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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.

In The Age of Revolution, renowned British Marxist historian Eric Hobsbawm focuses on the historical period from the end of the 18th century to the middle of the 19th. He concludes that the "dual revolutions" of the time - the French Revolution and the British Industrial Revolution - changed the way the whole world thought about politics and power, and fundamentally shaped the modern era.

C. S. Lewis may be most famous for his fiction, including children's books like the Chronicles of Narnia series. But in his 1952 book Mere Christianity - originally printed as three separate pamphlets in 1942, 1943, and 1944 - this eclectic and learned man documents his complex journey from atheism to faith.

In the 1960s, researchers into human memory began to understand memory as operating under two systems. The first was a short-term system handling information for mere seconds. The second was a long-term system capable of managing information indefinitely. They also discovered, however, that short-term memory was not simply a filing cabinet, but was actively working on cognitive - or mental - tasks. This is how the phrase "working memory" developed.

Friedman did not just demonstrate that monetary policy plays a vital role in broader economic stability. He also argued that economists got their monetary policy wrong in the 1950s and 1960s by misunderstanding the relationship between inflation and unemployment. In Friedman's view, previous generations of economists had no justification for believing that governments could permanently decrease unemployment by allowing inflation - and vice versa.

The ideas set out by American international relations expert Robert O. Keohane in 1984's After Hegemony have had a huge impact on policy debates over the last three decades, both in political circles and in academia. Hegemony means the social, cultural, ideological or economic influence of one dominant group. Contemplating a post-Cold War world half a decade before the Berlin Wall fell, Keohane asks if international cooperation can survive in the absence of a single superpower.

Published in 1990, The Anti-Politics Machine is American anthropologist James Ferguson's first book. It discusses international development projects: how they are conceived, researched, and put into practice. Importantly, it also looks at what these projects actually achieve. Ferguson is critical of the idea of development and argues that the process does not take enough account of the daily realities of the communities it is intended to benefit.

Social anthropologist Edward Evans-Pritchard wrote Witchcraft, Oracles, and Magic Among the Azande after 20 months' fieldwork with the Azande people of the South Sudan. It became the founding text in the anthropology of witchcraft, and has been hailed as a classic. Although Witchcraft had little impact when it first appeared in 1937, its popularity grew after World War II. Alongside his subsequent work on the Nuer people, Witchcraft established Evans-Pritchard's reputation as an important anthropologist.

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.

Mahbub ul Haq died in 1998, three years after the publication of his important work, Reflections on Human Development. The book appeared at the end of Haq's impressive career in international development and described his revolutionary contribution to the discipline. In it, Haq argues that the goal of any society should be to improve the lives of its citizens, therefore economic development should support that aim.

What might society look like if we were brave enough to emerge fully from the shadow of the Christian God? The German philosopher Friedrich Nietzsche explores this intriguing question in his 1886 work, Beyond Good and Evil. Going further, Nietzsche then asks of his "philosophers of the future" that they take on the challenge of supplying humanity with new ideals to live by.

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.

Based around a Marxist understanding of class struggle, Lefebvre sees the revolution not just as a political crisis, but also as an assault on inherited privilege and the social hierarchy. Ultimately, it succeeded because people at every level of society - from nobles and the elite bourgeois to peasants and the urban masses - found the will to defy the crown. Lefebvre's book was later interpreted by some as simplistic and overly partisan, designed as a rallying call to his fellow countrymen.

In the 1960s, British historian Jonathan Riley-Smith first began studying the knightly orders of the Middle Ages that formed after the First Crusade. By the late 1970s, he had begun writing books from a "revisionist" point of view, challenging the common belief that the Crusades were motivated by fanaticism, and were designed to plunder the Holy Lands. To an extent, Riley-Smith's 1986 book The First Crusade and the Idea of Crusading overturned this previously held view.

Northern Irish academic, novelist, and broadcaster C. S. Lewis' 1943 philosophical work The Abolition of Man is subtitled Reflections on Education with Special Reference to the Teaching of English in the Upper Forms of Schools. It is about the power of education to shape the minds of individuals and improve society (or harm it, if badly done), and encompasses everything from the scientific worldview at the time to philosophical arguments about right and wrong.

Before Bernard Bailyn published The Ideological Origins of the American Revolution in 1967, it was generally believed that the Revolution was driven both by social conflict between colonial settlers and the ruling British government, and by differences between classes in American society. Bailyn had a different view. He said that it was radical ideas that fired the American Revolution, and that the Revolution was above all else an ideological, constitutional, and political struggle.

Environmental factors shape our history just as much as - and sometimes more than - human factors. That's the premise of Alfred W. Crosby's 1972 work The Columbian Exchange: Biological and Cultural Consequences of 1492, a key text in environmental history.

Examining 1,200 years of history from the foundation of Charlemagne's Holy Roman Empire to the beheading of King Charles I in England is in itself a mammoth undertaking. But it is the issues explored by German American historian Ernst H. Kantorowicz in his 1957 study The King's Two Bodies that have had a profound effect on the way academics think about the study of history.

Among the general public, Descartes is probably most famous for his pronouncement "I think, therefore I am." That statement first appeared in an earlier work, but he expands on it in Meditations as he considers the idea of the mind as a separate entity to the body - the "dualist" approach. Descartes also set out to dispel skepticism - the idea that one cannot truly know anything. Using his "methodological skepticism," he showed that by doubting everything, we can know some things beyond doubt.

On the Genealogy of Morality was written in 1887 when Friedrich Nietzsche was at the height of his powers as a philosopher and master of German prose writing. Here, he criticizes the idea that there is just one conception of moral goodness, dissecting the contemporary practice of morality and looking at it from a historical viewpoint. Rather than following a metaphysical or religious approach, Nietzsche adopts a naturalistic framework, which is grounded in history and natural science, to understand our concepts of good and evil in the Christianized Western world.