Author: Shel Horowitz

ISBN: 0-9614666-6-9

'Principled Profit' by Shel Horowitz is an excellent book on ethical marketing,
abundance mindset and other innovative ideas. They are innovative from the
typical materialistically oriented, aggressive, 'If You Win I Must Have Lost'
perspective. It may or may not appeal to the typical A-type (Ambitious,
Aggressive and often Angry) pusher, but it will certainly open the mental doors
to a different and more efficient ball-game of marketing. Instead of the
Win-Lose mentality, it talks consistently of Win-Win situations and gives plenty
of examples.

The book is a comprehensive tour of ethical marketing, where the marketer is a
partner of the client right through. And where 'There Is Enough For Everyone' is
the recurring concept. Cooperation is more efficient than competition, and
competition should be a friendly 'I Help You - You Help Me - Together Let Us
Build A Better World For All' is the key theme in this small but great book.

Unlike many 'professional' reviewers, I do read through the book carefully,
though it takes a lot of time and effort, since basically I am a book-lover. So,
I can't but help notice editorial or style problems, spelling and grammatical
errors etc. I do make notes of them as I read, in the book's margins. I also
note down some very good points which strike a resonative Aha in my mind. I am
happy to report that Shel's book had very few adverse notes when I finished
reading and several 'good', 'excellent' etc., comments spattered through out.

Chapter 18 is the best chapter in the book and will give you a gist of the whole
book. So read that short chapter first apart from this and many other
reviews/endorsements in the beginning of the book, so that you can decide
whether the book is for you or not. The "Resources' at the end of the book and
the Index add value to the book.

If you are in any way connected with marketing of a product or service, this
book is definitely for you. Even if you are not directly involved in marketing
of anything, since you need to market yourself without selling your 'self',
PRINCIPLED PROFIT will give you several ideas.

My score for this book is 9/10 and rating for this book is 'Excellent'.

The above review was contributed by:  S.V. SWAMY: Physicist,  Metallurgist, Quality Management Professional with interests in Training and Development, General Management, Holistic Health etc. Mr. Swamy is an avid book lover, reviewer and editor:   CLICK TO VIEW S.V. Swamy's Reviews