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  • Magdolna Hargittai

    Editore: Springer US Feb 2000, 2000

    ISBN 10: 0306460912ISBN 13: 9780306460913

    Da: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germania

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The title of our volume refers to what is well described by the following two quota tions:'Godcreated man in his own image'l and 'Man creates God in his own image.'2 Our approach to symmetry is subjective, and the term 'personal' symmetry reflects this approach in our discussion of selected scientific events. We have chosen six icons to symbolize six areas: Kepler for modeling, Fuller for new molecules, Pauling for helical structures, Kitaigorodskii for packing, Bernal for quasicrystals, and Curie for dissymmetry. For the past three decades we have been involved in learning, thinking, speaking, and writing about symmetry. This involvement has augmented our principal activities in molecular structure research. Our interest in symmetry had started with a simple fascination and has evolved into a highly charged personal topic for us. At the start of this volume, we had had several authored and edited symmetry related books behind 3 us. We owe a debt of gratitude to the numerous people whose interviews are quoted 4 in this volume. We very much appreciate the kind and gracious cooperation of Edgar J. Applewhite (Washington, DC), Lawrence S. Bartell (University of Michigan), R. 260 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The Eighth Annual Research Conference of the American Institute for Cancer Research, held in Washington, D.C., September 3-4, 1998, was on the subject 'Colon Cancer Prevention: Dietary Modulation of Cellular and Molecular Mechanisms,' with participants representing various disciplines interested in this area. One of the speak ers provided an appropriate quote from 17th century physician Thomas Adams: 'Pre vention is better than healing because it saves the labor of being sick,' which aptly describes the need for the prevention of cancer. An overview of normal and abnormal colonic development emphasized that although the typical human colon undergoes 1013 cell divisions by age 60, with the asso ciated possibilities for error, relatively few colon tumors develop. Since dietary modu lation leads to extremely small changes in colonic cells over a long period, animal models are useful to time, observe, and delineate the events associated with colon cancer. In the development colon cancer, the inactivation of the adenomatous polyposis coli (Apc) gene is one of the earliest known events. Normally Apc downregulates the cellular protein beta-catenin, but this is lost during cancer development. Beta-catenin may itself be an oncogene; it has a short half-life, but it is stabilized by binding to is more prevalent in the cell nucleus, the gene shuttles caherin. Although the Apc between the nucleus and the cytoplasm. 176 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -In most schools the dominant supporting technology has been either the stand-alone personal computer or a modest local network. The situation is changing rapidly as a rising number of schools provide access to the Internet for their staff and pupils, opening avenues for communication and networking hitherto not possible. This book reflects on this change. It aims to further the vision of how these new technologies could improve and transform aspects of education. Yet in parallel it asks serious questions about the realities of an interface between the social, cultural and pedagogical contexts of education and the actual affordances that these new information and communication technologies offer. The chapters in this book provide a heady mix of foresight and practical reporting, of planning for the future but at the same time respecting the problems education already has with current technologies. The richness of the points presented here stems in part from the range of experience of the international authors - from academics and administrators, to teachers and curriculum designers. This mix ensures that the central questions on communications and networking in education are considered not simply from a variety of personal perspectives, but also from different cultural and environmental experiences. And yet interest also lies in the commonality of reporting and discussion based on activity in the field. All the contributions draw heavily on research and experience in devising and running projects and experimental activities in a range of schools and teacher-training institutions and environments. The opinions expressed are thus grounded in knowledge gained from work embedded in the reality of today's educational settings. This must be the only sound base upon which to consider the issues of the future. This book is essential reading for all professionals involved in all aspects of information and communication technologies in education. Teachers, lecturers, researchers, students and administrators will find it invaluable. 348 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -There is an ever increasing trend towards putting entire systems on a single chip. This means that analog circuits will have to coexist on the same substrate along with massive digital systems. Since technologies are optimized with these digital systems in mind, designers will have to make do with standard CMOS processes in the years to come. We address analog filter design from this perspective. Filters form important blocks in applications ranging from computer disc-drive chips to radio transceivers. In this book, we develop the theory and techniques necessary for the implementation of high frequency (hundreds of megahertz) programmable continuous time filters in standard CMOS processes. Since high density poly-poly capacitors are not available in these technologies, alternative capacitor structures have to be found. Met- metal capacitors have low specific capacitance. An alternative is to use the (inherently nonlinear) capacitance formed by MOSFET gates. In Chapter 2, we focus on the use of MOS capacitors as integrating elements. A physics-based model which predicts distortion accurately is presented for a two-terminal MOS structure in accumulation. Distortion in these capacitors as a function of signal swing and bias voltage is computed. Chapter 3 reviews continuous-time filter architectures in the light of bias-dependent integrating capacitors. We also discuss the merits and demerits of various CMOS transconductance elements. The problems encountered in designing high frequency programmable filters are discussed in detail. 240 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The food industry, and those with interest in it, will want this book about the influences on people's eating habits, and how these influences affect behavior -- particularly purchasing behavior. This book analyzes the meal as a critical eating occasion from a multidisciplinary standpoint. Readers will benefit from a uniquely practical overview of the subject and a thorough review of its large and growing literature. 