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 page vi

Brief Table of Contents

Detailed Table of Contents vii
Vignettes xi
Case Guide xiii
Preface xvii
Guided Tour xix
Technology to Enhance Learning and Teaching xxii
About the Authors xxvii
Acknowledgements xxviii

PART 1
Fundamentals of Marketing 1

1 Marketing and the Organization 3

2 The Marketing Environment 37

3 Consumer Behaviour 73

4 Business-to-Business Marketing 109

5 Marketing, Ethics and Society 139

6 Marketing Analytics and Research 171

7 Market Segmentation and Positioning 203

8
PART 2
Creating Customer Value 239

8 Value Through Brands 241

9 Value Through Services 279

10 Value Through Relationships 311

11 Value Through Innovation 341

12 Value Through Pricing 371

PART 3
Communicating and Delivering Customer Value 405

13 Integrated Marketing Communications 407

14 Mass Marketing Communications 441

15 Direct Marketing Communications 481

16 Digital Marketing and Social Media 519

17 Distribution and Channel Management 555

PART 4
Marketing Planning and Strategy 593

18 Marketing Planning: An Overview of Strategic Analysis and

Decision-making 595

19 Analysing Competitors and Creating a Competitive Advantage

627
20 Product Strategy: Lifecycle, Portfolio and Growth 667

21 Global Marketing Strategy 699

22 Managing Marketing Implementation, Organization and Control

735

9
 page vii

Detailed Table of
Contents
Vignettes xi
Case guide xiii
Preface xvii
Guided Tour xix
Technology to Enhance Learning and Teaching xxii
About the Authors xxvii
Acknowledgements xxviii

PART 1
Fundamentals of Marketing 1

1 Marketing and the Organization 3

Introduction to Principles and Practice of Marketing 4
What is Marketing? 5
Adopting a Market Orientation in a Changing World 6
Understanding Market-driven Businesses 9
Efficiency Versus Effectiveness 11
Creating Customer Value, Satisfaction and Loyalty 14
Marketing Planning 19

10
 Does Marketing have all the Answers? 20
Review 22
Key Terms 23
Study Questions 24
Recommended Reading 24
References 24
CASE 1 Coca-Cola and Pepsi 28
CASE 2 Fast Fashion at H&M 32

2 The Marketing Environment 37

Technological Forces and the Digital Revolution 39
Economic Forces 41
Political and Legal Forces 47
Legal and Regulatory Responses to Ethical Issues in Marketing 51
The Physical Environmental Forces 51
Culture and Society 54
Societal Responses to Ethical Issues in Marketing 58
The Microenvironment 59
Monitoring and Responding in the Marketing Environment 60
Responses to Environmental Change 61
Review 63
Key Terms 64
Study Questions 64
Recommended Reading 65
References 65
CASE 3 Marketing a ‘Place’ in a Rapidly Changing Environment 67
CASE 4 Reaching ‘Sinks, Dinks and Millennials’ Worldwide 70

3 Consumer Behaviour 73
The Changing Context of Consumer Behaviour 74
The Dimensions of Consumer Behaviour 76
Influences on Consumer Behaviour 87
Review 96

11
 Key Terms 98
Study Questions 99
Recommended Reading 99
References 100
CASE 5 Cappuccino Wars 102
CASE 6 The Rise of Influencer Marketing: is it Worth it for Brands?
105
4 Business-to-Business Marketing 109
Importance of Business-to-Business (B2B) Markets 110
What is Business-to Business Marketing? 113
People and Process in Purchasing 117
Influences on Buying Decisions 123
Segmenting B2B Markets 125
Review 129
Key Terms 130
Study Questions 130
Recommended Reading 131
References 131
CASE 7 Naked Wines—A Community of Wine Makers and Drinkers
CASE 8 AstraZeneca: Sweden and the UK Join Forces to Serve 133
New Markets in the Pharmaceutical Industry 136

5 Marketing, Ethics and Society 139

Dimensions of Sustainable Marketing 140
Marketing and Ethics 144
Marketing Approaches and Society 149
Societal Marketing 155
Review 159
Key Terms 160
Study Questions 161
Recommended Reading 161
References 161
CASE 9 Channel 4 and Maltesers Championing Diversity 164

12
 Social Responsibility or Good Business? Coop Danmark’s
CASE 10 Anti Food Wastage Initiatives 167

6 Marketing Analytics and Research 171

Marketing Analytics: Goals, Performance and Measurement 172
Marketing and Research 178
The Market Research Process 179
Ethical Issues in Marketing Analytics 192

page viii

Review 192
Key Terms 194
Study Questions 195
Recommended Reading 195
References 195
CASE 11 Accelerating Marketing Research 197
CASE 12 TomTom: Still Helping Us Find Our Way Around the Planet
200
7 Market Segmentation and Positioning 203
Why Bother to Segment Markets? 204
The Process of Market Segmentation and Target Marketing 206
Segmenting Consumer Markets 207
Target Marketing 218
Positioning 224
Key Characteristics of an Effective Marketing Mix 228
Review 229
Key Terms 230
Study Questions 231
Recommended Reading 231
References 232
CASE 13 The Growing No-Alcohol and Low-Alcohol Beer Segment
CASE 14 Behavioural and Psychological Segmentation Criteria: 234
The LEGO Case 237

