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Market Response Models
From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that t...
Cases in marketing research Randall L. Schultz, Gerald Zaltman, Philip C. Burger
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The Ultimate Business Guru Guide
A seemingly endless parade of consultants, academics and journalists continue to pontificate about management, leadership and the dream of the perfect organization. But only a tiny fraction have really changed the way business works. These are the gurus. In this new edition of worldwide bestseller, The Ultimate Business Guru Book, the authors have assembled the greatest business gurus in a unique, one-stop guide. The book keeps business leaders ahead of double-speaking colleagues and consultants by bringing them rapidly up to speed with the very best that the world's business thinkers currently have to offer.
Stages of Emergency
In an era defined by the threat of nuclear annihilation, Western nations attempted to prepare civilian populations for atomic attack through staged drills, evacuations, and field exercises. In Stages of Emergency the distinguished performance historian Tracy C. Davis investigates the fundamentally theatrical nature of these Cold War civil defense exercises. Asking what it meant for civilians to be rehearsing nuclear war, she provides a comparative study of the civil defense maneuvers conducted by three NATO allies—the United States, Canada, and the United Kingdom—during the 1950s and 1960s. Delving deep into the three countries’ archives, she analyzes public exercises involving private...
