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In marketing today, delusional thinking isn't just acceptable -- it's mandatory. In "Marketers Are From Mars, Consumers Are From New Jersey", Bob Hoffman, author of "101 Contrarian Ideas About Advertising" and "The Ad Contrarian" explains how marketers and advertisers have lost touch with consumers and are living in a fantasy land of their own invention -- fed by a cultural echo chamber of books, articles and conferences in which people like them talk to people like them.

• Sales Rank: #681915 in Books
• Published on: 2015-05-01
• Original language: English
• Dimensions: 8.00" h x .43" w x 5.00" l,
• Binding: Paperback
• 190 pages

About the Author
Bob Hoffman is an author, speaker, and partner in Type A Group, LLC, a company that consults to marketers, advertisers and media. He is author of "101 Contrarian Ideas About Advertising," "The Ad Contrarian," and "The Ad Contrarian" blog, which was named one of the world's most influential advertising and marketing blogs by Business Insider. In 2012, Bob was selected "Ad Person of the Year" by the San Francisco Advertising Club. Bob founded and was chairman/ceo of Hoffman/Lewis advertising, one of the West's largest independent advertising agencies. He retired from Hoffman/Lewis in 2013. Previously, Bob was ceo of Mojo USA and president and creative director of Allen & Dorward. Bob has created advertising for McDonald's, Toyota, Shell, Nestle, Blue Cross, Chevrolet, Pepsico, Bank of America, AT&T, and more companies than he cares to think about. He has served on several boards including the Advertising and Marketing International Network, and spent a year as Special Assistant to the Executive Director of the California Academy of Sciences. Bob is a frequent speaker at industry conferences, business meetings, and advertising and marketing events.

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1 of 1 people found the following review helpful.
Here's proof that marketers are from another planet.
By Douglas N. Burdett
[[VIDEOID:f40e69b23fdc663eede7c7643edb1bd9]]Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “Marketers Are From Mars, Consumers Are From New Jersey” by Bob Hoffman.

What can you say about long-time ad agency icon Bob Hoffman, also known as The Ad Contrarian?

Here’s what others have said:

The Wall Street Journal calls him “caustic yet truthful.” Time Magazine calls him “fabulously irreverent.” The Financial Times says he's responsible for "savage critiques of digital hype."

In "Marketers Are From Mars, Consumers Are From New Jersey" Bob Hoffman shows how marketers and advertisers have lost touch with consumers and are living in a fantasy land of their own invention that is a mass delusion of epic proportions.

He covers the advertising and marketing waterfront and takes prisoners. He skewers the exaggerated role of brands, how ad agencies have lost their way, the mistaking of gimmicks for trends, why marketers misguidedly ignore baby boomers, the wishful thinking of social media marketing, and the massive fraud and corruption of digital display advertising.

As the Ad Contrarian, Bob Hoffman has built an enormous following by consistently calling BS on the advertising and marketing world.

This book is a fun and uproarious read, which starts out strong with the dedication and never lets up.

The dedication reads:

“This book is dedicated to all the funny, cynical, immature bastards I worked with in the agency business. It is not dedicated to all the venal, duplicitous, scheming bastards I also worked with.”

Don’t read this book if you can’t handle the truth. The truth according to The Ad Contrarian, that is.

And, to listen to an interview with Bob Hoffman about “Marketers Are From Mars, Consumers Are From New Jersey,” visit MarketingBookPodcast.com

0 of 0 people found the following review helpful.
Stick to the Fundamentals
By Jeffrey Swystun
The author has written an eclectic rant. I am in branding, marketing and advertising but had not heard of Bob Hoffman until I happened across this book. Right upfront he recognizes that people in the industry are "funny, cynical and immature bastards". Based on personal and professional feedback I would seem to fit that criteria. As such, I did enjoy the first third of the book but then it grew so sardonic and acidic that it was hard to appreciate the lessons in the messages.

Advertising is a funny practice and profession. It is revered and reviled in equal amounts. I appreciate the author's attempt to hold it accountable and I totally agree that it has too long been focused on fancy tricks instead of recognizing the tried and true. Rather than dissect the contents, let me provide a few standout lines that resonated (these are not spoilers):

- Hoffman writes that the marketing industry is under mass delusion that includes "the gross exaggeration of the role of brands; the mangling of the role of ad agencies; the mistaking of gimmicks for trends"

- "Marketers are taught not to think simply."

- "Advertising has always been 90% lousy, but online advertising has set a new standard for awfulness."

