edition edition

Language: English

ISBN-10: 1780053975

ISBN-13: 978-1780053974

Product Dimensions:

4.2 x 0.1 x 8.7 inches

Shipping Weight: 2.9 ounces (View shipping rates and policies)

Average Customer Review:

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Amazon Best Sellers Rank:

#4,669,981 in Books (See Top 100 in Books)

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Kamis, 13 Januari 2011

Ebook Free The Qur'an: A Translation for the 21st Century

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About the Author

Adil Salahi's writings include the acclaimed Muhammad: Man and Prophet and Pioneers of Islamic Scholarship, and the English translation of the 18-volume In the Shade of the Qur'an. His main career has been in radio and print journalism, and for over 30 years he was editor of 'Islam in Perspective', a twice-weekly full-page column in the Arab News, a Saudi daily newspaper.

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Introduction   The Qur'an is God’s word which He revealed to Prophet Muhammad through the Angel Gabriel. God had earlier revealed scriptures to different prophets, including the Torah, the Psalms and the Gospel. The Qur’an is clearly intended to be God’s final message to mankind, setting out the way of life God wants people to lead. It sets their lives on the right course and ensures their happiness in this world and the next. In this present life, they have through God’s message what gives them satisfaction of their physical and spiritual needs, as well as a sense of complete fulfilment. Implementation of the Qur'an in this present life ensures for them admittance into heaven in the life to come. This means a second life of perfect bliss and happiness, as well as enjoyment of what is even better, namely that God is pleased with them.   The Qur’an was revealed in parts during the period from the beginning of Muhammad’s prophethood in 610 to shortly before he passed away in 632. Although the revelations given to Prophet Muhammad (peace be upon him) included much more than the Qur’an. The Qur’an is given in God’s own word, while the rest of His revelation was expressed by Prophet Muhammad in his words and style. The two complement each other and together form the Islamic message.   The Qur’an is God’s own word, and it has been preserved in its original form over the fourteen centuries of Islamic history. This is due, first and foremost, to the fact that God has guaranteed its preservation: ‘It is We Ourselves who have bestowed this reminder from on high, and it is We who shall preserve it intact’. (15: 9) When the Prophet received a surah or a passage of the Qur’an, he immediately dictated it to one or more of his scribes. Many of his companions memorised it. When he passed away, his successor as head of the Muslim state, Abu Bakr, ordered the collation of a complete copy of the Qur’an to serve as reference. This was a meticulous exercise completed during Abu Bakr’s reign which lasted less than two years. The task was entrusted to Zayd ibn Thabit who had learnt the complete Qur’an by heart under the Prophet’s own instruction and guidance. Zayd gathered the written parts together, requiring two independent witnesses to testify that they were present when the Prophet dictated it to the scribe who kept it. Thus, authenticity was perfectly assured through the four people involved up to that point: the scribe, the two witnesses and Zayd, plus the written copy. However, Abu Bakr, [Umar, [Uthman and [Ali, all of whom knew the full Qur’an by heart, further checked the complete copy. The whole exercise was repeated again less than fifteen years later, when reference copies were produced by a committee headed by Zayd himself and who was helped by three more of the Prophet’s companions who also knew the Qur’an by heart. These copies were checked against the original copy collated during Abu Bakr’s reign. A copy was then sent to each of the main cities of the Muslim state, with a reciter who memorised the Qur’an in full to teach people its proper recitation.   The Qur’an is recited every day by every Muslim who keeps up his or her prayer. It is recited in prayer and at other times, because its recitation is an act of worship. Millions of people have learned its entirety by heart throughout every generation since it was first revealed 1,400 years ago. Nearly every Muslim memorises parts of it, and most recite a portion of it every day. Those who know it by heart read it in full once a week in order to retain it in their immediate memory. None feels this to be a demanding task, even though it takes at least an hour and a half every day. On the contrary, they approach it with the eagerness of one who feels it adds to their happiness.   No religious book is read and recited or listened to as frequently as the Qur’an. Yet those who recite it are always eager to do more. The question is whether this is due only to the religious aspect or if there is something more about the Qur’an? The religious factor is undoubtedly very important, but what is there about the Qur’an that attracts non-Muslim Arabs to memorise some passages of it? Indeed, some of them read it in its entirety time after time.   We need to remember that the Qur’an was revealed during a time when the Arabs were very proud of their language and used it so skilfully as to include fine forms of expressive speech. Moreover, they attached great importance to poetry. As they were largely unlettered people, poetry was the way they recorded their history, highlighted their bright moments, expressed their sorrows, extolled the merits of their departed elders, described their happiest events, reviled their enemies and recorded the lessons they learnt through hard experience. They chanted it in their social gatherings, and through poetry their news travelled from one part of Arabia to another. It also served as their formal and social media. What is special about Arabic poetry is that a poem may run into hundreds of lines, maintaining the same metre and rhyme, without giving even a hint of affectation or the rhyming word sounding laboured. In this they benefited by the fact that Arabic is a derivative language, which means that a three-consonant root can generate words in double figures in the forms of verbs, nouns, adjectives and adverbs bearing the same meaning as the root and adding varying connotations. For example, if we take the Arabic root h-d-th, meaning to do and to speak, we may derive the following fifteen words: happened, narrated, speaker, interlocutor, spokesman, spoken statement, converse, conversation, accident, recent, made something new, invented a new thing, event, innovated, recently, and the causer of an event.