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German-born thinker Theodore Levitt's groundbreaking 1960 article Marketing Myopia established him as a world-famous business figure and led to him being dubbed "the father of modern marketing." At the time he published the piece, marketing did not even exist as a separate business discipline. Recognizing that companies went bust when the market for their products dried up, Levitt set to finding out why. He wrote Marketing Myopia as a manifesto.

This is a book for anyone who wants to understand exactly what we mean by ethics and morality today. One of the most vital and controversial works in the 20th-century world of moral philosophy, Alasdair MacIntyre's After Virtue examines how we think about, talk about, and act out our moral views in the modern world. Finding that the ways in which we engage in our moral reasoning have no common standard of judgment, MacIntyre's 1981 book challenges many contemporary theories of morals.

The title of Norwegian-born historian Odd Arne Westad's 2005 work - The Global Cold War: Third World Interventions and the Making of Our Times - offers a window into his thesis. Between the end of World War II and the early 1990s, both the Soviet Union and the United States "intervened" (or "offered aid and support to") developing nations in Africa, Asia, and Latin America. In Westad's view, these interventions were more important than events in Europe, where most studies of the Cold War focus.

Arguing first that what might be termed a morally good action is one that increases the general sum of happiness in the world, Mill then says that general principles of justice should be based on this idea. Therefore, in life, there is no conflict between what is just and what is morally right. Mill published Utilitarianism toward the end of a lifetime spent as a moral philosopher, political activist, and social reformer.

In his 2007 book The Black Swan, Nassim Nicholas Taleb says the Black Swans of his title can appear at any time, in the form of financial crises, wars, and other unexpected events that have profound, irreversible consequences. Taleb draws on philosophy, mathematics, economics, and other disciplines to explain in plain English why we seldom prepare for these events adequately. The way our brains process knowledge lull us into believing the future will resemble the past.

Meditations is a remarkable work, a unique insight into the thinking of one of the most conscientious and able Roman emperors, Marcus Aurelius, who ruled at the apex of Roman might in the late second century CE. It was never intended to be widely circulated. Indeed, it was almost unknown until the 16th century. The work is like a series of jottings, written for its author's own improvement; it has no formal structure and its arguments follow no obvious pattern.

In 1963's The Feminine Mystique, she identified "the problem that has no name" afflicting women pressured to devote themselves to domestic life. After World War II, society fostered the idea that women wanted different things from men - namely, to run homes and live through the achievements of their husbands and children. In reality, rigid gender roles left housewives frustrated and depressed and caused tensions both in their marriages and in how couples raised their children.

In his 1966 book, The Night Battles, Italian historian Carlo Ginzburg detailed the lives of peasant people who were marginalized in their own society and have been all but forgotten in ours. He created a new school of study, microhistory, which has influenced thinkers from a range of different disciplines. The Night Battles looks at the witch trials of a small group of peasants in 16th-century Italy who believed they turned into animals at night to ward off evil spirits and safeguard their crops.

English historian Christopher Hill turned thinking about the English Civil Wars (1642-51) on its head when he published The World Turned Upside Down in 1972. Instead of focusing on power struggles in the upper echelons of English society - on the battle between the monarchy and would-be republicans - Hill looked to develop "history from below", investigating the lives of ordinary people, the way they saw society, and their political hopes for the future.

Famous as an accomplished poet, T. S. Eliot was also the author of some highly important literary criticism. First published in 1920, The Sacred Wood collects 13 of Eliot's early critical essays. He intended them to be a statement of his principles for literary achievement. These concepts - and the works that Eliot wrote after setting out his principles - inspired many major poets of the twentieth century. Some wanted to imitate him, while many others looked to disagree with him.

More than 200 years after Adam Smith published The Wealth of Nations, governments around the world continue to address many of the issues discussed in the book. The most powerful states in the world are still committed to international trade, but questions are repeatedly asked about the role of governments in the economy and the effectiveness of the free market.

American sociologist Jack A. Goldstone examines the causes of revolutions and uprisings in the period between 1500 and 1800. Investigating cases in both Europe and Asia, the conclusions he reaches are surprising. Many thinkers had previously believed that Europe's distinctive history - and particularly the rise of capitalism - had created the specific revolutions and political changes that launched the continent on a path to global supremacy. Goldstone says this is wrong, and that European and Asian states were, in fact, all experiencing similar developments.

According to Aristotle, the ultimate human good is eudaimonia, an ancient Greek word that can be translated as happiness, or flourishing. Eudaimonia comes from a life of virtuous (or good) action. Virtues such as justice, restraint, and practical wisdom cannot simply be taught - they must be developed over time by cultivating virtuous habits. The making of virtuous choices can be developed by using practical wisdom and by recognizing the desirable middle ground between extremes of human behavior.

Sigmund Freud was born in 1856, in Vienna, Austria, and died in London in 1939, but his reputation as "the father of psychoanalysis" lives on. The theories he introduced in his masterwork, The Interpretation of Dreams, revolutionized the treatment of mental illness in the late 19th century. Based on his success in using new techniques he had developed with his patients, and on conclusions he drew from analyzing his own dreams, Freud said that dreams offered a window into the workings of the unconscious mind.

A winner of the 1992 Bancroft Prize, Nature's Metropolis broke new ground in the burgeoning field of environmental history, while also adding weight to both urban and Western history. Before its publication in 1991, historians generally treated urban and rural areas as distinct from one another, each following separate lines of development and maturity. Using Chicago and its surrounding areas as a model, Cronon's book looks to disprove this idea.

In his 1997 work Guns, Germs, and Steel, American geography professor and environmental historian Jared Diamond looks to answer the question of why human history unfolded differently on different continents, and why power and wealth became distributed as they are.

Our Common Future is a joint work produced in 1987 by a United Nations commission headed by former Norwegian Prime Minister, Gro Brundtland. Intended to respond to a growing number of environmental concerns faced by the global community, it recognized the need for long-term strategies to manage natural resources. It says we must act collaboratively to protect the environment, while at the same time stimulating economic and social development.

One of the most influential books on economics ever written, Thomas Robert Malthus's An Essay on the Principle of Population remains one of the most controversial too. This 1798 work inspired naturalists Charles Darwin and Alfred Russel Wallace to develop the theory of natural selection. But it has also sparked criticism - Karl Marx famously called Malthus a "lackey of the bourgeoisie." Yet this hasn't stopped leading present-day environmentalists from taking up Malthus's ideas.

After World War II ended in 1945, the Soviet Union and the United States began a decades-long confrontation that would become known as the Cold War. American foreign policy focused on "containment" - preventing the communist USSR from gaining more ground - and many people looked at the geographical and political implications of this policy. Others, meanwhile, explored American domestic life in that same period. But historian Elaine Tyler May became the first person to bring these seemingly unrelated areas together.

First published in Germany in 1980, British historian Ian Kershaw's The "Hitler Myth" is recognized as one of the most important books ever written about Adolf Hitler and the Nazi State. Kershaw wanted to focus on what he called the "history of everyday life", and so investigated the attitude of the German public to Hitler at the time, rather than looking at the dictator from the perspective of those in positions of power. He was intrigued to find out how someone like Hitler could have become such a powerful figure.