- "most of what we call 'brand loyalty' is simply habit, convenience, mild satisfaction or easy availability."

The book is a series of short essays and blog posts so you can pick and choose topics that interest you. Coherence and consistency are tested but the feisty and testy ad veteran tone reverberates throughout. He sounds too bitter for someone who made his career in the profession. Having said all that, if you read only one entry, make it, "Here's to the Bobbleheads." This one rant will be recognizable to anyone in business.

1 of 1 people found the following review helpful.
Hoffman tells it like it is
By Don
Mr. Hoffman tells it like it is. Should be required reading for anyone in marketing if for no other reason than to prevent them from believing their own PR releases.

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This fascinating volume applies the concept of chronomics to the medical treatment of hypertension. It starts with the recent updates on chronomics, the analytic techniques, and their application to community-based assessments. The authors advocate the use of 7-day/24-h records of blood pressure, which is effective for finding masked hypertension, masked morning surge, and other rhythm abnormalities. Most organisms, from cyanobacteria to mammals, are known to use the circadian mechanism. However, our body systems also demonstrate circaseptan (roughly weekly), circannual (roughly yearly), and even longer rhythms. Chronomics monitors the physiological data and then analyzes the superimposed rhythms, isolating the cycles mathematically to determine how organisms and their environment interact. It is the study of interactions among time structures (chronomes) in and around us.

• Sales Rank: #4923448 in Books
• Published on: 2016-03-08
• Original language: English
• Number of items: 1
• Dimensions: 9.54" h x 2.19" w x 6.21" l, .0 pounds
• Binding: Hardcover
• 870 pages

From the Back Cover

This fascinating volume applies the concept of chronomics to the medical treatment of hypertension. It starts with the recent updates on chronomics, the analytic techniques, and their application to community-based assessments. The authors advocate the use of 7-day/24-h records of blood pressure, which is effective for finding masked hypertension, masked morning surge, and other rhythm abnormalities. Most organisms, from cyanobacteria to mammals, are known to use the circadian mechanism. However, our body systems also demonstrate circaseptan (roughly weekly), circannual (roughly yearly), and even longer rhythms. Chronomics monitors the physiological data and then analyzes the superimposed rhythms, isolating the cycles mathematically to determine how organisms and their environment interact. It is the study of interactions among time structures (chronomes) in and around us.

About the Author
Dr. Kuniaki Otsuka obtained PhD degree in Division of Medicine, Kyusyu University Graduate School, Japan in 1981.He started his carrier as an assistant Professor at Kyusyu University in 1973.He moved to Tokyo woman’s medical School as a lecturer in 1987 and promoted to full Professor in 1998. He started his research on Chronobiology in 1987, supervised by Dr. Halberg at Minnesota University. He is one of the top researcher in this field, as he received Halberg Prize at 3rd International Workshop on Circadian Rhythms&Clinical Chrono therapy in 2002 and he organized 2nd World Congress of Chronobiology as an president in 2007.

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[K643.Ebook] Ebook Download Never Cry Wolf, by Farley Mowat

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• Sales Rank: #8073653 in Books
• Published on: 1966
• Binding: Paperback

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112 of 120 people found the following review helpful.
"Wolves, please don't cry."
By Konrei
NEVER CRY WOLF is Farley Mowat's first-person reminiscence of his time spent studying wolves in the Canadian arctic. NEVER CRY WOLF, first published in 1963, was one of the earliest, most widely-read, and most effective conservation narratives ever penned. It's Russian edition (the title of which, literally translated back into English, is WOLVES, PLEASE DON'T CRY) was responsible for a Soviet ban on wolf hunting that spared the animals in their natural habitat and gained Mr. Mowat a notorious reputation at the U.S. State Department, which banned his subsequent entry into the United States.

NEVER CRY WOLF has been attacked as being more fable than fact, and this may be true. Mowat has often said that he prefers not to let facts get in the way of the truth, and there is no question that he wanted his readers to come to love these generally benighted creatures. If one doubts the low esteem in which wolves are held one only needs to consider representative northern European fairy tales: Peter and the Wolf, Little Red Riding Hood, and others present the wolf as a four-legged homicidal maniac. Unfortunately, this agelong prejudice has nearly exterminated the wolf in most of its range, courtesy of a certain two-legged homicidal maniac. Like our primordial fear of the dark, and the very common terror of cats, lukophobia derives from the lost years of the cave.