372 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -This work deals with the current health policy environment, organization and delivery of health services in the Kingdom of Saudi Arabia. It discusses present financing means, and future financing methods such as a proposed national health insurance program and user-changes as well as important strategic issues. It is for healthcare directors, planners and strategists and will be of interest to experts and international investors in health system reorganization. 164 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Multicriterion Decision in Management: Principles and Practice is the first multicriterion analysis book devoted exclusively to discrete multicriterion decision making. Typically, multicriterion analysis is used in two distinct frameworks: Firstly, there is multiple criteria linear programming, which is an extension of the results of linear programming and its associated algorithms. Secondly, there is discrete multicriterion decision making, which is concerned with choices among a finite number of possible alternatives such as projects, investments, decisions, etc. This is the focus of this book. The book concentrates on the basic principles in the domain of discrete multicriterion analysis, and examines each of these principles in terms of their properties and their implications. In multicriterion decision analysis, any optimum in the strict sense of the term does not exist. Rather, multicriterion decision making utilizes tools, methods, and thinking to examine several solutions, each having their advantages and disadvantages, depending on one's point of view. Actually, various methods exist for reaching a good choice in a multicriterion setting and even a complete ranking of the alternatives. The book describes and compares these methods, so-called `aggregation methods', with their advantages and their shortcomings. Clearly, organizations are becoming more complex, and it is becoming harder and harder to disregard complexity of points of view, motivations, and objectives. The day of the single objective (profit, social environment, etc. ) is over and the wishes of all those involved in all their diversity must be taken into account. To do this, a basic knowledge of multicriterion decision analysis is necessary. The objective of this book is to supply that knowledge and enable it to be applied. The book is intended for use by practitioners (managers, consultants), researchers, and students in engineering and business. 420 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -During the last two decades, there have been many reports about the success and failure of investments in ICT and information systems. Failures in particular have drawn a lot of attention. The outcome of the implementation of information and communication systems has often been disastrous. Recent research does not show that results have improved. This raises the question why so many ICT projects perform so badly. Information, Organization and Information Systems Design: An Integrated Approach to Information Problems aims at discussing measures to improve the results of information systems. Bart Prakken identifies various factors that explain the shortfall of information systems. Subsequently, he provides a profound discussion of the measures that can be taken to remove the causes of failure. When organizations are confronted with information problems, they will almost automatically look for ICT solutions. However, Prakken argues that more fundamental and often cheaper solutions are in many cases available. When looking for solutions to information problems, the inter-relationship between organization, information and the people within the organization should explicitly be taken into account. The measures that the author proposes are based on organizational redesign, particularly using the sociotechnical approach. In cases where ICT solutions do have to be introduced, Prakken discusses a number of precautionary measures that will help their implementation. The book aims to contribute to the scientific debate on how to solve information problems, and can be used in graduate and postgraduate courses. It is also helpful to managers. 244 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Optimization in Computational Chemistry and Molecular Biology: Local and Global Approaches covers recent developments in optimization techniques for addressing several computational chemistry and biology problems. A tantalizing problem that cuts across the fields of computational chemistry, biology, medicine, engineering and applied mathematics is how proteins fold. Global and local optimization provide a systematic framework of conformational searches for the prediction of three-dimensional protein structures that represent the global minimum free energy, as well as low-energy biomolecular conformations. Each contribution in the book is essentially expository in nature, but of scholarly treatment. The topics covered include advances in local and global optimization approaches for molecular dynamics and modeling, distance geometry, protein folding, molecular structure refinement, protein and drug design, and molecular and peptide docking. Audience: The book is addressed not only to researchers in mathematical programming, but to all scientists in various disciplines who use optimization methods in solving problems in computational chemistry and biology. 356 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The underlying theme of this book the role of experience in the development of the nervous system. It is now widely acknowledged that there are a variety of organi- environment interactions that guide the development of the nervous system. The popular press has also picked up on this theme and parents are being advised to enrich their child's sensory experience as early as possible. The importance of experience in development is so well accepted that it has begun to dictate public policy. In 1997, the President and First Lady hosted 'The White House Conference on Early Childhood Development and Learning: What New Research on the Brain Tells Us About Our Youngest Children. ' Along with this conference came a reemphasis on programs directed at enriching the en- ronment of America's youth. In some cases laws have been passed to assure enhanced early experience. In Georgia, the former governor proposed sending newborn children home from the hospital with classical music CDs. This received some praise, but was also ridiculed by others who felt the policy was not justified by the available scientific evidence. Here in Florida, enhanced 'brain development activities' are mandated for sta- funded child care facilities. Chapter 402. 25 of the 1998 State of Florida Statues reads (emphasis added): Infants and toddlers in state-funded education and care programs; brain development activities. 220 pp. Englisch.