13
PART 2
Creating Customer Value 239

8 Value Through Brands 241

Products, Services and Brands 242
The Product Line and Product Mix 243
Brand Types 243
Why Strong Brands are Important 244
Brand Equity 247
Brand Building 249
Key Branding Decisions 254
Rebranding 256
Brand Extension and Stretching 259
Co-branding 261
Global and Pan-European Branding 263
Review 265
Key Terms 267
Study Questions 268
Recommended Reading 268
References 268
CASE 15 Kim Kardashian: Marketing Genius? 271
CASE 16 Burberry 274

9 Value Through Service 279

The Service Industries 280
The Nature of Services 287
Managing Services 291
Review 300
Key Terms 301
Study Questions 301
Recommended Reading 302
References 302

14
 CASE 17 Nordstrom: Using Service Excellence To Provide A Better
Customer Experience 304
CASE 18 Pret A Manger: ‘Passionate About Food’ 307

10 Value Through Relationships 311

Value Creation 312
Value and Relational Networks 315
Key Concepts of Relationship Marketing 317
Relationship Management and Managing Customer Relationships 318
How to Build Relationships 319
Benefits for the Organization 322
Benefits for the Customer 323
Developing Customer Retention Strategies 324
Technology-enhanced Customer Relationship Management 327
Relationship Marketing—Summary 331
Review 332
Key Terms 333
Study Questions 333
Recommended Reading 334
References 334
CASE 19 Starbucks: Managing Customer Relationships One Cup At a
Time 336
CASE 20 Top of their Game—Technology Innovation in Manchester
City Football Club (FC) 338

11 Value Through Innovation 341

What is an Innovation and What is a New Product? 343
Creating and Nurturing an Innovative Culture 345
Organizing Effectively for Innovation and New Product Development 348
Managing Idea Realization (New Product Development) 350
Review 361
Key Terms 362
Study Questions 363
Recommended Reading 363

15
 References 363
CASE 21 Keogh’s Crisps—Home Grown Innovation 365
CASE 22 Innovation through Collaboration: Apple Watch Nike + 368

12 Value Through Pricing 371

Economists’ Approach to Pricing 372
Cost-orientated Pricing 373
Competitor-orientated Pricing 375
Market-orientated Pricing 376
Initiating Price Changes 388
Reacting to Competitors’ Price Changes 390

page ix

Ethical Issues in Pricing 392

Review 393
Key Terms 394
Study Questions 394
Recommended Reading 395
References 395
CASE 23 easyJet and Ryanair 396
CASE 24 The Triumph of German Limited Range Discounters 400

PART 3
Communicating and Delivering Customer Value 405

13 Integrated Marketing Communications 407

Integrated Marketing Communications Approach 408
Planning for Integrated Marketing Communications 410
Elements of Integrated Marketing Communications 415
Review 430
Key Terms 431
Study Questions 432
Recommended Reading 432

16
 References 433
CASE 25 Domino’s Journey to Number One 435
CASE 26 eSports Sponsorship: Game On 438

14 Mass Marketing Communications 441

Introduction 442
Advertising 443
The Role of Advertising 443
Advertising Expenditure 447
How Advertising Works 447
When to use Advertising 451
Organizing for Campaign Development 456
Product Placement 458
Public Relations and Sponsorship 459
Sales Promotion 465
Ethical Issues in Advertising 469
Review 470
Key Terms 472
Study Questions 473
Recommended Reading 473
References 473
CASE 27 Volvo: Buying a Car by Simply Using an App 476
CASE 28 Toyota and Buddy 478

15 Direct Marketing Communications 481

Principles of Direct Marketing Communications 482
Direct Marketing 484
Direct Marketing Campaigns 485
Managing a Direct Marketing Campaign 490
Selling and Sales Management 493
Characteristics of Selling 494
Personal Selling and Sales Management 495
Sales Management 497

17
 Business-to-Business Relationship Development Strategies 503
Exhibitions and Trade Shows 505
Ethical Issues in Direct Communications 507
Review 508
Key Terms 510
Study Questions 510
Recommended Reading 511
References 511
CASE 29 Airbnb: Don’t Go There, Live There! 513
CASE 30 The Taste of Success: Nestlé’s Direct Marketing
Communications 516

16 Digital Marketing and Media 519

What are Digital Marketing and Digital Media? 520
The Digital Communication Environment 528
Digital Marketing and Digital Media Campaign Planning 533
Creative Implementation 539
The Dark Side of Digital Marketing 542
Review 544
Key Terms 545
Study Questions 545
Recommended Reading 546
References 546
CASE 31 Digital Disrupters Competing for
Our Attention 548
CASE 32 Online Media—Brand Marketing in Real Time 552