Mowat tells a good story. As a young Game Warden he is sent to remote northermost Canada to evaluate the effect of wolf depredations on the caribou herds. What he finds is that the wolves eat only sick, aged, or weak caribou, thus contributing to natural selection (while human beings are actively destroying whole herds of caribou). He finds that the usual wolf diet is skinks, voles and mice (he claims to have tried mouse as a meal and includes a recipe for Souris a la Creme in the book). He finds that the wolves are a natural part of the ecosystem, and that a pack of wolves together is far less destructive than even a single human being with a rifle.

Mowat tells us of observing a wolf family at close range, the members of which he names "George", "Angeline," and "Uncle Albert." Together with a litter of pups, these three become the center of Mowat's tale. He credits them with all sorts of anthropomorphisms including dramatic abilities to communicate amongst themselves and with other wolves, and gives each a strikingly distinct personality. He respects George and he likes the clownish Uncle Albert, but he is simply head-over-heels in love with Angeline, over whom he waxes almost as rhapsodic as if she were a human female.

Lupinologists dismiss most of Mowat's observations as purely imaginative. Whether Mowat tosses away his credibility or makes his point more powerfully by ascribing so many fine human virtues to these creatures (they are nothing short of poster-wolves for 'family values') is dependent upon the reader and his or her mindset toward the natural world.

For this reviewer, who is tired of the slow, careless and sometimes intentional destruction of our natural environment, and who is convinced that our Earth is striking back against the imbalances we've created by generating warming seas, melting icecaps, tsunamis, hurricanes, earthquakes, and all sorts of other phenomena, it does not seem at all a bad idea for us to humanize the wolf if by so humanizing him we will be more inclined to save him. And the same goes for the rest of the planet.

49 of 55 people found the following review helpful.
Comedian As Scientist Entertains As He Informs
By buddyhead
I picked this book up recently for the first time since high-school, some 15-plus (!) years ago. Maybe it was Steve Irwin's death, or a viewing of the documentary Grizzly Man, that got me to thinking about it- either way, I'm glad I did. I'd forgotten what a wacky character Farley Mowat was, and how much more there is to this quick read than dry scientific reporting.

Mowat's communing with the wolves (circa 1950) was partially borne of pure, scientific curiosity; in his own words, he "took the word biology- which means the study of life- at its face value," and sought to immerse himself outdoors and away from an aseptic laboratory. The other thing engendering his research was the vagary of the Canadian government, which set him to studying wolves in Ottawa with a throw of the dice (not to mention next to no itinerary, instructions, or training).

Mowat dispelled major myths of wolf as bloodthirsty, marauding monsters, and showed them to be gentle, caring, and family-oriented (in fact, mostly monogamous) creatures. He never felt threatened by his lupine companions, despite keeping quarters very close to- and at one point, entering- the den. He witnessed "George, Angeline, and Uncle Albert" engage in compassionate acts like nurturing and training young pups and serving as hosts for traveling packs of non-native wolves. The chapter at the narrative's end ("To Kill A Wolf") describing the indiscriminate and government-promoted wolf hunting practices is made sadder by the way the wolves have by then won the reader's heart.

What made this nature tale really shine, however, was Mowat's plucky attitude and unconventional scientific methodology. He alternately horrified Eskimo locals and won them over with alcohol. He pretty much ignored what little government protocol he had to follow until nearly the end of his trip, cramming in his duties like a high-schooler churning out a last-minute term paper. He learned to sleep via a nightly succession of 5-10 minute "wolf-naps" (and told of later ticking off a female companion understandably unused to the practice). And the- ahem- frosting on the cake was his approach to scientifically determine whether or not large mammals could sustain themselves on a diet of mice alone, after discovering over time that rodents constituted the majority of the wolves' diet: he ate nothing but the same, for months on end. God bless unorthodox scientific discoveries, and the lovable nut jobs that make them.

100 of 120 people found the following review helpful.
Entertaining, but NOT a true story and NOT real science
By J. Scarff
My problem with Farley Mowat's (non-autobiographical) books is that they play extremely loose with the facts and the persons described, and in some cases just lie. In the case of Never Cry Wolf, Mowat plagiarizes substantially. Mowat's misinformation undercuts the credibility of real scientists at a time scientists are routinely disregarded by our policy makers, reinforces the public misconception that researchers find only what they want to find, and misleads people badly about the true nature of wolves and our environmental issues.

