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The article reviews the evolution from brand-centered marketing to customer-centered marketing and the beginnings of a focus on viewing the customer as an asset. It illustrates the practice by describing the use of a loyalty program to identify and respond to high-potential customers in the market for business-class hotels. Next, it considers seven challenges that impede wider adoption of customer equity management and concludes with a schematic model of customer-centered marketing management.

Notwithstanding the claims of some in the United States, European affairs continue to dominate U.S. foreign policy and strategic thinking. The end of the Cold War has not seen any blurring of the focus of U.S. officials on European affairs. Managing the implications of the break-up of the Soviet Union and the Warsaw Pact, the seemingly never-ending conflicts in the Balkans, increasing Western norms and institutions in Central and Eastern Europe, and expanding and reforming the North Atlantic Alliance are just some of the issues that require firm and consistent U.S. leadership. How the United States has, and should continue, to deal with these issues is the subject of this collective effort. In addition to assessing past and present challenges to U.S. and Western security interests and objectives in Europe, the authors also analyze the strategies and policies of the Department of Defense in this crucial region of the world. Recommendations for consideration by officials include the need for a lighter leadership touch in some areas and for stronger encouragement in others. However, let there be no doubt that a U.S. policy toward Europe of stasis or benign neglect should be rejected. The United States is a European power by virtue of its history, current commitments, and strategic and political exigencies. Finding the most efficacious means of achieving these national objectives, while working to effect a Europe whole and free, is the daunting long-term task to be faced. ; https://press.armywarcollege.edu/monographs/1843/thumbnail.jpg

Based on a factorial design survey of 237 Hamilton County (Cincinnati), Ohio, residents, we assessed not only whether respondents preferred, but also "tolerated" or viewed as acceptable, community-based sanctions. Rating vignettes in which the offender engaged in either burglary or robbery, a slight majority of the respondents favored a sentence involving incarceration. Even so, a sizable minority of the sample preferred to sanction offenders in the community, and tolerance for such a sanction was widespread. There was little support, however, for sanctions that did not involve the close supervision of the offender. We suggest that community-based sanctions will be embraced by the public only to the extent that a persuasive case can be made that the sanction punishes, restrains, and changes offenders—in short, that it "works."

Rising fiscal pressure on local governments in rural areas of the United States is documented in this study. The level of fiscal burden on taxpayers to support local governments in nonmetropolitan areas is found to be higher than that in metropolitan areas between 1977 and 1987. Using a model from the urban fiscal literature, the level of fiscal burden in nonmetropolitan areas is found to be influenced by a combination of demographic, socioeconomic, intergovernmental, and historical factors. Intergovernmental revenue transfers from the state and federal government play a critical role in determining the level of fiscal burden rural taxpayers bear. These findings have implications for rural economic development and for understanding how rural areas are influenced by the larger society.

Rising fiscal pressure on local governments in rural areas of the United States is documented in this study. The level of fiscal burden on taxpayers to support local governments in nonmetropolitan areas is found to be higher than that in metropolitan areas between 1977 and 1987. Using a model from the urban fiscal literature, the level of fiscal burden in nonmetropolitan areas is found to be influenced by a combination of demographic, socioeconomic, intergovernmental, and historical factors. Intergovernmental revenue transfers from the state and federal government play a critical role in determining the level of fiscal burden rural taxpayers bear. These findings have implications for rural economic development and for understanding how rural areas are influenced by the larger society.

In the December 1988 issue of thisReview, John Dryzek and Stephen Leonard argued the need for "context-sensitive" histories of the discipline of political science. In their view, disciplinary history must guide practical inquiry if it is to be most useful. The course of their argument draws the criticisms of three political scientists concerned about the history of political science—James Farr, John Gunnell, and Raymond Seidelman. Dryzek and Leonard respond to their critics and underscore their own rationale for enhanced interest in the history of the discipline.

Beliefs about risks associated with two risk agents, AIDS and toxic waste, are modeled using knowledge‐based methods and elicited from subjects via interactive computer technology. A concept net is developed to organize subject responses concerning the consequences of the risk agents. It is found that death and adverse personal emotional and sociological consequences are most associated with AIDS. Toxic waste is most associated with environmental problems. These consequence profiles are quite dissimilar, although past work in risk perception would have judged the risk agents as being quite similar. Subjects frequently used causal semantics to represent their beliefs and "% of time" instead of "probability" to represent likelihoods. The news media is the most prevalent source of risk information although experiences of acquaintances appear more credible. The results suggest that "broadly based risk" communication may be ineffective because people differ in their conceptual representation of risk beliefs. In general, the knowledge‐based approach to risk perception representation has great potential to increase our understanding of important risk topics.