Steve Tatham's Books

Repuglicans

By: Steve Tatham

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It's completely unfair and not balanced whatsoever! Pete Von Sholly, creator of CAPITOL HELL, and political commentator Steve Tatham bring you cutting edge political satire just in time for the mid-term elections. So, If you're a card-carrying Republican, stop reading now. If not, you must get this book. Von Sholly puts UGLI into the Republican party with his all-new versions of top party leaders and apparatchiks. See Sarah Palin rendered as a vampire McCain as a three-eyed freak. Glen Beck as a half-brained zombie. Also, including Lou Dobbs, Michelle Bachman, John Boehner and many, many others. Sholly's imagery coupled with wry commentary by Steve Tatham is a perfect gift for the Republican sitting in the cubicle next to you!

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139

Publisher

Boom! Studios

Published Date

ISBN 10

1613981376

ISBN 13

9781613981375

Repuglicans

By: Steve Tatham

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Repuglicans

By: Steve Tatham

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139

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Boom! Studios

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ISBN 10

1613981376

ISBN 13

9781613981375

Marketing Research: Asia-Pacific Edition

By: Steve D'Alessandro,Ben Lowe,Hume Winzar,William Zikmund,Barry J. Babin

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Marketing Research: Asia-Pacific Edition

By: Steve D'Alessandro,Ben Lowe,Hume Winzar,William Zikmund,Barry J. Babin

Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research.Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text.Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its 'learning by doing' approach. For analysing data, the text covers both SPSS and EXCEL outputs. This text is indispensable for students studying marketing research in any business or marketing course.

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632

Publisher

Cengage AU

Published Date

ISBN 10

017036982X

ISBN 13

9780170369824

By Fire and Bayonet

Grey's West Indies Campaign of 1794

By: Steve Brown

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By Fire and Bayonet

Grey's West Indies Campaign of 1794

By: Steve Brown

There have been few books about Grey's glorious (but ultimately ill-fated) West Indies campaign in the early years of the long and terrible wars of 1793-1815, yet five of the subalterns in Grey's expeditionary force went on to command divisions in Wellington's Peninsula army; another two commanded the Iron Duke's Royal Artillery; and one (Richard Fletcher) - famously - the Royal Engineers. The tactics used by Sir Charles Grey were as far removed as can be imagined from the traditional image of the two-deep British line delivering massed volleys at pointblank range. The invasions of Martinique, St Lucia and Guadeloupe were raids undertaken by Special Forces, who were instructed to operate in open order, in silence and at bayonet-point; all attacks went in with unloaded muskets. Most of the heavy-duty fighting was undertaken by converged flank battalions, grenadiers and light infantrymen - assembled under hand-picked field officers and used as stormtroopers in every major assault; here were French revolutionary war tactics that are largely unexplored and largely undocumented (at least in modern times). Sir Charles Grey was one of the most aggressive British generals of the era - something his gentlemanly appearance and demeanor did not immediately indicate. Ever cheerful and optimistic - and humane and loyal to his friends - his ability to deliver needle-sharp assaults and then harry a defeated enemy (the latter being something at which British generals of the Napoleonic era were distinctly mediocre) makes him one of the more interesting personalities of the early portion of the 'Great War with France'. If he was not ultimately unsuccessful, it was not his fault: he was robbed of the resources he needed at the outset; then given virtually no reinforcements by Horse Guards. The great killer on this campaign was not the French... it was disease: principally, Yellow Fever. Of the 6,200 men who landed with Grey on Martinique in February 1794, some 4,100 were dead by Christmas - such then is By Fire and Bayonet an account of a very dramatic period for the British Army in the West Indies. It took many years to learn the lessons presented by the campaign, but for the young officers who survived, it provided some invaluable lessons that were put to good use 15 or 20 years later in the British Army of a later era.