17 Distribution and Channel Management 555

Functions of Channel Intermediaries 556
Types of Distribution Channel 558
Channel Strategy 563
Channel Management 569
Retailing: Physical and Digital Channels to Market 573
Retailing: In-store, Online and Mobile 576

18
 Ethical Issues in Distribution 579
Review 580
Key Terms 582
Study Questions 583
Recommended Reading 583
References 583
CASE 33 ASOS 585
CASE 34 Walmart and Asda 588

PART 4
Marketing Planning and Strategy 593

18 Marketing Planning: An Overview of Strategic Analysis and Decision-

making 595
Marketing Planning Context 596
The Functions of Marketing Planning 597
The Process of Marketing Planning 598
Marketing Audit 601
Marketing Objectives 605

page x

Core Marketing Strategy 608

Rewards of Marketing Planning 611
Problems in Making Planning Work 612
How to Handle Marketing Planning Problems 614
Review 615
Key Terms 616
Study Questions 617
Recommended Reading 618
References 618
CASE 35 Marks & Spencer: Challenging Times Ahead 620
CASE 36 From Value Added in Africa (VAA) to Proudly Made in
Africa (PMIA)—

19
 A Strategic change 623

19 Analysing Competitors and Creating a Competitive Advantage 627

Analysing Competitive Industry Structure 628
Competitor Analysis 632
Competitive Advantage 637
Creating a Differential Advantage 641
Creating Cost Leadership 645
Competitive Marketing Strategy 647
Competitive Behaviour 648
Developing Competitive Marketing Strategies 650
Review 652
Key Terms 654
Study Questions 654
Recommended Reading 655
References 655
CASE 37 General Motors 657
CASE 38 Coca-Cola in India: An Unstoppable Powerhouse or a
Stumbling Giant? 662

20 Product Strategy: Lifecycle, Portfolio and Growth 667

Managing Product Lines and Brands over Time: The Product Lifecycle 668
Uses of the Product Lifecycle 670
Limitations of the Product Lifecycle 673
A Summary of the Usefulness of the Product Lifecycle Concept 674
Managing Brand and Product Line Portfolios 676
Product Strategies for Growth 684
Ethical Issues and Products 687
Review 688
Key Terms 690
Study Questions 690
Recommended Reading 691
References 691

20
 CASE 39 Growth Strategies at Unilever 693
CASE 40 Fever-Tree: Capitalizing on Market Trends 696

21 Global Marketing Strategy 699

Deciding Whether to Go Global or Stay Local 700
Deciding Which Markets to Enter 701
Deciding How to Enter a Foreign Market 708
Developing Global Marketing Strategy 713
Review 723
Key Terms 724
Study Questions 724
Recommended Reading 725
References 725
CASE 41 IKEA 728
CASE 42 Subway Germany: Getting Steadily Underway 732

22 Managing Marketing Implementation, Organization and Control 735

Marketing Strategy, Implementation and Performance 736
Implementation and the Management of Change 738
Objectives of Marketing Implementation and Change 741
Value-based Approaches to deliver the Marketing Concept 743
Forms of Resistance to Marketing Implementation and Change 745
Developing Implementation Strategies 745
Marketing Organization 753
Marketing Control 757
Strategic Control 759
Operational Control and the Use of Marketing Metrics 759
Review 765
Key Terms 767
Study Questions 767
Recommended Reading 768
References 768
CASE 43 Marimekko—a Story of Design, Determination and

