(NAPSA)—People, ideas, know- how, relationships, work process. In business, those things which are hardest to identify, sometimes weigh most heavily on profits and success. According to authors Jonathan Low and Pam Cohen Kalafut, it’s these intangible assets that drive a company’s economic performance. In their new book, Invisi- ble Advantage (Perseus Publishing, $27.00), Low and Kalafut discuss how important intangibles have become in today’s marketplace and how companies can begin to manage them. The book provides examples of intangible managementin action and reveals little-known insights about why such companies as McDonald’s and Dell outpace their competitors. In addition, it identifies 12 intangibles—from corporate reputation to intellectual capital—that are vital to a company’s future health. Topics include: Whythevolatility of the past decade has made execution of Jonathan Low / Pam Cohen Kalafut INVISIBLE ADVANTAGE HOW INTANGIBLES PERFORMANCe: A new book explains how “intangibles,” such as relationships between workers, may be just as vital to a company’s success as the products it makes. keting and financingtool. popular CEO cliche—and why so few companiesgetit right. Low and Kalafut say the book can serve as a tool managers can use to effectively compete in a world where companies must find ways to differentiate themselves from their competitors and where experiences and relationships can be more important than products. important asset” has become a www.perseuspublishing.com. strategy more important than quality strategy. How brand equity can be managed to contribute to financial marketvalue. Whyreputation has grown in importance as a recruiting, mar- How “people are our most For more information go to
