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Many people can take a good photo - in fact, many people can take a great photo. But this book is about something else. This book is about how to be a photographer. To be a photographer, you have to understand more than just the image - you have to understand the interaction between the image and the viewer, and you have to choose what you want that interaction to be. This is a short book. My intent is that it will take you at most a few hours to read from cover to cover. I hope that, by the end of it, thinking about the intent behind your photos has become a natural and automatic part of...

Professional services are estimated to be worth up to $700 billion worldwide, but as the market matures there is an urgent need for new marketing thinking for global players or small businesses alike. This book applies the core principles of strategic marketing to professional services for the first time, in an approach that is at once accessible and compelling. With case studies from a range of companies including J. Walter Thompson, market research companies, the ?big four? accounting firms, Headhunters, Interbrand and large US legal firms, it is intended to become the definitive book for...

During the last thirty years, a wide range of product companies throughout the Western economies have considered moving into or setting up service businesses. Some have rejected the idea after careful consideration, some have wandered into competitive services without any real idea of what is involved and others have deliberately executed a carefully considered strategic manoeuvre. Included in this debate are some of the most famous business names in the western world: Unisys, Ericsson, Michelin, Nokia and HP. For IBM it was Lou Gerstener's 'big bet'; at GE it was one of former CEO Jack...