[1] Furthermore, the root will also provide several more words delivering yet greater subtleties in each instance.   In the tribal society of Arabia, with tribes often raiding each other for plunder or revenge, the rise of a poet was an occasion for great celebration, because he could always highlight the merits of his tribe and revile its opponents. The fact that poetry is easily memorised and survives for a considerable length of time added to its importance.   When Prophet Muhammad (peace be upon him) recited passages of the Qur’an to the Arabs, in his efforts to advocate his message, they could not place it in any form of speech they knew. For certain, they realised that, despite its use of rhyme at times and having rhythm, it was not poetry. The Prophet appreciated poetry and could distinguish what was fine and what was of low standard, and he listened to some recitals of fine poetry, but he never expressed himself in any form that could be described as akin to poetry. He did not even quote any line of poetry in his speech. Discerning Arabs were quick to recognise that the Qur’an was of a much superior quality than even the finest of their poetry. Hence, when anyone suggested that his opponents should describe Muhammad as a poet, the suggestion was rejected out of hand. Having listened to two passages of the Qur’an, al-Mafruq ibn [Amr, the head of the major Arabian tribe, the Shayban, said to the Prophet: ‘What you say is not the word of a human being. Had it been human speech we would have recognised it’.[2]   One of the finest aspects of the Qur’an’s style is the combination of word economy and expansive expression. Many literary critics have expressed wonder at how the Qur’an presents its ideas with the number of words it uses: it is a case of full meaning with minimum words, and this is consistent throughout, even when it provides detailed legislation. One clear example is the system of inheritance which assigns shares to different heirs, covering all situations and relations that may arise in any family and leaving no room for dispute. The whole system is outlined in verses 11, 12 and 176 of the fourth surah, Women. Together these verses use no more than 209 words in 22 lines.   The Qur’an tells stories of earlier prophets and their communities. Brevity is again a main feature of its style. In the story of the birth of Jesus in Surah 19, only seven words separate the angel’s announcement to Mary that he was to give her a son and her being in labour. Yet her trouble at her virgin pregnancy and the need to hide from curious eyes is perfectly accounted for. Surah 12 devotes 98 of its 111 verses to the story of Prophet Joseph, from his childhood to the reunion with his parents after he was appointed to a high position in the government of Egypt. The story runs in 28 scenes and there are gaps between some of them and at times the gap could stretch over several years. Yet at no point does the reciter or the listener feel that any part of the story is left out. On the contrary, they feel that they are given all necessary details. For example, one scene closes with Joseph’s brothers in Egypt finding themselves at a loss because of the arrest of their youngest brother when they had most solemnly pledged to their father that they would return him safely. Their eldest is telling them to go back and explain what happened to their father and give him all the necessary evidence confirming the truth of their report. The next scene opens immediately, with their father giving his reaction to their report. Thus, their journey from Egypt to Palestine, their feelings as they arrived, their reluctance to speak to their father as they were conscious of their guilt over Joseph’s disappearance are all left out, but the story is felt to be complete. Furthermore, the story identifies lessons to be learned and clearly illustrates concepts for believers to uphold.    A unique feature of the Qur’an’s style is that outlined by Sayyid Qutb in his pioneering work Artistic Imagery in the Qur’an, published in 1945. Qutb says:   Painting images is the Qur’an’s preferred method of expression. It presents abstract concepts, psychological feelings, real events, visible scenes, people’s types and human nature in clear images that we can mentally see before us. It then gives the painted image real life and successive movement. It thus gives the abstract idea shape or movement; presents a psychological feeling in a scene or a painting; shows human nature and types of people alive before our very eyes. Events, scenes and stories are all shown full of life and movement. When dialogue is added to these, all elements are completed for us to imagine what is on show. Once the Qur’an starts its presentation of these, the reciter and listeners become the audience watching the story unfold. They are transported to the stage where the story took place or where the event will happen. As one scene or movement follows another, listeners forget that they are merely listening to words being recited. Instead, they feel that they are actually watching those very scenes and events.[3]   An excellent translator will be able to express the ideas and meanings of the author and put these in a way that enables the reader in the target language to fully understand the original text. However, each language has its own characteristics and what is easily manipulated in one language may not be achievable in another. This feature of the Qur’anic style is one of the difficulties that a translator of the Qur’an faces. Another aspect of the Qur’anic style is its rhythm. Rhythm runs throughout the Qur’an, and it varies to suit the nature of the surah and its subject matter. Indeed it varies within the same surah, even in shorter ones. Sometimes the beat is strong and fast, while at others it is soft and slow. At other times these two combinations are reversed. Yet there is no metre to adhere to anywhere. Arabic poetry has no less than 17 different metres, but none of them is employed in the Qur’an. Nevertheless, one only needs to listen to the Qur’an being recited by an expert reciter to realise that music runs throughout it. At least two translators of the Qur’an were largely motivated to undertake the task by their love of its music. These were the late Arthur Arberry and N.J. Dawood; neither of whom was a Muslim, and both tried to give rhythm to their texts, despite the fact that their approaches were fundamentally different. In several conversations with Mr Dawood, he spoke to me about his feelings when he listened to a good recitation of the Qur’an. Professor Arberry wrote in the Introduction to his translation:   There is a repertory of familiar themes running through the whole Koran; each Sura elaborates or adumbrates one or more – often many – of these. Using the language of music, each Sura is a rhapsody composed of whole or fragmentary leitmotivs; the analogy is reinforced by the subtly varied rhythmical flow of the discourse… During the long months, the dark and light months, of labouring at this interpretation… I have been reliving those Ramadan nights of long ago, when I would sit on the veranda of my Gezira[4] house and listen entranced to the old, white-bearded Sheykh who chanted the Koran for the pious delectation of my neighbour.   