21
 Leadership 770
CASE 44 Managing a Changing Musical Portfolio: HMV 773

22
 page xi

Vignettes
MARKETING IN ACTION

1.1 Pokémon Go from Zero to Hero in 24 hours 11

1.2 H&M: Look Good, Do Good, Feel Good 12

1.3 Brand Loyalty Wobbles when Starbucks Employs a Siren that’s

Just Too Perfect 18

2.1 China: The Greatest Connected Market in the World? 46

2.2 Market Forces Influence Norwegian Oil Company’s Investment in

Arctic Oil Exploration 48

2.3 Consumerism in Sweden and Britain 57

3.1 She Wears Fashion 75

3.2 The Bandwagon Effect: Online Group Buying 77

3.3 Chocolate Shortages and Black Friday Promotions Cause

Impulsive Behaviour and Panic Buying 84

3.4 Classic Marketing is the Surest Way to Fail in this Business 87

3.5 The Active Consumer: Intuition versus Deliberation 89

3.6 Technology Delivers Consumer Insights, and Age of

Neuromarketing is Here 92

23
4.1 Quel Fromage? You can’t be Serious! 111

4.2 Human Made Stories from Sweden Not Hollywood 114

4.3 Wing Yip: All the Chinese you need to Know 115

4.4 Is Eliminating the Mavericks a Good Thing? 122

5.1 Commercial versus Social Marketing 142

5.2 IKEA People and the Planet 150

5.3 Employees Win Company Awards 154

5.4 Using Social Marketing to Combat the Obesity Crisis 157

6.1 What is Big Data? GSK Shares its Big Data 173

6.2 Viking Targets the Wrong Customers 176

6.3 Proximity Apps and Customer Information 177

6.4 Mobile Ethnography Reveals Motherhood is not a Job 187

7.1 Start-up Business Fyndiq Creates a Marketplace with a Difference

205
7.2 Tribal Marketing 211

7.3 The A–Z of Digital Generations 216

7.4 Companies Use Different Brands to Meet the Needs of their

Various Target Markets 223

8.1 The Personality of a Brand 252

8.2 Why Do Some Brands Fall from Grace? 254

8.3 Developing the Lotus Bakeries Brand of Caramelized Biscuit 260

9.1 Nordic Noir Changes the Mood in the Creative Industry 282

9.2 Leggett Immobillier Voted the Best Estate Agency in France for
the Fifth Year 285

9.3 Mary’s Living and Giving Shops 286

9.4 Social Media Transformed the Hashtag into a Marketing Tool

24
10.1 The Third Place: Creating and Managing Customer Value in 294
the Coffee Shop Industry 313

10.2 Most Valued People Award Helps Drive Umbraco’s Success 321

10.3 E.ON, European Energy Supplier, Updates its CRM Systems 328

11.1 Innovation in Luxury Industries in Europe 345

11.2 Innovation Drives Passion Brands and Builds Sporting Universes at

Decathlon 351

11.3 Creating Radical Innovation 353

11.4 3D Printers 355

12.1 Technology Drivers of Price 372

12.2 Oil Price Collapse: A Classic Case of Supply and Demand 380

12.3 The price of the Free 387

13.1 Nike Scores By Getting Controversial 412

13.2 Digital Platforms, Managed Content and Customer Journeys Move

IMC to a New Level 414

13.3 Sky Adsmart: Clas Ohlson uses Precision Advertising to Penetrate

the UK High Street 425

14.1 Saatchi & Saatchi Advocates Love and Respect When Planning
Communication Objectives 446

14.2 Nordic Brands Invite Audiences to Experience the Benefits of a

Brutal Landscape 451

14.3 Keep Calm and Carry On 453

15.1 Has Direct Marketing been Given a One-way Ticket to Extinction?

485
15.2 Society Profits from Cyclists, but Who is Doing the Driving?
491
15.3 Technology Rules, Online and on the Road 496

16.1 Gucci goes Digital in Style 521

25
Another random document with
no related content on Scribd:
hopes and aspirations are poured into it. She has a busy winter, for
Buddy, her big brother, gets married to Ruth Farraday, her friend
Peggy’s sister, and of course the wedding keeps her busy and excited.
Then there is the mystery in Jean’s household in which she plays an
important part. And she has good times with other friends, boys as
well as girls, and learns many valuable lessons about friendliness and
comradeship.

+ Dial 69:548 N ’20 40w

+ N Y Evening Post p11 O 30 ’20 130w

Reviewed by Hildegarde Hawthorne

+ N Y Times p9 D 12 ’20 50w

KAYE-SMITH, SHEILA. Tamarisk town. *$2.50

Dutton
 20–7297

“Tamarisk town, vulgarly known as Marlingate, was a small Sussex

fishing village in 1857 when the story opens. Monypenny determined
to make of it a rival to Brighton. And as the years go by, passing the
milestones of a new novel by Dickens or another masterpiece from
the pen of Mrs Henry Wood, Marlingate gradually turns into
Monypenny’s dream—a watering-place of marvellous beauty and
refinement. Enter now a woman, Morgan Beckett. They are rivals,
Morgan and Marlingate, for Monypenny’s love; there is a contest;
Monypenny cannot bring himself to desert the town that he has
created. Morgan, in a fit of despair, puts an end to her life, and he, all
his love for the town now turned to bitterness, sets himself
deliberately to destroy Marlingate.”—Ath

“Miss Kaye-Smith has written an interesting novel in ‘Tamarisk

town,’ creating a world that is not exactly realistic, but consistent
with itself—an invention rather than a copy.”

+ Ath p832 Ag 29 ’19 180w

“Were Miss Kaye-Smith a painter, we should be inclined to say

that we do not feel she has yet made up her mind which it is that she
wishes most to paint—whether landscape or portraits. Why should
she not be equally at home with both? What is her new novel
‘Tamarisk town’ but an attempt to see them in relation to each other?
And yet, in retrospect, there is her town severely and even powerfully
painted, and there are her portraits, on the same canvas, and yet so
out of it, so separate that the onlooker’s attention is persistently
divided—it flies between the two, and is captured by neither.” K. M.
 − + Ath p881 S 12 ’19 1200w

“Will be appreciated by those who like good character analysis and

atmosphere conveyed by careful detail.”

