BUSINESSWEEK ONLINE : SEPTEMBER 11, 2000 ISSUE
BOOKS

The Business Week Best-Seller List


AT FIRST I TOOK IT SERIOUSLY. THEN I understood: Faith Popcorn's EVEolution: The Eight Truths of Marketing to Women, No.13 on this month's hardcover list, is a satire, a Wusthof-sharp send-up of the commercialization of American life. Just consider:

-- Popcorn says that marketers fail to appreciate important differences between male and female consumers. For instance, women, it seems, depend on ''peripheral vision'' and so are less responsive than men to ''overly aggressive'' advertising. How to reach them? Put ads everywhere--on the underutilized sides of trucks, on U.S. postage stamps, even in parking spaces, ''the largest and last uncharted territory.''

-- Corporations, she says, need to ''help bring women together,'' building and supporting female communities. Example: SnackWell's-sponsored mother-daughter workshops in which kids discuss, among other things, ''what I like to eat, snack on.''

-- Businesses must take their products directly to consumers--wherever they are. For instance, ''Why shouldn't BabyGap have...a KidsVan that lines up next to the car poolers at grade schools?''

There's lots more, of course, including Popcorn's analysis of how the AIDS lapel ribbon became ''the must-have fashion accessory for everyone from Barbara Bush to Madonna.'' But I don't want to give away too much. EVEolution is a scream--but heaven forbid anyone should take it seriously.

By HARDY GREEN


HARDCOVER BUSINESS BOOKS

1 WHO MOVED MY CHEESE? by Spencer Johnson, M.D. (Putnam $19.95) Learning to accept change.

2 THE TIPPING POINT by Malcolm Gladwell (Little Brown $24.95) Discovering what turns an idea into a hot trend.

3 LIVING ON THE FAULT LINE by Geoffrey A. Moore (HarperBusiness $27) Managing in the age of the dot-coms.

4 eBOYS by Randall E. Stross (Crown Business $25.95) The venture capitalists behind eBay and other successful Internet startups.

5 THE NEW NEW THING by Michael Lewis (Norton $25.95) Silicon Valley and its representative man, Jim Clark.

6 FIRST, BREAK ALL THE RULES by Marcus Buckingham and Curt Coffman (Simon & Schuster $26) A Gallup investigation into managerial success.

7 HIGH TECH START UP by John L. Nesheim (Free Press $50) A handbook for startup success, by a Silicon Valley veteran.

8 THE MILLIONAIRE MIND by Thomas J. Stanley, PhD (Andrews McMeel $26.95) The values of the wealthy revealed.

9 DIGITAL CAPITAL by Don Tapscott, David Ticoll, and Alex Lowy (Harvard Business School $27.50) How business Webs can set companies free.

10 THE MONK AND THE RIDDLE by Randy Komisar with Kent Lineback (Harvard Business School $22.50) To succeed on the Net, be guided by your passions.

11 THE CLUETRAIN MANIFESTO by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger (Perseus $23) The Web is a conversation--one that's changing markets.

12 BLOWN TO BITS by Philip Evans and Thomas S. Wurster (Harvard Business School $27.50) How the Internet is reshaping business models.

13 EVEolution by Faith Popcorn with Lys Marigold (Hyperion $24.95) Rules for marketing to female consumers.

14 THE CHIEF by David Nasaw (Houghton Mifflin $35) The life of media magnate William Randolph Hearst.

15 HOW TO BECOME A RAINMAKER by Jeffrey J. Fox (Hyperion $16.95) Turn yourself into a super salesperson.


PAPERBACK BUSINESS BOOKS

1 RICH DAD, POOR DAD by Robert T. Kiyosaki with Sharon L. Lechter, C.P.A. (Warner $15.95) Teach your kids the rules of money that the rich play by.

2 RICH DAD'S GUIDE TO INVESTING by Robert T. Kiyosaki with Sharon L. Lechter, C.P.A. (Warner $19.95) Choosing to be rich, not merely comfortable.

3 THE CASHFLOW QUADRANT by Robert T. Kiyosaki with Sharon L. Lechter, C.P.A. (Warner $17.95) Moving beyond job security to financial independence.

4 THE SEVEN HABITS OF HIGHLY EFFECTIVE PEOPLE by Stephen R. Covey (Fireside $14) Habitually popular.

5 THE MILLIONAIRE NEXT DOOR by Thomas J. Stanley, PhD, and William D. Danko, PhD (Pocket Books $14) The simple ways of the wealthy among us.

6 THE ONE MINUTE MANAGER by Kenneth Blanchard, PhD, and Spencer Johnson, M.D. (Berkley $12.95) Three management techniques, conveyed in brief story form.

7 THE LEXUS AND THE OLIVE TREE by Thomas L. Friedman (Anchor Books $15) Globalization and its discontents.

8 IT'S YOUR MONEY by Christos M. Cotsakos (HarperBusiness $16) E*TRADE's CEO on online investing.

9 WHAT COLOR IS YOUR PARACHUTE? 2000 by Richard Nelson Bolles (Ten Speed Press $16.95) The enduring job-search bible.

10 THE WALL STREET JOURNAL GUIDE TO UNDERSTANDING MONEY AND INVESTING by Kenneth M. Morris and Virginia B. Morris (Fireside $15.95) Concise explanations enriched with graphics.

11 THE INNOVATOR'S DILEMMA by Clayton M. Christensen (HarperBusiness $16) New technologies' disruptive effects.

12 THE NUDIST ON THE LATE SHIFT by Po Bronson (Broadway Books $14.95) Silicon Valley's curious ways.

13 GETTING TO YES by Roger Fisher, William Ury, and Bruce Patton (Penguin $12.95) A Harvard team's step-by-step guide to conflict resolution.

14 BUILT TO LAST by James C. Collins and Jerry I. Porras (HarperBusiness $16) How 3M, Wal-Mart, Procter & Gamble, and others became standouts.

15 DICTIONARY OF FINANCE AND INVESTMENT TERMS by John Downes and Jordan Elliot Goodman (Barron's $13.95) What is an oligopsony anyway?


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 July.



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