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Jim Cramers Getting Back to Even: James J. Cramer, Cliff Mason: Books. Television commentator (CNBC’s Mad Money, New York magazine columnist, Jim Cramer’s Real Money, and more) Cramer, whose name—and brand—is synonymous with stock-market advice, is perfect at taking the pulse of the public as we arise (phoenixlike) from the ashes of the worst economic recession since the 1930s. His latest book presents rules for trying to recover from losses; many of the rules feature stories about individual stocks to buy, such as Eli Lilly, Caterpillar, and five regional banks. Other rules center on strategies, ranging from the purchase of dividend-producing stocks and gold to such philosophical foundations as know your fellow shareholders and bull markets are all about leadership. All the rules are infused with Cramerisms and straight-shooting prose that, indeed, might evoke a few winces and grimaces from readers. On the other hand, remember that his brashness and opinions earn him multimillions a year. --Barbara Jacobs

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