+ Booklist 16:348 Jl ’20

+ Boston Transcript p7 D 17 ’19 600w
(Reprinted from Spec 123:622 N 8 ’19)

“Her novel is characteristic of her, but it is thoroughly original and

a strongly emotional presentation of the human spirit which seems
to be governed wholly by fate. When we have read its last page we
feel that Edward Monypenny’s life could have varied at no moment
and in no detail from the novelist’s presentation of it.”

+ Boston Transcript p4 My 19 ’20 1500w

“‘Tamarisk town’ deteriorates slowly like the town it describes; the

author seems a little uncertain when she dips into sociology instead
of confining herself to the natural processes of the soil.”

+ − Dial 69:320 S ’20 70w

“Sheila Kay-Smith’s place in English letters since ‘Sussex gorse’

and ‘The four roads’ has been peculiar. She has been visualized as a
sort of female Thomas Hardy, an ironist dealing with elementals,
making no compromises with the romanticism of the day. Yet her
new book ‘Tamarisk town’ merely deepens the impression that she is
a romanticist at heart.... The book is a compact, well-rounded piece
of work. It intimates a vastness that is never definitely asserted.” H.
S. G.

+ Freeman 1:550 Ag 18 ’20 350w

“It is a book surcharged with a great emotion, a worthy successor

to ‘Sussex gorse’ and ‘The four roads.’ ‘Tamarisk town’ is a genuine
work of strength, a novel with a Hardian touch, a work that will
vastly move the reader.”

+ N Y Times 25:273 My 23 ’20 750w

“The tale has something of the magic of style and of mood which
belonged to Stevenson’s fragmentary ‘Weir of Hermiston.’ For me it
has the glamour of true story-telling, the creative reality which is so
dismally absent from most studies of fact.” H. W. Boynton

+ Review 2:654 Je 23 ’20 700w

“‘Tamarisk town’ is an original and striking story, in which

observation and local knowledge are happily united to very
considerable imaginative power. Moreover, though the action is
spread over nearly forty years, the sense of continuity is well
maintained.”

+ Spec 123:622 N 8 ’19 550w

KEABLE, ROBERT. Drift of pinions. *$2 Dutton

20–15963
 “There are sixteen of the stories, their scenes laid in various parts
of the earth, and in each of them the author invokes a fluttering of
unseen pinions at the threshold of the spirit of some one of his
characters. Some of the scenes are laid in a remote region of East
Africa where the author has spent a number of years as a missionary.
When the British government brought a great number of the natives
of this region to France as laborers during the war Mr Keable
accompanied them as chaplain and in ‘Standing by,’ published last
summer, he described his work among them and their reactions to
their new surroundings. Some of the stories in this book deal with
strange spiritual experience among these simple people, or with
those of missionaries among them, and the scenes of others are laid
in England, in France before the war, or in other parts of the
globe.”—N Y Times

“It is a book which cannot fail to interest Catholic readers, and

which, if studied carefully, will give a better insight to the peculiar
psychology of the ‘extremely High church’ Anglican than anything
that has hitherto appeared in this country. The chapters, ‘In no
strange land,’ ‘Our lady’s pain,’ and ‘The acts of the Holy apostles’ are
not only the best stories in the book, but they are the only ones which
carry with them a sense of actuality.”

+ − Cath World 111:257 My ’20 300w

“The stories vary greatly in quality, the theme being sometimes

handled with subtlety and impressiveness, and in others with a
simplicity that touches upon crudeness and leaves the reader cold.”

+ − N Y Times 25:86 F 8 ’20 320w

 KEELER, HARRIET LOUISE. Our northern
autumn. (Handbook ser. on wild flowers) il *$1.75
Scribner 580

20–10564

Both from an aesthetic and a botanical point of view the little book
describes the autumnal flora which, says the author, “is interesting in
that it holds to the poles of life; it bears in its bosom the dying and
the dead, at the same time that it welcomes youth, insistent,
omnipresent youth, roystering up and down the highways and
byways in the persons of the sunflowers, the goldenrods, and above
all the asters.” Among the contents are: Descriptions of autumn
flowers; Autumnal foliage; October days; The kindly fruits of the
earth; Herbaceous plants with conspicuous fruits; Nuts; November;
Wild flower sanctuaries. There is a list of genera and species; six
color and numerous half-tone plates and an index of Latin and one of
English names.