We may say that the superior literary excellence of the Qur’anic style, its brevity, music and other unique aspects make the Qur’an very hard to translate, or even ‘untranslatable’. Yet there has been no shortage of attempts to translate the Qur’an. The first English translation by George Sale was published in 1734, followed in 1861 by Rodwell’s and in 1880 by Palmer’s. English translations by Muslims started to appear early in the 20th century, followed by two widely circulated versions; one by Abdullah Yusuf Ali and the other by Muhammad Marmaduke Pickthall. Both appeared in the 1930s. Then Arberry’s and Dawood’s appeared in the 1950s. The later part of the 20th century saw the publication of several other translations, perhaps reaching double figures, and the trend continues in the present century. At least two have already appeared and I know of two more currently being prepared. Most of these are by Muslim scholars. Each of these translations, as well as the ones I have not mentioned, has its merits, particularly when we take their dates into consideration.   However, this multiplicity of rendering the same original text begs the question: why should anyone redo what has already been done? The answer is the feeling everyone who is familiar with both Arabic and English experiences: the product falls far short of what the original is like. How can it be otherwise when the text of the translation is the word of a human being while the original is the word of God?   Should a person who undertakes the task of producing a new translation of the Qur’an consult the work of those who preceded him in this endeavour? Undoubtedly he should, just as he looks through the commentaries produced by Muslim scholars over the centuries. There is no harm in using similar words. Indeed this is inevitable, because the original text is the same. Yet the method and style may be remarkably different.         *          *          *   Many years ago, a student who was preparing a Ph.D. thesis on Qur’anic translations asked me if I wished to produce a new translation of the Qur’an. My answer was definitely in the negative. Yet at the time I was heavily committed to the translation of In the Shade of the Qur’an, an 18-volume translation of Sayyid Qutb’s priceless commentary on the Qur’an. Needless to say, the work involved rendering the meaning of the Qur’an into English. Even when I finished that work, at the end of 2007, I had no intention of producing the translation of the Qur’an separately. However, many friends have encouraged me to do so, and this despite the reluctance I expressed given the great gulf between the Arabic text and the work I did.   I have now, however, yielded to these requests, accepting the counter argument that the Qur’an does its work and addresses people’s hearts even when it speaks to them only through the poor language of feeble humans. Its message comes across despite the many shortcomings of human expression. Even in the original, its address touches the hearts of Arabs who never went to school or learnt to read and write, despite the fact that their language is far removed from that of the people of Arabia at the time the Qur’an was revealed. Therefore, it is right to express the meaning of the Qur’an in today’s language, so that its message is more readily available to English readers. Therefore, I have now reappraised my earlier work and introduced some changes which, I hope, improve upon it.   I have endeavoured to put the meanings of the Qur’anic verses and surahs in simple and straightforward form, so that the 21st century reader may find it easy to access. I hope that in this way, my contribution is worthwhile. I am indebted to many of my predecessors and I hope that their work has helped me to avoid the pitfalls this task presents.   No one can or may translate the Qur’an without consulting the commentaries and interpretations written by renowned scholars over the fourteen centuries of Islamic history. As many sentences in the Qur’an are understood in more than one way, these commentaries may highlight meanings that are seen to be secondary in others. Translators may take one or the other, and as a result there will be differences in the way they render their meanings. On the other hand, translators themselves may read verses differently, or highlight certain shades of meaning more than others. All these are factors that have led to great variations in the way the meanings of the Qur’an are rendered in different translations. However, the overriding difficulty is that the power and richness of expression provided in the original Arabic text, as revealed by God Himself, cannot then be matched in human language.       *          *          * I have kept footnotes to the minimum, so as to allow the text to deliver its own core message. I realise that some verses and surahs must be understood against the background of the events they relate to, but as the Qur’an is a book for all time, I have not sought to give such explanations following our scholars’ agreed view that Qur’anic texts should be taken in their general meanings, rather than with the peculiarity of relevant events. The event only helps to understand the reason for revelation, but the message is everlasting. In my short introductions to the surahs I point out the events to which they relate, so that readers who wish to delve further into these can easily find their references.     [1] These Arabic words are: hadatha, haddatha, muhaddith, muhadith, mutahaddith, hadith, hadatha, muhadathah, hadeth, hadeeth, ahdatha, istahdath, hadath, mustahdath, hadeethan, and muhdith. [2] The two passages the Prophet recited to the Shayban group of pilgrims were verses 151-153 of Surah 6, and verse 90 of Surah 16. [3] Sayyid Qutb, Artistic Imagery in the Qur’an, p. 34. (Publisher, place and date are not mentioned.) [4] At the time, Gezira was one of the most prestigious areas of Cairo.

