Business, Economics and Enterprise:
Teaching School Subjects 11–19 .
Business, Economics and Enterprise is for teachers of business education and economics in the years of their early professional development, including those on PGCE courses, those in their induction year, and those in years 2 and 3 of their teaching career. The book will also be suitable for subject leaders with mentor responsibilities and Advanced Skills teachers undertaking specialist inset and teaching support.
The book covers the training standards for NQTs and the Induction Standards. But it goes beyond this by fully exploring issues to do with subject knowledge in learning to teach, broadly accepting that an essential element of a secondary teacher's identity is tied up with the subject taught. A distinguishing feature of the book is that it starts by recognizing that new teachers often feel disempowered in relation to the subject expertise that they bring into teaching.
Business, Economics and Enterprise provides stimulating assistance to subject specialists by helping them find ways of thinking about their specialism, how to teach with it and how to engage with what pupils learn through it

Waiting for Your Cat to Bark?
Persuading Customers When They Ignore Marketing
The Eisenberg brothers (Call to Action: Secret Formulas to Improve Online Results) dub the guiding principles behind their marketing consultancy "Persuasion Architecture," but their methods have more in common with Hollywood screenwriting. Observing that one message no longer fits every audience, they create "personas" representing broad consumer patterns, based on the types identified in the Keirsey personality tests, renamed here as "methodical," "spontaneous," "humanistic" and "competitive" shoppers. Then the authors "storyboard" marketing scenarios guiding each type to the point of sale. Although 20th-century advertising was based on the Pavlovian model of instilling a desired reaction to stimuli, like the dog that expected dinner whenever a bell rang, the Eisenbergs say that increasing media fragmentation prevents advertisers from creating that sort of conditioned response. Anyway, they add, people have always been more like cats, occasionally distractable but for the most part independent-minded. Their solution—developing interactive relationships—is fairly standard in contemporary marketing circles, but by keeping the message simple, with short chapters low on jargon and high on real-world examples, the Eisenbergs just may push themselves to the front of the crowd. (June 13)

While the Republic of Cinnabar is at peace with the Alliance, warriors like Lt. Daniel Leary and Signals Officer Adele Mundy must find other work—like escorting a pair of wealthy nobles on an expedition to the back of beyond! The Princess Cecile, the corvette in which they carved their reputations in letters of fire, has been sold as a private yacht, but she still has her guns, her missiles, and her veteran crew. Daniel and Adele will need all of those things as they face winged dragons, an Alliance auxiliary cruiser, jealous lovers, and a mysterious oracle which really does foresee the future. That won't be enough, though, when they penetrate a secret Alliance base and find a hostile fleet ready for a war that will sweep Cinnabar out of a strategically crucial arm of the galaxy. Preventing that will involve skill, courage, and more luck than a sane man could even pray for; and it will require a space battle on a scale that a tiny corvette like the Princess Cecile has no business being involved in. But she'll be in the middle of it anyway, because Daniel, Adele, and their Cinnabar crew would never turn their backs on a fight!