PDF⋙ The Advertising Research Handbook, Second Edition by Charles E. Young

The Advertising Research Handbook, Second Edition by Charles E. Young

The Advertising Research Handbook, Second Edition by Charles E. Young PDF, ePub eBook D0wnl0ad

In this second edition of The Advertising Research Handbook, Charles Young expands his material to twenty chapters that represent four distinct and complementary views of the ever broadening landscape of ad research. Topics covered range from fresh news from the field of neuroscience to timeless insights that can help guide marketing and creative communities all the way from strategic development to creative execution. Industry professionals who want to understand and implement the practice of advertising research in an effective way will find this book to be a useful tour guide and counsel that is easy to read and repeatedly reference. Its purpose is to be helpful in breaking down the often and unnecessarily complicated systems of ad research so that everyone can understand them and reap the benefits of speaking a common language. Finally, those who read this book will find the proof to help educate their teams on why the use of a heuristic model rather than a black box system will improve their company s quest for managing a brand s communications in real time

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PDF⋙ The Transportation Experience: Policy, Planning, and Deployment by William L. Garrison, David M. Levinson

The Transportation Experience: Policy, Planning, and Deployment by William L. Garrison, David M. Levinson

The Transportation Experience: Policy, Planning, and Deployment by William L. Garrison, David M. Levinson PDF, ePub eBook D0wnl0ad

The Transportation Experience explores the historical evolution of transportation modes and technologies. The book traces how systems are innovated, planned and adapted, deployed and expanded, and reach maturity, where they may either be maintained in a polished obsolesce often propped up by subsidies, be displaced by competitors, or be reorganized and renewed. An array of examples supports the idea that modern policies are built from past experiences.

William Garrison and David Levinson assert that the planning (and control) of nonlinear, unstable processes is today's central transportation problem, and that this is universal and true of all modes. Modes are similar, in that they all have a triad structure of network, vehicles, and operations; but this framework counters conventional wisdom. Most think of each mode as having a unique history and status, and each is regarded as the private playground of experts and agencies holding unique knowledge, operating in isolated silos. However, this book argues that while modes have an appearance of uniqueness, the same patterns repeat: systems policies, structures, and behaviors are a generic design on varying modal cloth. In the end, the illusion of uniqueness proves to be myopic.

While it is true that knowledge has accumulated from past experiences, the heavy hand of these experiences places boundaries on current knowledge; especially on the ways professionals define problems and think about processes. The Transportation Experience provides perspective for the collections of models and techniques that are the essence of transportation science, and also expands the boundaries of current knowledge of the field.

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PDF⋙ Monetary Policy and the Great Inflation in the United States: The Federal Reserve and the Failure of Macroeconomic Policy, 1965-1979 by Thomas Mayer

Monetary Policy and the Great Inflation in the United States: The Federal Reserve and the Failure of Macroeconomic Policy, 1965-1979 by Thomas Mayer

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This unique book deals with the most serious macroeconomic failure experienced in the US in the post-war period and the great inflation of the late 1960s and 1970s. It is the first detailed analysis, using Federal Reserve documents, of the thinking behind the inflationary monetary policy during this period. The book examines documentary evidence, including minutes, memos and reports and interviews with people who were closely involved in making policy decisions, to explain the monetary policy that led to this inflation. Thomas Mayer considers forecasting errors and wage and price controls in his attempt to explain why the inflation occurred and places some of the blame on ineffective operating procedures, institutional inefficiencies, and political pressures on the Federal Reserve. The author concludes that much of the responsibility for the mistaken policies lies with academic economists who underestimated the dangers of inflation and encouraged the Federal Reserve to focus on an unattainable employment goal. Monetary Policy and the Great Inflation in the United States will be welcomed by economists, political scientists and economic historians interested in monetary policy.

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Bonita Crist:

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PDF⋙ Rights, Risks and Responsibilities: Interprofessional Working in Health and Social Care

Rights, Risks and Responsibilities: Interprofessional Working in Health and Social Care

Rights, Risks and Responsibilities: Interprofessional Working in Health and Social Care PDF, ePub eBook D0wnl0ad

Taking an interprofessional focus to reflect modern practice, this book introduces the complexity of balancing rights and risks. It helps readers to understand and evaluate their own values, knowledge and power in order to provide safer, more effective care for those they work with, including vulnerable adults and children.

From reader reviews:

Mavis Strain:

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PDF⋙ Speer: Hitler's Architect by Martin Kitchen

Speer: Hitler's Architect by Martin Kitchen

Speer: Hitler's Architect by Martin Kitchen PDF, ePub eBook D0wnl0ad

In his best-selling autobiography, Albert Speer, Minister of Armaments and chief architect of Nazi Germany, repeatedly insisted he knew nothing of the genocidal crimes of Hitler’s Third Reich. In this revealing new biography, author Martin Kitchen disputes Speer’s lifelong assertions of ignorance and innocence, portraying a far darker figure who was deeply implicated in the appalling crimes committed by the regime he served so well.
 
Kitchen reconstructs Speer’s life with what we now know, including information from valuable new sources that have come to light only in recent years, challenging the portrait presented by earlier biographers and by Speer himself of a cultured technocrat devoted to his country while completely uninvolved in Nazi politics and crimes. The result is the first truly serious accounting of the man, his beliefs, and his actions during one of the darkest epochs in modern history, not only countering Speer’s claims of non-culpability but also disputing the commonly held misconception that it was his unique genius alone that kept the German military armed and fighting long after its defeat was inevitable.

From reader reviews:

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PDF⋙ From Frege to Godel: A Source Book in Mathematical Logic, 1879-1931 (Source Books in History of Sciences) by Jean van Heijenoort

From Frege to Godel: A Source Book in Mathematical Logic, 1879-1931 (Source Books in History of Sciences) by Jean van Heijenoort

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The fundamental texts of the great classical period in modern logic, some of them never before available in English translation, are here gathered together for the first time. Modern logic, heralded by Leibniz, may be said to have been initiated by Boole, De Morgan, and Jevons, but it was the publication in 1879 of Gottlob Frege's Begriffsschrift that opened a great epoch in the history of logic by presenting, in full-fledged form, the propositional calculus and quantification theory.

Frege's book, translated in its entirety, begins the present volume. The emergence of two new fields, set theory and foundations of mathematics, on the borders of logic, mathematics, and philosophy, is depicted by the texts that follow. Peano and Dedekind illustrate the trend that led to Principia Mathematica. Burali-Forti, Cantor, Russell, Richard, and König mark the appearance of the modern paradoxes. Hilbert, Russell, and Zermelo show various ways of overcoming these paradoxes and initiate, respectively, proof theory, the theory of types, and axiomatic set theory. Skolem generalizes Löwenheim's theorem, and heand Fraenkel amend Zermelo's axiomatization of set theory, while von Neumann offers a somewhat different system. The controversy between Hubert and Brouwer during the twenties is presented in papers of theirs and in others by Weyl, Bernays, Ackermann, and Kolmogorov. The volume concludes with papers by Herbrand and by Gödel, including the latter's famous incompleteness paper.

Of the forty-five contributions here collected all but five are presented in extenso. Those not originally written in English have been translated with exemplary care and exactness; the translators are themselves mathematical logicians as well as skilled interpreters of sometimes obscure texts. Each paper is introduced by a note that sets it in perspective, explains its importance, and points out difficulties in interpretation. Editorial comments and footnotes are interpolated where needed, and an extensive bibliography is included.

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