+ Booklist 17:17 O ’20

+ Springf’d Republican p11a Ag 1 ’20 160w

KEITH, ARTHUR BERRIEDALE. Belgian

Congo and the Berlin act. *$6.75 Oxford 967

(Eng ed 19–12919)

“This work is concerned chiefly with the political history of the

Congo and with an analysis of the international compact which
regulates the government of the Free state. The work is elaborately
annotated, and the Berlin act and other state papers of importance
are reprinted in the appendix.”—Dial

Brooklyn 12:106 Mr ’20 50w

Dial 67:386 N 1 ’19 50w

“Professor Keith’s history of the Belgian Congo is judicious,

exhaustive, authoritative. Completed in September 1918, it
necessarily wants sureness of touch in dealing with the present
outlook, but a later edition will be able to supply an air of greater
finality. An appendix comprises all relevant state documents. It
would be an advantage if a map were added. The book is a carefully
written and well-balanced history.” G. B. Hurst

+ Eng Hist R 35:290 Ap ’20 950w

Reviewed by W. E. B. DuBois

+ Nation 111:351 S 25 ’20 550w

“We need hardly say that Professor Keith’s history of the Congo
state is exact and scholarly.”

+ Spec 122:833 Je 28 ’19 1350w

“It must be said, however, for Dr Keith that, although his preface is
dated September, 1918, he has written about the future of Central
Africa from a point of view that is already obsolete.... Dr Keith, in his
strong condemnation of the abuses of King Leopold’s autocratic rule,
has not failed to do full justice to that monarch’s extraordinary
energy and strength of will, versatile capacity for affairs, and
financial skill.”

+ − The Times [London] Lit Sup p371 Jl 10

’19 1550w

KEITH, ERIC A. My escape from Germany.

*$1.76 (2c) Century 940.47

20–2039

Mr Keith was an English business man living at Neuss, a town on

the left bank of the Rhine, when the war broke out, and was promptly
interned in the prison camp at Ruhleben. The book is an account of
his three attempts to escape, once alone and twice with companions,
of which the third was successful. This American edition of the book
contains much matter which had to be omitted from the earlier
English edition, printed while the war was still on. It contains a map
of the route taken in the last successful attempt and the narrative is a
plain statement of facts without any attempt at sensational
trimmings.

“Vigorously written.”

+ Booklist 16:275 My ’20

“The book contains much fascinating information about the

technique of escaping from prison camps. That truth is stranger than
fiction is again demonstrated by Mr Keith’s adventures.”

+ N Y Times 25:81 F 8 ’20 380w

+ Review 2:632 Je 16 ’20 440w

“In what one is now justified in calling the literature of escape this
takes a good place. It is told with a good deal of literary skill, and is
full of close detail which is never allowed to be boring.”

+ The Times [London] Lit Sup p586 N 28

’18 70w

KELLAND, CLARENCE BUDINGTON. Catty

Atkins. il *$1.60 (2½c) Harper

20–1213

Catty Atkins and his father were shiftless folk, tramps, to be exact.
But Catty was levelheaded and did a lot of thinking and when he fell
in with “Wee-wee” Moore and his dad he did some more. All that Mr
Moore did was to treat Catty with respect and all that Mrs Gage did
was to treat him like scum. The effect of the combination was to
arouse Catty from his lethargy and fill him with a fierce
determination to be respectable and make his shiftless dad
respectable. How he did it is the story, and although Catty’s bossing
soon makes Mr Atkins the richest and handsomest man in town, he
never loses his wistful look towards his fishing rod and the road.

“A capital story for boys.” R. D. Moore

 + Pub W 97:606 F 21 ’20 60w

“The story is improbable and the characters overdrawn, but the

work is written in an entertaining vein.”

+ − Springf’d Republican p13a Ap 25 ’20

130w

KELLAND, CLARENCE BUDINGTON.

Efficiency Edgar. il *$1.25 (6½c) Harper

20–7299

They called him Efficiency Edgar in the office in a derisive way, but
then—had he not more than doubled his salary in two years? He was
determined to order his life with efficiency. He decided that it was an
efficiency measure to get married. He conducted his courtship as a
sales campaign employing the “follow-up system” and the “intensive
cultivation of prospects.” Mary thought it was lovely and signed the
contract. Next came housekeeping by strict schedule which worked
to perfection including Mary’s feigned sprained ankle—result a cook
and exit schedule. It was reserved to Edgar Junior to prove to his
efficient parent that “a baby isn’t a machine with gears and cranks
and pulleys. A baby is a kid.”

Booklist 17:34 O ’20

 “One is inclined to wonder if, apart from Mr Kelland’s reputation
as a short story writer, this particular tale would have had such wide
appeal. There have been so many similar stories and, even possessed
of willing mind, much of the material seems dull and hackneyed.
Only in the courtship chapter have we a ghost of freshness.”

− + Boston Transcript p4 Ag 28 ’20 150w

“Clarence Budington Kelland has very cleverly ridiculed the

overdoing of the efficiency idea.”