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299

Publisher

Casemate Publishers

Published Date

ISBN 10

1912866943

ISBN 13

9781912866946

Learning

A Behavioral, Cognitive, and Evolutionary Synthesis

By: Jerome Frieman,Steve Reilly

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Learning

A Behavioral, Cognitive, and Evolutionary Synthesis

By: Jerome Frieman,Steve Reilly

Learning: A Behavioral, Cognitive, and Evolutionary Synthesis by Jerome Frieman and Steve Reilly provides an integrated account of the psychological processes involved in learning and conditioning and their influence on human behavior. With a skillful blend of behavioral, cognitive, and evolutionary themes, the text explores various types of learning as adaptive specialization that evolved through natural selection. Robust pedagogy and relevant examples bring concepts to life in this unique and accessible approach to the field.

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609

Publisher

SAGE Publications

Published Date

ISBN 10

1483359220

ISBN 13

9781483359229

The Round

In Bob Graham's Footsteps

By: Steve Chilton

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The Round

In Bob Graham's Footsteps

By: Steve Chilton

The Round is not only a history of the Bob Graham Round, but also an exploration of the what, why and how of this classic fell endurance challenge. After covering the genesis of the BGR in detail, it documents its development from a more-or-less idle challenge to its present status as a rite of passage for endurance runners. Interspersed with this detail of the round are extensive profiles of many of the event's most significant individuals: innovators, record setters, recorders and supporters. Some links to resources for potential BGR completers are be included. The Round is emphatically NOT a 'how to' guide, but it IS a terrific follow up to Steve Chilton's hugely popular first book, It's a Hill, Get Over It.

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225

Publisher

Sandstone Press Ltd

Published Date

ISBN 10

1910124699

ISBN 13

9781910124697

Powerlines

Words That Sell Brands, Grip Fans, and Sometimes Change History

By: Steve Cone

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Powerlines

Words That Sell Brands, Grip Fans, and Sometimes Change History

By: Steve Cone

Powerlines, the exceptional slogans that people remember long after the campaign ends, stand out from the barrage of marketing messages consumers face each day. A product, service, company, candidate, or an organization with a powerline outshines the competition every time. Steve Cone, author of Steal These Ideas!, reveals the secrets to contemporary marketing's biggest mystery: how to conjure the phrase that will make a product irresistible and memorable. This book restores the lost art of creating killer slogans to its proper place: front and center in every campaign. Drawing on examples of great and not-so-great lines from marketing, politics, and popular culture, Cone provides an irreverent, intelligent, and insightful primer on a singularly important aspect of brand building. Silver Medal Winner, Advertising/Marketing/PR/Event Planning Category, Axiom Business Book Awards (2009)

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Page Count

273

Publisher

John Wiley & Sons

Published Date

ISBN 10

0470883286

ISBN 13

9780470883280

Voices from the Hills

Pioneering women fell and mountain runners

By: Steve Chilton

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Voices from the Hills

Pioneering women fell and mountain runners

By: Steve Chilton

A must read for anyone with a passion for women's equality and sport.' -Sue Anstiss Voices from the Hills is the story of the barriers encountered by the first female fell runners who fought to participate in the early days of this male-dominated sport. Despite experiencing discouragement and resistance, these women responded with personal courage and self-confidence. Thanks to them, women now compete at traditional fell races, international mountain races and endurance challenges such as the Bob Graham Round in increasing numbers. Told predominantly through interviews with pioneering female athletes who recount their lives and running careers, this is the story of a fight for equality of opportunity and reward.

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423

Publisher

Sandstone Press Ltd

Published Date

ISBN 10

1914518209

ISBN 13

9781914518201

Techniques in Speech Acoustics

By: J. Harrington,Steve Cassidy

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Techniques in Speech Acoustics

By: J. Harrington,Steve Cassidy

Techniques in Speech Acoustics provides an introduction to the acoustic analysis and characteristics of speech sounds. The first part of the book covers aspects of the source-filter decomposition of speech, spectrographic analysis, the acoustic theory of speech production and acoustic phonetic cues. The second part is based on computational techniques for analysing the acoustic speech signal including digital time and frequency analyses, formant synthesis, and the linear predictive coding of speech. There is also an introductory chapter on the classification of acoustic speech signals which is relevant to aspects of automatic speech and talker recognition. The book intended for use as teaching materials on undergraduate and postgraduate speech acoustics and experimental phonetics courses; also aimed at researchers from phonetics, linguistics, computer science, psychology and engineering who wish to gain an understanding of the basis of speech acoustics and its application to fields such as speech synthesis and automatic speech recognition.