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Publisher: The Islamic Foundation (June 18, 2019)

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I've always enjoyed watching the witty banter of these two ladies with the quirky Christopher Kimball on ATK and appreciated the "no-fail" researched recipes as a result of their hard work. I love to cook and bake but have a limited amount of time to shop and spend time in the kitchen. I need reliable recipes that will be worth the time. It's easy to get caught up in blogs, personalities, and the latest cookbook, but sometimes you just need a simple and tasty collection of recipes that will get you and your family through the week. I've done the taco recipe twice, the pesto meatball recipe once, and the pumpkin bread recipe once with much success.There are a TON of ATK books out there along with a MYRIAD of Cook's Illustrated monthly/seasonal periodicals, so it's easy to get overwhelmed. Stick with the hand-picked recipes of this book and you will be delighted.Suggestion: Retitle the book to "Old Ironsides"Thank you Bridget and Julia!

Nice book but no new recipes. All of these are in The America's Test Kitchen Cookbook.

This is one of the best cookbooks ever...for me. It's full of recipes useful for everyday or for company. I love the fact that many of the recipes could be made easily from items readily on hand.

A wonderful cookbook from Bridget and Julia of Americas Test Kitchen. Tried and true recipes, come out delicious and look so nice. Love the personal touches in the book too.

This is a beautiful cookbook...beautiful photos and absolutely lovely and practical recipes that I am looking forward to making. One thing I cannot figure out, though, is "meatloaf mix." I want to make the "Pasta with Classic Bolognese" and it calls for 12 ounces of "meatloaf mix." I have never heard of this and there is nothing I can find in the cookbook that says what it is. I am sure I will get it figured out, but it is a bit frustrating. I don't want this to take away from the cookbook though, it is gorgeous and I wouldn't hesitate to give it as a gift.

Just received and made 2 recipes that were delicious! Great selection, you will be using this book all the time!

So, I am a few recipes into the book. I will say that the book has some minor steps missing from some of the recipes. If you are not a seasoned chef, this is not the book for you. These recipes are for people with a history of cooking or baking and with more than just basic knowledge of food prep and cooking. I love the ladies and and I love the recipes, but please just know that I have been cooking and baking for 40 years and I still had questions. Try and review the book first at your local library before you purchase.

Love when these two ladies bake together. They give such great hints and make some difficult things easy. I read the book the first day I got it and marked all the recipes I was going to make.

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