William Rosen

"[A] fascinating, wide-ranging narrative ... a staggering work."---Kirkus Revies (starred review) --

A Story of Steam, Industry, and Invention

The Most Powerful Idea in the World

Weaving together evolutionary microbiology, economics, military strategy, ecology, and ancient and modern medicine, author Rosen tells of history's first pandemic--a plague seven centuries before the Black Death that killed tens of millions, devastated th

Plague, Empire, and the Birth of Europe

Justinian's Flea

Documents the early 14th-century period of rain, cold, disease and warfare that created the worst famine in European history, tracing the epidemics and lost harvests that cost nearly 80 percent of the region's livestock and some six million human lives.

Climate Change and the Great Famine of the 14th Century

The Third Horseman

The epic history of how antibiotics were born, saving millions of lives and creating a vast new industry known as Big Pharma. As late as the 1930s, virtually no drug intended for sickness did any good; doctors could set bones, deliver babies, and offer palliative care. That all changed in less than a generation with the discovery and development of a new category of medicine known as antibiotics. By 1955, the age-old evolutionary relationship between humans and microbes had been transformed, trivializing once-deadly infections. William Rosen captures this revolution with all its false starts, lucky surprises, and eccentric characters. He explains why, given the complex nature of bacteria--and their ability to rapidly evolve into new forms--the only way to locate and test potential antibiotic strains is by large-scale, systematic, trial-and-error experimentation. Organizing that research needs large, well-funded organizations and businesses, and so our entire scientific-industrial complex, built around the pharmaceutical company, was born. Timely, engrossing, and eye-opening, Miracle Cure is a must-read science narrative--a drama of enormous range, combining science, technology, politics, and economics to illuminate the reasons behind one of the most dramatic changes in humanity's relationship with nature since the invention of agriculture ten thousand years ago.

The Creation of Antibiotics and the Birth of Modern Medicine

Miracle Cure

Laurence Minsky

How can marketers navigate the growing array of marketing specialties, multiplying media options and data sources, and increasing content saturation to improve effectiveness and return on investment? How can they provide consumers with seamless experiences of value across channels that overcome behavioral barriers and actually deliver results? In The Activation Imperative, William Rosen and Laurence Minsky provide a straightforward guide for marketers to move beyond building brands to activating them—from simply projecting what a brand is to optimizing what it does—to move people closer to transaction. Drawing on years of research and experience with the world’s most sophisticated brands, Rosen and Minsky share a unifying cross-discipline marketing approach designed to impact critical behaviors and more effectively drive business results. They reveal how today’s more personalized and trackable communications illuminate tremendous diversity in paths-to-purchase and explain how to leverage this data to develop more effective strategies and creative targeted to individual inflection points. With actionable advice and best-in-class examples, Rosen and Minsky offer marketers a road map to manage today’s increasingly fragmented marketing landscape to more effectively and efficiently build brands and business.

William Rosen

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