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Page Count

338

Publisher

Springer Science & Business Media

Published Date

ISBN 10

0792357310

ISBN 13

9780792357315

Interpreting Heritage

A Guide to Planning and Practice

By: Steve Slack

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Interpreting Heritage

A Guide to Planning and Practice

By: Steve Slack

Interpreting Heritage is a practical book about the planning and delivery of interpretation that will give anyone working in the heritage sector the confidence and tools they need to undertake interpretation. Steve Slack suggests a broad formula for how interpretation can be planned and executed and describes some of the most popular – and potentially challenging, or provocative – forms of interpretation. Slack also provides practical guidance about how to deliver different forms of interpretation, while avoiding potential pitfalls. Exploring some of the ethical questions that arise when presenting information to the public and offering a grounding in some of the theory that underpins interpretive work, the book will be suitable for those who are completely new to interpretation. Those who already have some experience will benefit from tools, advice and ideas to help build on their existing practice. Drawing upon the author’s professional experiences of working within, and for, the heritage sector, Interpreting Heritage provides advice and suggestions that will be essential for practitioners working in museums, art galleries, libraries, archives, outdoor sites, science centres, castles, stately homes and other heritage venues around the world. It will also be of interest to students of museum and heritage studies who want to know more about how heritage interpretation works in practice.

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343

Publisher

Routledge

Published Date

ISBN 10

1000209830

ISBN 13

9781000209839

1001, a Video Odyssey

Movies to Watch for Your Every Mood

By: Steve Tatham

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1001, a Video Odyssey

Movies to Watch for Your Every Mood

By: Steve Tatham

This Dennis Miller-meets-Leonard Maltin guide points movie lovers toward the best flicks, all cleverly organized and grouped. Each entry features rating, cast members, availability on video/DVD, and humorous commentary.

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308

Publisher

Lone Eagle Publishing Company, LLC

Published Date

ISBN 10

1580650236

ISBN 13

9781580650236

Microarray Technology in Practice

By: Steve Russell,Lisa A. Meadows,Roslin R. Russell

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Microarray Technology in Practice

By: Steve Russell,Lisa A. Meadows,Roslin R. Russell

Using chips composed of thousands of spots, each with the capability of holding DNA molecules corresponding to a given gene, DNA microarray technology has enabled researchers to measure simultaneously gene expression across the genome. As with other large-scale genomics approaches, microarray technologies are broadly applicable across disciplines of life and biomedical sciences, but remain daunting to many researchers. This guide is designed to demystify the technology and inform more biologists about this critically important experimental technique. - Cohesive overview of the technology and available platforms, followed by detailed discussion of experimental design and analysis of microarray experiments - Up-to-date description of normalization methods and current methods for sample amplification and labeling - Deep focus on oligonucleotide design, printing, labeling and hybridization, data acquisition, normalization, and meta-analysis - Additional uses of microarray technology such as ChIP (chromatin immunoprecipitation) with hybridization to DNA arrays, microarray-based comparative genomic hybridization (CGH), and cell and tissue arrays

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Page Count

460

Publisher

Academic Press

Published Date

ISBN 10

0080919766

ISBN 13

9780080919768

Using Target Audience Analysis to Aid Strategic Level Decisionmaking

By: Steve Tatham

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Using Target Audience Analysis to Aid Strategic Level Decisionmaking

