Résultats lu par "Mark Ashby" dans Toutes les catégories

Brainfluence explains how to practically apply neuroscience and behavior technology and behavior research to better market to consumers by understanding their decision patterns. This application, called neuromarketing, studies the way the brain responds to various cognitive and sensory marketing stimuli. Analysts use this to measure a consumer's preference, what a customer reacts to, and why consumers make certain decisions.

Starting in 1948 and reaching its climax during the Six-Day War of 1967, The Hope begins the story of Israel, a country fighting for its life - outmatched and surrounded by enemies. Zev Barak, Sam Pasternak, Don Kishote, and Benny Luria are all officers in the Israeli Army, caught up in the sweep of history, fighting the desperate desert battles and meeting the larger-than-life personalities that shaped Israel’s fight for independence.

The Glory plunges immediately into the violence and upheaval of the Six-Day War of 1967 - and continues the dramatic story of Israel’s struggle for survival. A sprawling, action-packed novel, Wouk takes listeners through the terrors of the Yom Kippur War, the famous Entebbe rescue, and the airstrikes on Saddam Hussein’s nuclear reactor - ending with the final hope for peace.

Stretching like an armor-toothed belt across Italy's upper thigh, the Gothic Line was the most fortified position the German army had yet thrown into the Allied forces' path. On August 25, 1944, it fell to Canadian troops to spearhead a major offensive: to rip through that fiercely defended line. This gripping chronicle tells, through the eyes of the soldiers who fought there, of the 28-day clash that ultimately ended in glory for the Canadians.

A decade after the cold war ended, policy makers and academics foresaw a new era of peace and prosperity, an era in which democracy and open trade would herald the "end of history." The terrorist attacks of September 11, 2001, sadly shattered these idyllic illusions, and John Mearsheimer's masterful new book explains why these harmonious visions remain utopian.

Despite dogged attempts by musicologists worldwide to find its source, the violin’s origins remain maddeningly elusive. The instrument surfaced from nowhere in particular, in a world that Columbus had only recently left behind and Shakespeare had yet to put on paper. By the end of the violin’s first century, people were just discovering its possibilities. But it was already the instrument of choice for some of the greatest music ever composed by the end of its second. By the dawn of its fifth, it was established on five continents as an icon of globalization, modernization, and social mobility, an A-list trophy, and a potential capital gain.

Every 13,000 years on Earth a sacred and secret event takes place that changes everything. Mother Earth's Kundalini energy emerges from its resting place in the planet's core and moves like a snake across the surface of our world. Once at home in ancient Lemuria, it moved to Atlantis, then to the Himalayan mountains of India and Tibet, and with every relocation changed our idea of what spiritual means. And gender. And heart. This time, with much difficulty, the Serpent of Light has moved to the Andes Mountains of Chile and Peru.

When he was three years old, Tito was diagnosed as severely autistic, but his remarkable mother, Soma, determined that he would overcome the "problem" by teaching him to read and write. The result was that between the ages of eight and eleven he wrote stories and poems of exquisite beauty, which Dr. Oliver Sacks called "amazing and shocking". Their eloquence gave lie to all our assumptions about autism....

By midsummer 1945, Japan had long since lost the war in the Pacific. The people were not told the truth, and neither was the emperor. Japanese generals, admirals, and statesmen knew, but only a handful of leaders were willing to accept defeat. Most were bent on fighting the Allies until the last Japanese soldier died and the last city burned to the ground.

Few personalities from classical antiquity are more famous - yet more poorly understood - than Cleopatra VII, queen of Egypt. In this major biography, Duane Roller reveals that Cleopatra was in fact a learned and visionary leader whose overarching goal was always the preservation of her dynasty and kingdom. Roller's authoritative account is the first to be based solely on primary materials from the Greco-Roman period: literary sources, Egyptian documents (Cleopatra's own writings), and representations in art and coinage produced while she was alive.

The America’s Cup, first awarded in 1851, is the oldest trophy in international sports, and one of the most hotly contested. In 2000, Larry Ellison, co-founder and billionaire CEO of Oracle Corporation, decided to run for the coveted prize and found an unlikely partner in Norbert Bajurin, a car radiator mechanic who had recently been named Commodore of the blue collar Golden Gate Yacht Club.

"Outthinkers" are entrepreneurs and corporate leaders with a new playbook. They see opportunities others ignore, challenge dogma others accept as truth, rally resources others cannot influence, and unleash new strategies that disrupt their markets. Outthink the Competition proves that business competition is undergoing a fundamental paradigm shift and that during such revolutions, outthinkers beat traditionalists.

James MacGregor Burns’s stunning trilogy of American history, spanning the birth of the Constitution to the final days of the Cold War. In these three volumes, Pulitzer Prize and National Book Award winner James MacGregor Burns chronicles with depth and narrative panache the most significant cultural, economic, and political events of American history.

Forced to become a normal citizen, the exiled son of the late Shah of Iran attempts to provide understanding and direction for his country and its people.

Surviving the Dragon is the remarkable life story of Arjia Rinpoche, who was ordained as a reincarnate lama at the age of two and fled Tibet 46 years later. In his gripping memoir, Rinpoche relates the story of having been abandoned in his monastery as a young boy after witnessing the torture and arrest of his monastery family. In the years to come, Rinpoche survived under harsh Chinese rule, as he was forced into hard labor and endured continual public humiliation as part of Mao’s Communist "reeducation".

The pope wanted it, Montesquieu used it, and the Nazis pilfered an Italian noble's villa to get it: the Germania, by the Roman historian Tacitus, took on a life of its own as both an object and an ideology. When Tacitus wrote a not-very-flattering little book about the ancient Germans in 98 CE, at the height of the Roman Empire, he could not have foreseen that the Nazis would extol it as "a bible", nor that Heinrich Himmler, the engineer of the Holocaust, would vow to resurrect Germany on its grounds. But the Germania inspired - and polarized - people long before the rise of the Third Reich.

Projects require managers, but programs warrant maestros. Tasked with overseeing multiple project teams and thousands of activities, program managers have one of the most challenging jobs in the market. Too many overburdened managers are leaving otherwise great jobs, even the field entirely, because they haven’t equipped themselves with the right tools in hand to take on this complex but fulfilling job. How to Manage Complex Programs explains the ins and outs of program management and provides concrete and effective techniques for structuring deliverables, workflow, and staffing.

Matthew Arnold praised the Iliad for its "nobility", as has everyone ever since - but ancient critics praised it for its enargeia, its "bright unbearable reality" (the word used when gods come to earth, not in disguise but as themselves). To retrieve the poem's energy, Alice Oswald has stripped away its story, and her account focuses by turns on Homer's extended similes and on the brief 'biographies' of the minor war-dead, most of whom are little more than names, but each of whom lives and dies unforgettably - and unforgotten - in the copiousness of Homer's glance.

The Number That Killed Us finally tells the "greatest story never told": how a mysterious financial risk measurement model has ruled the world for two decades and how it repeatedly, and severely, caused market, economic, and social turmoil. This model was the key factor behind the unleashing of the cataclysmic credit crisis that erupted in 2007 and which the effects are still being felt around the world.

This audiobook examines the meteoric rise of Sweden as the pre-eminent military power in Europe during the Thirty Years War during the 1600s, and then follows its line of warrior kings into the next century until the Swedes finally meet their demise, in an overreach into the vastness of Russia. A small Scandinavian nation, with at most one and a half million people and scant internal resources of its own, there was small logic to how Sweden could become the dominant power on the Continent.