  • F. D. Smit

    Editore: Springer US Feb 2000, 2000

    ISBN 10: 0306463024ISBN 13: 9780306463020

    Da: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germania

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The articles in this book cover a broad range of topics in the field of nuclear physics, including many articles on the subject of high spin physics. With an emphasis on the discussion and analysis of future developments within a number of significant areas, the book's attempt to address the status of research at the beginning of the next century is to be welcomed by researchers and students alike. 540 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Space-Time Processing for CDMA Mobile Communications is one of the first books to: bring together spatial/temporal channel models and analytic performance evaluation techniques; establish a link between smart antenna systems and advanced receiver design techniques; treat smart antennas specifically for UMTS-like communication systems, with applicable simulations and calculations; supply code with Matlab® GUI so readers can run or modify existing simulations or create new ones. The field of smart antenna technology or, more generally, space-time processing is rapidly becoming one of the most promising areas of mobile communications, especially regarding the development of the first practical third-generation mobile communication systems. The authors have addressed many of the most basic questions relating to the use of space-time processing in CDMA-based third-generation systems and have presented models for the integration of space-time processing, error correction coding, and multi-user detection techniques. Included is extensive background information on cellular systems, antenna array theory, smart antenna techniques, performance of basic space-time processors and advanced space-time processors. The book also includes an extensive simulation program written in Matlab®. The simulation code implements both the uplink and the downlink of a UMTS-like communication system. This provides multiple options for simulating system performance using a variety of channel models as well as receiver structures. Space-Time Processing for CDMA Mobile Communications will be an invaluable reference work for engineers and researchers, and a useful source for design engineers enabling them to understand the implications of adding space-time processing systems to CDMA-based communication systems. 340 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -In September 1991, Victor Zammit and I were in the Department of Biochemistry, the University of Cambridge, discussing ou r collaborative research project when we real ized thepotential value and need fora conference specifically concerned with fatty acid oxidation and ketogenesis. Thei dea, onceseeded, was indulged and flourished into the first Fatty Acid Oxidation & Ketogenesis (FAOx&K) Conference t hatwas held in the Department at Eastertime, 1992. Itw as attended byc olleagues mainly from the U. K. , France and Spain. From these modest beginnings atradition for holding a conference every second yearh asgrown and this Book results from the 4th International FAOx&K Conference that was held in London at the Institute of Child Health & Great Ormond Street Hospital forChildren NHSTrust, University College London Medical School in the new Conference Suite and was attended by colleagues from over twenty c ountries and five different c ontinents. I would like to thank allm y colleagues who havec ontributed to the conferences and, mos t importantly, to this Book. The first two c onferences were held in the University of Cambridge and were orga nized entirely by me but Simon Eaton, who came to work in London with me in Febru ary 1997,b ecame Conference Secretary andco organized the last two meetings. His contribution tot he conferences has been invaluable and w ithout hisdedicated help and effort neither the latermeetings n ort his Book would haveb een possible. 436 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The field of `intelligent interfaces and systems' has witnessed a rapid growth during the last decade. An impressive number of papers, conference tutorials, and volumes have been devoted to the topic. Ten years ago, intelligent systems constituted a rather exotic topic and many were skeptical as to whether such systems would amount to more than a nice name. Nowadays, intelligent systems represent a powerful tool in many applications, in all industrial fields. Their development evolved on both the horizontal dimension, with a constantly increasing number of applications, and on the vertical dimension, by including more capabilities ranging from sensoric to neurofuzzy systems, intelligent agents, speech and image understanding, and decision making in complex environments. Intelligent Systems and Interfaces represents a comprehensive coverage of the field, including fundamental aspects, software-, sensors-, and hardware-related issues. Moreover, the contributors to this volume offer, beyond a systematic overview of intelligent interfaces and systems, deep, practical knowledge in building and using intelligent systems in various applications. Special emphasis is placed on specific aspects and requirements in applications. Intelligent Systems and Interfaces is intended to be an essential tool for the scientific community in all areas of applied intelligent technologies. The chapters are written by a selected pool of experts in the field of intelligent systems. The contributors thoroughly review the state of the art, explain the problems to be addressed and show how these problems can be solved. Extensive references are included, offering the reader a perspective on the currently available literature and trends. Intelligent Systems and Interfaces is an important reference on intelligent systems, intended for a large audience. 