By: Steve Tatham

The author explains how sophisticated social science research and behavioral profiling can be used to warn us of impeding issues and how that information might be used by senior strategy makers as a tool for testing and refining strategy. He makes a compelling case that the science of Target Audience Analysis (TAA) is now so well advanced that it must become a key component of future strategic decisionmaking. The author views social media as just another communication conduit, and sees this as a continuum of wrong activities being undertaken. In Iraq and Afghanistan, he saw how big public relations and marketing companies cost the U.S. taxpayer millions of dollars in ultimately failed communication and propaganda campaigns. Social media, he argues, has become yet another blank checkbook for companies who rely on creative energy rather than empirical understanding to produce communications campaigns. Instead, he argues for far greater resource in TAA and greater understanding by federal agencies of what is and is not possible or desirable in their communication efforts. To this end, he looks in particular at U.S. Agency for International Development relief work in Pakistan and argues that the communication objectives set at the start of the projects are almost unattainable, even naive in their presumptions.

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Letort Papers

Published Date

ISBN 10

1584876999

ISBN 13

9781584876991

Training Humans for the Human Domain

By: Steve Tatham,Keir Giles,Strategic Studies Institute

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Training Humans for the Human Domain

By: Steve Tatham,Keir Giles,Strategic Studies Institute

Experience from Afghanistan and Iraq has demonstrated the vital nature of understanding human terrain, with conclusions relevant far beyond counterinsurgency operations in the Islamic world. Any situation where adversary actions are described as 'irrational' demonstrates a fundamental failure in understanding the human dimension of the conflict. It follows that where states and their leaders act in a manner which in the U.S. is perceived as irrational, this too betrays a lack of human knowledge. This monograph offers principles for operating in the human domain which can be extended to consideration of other actors which are adversarial to the United States, and whose decisionmaking calculus sits in a different framework to our own -- including such major states as Russia and China. This monograph argues that the human dimension has become more, not less, important in recent conflicts and that for all the rise in technology future conflicts will be as much defined by the participants' understanding of culture, behavior, and language as by mastery of technology"--Publisher's web site.

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ISBN 10

1329784359

ISBN 13

9781329784352

U.S. Governmental Information Operations and Strategic Communications

A Discredited Tool Or User Failure? : Implications for Future Conflict

By: Strategic Studies Institute,Steve Tatham,U. S. Army War College

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U.S. Governmental Information Operations and Strategic Communications

A Discredited Tool Or User Failure? : Implications for Future Conflict

By: Strategic Studies Institute,Steve Tatham,U. S. Army War College

Through the prism of operations in Afghanistan, the author examines how the U.S. Government's Strategic Communication (SC) and, in particular, the Department of Defense's (DoD) Information Operations (IO) and Military Information Support to Operations (MISO) programs, have contributed to U.S. strategic and foreign policy objectives. It assesses whether current practice, which is largely predicated on ideas of positively shaping audiences perceptions and attitudes towards the United States, is actually fit for purpose. Indeed, it finds that the United States has for many years now been encouraged by large contractors to approach communications objectives through techniques heavily influenced by civilian advertising and marketing, which attempt to change hostile attitudes to the United States and its foreign policy in the belief that this will subsequently reduce hostile behavior. While an attitudinal approach may work in convincing U.S. citizens to buy consumer products...

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Lulu.com

Published Date

ISBN 10

1304871800

ISBN 13

9781304871800

United States Governmental Information Operations and Strategic Communications

By: Steve Tatham

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United States Governmental Information Operations and Strategic Communications

By: Steve Tatham

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ISBN 10

158487600X

ISBN 13

9781584876007

Behavioural Conflict

Why Understanding People and Their Motivations Will Prove Decisive in Future Conflict

By: Andrew Mackay,Steve Tatham,Lee Rowland

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Behavioural Conflict

Why Understanding People and Their Motivations Will Prove Decisive in Future Conflict

By: Andrew Mackay,Steve Tatham,Lee Rowland

It will be people's behavior, and the West's ability to understand, interpret and influence that behavior which will become the defining characteristic of resolving future armed disputes. The authors argue that future conflicts will be best resolved by focusing attention on altering the behaviors of others, either in advance - and therefore deterring conflict - or as a coupled component in the process of combat and post-combat operations. They also argue that Western Armies have learned too many lessons the hard way and been found wanting too easily. Here is the argument for a fundamental rethink of the way that the West's militaries are organized, educated, trained and deployed.