+ Springf’d Republican p11a S 5 ’20 120w

KELLAND, CLARENCE BUDINGTON. Youth

challenges. *$1.75 (1½c) Harper

20–18251

“Bonbright Foote, Incorporated” had gone through six generations

without balking and with family tradition and business tradition
fossilizing side by side. But Bonbright Foote VII balked. The result of
the former was a family fortune of five millions, of the latter a
disowned son cast off penniless. But as a further result Bonbright
Foote, without the VII, applied to his father’s friend, the automobile
king, for a job, donned overalls, began at the bottom of the ladder as
a mechanic, climbed rung after rung and incidentally learned how an
up-to-date business was conducted. After his father’s sudden death
he takes hold of the fossilized concern of six generations, and makes
it over on the five dollars a day minimum wage basis. On the day that
the announcement of the plan averts a disastrous strike, Bonbright’s
unhappy love affair also takes a turn. He not only finds his lost girl-
wife, but finds that it is he and not another whom she loves.

+ − Booklist 17:116 D ’20

“Not deep, not searching, the book because of its restraint and
sincerity deserves respectful reading.”

+ N Y Evening Post p10 O 30 ’20 100w

+ − Springf’d Republican p9a N 14 ’20 230w

KELLEY, ETHEL MAY. Outside inn. il *$1.75

Bobbs

20–7519

“Though it has the usual love story—three of them, in fact—and

ends with the heroine clasped in the hero’s arms in the most
orthodox manner, the real theme of the tale, that one upon which the
interest of the novel depends, is not love but—food. We cannot at the
moment recall any recent book in which there was so much and such
good eating as there is in this tale of a tea room. The greatest desire
of Nancy Martin’s life was to feed her fellow-mortals, men and
women, on the proper kinds of nourishing foods containing the
proper number of calories. Wherefore she opened the charming tea
room which she called ‘Outside inn,’ engaged a French chef who was
at once a genius and a true artist, secured several highly competent
waitresses, and served excellent meals of the most abundant, varied
and tempting food at a moderate, a very moderate price.
Incidentally, Nancy Martin adopted a little girl and had an unhappy
love affair before she found her real mate.’—N Y Times

Booklist 16:313 Je ’20

+ N Y Times 25:236 My 9 ’20 420w

“Altogether it is entertaining in its way, but it is to be hoped that

American taste will sometime outgrow the romantic immaturity
which can accept such a work as having any relation to life and
character.”

+ − Springf’d Republican p8a S 19 ’20 420w

KELLOGG, CHARLOTTE (HOFFMAN)

(MRS VERNON LYMAN KELLOGG). Bobbins of
Belgium. il *$2 (6c) Funk 746

20–5590

“A book of Belgian lace, lace-workers, lace-schools and lace-

villages.” (Sub-title) In the preface the author gives an account of the
heroic efforts made during the war to continue the campaign, begun
before the war, of restoring and developing the threatened lace
industry. A brief survey of the history of lace-making is given in the
introduction with a description of its peculiar milieu as a home
industry and the more modern development into a craft through
normal schools of lace-making. A separate chapter is devoted to each
of the notable lace-villages. The differences between the various
kinds of laces, needle laces and bobbin laces, are more fully
described and their stitches illustrated, in the appendix. The contents
are: Introduction; Turnhout; Courtrai; Thourout-Thielt-Wynghene;
Grammont; Bruges; Kerxken; Erembodeghem; Opbrakel;
Liedekerke; Herzele; Ghent; Zele. The book is profusely illustrated
and there is an index.

“Author is as much interested in the lace makers us in methods

and designs, and writes a humanly interesting rather than technical
book.”

+ Booklist 16:269 My ’20

“So far as the study of lace itself goes, the book is not too technical,
and it furnishes a convenient handbook for those who would possess
a passable knowledge of the principles of lace making.”

+ Boston Transcript My 19 ’20 230w

+ Cath World 112:398 D ’20 170w

Reviewed by Ruth Van Deman

+ J Home Econ 12:425 S ’20 340w

“The book contains much valuable technical detail, including many

illustrations of lace patterns, but also gives vivid pictures of convent
life and the sturdy Franciscan sisters as they pass on the secrets of
their exquisite craft to their young charges.”
 + Nation 110:661 My 15 ’20 300w
+ Outlook 124:563 Mr 31 ’20 60w

“The illustrations will delight the lover of lace.” J. G.

+ St Louis 18:223 S ’20 40w

+ Springf’d Republican p6 O 26 ’20 840w

KELLOGG, CHARLOTTE (HOFFMAN)

(MRS VERNON LYMAN KELLOGG). Mercier;
the fighting cardinal of Belgium. *$2 (4½c) Appleton

20–5667

The author is well known for her work with the Commission for
relief in Belgium. Brand Whitlock has written a brief foreword for
her book, parts of which have appeared in the Atlantic Monthly,
Outlook and Delineator. There are ten chapters: The fighting
cardinal; From boy to cardinal; Pastoral letters to an imprisoned
people; The cardinal and Rome in war-time; The good shepherd; The
cardinal versus the governor general; The cardinal at home; After the
armistice—the visit to America; Trenchant sayings of the cardinal;
Text of the Christmas pastoral, patriotism and endurance. A short
bibliography of Cardinal Mercier’s works concludes the book.

