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THE BUSINESS WEEK BEST-SELLER LIST

DURING THE GLOOM OF THE EARLY 1990S, when his empire almost collapsed, Donald J. Trump insisted that--appearances to the contrary--he was back. Now, with real estate rebounding, that claim rings true. In Trump: The Art of the Comeback--No.2 among this month's hardback best-sellers and the third and (he says) final volume of his memoirs--the irrepressible developer and casino operator tells how he returned to the billionaires' circle.

As always, Trump doesn't stint on self-glorification. The tough times, he says, were ''my most brilliant period.'' Others bidding on a building project didn't ''have my talent and imagination.'' All his properties are ''tremendous'' or ''fabulous.'' Celebrities want to be near him. Women throw themselves at him. ''It's usually fun being The Donald,'' he writes.

Trump has a peculiar idea of fun. Eager to show what a toughie he is, he trashes those he thinks tried to thwart him. To Trump, critics and competitors are seldom honorable: They are stupid, obnoxious, deceitful, and unattractive. Journalists who refused to defer to Trump get the worst of his ire.

If you can get past the mean-spiritedness and braggadocio, however, Trump's book is an absorbing account. He has peppered it with tips for success. For instance, he urges ditching a wife who gripes that hubby favors work over her, lest she drag down a guy's career. No one, even at Christmas, has ever accused Trump of being sentimental.


HARDCOVER BUSINESS BOOKS


1 THE MILLIONAIRE NEXT DOOR by Thomas J. Stanley, PhD, and William D. Danko, PhD (Longstreet Press $22) The penny-pinchers shall inherit the earth.

2 TRUMP by Donald J. Trump with Kate Bohner (Times $25.95) New York's most self-infatuated blond returns to the dictaphone.

3 DIE BROKE by Stephen M. Pollan and Mark Levine (HarperBusiness $25) Forget about the will--and the conventional wisdom, says a financial adviser.

4 BUFFETTOLOGY by Mary Buffett and David Clark (Scribner $27.50) An ex-daughter-in-law's take on Buffett's techniques.

5 THE DILBERT FUTURE by Scott Adams (HarperBusiness $25) Prognostication from the prolific cartoonist.

6 F.I.A.S.C.O. by Frank Partnoy (Norton $25) An ex-salesman's charges against Morgan Stanley.

7 THE CIRCLE OF INNOVATION by Tom Peters (Knopf $30) ''Create waves of lust,'' says business writing's No. 1 cheerleader.

8 APPLE by Jim Carlton (Times Business $27.50) A detailed study of the company's turbulent history.

9 SELLING THE INVISIBLE by Harry Beckwith (Warner $15) A collection of bite-size lessons on marketing.

10 WALL STREET MONEY MACHINE by Wade B. Cook (Lighthouse Publishing $24.95) A former cab driver's formulas for striking it rich.

11 SUCCESS IS A CHOICE by Rick Pitino with Bill Reynolds (Broadway $25) Coach says work harder, harder!

12 POUR YOUR HEART INTO IT by Howard Schultz and Dori Jones Yang (Hyperion $24.95) At Starbucks, the chief's cup runneth over.

13 INSIDE INTEL by Tim Jackson (Dutton $24.95) A through-the-keyhole view of the chipmaker and its hard-driving boss.

14 GUNG HO! by Ken Blanchard and Sheldon Bowles (Morrow $20) How Walton Works #2 fired up its employees.

15 MAKING THE MOST OF YOUR MONEY by Jane Bryant Quinn (Simon & Schuster $30) An updated edition of the columnist's 1991 guide.


PAPERBACK BUSINESS BOOKS


1 THE SEVEN HABITS OF HIGHLY EFFECTIVE PEOPLE by Stephen R. Covey (Fireside $12) Habitually popular.

2 BUILT TO LAST by James C. Collins and Jerry I. Porras (HarperBusiness $14) How 3M, Wal-Mart, Procter & Gamble, and others became standouts.

3 THE MOTLEY FOOL INVESTMENT GUIDE by David and Tom Gardner (Fireside $12) The online duo puts it on paper.

4 THE 1998 WHAT COLOR IS YOUR PARACHUTE? by Richard Nelson Bolles (Ten Speed Press $16.95) The enduring job-search bible.

5 J.K. LASSER'S YOUR INCOME TAX 1998 by the J.K. Lasser Institute (Macmillan $14.95) Get those receipts in order.

6 THE DILBERT PRINCIPLE by Scott Adams (HarperBusiness $11.95) The revenge of the cubicle dwellers.

7 1001 WAYS TO REWARD EMPLOYEES by Bob Nelson (Workman $10.95) Give them a champagne brunch, a casual-dress day--or plain old cash.

8 THE WALL STREET JOURNAL GUIDE TO UNDERSTANDING MONEY AND INVESTING by Kenneth M. Morris and Alan M. Siegel (Fireside $13.95) Concise explanations enriched with graphics.

9 DOGBERT'S TOP SECRET MANAGEMENT HANDBOOK by Scott Adams (HarperBusiness $11.95) Obedience training and other dogma.

10 GETTING TO YES by Roger Fisher, William Ury, and Bruce Patton (Penguin $11.95) A Harvard team's step-by-step guide to conflict resolution.

11 YOUR MONEY OR YOUR LIFE by Joe Dominguez and Vicki Robin (Penguin $11.95) To achieve financial independence, restructure your life.

12 BARRON'S DICTIONARY OF FINANCE AND INVESTMENT TERMS by John Downes and Jordan Elliot Goodman (Barron's $11.95) What is an oligopsony anyway?

13 THE BEARDSTOWN LADIES' COMMON-SENSE INVESTMENT GUIDE by the Beardstown Ladies' Investment Club with Leslie Whitaker (Hyperion $10.95) Recipes for four-bean salad, five-hour stew--and 23% returns.

14 THE ONE MINUTE MANAGER by Kenneth Blanchard PhD and Spencer Johnson M.D. (Berkley $10.95) Three management techniques, conveyed in brief story form.

15 INVESTING FOR DUMMIES by Eric Tyson, MBA (IDG Books $19.95) From stocks to small business--with cartoons, too.

BUSINESS WEEK's Best-Seller List is based on a survey of chain and independent booksellers that carry a broad selection of books on economics, management, sales and marketing, small business, investing, personal finance, and careers. Well over 1,000 retail outlets nationwide are represented. Current rankings are based on a weighted analysis of unit sales in November.

BY LARRY LIGHT


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