488 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Hardware Design and Petri Nets presents a summary of the state of the art in the applications of Petri nets to designing digital systems and circuits. The area of hardware design has traditionally been a fertile field for research in concurrency and Petri nets. Many new ideas about modelling and analysis of concurrent systems, and Petri nets in particular, originated in theory of asynchronous digital circuits. Similarly, the theory and practice of digital circuit design have always recognized Petri nets as a powerful and easy-to-understand modelling tool. The ever-growing demand in the electronic industry for design automation to build various types of computer-based systems creates many opportunities for Petri nets to establish their role of a formal backbone in future tools for constructing systems that are increasingly becoming distributed, concurrent and asynchronous. Petri nets have already proved very effective in supporting algorithms for solving key problems in synthesis of hardware control circuits. However, since the front end to any realistic design flow in the future is likely to rely on more pragmatic Hardware Description Languages (HDLs), such as VHDL and Verilog, it is crucial that Petri nets are well interfaced to such languages. Hardware Design and Petri Nets is divided into five parts, which cover aspects of behavioral modelling, analysis and verification, synthesis from Petri nets and STGs, design environments based on high-level Petri nets and HDLs, and finally performance analysis using Petri nets. Hardware Design and Petri Nets serves as an excellent reference source and may be used as a text for advanced courses on the subject. 348 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The model system of eyeblink classical conditioning in humans has enormous potential for the understanding and application of fundamental principles of learning. This collection makes classical conditioning accessible to teachers and researchers in a number of ways. The first aim is to present the latest developments in theory building. Second, as background for the current directions, Eyeblink Classical Conditioning, Volume I presents an overview of a large body of previously published research on eyeblink classical conditioning. Last, the authors describe eyeblink classical conditioning techniques. Each chapter includes a highlighted methods section so that interested readers can replicate techniques for teaching and research. 326 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Fundamentals of Cheese Science provides comprehensive coverage of the scientific aspects of cheese, emphasizing fundamental principles. The book's 23 chapters cover the chemistry and microbiology of milk for cheesemaking, starter cultures, coagulation of milk by enzymes or by acidification, the microbiology and biochemistry of cheese ripening, the flavor and rheology of cheese, processed cheese, cheese as a food ingredient, public health and nutritional aspects of cheese, and various methods used for the analysis of cheese. The book contains copious references to other texts and review articles. This broadly based resource is written for personnel involved in various production and quality control functions in the cheese industry, senior undergraduates, and post-graduate students. 600 pp. Englisch.

  • Gregory Taylor

    Editore: Springer US Feb 2000, 2000

    ISBN 10: 0792385020ISBN 13: 9780792385028

    Da: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germania

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -All property and casualty insurers are required to carry out loss reserving as a statutory accounting function. Thus, loss reserving is an essential sphere of activity, and one with its own specialized body of knowledge. While few books have been devoted to the topic, the amount of published research literature on loss reserving has almost doubled in size during the last fifteen years. Greg Taylor's book aims to provide a comprehensive, state-of-the-art treatment of loss reserving that reflects contemporary research advances to date. Divided into two parts, the book covers both the conventional techniques widely used in practice, and more specialized loss reserving techniques employing stochastic models. Part I, Deterministic Models, covers very practical issues through the abundant use of numerical examples that fully develop the techniques under consideration. Part II, Stochastic Models, begins with a chapter that sets up the additional theoretical material needed to illustrate stochastic modeling. The remaining chapters in Part II are self-contained, and thus can be approached independently of each other. A special feature of the book is the use throughout of a single real life data set to illustrate the numerical examples and new techniques presented. The data set illustrates most of the difficult situations presented in actuarial practice. This book will meet the needs for a reference work as well as for a textbook on loss reserving. 406 pp. Englisch.

