The Long and the Short of It: A guide to finance and investment for normally intelligent people who aren't in the industry

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I also found it insightful that Binet and Field used Kahneman's theories and applied it to the marketing industry. Having an understanding of behavioural economics or consumer psychology will aid in the creation of media planning.

On Mirrlees’s advice, I applied for and to my astonishment got a permanent teaching post in the University of Oxford at the embarrassingly early age of 21. Oxford is a collegiate university – members of the faculty generally have both University and College appointments. This post carried with it a fellowship at St John’s College, an association which I have maintained and enjoyed ever since. Through the 1970s I developed a conventional academic career, publishing in academic journals, and writing my first book Concentration in Modern Industry (with Leslie Hannah, an economic historian colleague). My particular interests were in public finance and industrial organisation.

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The Great St Mary's Day Out Hooray! Hooray! It's a happy holiday. For everyone except Max the only one with her mind on the job. Brevity may be the soul of wit, but it is also much more. In this exploration of the shortest literary works—wise sayings, proverbs, witticisms, sardonic observations about human nature, pithy evocations of mystery, terse statements regarding ultimate questions—Gary Saul Morson argues passionately for the importance of these short genres not only to scholars but also to general readers.

The Very First Damned Thing From the very beginning of St Mary's. Discover the truth behind Markham s stolen furniture and Professor Rapson s flies. Although the duo didn’t set out to make the book a rallying call, that’s what it became, Field says. Ships and Stings and Wedding Rings A gun left behind in Ancient Egypt and a race against time to prevent a catastrophe. Readers will learn everything they need to be their own investment manager. They will recognise their investment options, the institutions that try to sell them, and how to distinguish between fact and fiction in what companies say. They will discover the principles of sound investment and the research that supports these principles. Crucially, they will learn a practical investment strategy and how to implement it.We are fascinated by how brief works evoke a powerful sense of life in a few words, which is why we browse quotation anthologies and love to repeat our favorites. Arguing that all short genres are short in their own way, Morson explores the unique form of brevity that each of them develops. Apothegms (Heraclitus, Lao Tzu, Wittgenstein) describe the universe as ultimately unknowable, offering not answers but ever deeper questions. Dicta (Spinoza, Marx, Freud) create the sense that unsolvable enigmas have at last been resolved. Sayings from sages and sacred texts assure us that goodness is rewarded, while sardonic maxims (Ecclesiastes, Nietzsche, George Eliot) uncover the self-deceptions behind such comforting illusions. Just as witticisms display the power of mind, "witlessisms" (William Spooner, Dan Quayle, the persona assumed by Mark Twain) astonish with their spectacular stupidity. So when we examined the data, what we expected to find was that the killer combination was emotional and rational together. But when we looked at [it], that is not what we found. What we found was actually quite different. We found that the more you moved away from rational messages to pure emotion, the more effective advertising was.” It’s been 10 years since “godfathers of effectiveness” Les Binet and Peter Field published their book The Long and the Short of It. Peter and I were both at BMP… and we’d both been trained to think that great advertising took a rational message and put it in an emotional envelope. So the key to powerful advertising was to find a motivating message and then tell that story in an engaging and emotive way,” Binet explains. Christmas Present An attempt to rescue lost historians involving an enraged pig and Boudicca herself.