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203

Publisher

Anchor Books

Published Date

ISBN 10

1780394691

ISBN 13

9781780394695

Strategic Communication

A Primer

By: Steve A. Tatham

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Strategic Communication

A Primer

By: Steve A. Tatham

This paper attempts to address a perceived gap in UK defence thinking which currently has little documentation on the emerging and cross governmental art of Strategic Communication. After defining the term, this paper attempts to locate its utility within the defence community, considering its relationship with Media and Information Operations. The paper notes, that at its core, Strategic Communication can only be successful when three processes are clearly understood: the role of strategic communication in campaigning, the actual cognitive process of communication and the empirical analysis of target audiences. The dangers of over-reliance upon polling are considered concurrently. The paper concludes with the place of Strategic Communication withinUK military operations, the need for robust measurements of effectiveness and a short assessment of the challenges of emergening and new media"--P. [2] of cover.

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ISBN 10

1905962592

ISBN 13

9781905962594

1001, a Video Odyssey

Movies to Watch for Your Every Mood

By: Steve Tatham

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1001, a Video Odyssey

Movies to Watch for Your Every Mood

By: Steve Tatham

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308

Publisher

Lone Eagle Publishing Company, LLC

Published Date

ISBN 10

1580650236

ISBN 13

9781580650236

Strategic Communication and Influence Operations

Do We Really Get It?

By: Lee Rowland,Steve Tatham,Defence Academy of the United Kingdom

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Strategic Communication and Influence Operations

Do We Really Get It?

By: Lee Rowland,Steve Tatham,Defence Academy of the United Kingdom

The last 2-3 years have seen an explosion in interest in the application of influence as a tool for achieving military objectives. This is not new, the military have always sought to exert influence - albeit at times unwittingly. However, two significant events have brought the issue to further prominence - the publication of JDP3-401 and the deployment of 52 Brigade to Helmand Province in 2007/8. This article does not intend to debate either in any detail - a quick search of inter and intra nets will provide plenty of information for the curious reader - but there are two issues worthy of slightly more discussion. The first concerns 52 Brigade's deployment. When Brigadier Andrew Mackay led 52 Brigade to Helmand Province he did so having examined previous kinetic based deployments and concluded that these, for various reasons, had not achieved the effects that he envisaged for his mission. For him the consent of the population was utterly key and would not, nor could it, be achieved by hard power alone or even with hard power primacy; as he developed his operational design he felt frustrated that existing doctrine did not adequately prepare him to operate within the influence arena. The second is that Andrew Mackay subsequently became one of the driving forces behind JDP3-40 and in particular the forceful articulation of the 'centrality' of influence. However, the 'how to do it' guidance still lags behind the emphasis on and enthusiasm for, its use. The Land Warfare Centre's recent classified publication The Influence Handbook is a very definite step in the right direction and yet, in our view, it still leaves questions unanswered. It is all very well to state a requirement but when it is not matched by a detailed 'how' it becomes not a challenge but a burden. In 'Behavioural Conflict : From General to Strategic Corporal', Mackay and Tatham explained how 52 Brigade looked outside of the military staff and education environments - for at that time in neither was the 'how' articulated. Mackay's search took in Behavioural Economics and Group Psychology and in doing so he found himself finding answers in books such as 'The Age of the Unthinkable', 'Nudge' and Predictably Irrational - none of which currently feature in the Chief of Defence Staff's recommended reading list at the Staff Colleges! Whilst such research is commendable it was also, arguably, indicative of a failure of military education, nor does it seem reasonable that Commanders should have to be 'hunter gatherers' of strategic thinking but should instead have resources readily on tap to assist them. Today the landscape is different and The Influence Handbook fills many of the gaps that once existed - but not all. This paper seeks to provide greater clarity in two key areas - Target Audience Analysis (TAA) and Measurements of Effectiveness (MOE).

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ISBN 10

1905962851

ISBN 13

9781905962853

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