  • Alexander S. Spirin

    Editore: Springer US Feb 2000, 2000

    ISBN 10: 0306461455ISBN 13: 9780306461453

    Da: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Germania

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Dr. Spirin is a world authority on ribosomes and has published two earlier books in this area in English. This text is for advanced undergraduates and beginning graduate students and will cover the structure, function, and biosynthesis of ribosomes. Ribosomes are important in protein synthesis, which is currently a hot topic in many different areas of research. 436 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The aim of Cooperative Games on Combinatorial Structures is to analyze conflict situations in which two or more players can make coalitions and obtain prizes and penalties. This approach to situations of competition and cooperation was given in the seminal treatise by John von Neumann and Oskar Morgenstern, Theory of Games and Economic Behavior. Cooperative game theory has succeeded in providing many applications of game theory. In this volume, games defined on combinatorial structures will be analyzed, i.e. a set system over a set of players. In many situations the author will work in a closure space. Examples of closure operators are the spanning operator of linear algebra and all convex hull operators. Chapters 1-4 constitute a review of mathematical concepts from Cooperative Game Theory, Graph Theory, Linear and Integer Programming, Combinatorial Optimization, Discrete Convex Analysis and Computational Complexity. The table of contents is a short guide to the topics and methods covered in this book. In Chapters 11 and 12, several not Elektronisches Buch are presented with the system Mathematica by Wolfram in the contexts of the packages DiscreteMath (Skiena) and Cooperative (Carter). There will also be found in the book several research projects. These are intended to offer new ideas that the reader should consider with caution. This book will be of interest to graduate students with some experience in game theory or mathematical programming and professional researchers in game theory, operational research and its applications in economic theory, and the political and social sciences. In addition, it will be especially useful for professionals who are interested in models for understanding and managing conflicts: management and operational research scientists, political and military scientists, and professional negotiators. 348 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Numbers, Information and Complexity is a collection of about 50 articles in honour of Rudolf Ahlswede. His main areas of research are represented in the three sections, `Numbers and Combinations', `Information Theory (Channels and Networks, Combinatorial and Algebraic Coding, Cryptology, with the related fields Data Compression, Entropy Theory, Symbolic Dynamics, Probability and Statistics)', and `Complexity'. Special attention was paid to the interplay between the fields. Surveys on topics of current interest are included as well as new research results. The book features surveys on Combinatorics about topics such as intersection theorems, which are not yet covered in textbooks, several contributions by leading experts in data compression, and relations to Natural Sciences are discussed. 676 pp. Englisch.

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    Buch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -The field of hematopoietic stem cell transplantation is rapidly evolving. Realization that hematopoietic stem cells give rise to the immune compartment has resulted in clinical trials of hematopoietic stem cell transplantation for patients with autoimmune diseases. Allogeneic hematopoietic transplants are a form of adoptive immunotherapy resulting in beneficial graft versus tumor effects. Large numbers of hematopoietic cells can be collected with ease. Therefore, a renewable source of cells for ex vivo genetic manipulations is readily available. Multiple trials combining hematopoietic transplants and gene therapy are in progress. One such application is the infusion of allogeneic lymphocytes containing a suicide gene to abort graft versus host disease. Hematopoietic stem cell transplantation is in reality the clinical and practical application of cellular therapy. Hematopoietic transplant physicians are by design or by practical application evolving into cell and gene therapy specialists. The excitement and enthusiasm in hematopoietic transplantation is that it offers a door to the future. A future not of drugs or titrating poisonous chemotherapy but rather of cellular and gene therapy. 1 ALLOGENEIC PERIPHERAL BLOOD STEM CELL TRANSPLANTATION FOR HEMATOLOGIC DISEASES Martin Korbling University o/Texas MD. Anderson Cancer Center, Houston, Texas 77030 INTRODUCTION Circulating hematopoietic stem cells have emerged as an alternative to bone marrow (BM) stem cells for allografting. For many years the reconstitutive potential of circulating stem cells was questioned; peripheral blood stem cells (PBSC) were even characterized a waste product (1). 432 pp. Englisch.

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    Taschenbuch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables. 668 pp. Englisch.