Booklist 16:310 Je ’20

 “The book is brilliantly written and is of the deepest interest.”

+ Boston Transcript p4 My 5 ’20 350w

“Much of it is fresh, vivid material; and all of it is presented in a

delightful manner. The author has a literary gift that enables her to
express herself gracefully and concisely; with taste and
discrimination, she has also grasp of spiritual values.”

+ Cath World 111:687 Ag ’20 380w

“Mrs Kellogg’s little book, with its personal touches, forms a useful
pendant to the Cardinal’s letters.” Muriel Harris

+ Nation 110:771 Je 5 ’20 160w

“An authentic and illuminating biography.”

+ N Y Times p11 O 17 ’20 70w

+ − Outlook 124:766 Ap 28 ’20 100w

“The book is brief. The material seems to have been hastily thrown
together, with obvious paddings. To Catholic readers the book should
especially appeal, for it is written with a spirit of devout reverence.”
M. K. Reely

+ − Pub W 97:609 F 21 ’20 220w

+ R of Rs 61:558 My ’20 100w
+
 Springf’d Republican p11a Ag 1 ’20
250w
The Times [London] Lit Sup p425 Jl 1
’20 120w

KELLOGG, VERNON LYMAN. Herbert

Hoover; the man and his work. *$2 (2c) Appleton

20–8244

A biographical sketch written by a man who was closely associated

with the relief of Belgium. A preliminary chapter, headed “Children,”
describes Mr Hoover’s arrival in Warsaw. This is followed by the
sketch of early years, with chapters on: The child and boy; The
university; The young mining engineer; In China; London and the
rest of the world; The war: The man and his first service. The
remaining chapters are devoted to the relief of Belgium, the
American food administration, and the American relief
administration. Four appendices give extracts from Mr Hoover’s
reports, writings and speeches.

+ Booklist 16:344 Jl ’20

Cleveland p77 Ag ’20 80w

“It is a magnificent picture of the most truly American figure of our

time.”
 + Ind 102:373 Je 12 ’20 200w
+ Outlook 125:615 Ag 4 ’20 280w
R of Rs 62:111 Jl ’20 120w
The Times [London] Lit Sup p685 O 21
’20 70w

KELLOGG, VERNON LYMAN. Nuova; or, The

new bee; with songs by Charlotte Kellogg. il *$2.25
(9c) Houghton

20–17603

A note to this “story for children of five to fifty” says: “Most of this
that I have written about bees is true: what is not, does not pretend
to be. Some of the true part sounds almost like a description of what
human life might in some respects be, if certain social movements of
today were followed out to their logical extreme. I suppose that in
this likeness lies the moral of the book.” The part of the story that
isn’t true and doesn’t pretend to be has to do with the revolt of Nuova
against bee traditions. Nuova is a new bee, she grows tired of
working and begins to ask the meaning of things in bee society. She
takes an interest in the drones and even falls in love with one of
them. She meets the fate of all nonconformists and is about to be
driven from the hive to her death when a fortunate turn of chance
spares her and brings a happy ending.
 + Ind 104:249 N 13 ’20 30w

“Children will not get the satire, but they will find much useful
information as well as much fancy in the text.”

+ Lit D p96 D 4 ’20 60w

“There are no danger signs to warn the child reader when he is

following fancy away from the true path. Nor will its failure as a
child’s book insure its success with the grown-ups.” M. H. B. Mussey

− Nation 111:sup672 D 8 ’20 180w

“Those who know Mr Kellogg’s other books and like them, will like
this. It will lure many to thinking about the bees who never cared for
nature lore before.” Robert Hunting

+ Pub W 98:1201 O 16 ’20 250w

“Younger readers—indeed the very youngest—who read this book

will be less concerned with the fact that the author’s bee-lore is
absolutely authentic than with the realization that he knows how to
make a true story more entertaining than the average fairy tale.”

+ Springf’d Republican p8 N 18 ’20 120w

KELLY, FRED CHARTERS. Human nature in

business; how to capitalize your everyday habits and
characteristics. il *$1.90 Putnam 658
 A20–714

“This book contains articles which excited a good deal of interest

when first they appeared in the Saturday Evening Post and other
periodicals. In them the author tells ‘how to capitalize your every-day
habits and characteristics.”—Survey

“Interesting but rather obvious.”

+ − Booklist 16:265 My ’20

“This book which at least is diverting and suggestive, is replete

with incidents of one kind or another illustrating the unconscious
elements of conduct.”

+ Springf’d Republican p11a My 16 ’20

260w

“Apart from their original purpose, the studies are interesting as

sidelights upon crowd psychology.” B. L.

+ Survey 44:291 My 22 ’20 60w

The Times [London] Lit Sup p241 Ap
15 ’20 30w

KELLY, HOWARD ATWOOD, and

BURRAGE, WALTER LINCOLN. American