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This book would be wonderful if there was any chance the world worked the way Peters would like it to. Unfortunately for him (and me) it doesn't. + Why can't replublicans and democrats just agree for the good
of the people?
+ Why can't the arabs and jews just share the land?
+ Why can't I come and go as I please at work so long as my job
is done?
+ Why can't I play video games for an hour at night without my
wife getting mad at me? I DON'T KNOW! Answers to these questions all seem logical enough, but they're all century (or more) old quesitons that have never been resolved. Why can't business be forward thinking, innovative and support those who… Read more
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1 - If you are looking for in-depth coverage of American history, this is not it. This is about two pages on each of 200 events that are important on American History. I promise you will not come out of here knowing everything you need to know about American History. 2 - It is, however, a great follow up book - or good reference. I read this after reading "A People's History of the U.S." and it really helped clear some things up. 3 - This is not biased left or right. I think most textbooks we read in school are biased towards the corporations and government (not saying it's a conspiracy, but after reading other books, that's just my take.) "People's History"… Read more
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With the advances made in the last 15 years on brain research and understanding, creating advertising is a whole new ballgame. Consumers conscious thoughts are only 5% of their thinking, so it is often that most research doesn't address the incredibly important 95%. Zaltman explains how to do it and how to do it effectively, of course plugging his own firm here and there. Being in a big ad agency, I know that most work isn't produced with solid research behind it, but instead for a client who has "dictated" what the advertising needs to do or how it should appeal to consumers. The best account planners and managers can take the knowledge from this book and guide their clients to… Read more
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