The most popular recent titles from Wharton School Publishing

Learning from Catastrophes: Strategies for Reaction and Response
By Howard Kunreuther and Michael Useem

Sept. 11. Hurricane Katrina. The 2004 tsunami. The Great Recession. This decade has yielded some of the most dramatic and deadly disasters in recent history.

While tragic, these cataclysmic events have also provided some benefit: They have prompted leaders, both in government and in business, to start thinking more seriously about how they can prepare for—and, hopefully, mitigate—the next major disaster. It’s a promising trend.

But Wharton professors Michael Useem and Howard Kunreuther believe still deeper thinking about disasters, and more intense planning for them, is desperately needed. In Learning from Catastrophes: Strategies for Reaction and Response, the authors draw on the expertise of leading thinkers from the world of risk management to teach executives and other leaders how to systematically prepare their organizations for disasters, man-made or otherwise.

Financing the Future: Market- Based Innovations for GrowthThe Best in Business Books 2
By Franklin Allen and Glenn Yago

In Financing the Future: Market-Based Innovations for Growth, two leading experts—Franklin Allen, a Wharton professor of finance and economics, and Glenn Yago, Director of Capital Studies at the Milken Institute—explain how sophisticated capital structures can enable companies and individuals to raise funding in larger amounts for longer terms and at lower cost, thereby accomplishing tasks that would otherwise be impossible. The authors recount the history and basic principles of financial innovation, showing how new instruments have evolved—as well as how they have been both used and misused. In this important and highly readable book, Allen and Yago thoroughly demystify complex capital structures, offering a practical toolbox for entrepreneurs, corporate executives and policymakers.

Financing the Future presents clear, thorough discussions of the current role of financial innovation in capitalizing businesses, industries, breakthrough technologies, housing solutions, medical treatments and environmental projects. It also presents a full chapter of lessons learned: essential insights for stabilizing the economy and avoiding pitfall.

The Best in Business Books 3Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2nd Edition
By Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein

Marketing Metrics, Second Edition, is the definitive guide to today’s most valuable marketing metrics.

In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge. The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy and “triangulate” to optimal solutions. Readers will discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces and channels; and more. This edition introduces essential new metrics ranging from Net Promoter to social media and brand equity measurement. Last, but not least, it shows how to build comprehensive models to support planning—and optimize every marketing decision you make.

Smart_PricingSmart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability
By Jagmohan Raju and Z. John Zhang

Price wars are inherently destructive. At least, that’s been the assumption of many in the business world for decades now.

But according to Wharton experts Jagmohan Raju and Z. John Zhang, it’s time to throw that pricing assumption—and many others—right out the window. In Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability, Raju and Zhang explore innovative pricing that are helping companies create and capture more value and more new customers. In so doing, they offer a powerful alternative to traditional pricing models.