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Review title: Great research but limited applications
Product review: I would like to see new edition of this book that includes how the research can be applied to marketing, etc. Obviously the authors were very diligent, but some of the concepts evolved early in their research and no longer apply. For instance, the prospective demand for estrogen replacement therapy in aging women. Recent studies indicate higher incidences of cancer in women that take certain hormone replacements, thus a shock to the demand for these drugs. Let's get a revision and work with a marketing guru to apply these principles. Also, work with a new editor to make this more readable and less like a textbook. And lower the price and go to paperback, and maybe work with a reputable mainstream publisher like McGraw-Hill.