The basic plot of Never Cry Wolf is of Mowat as a young field biologist during summers in Canada who had to fight incompetent, unsympathetic bureaucratic supervisors whose only interest was in finding excuses to kill wolves. Mowat claims he discovered that the wolves ate mainly mice, not endangering the caribou, deer or other large prey species, but that the bureaucracy fought to suppress these findings.

In fact, Mowat's field experience was nothing like what he describes in Never Cry Wolf, and far less extensive or valuable. Mowat has never published any scientific reports supporting his claims. The head of his scientific field project was Doug Pimlott, one of the top wolf scientists in North America, and a man with enormous integrity, sympathy for, and understanding of wolves. The actual facts of Mowat's very limited field experience have been described in several scientific journals. Folks interested in the true story should search out the reviews of Never Cry Wolf published by Pimlott in the Journal of Wildlife Management 30:236-37 (1966) and Banfield, A.W.F. in the Can. Field Naturalist 78:52-52 (1964).

Even more troubling is Mowat's apparent plagiarism. In Never Cry Wolf, Mowat describes at considerable length play among various members of a wolf pack he observed. Except he did not observe this. This section seems to be lifted pretty intact from Adolph Murie's classic field study of wolves in Alaska - The Wolves of Mount McKinley (U.S. Natl Park Service, Fauna Ser No. 5, 1944).

As to Mowat's claim that the wolves in his study ate mainly mice, this is ridiculous. The wolves in the area he allegedly studied live primarily off large prey such as deer, caribou and moose, with beaver probably being the smallest prey eaten routinely. The wolf's diet is discussed authoritatively in the recent monograph Wolves, Behavior, Ecology and Conservation (ed. L. David Mech and Luigi Boitani, Univ. of Chicago Press, 2003). The chapter on diet (p.104) begins:

"From the best-selling book and popular movie, Never Cry Wolf?millions of people gained the impression that wolves eat mice, rarely caribou. Author Farley Mowat later admitted fabricating much of the story (Goddard 1996), originally billed as true, to gain public sympathy for the wolf. Mowat succeeded enormously, and decades later the misconception remains." (Goddard = A Real Whopper, Saturday Night III:(4), 46-50, 52, 54, 64.)

What saddens me is that there are so many other, better books about wolves. A superb book that explores brilliantly human's complex interaction scientifically, culturally, and historical with wolves and is exceptionally well written, I recommend Barry Lopez's Of Wolves and Men. Lopez, an extraordinarily eloquent writer, approaches his subject with both a sophisticated grasp of the science of wolves as well as a sensitive, accurate and very insightful understanding of other cultural ways of understanding wolves, their environment and their interaction with humans.

Any books by L. David Mech or John Theberge would be a much better use of one's time reading about wolves.

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Drawing Masterclass, by Ruzaimi Mat Rani, Ezihaslinda Ngah

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Master all the art techniques needed to produce quality sketches. Simple, fuss-free methods of sketching are accompanied step-by-step illustrations, thorough explanations and tips from experts. Suitable for artists at all levels, Drawing Masterclass will help to improve and enhance sketching skills used in various arts and design fields, including architecture, interior design, industrial design, graphic design, multimedia and the applied arts.

• Sales Rank: #766056 in Books
• Published on: 2014-03-01
• Original language: English
• Number of items: 1
• Dimensions: 10.13" h x .63" w x 7.63" l, 1.70 pounds
• Binding: Paperback
• 228 pages

About the Author
Ruzami Mat Rani graduated with a Master of Landscape Architecture degree from Edinburgh College of Art (ECA), Heriot-Watt University and a bachelor's degree in Architecture from Univeresiti Teknologi Malaysia (UTM). His interest in sketching, drawing, and painting started in primary and secondary school, continuing to higher education levels. His artworks have been exhibited in Bakat Muda Sezaman and PNB Art Exhibition. Ezihaslinda Ngah is attached with Majlis Amanah Rakyat (MARA) as an educator for the subjects of English Language and English for Science and Technology. Throughout her number of years in the Education Line, she has had the opportunities to serve various MARA colleges. These include MARA Junior Science College (MJSC) Muar, Mersing and currently, Kuantan. She received her early education at Sekolah Rendah Tengku Bariah Kuala Terengganu. She then persued her lower secondary education at Sekolah Menengah (A) Sheikh Abdul Malek and MARA JuniorScience College Kuala Terengganu. For tertiary education, she was offered to continue her studies at Henley College, Coventry, United Kingdom for A-levelsand later her undergraduate degree  B.Ed (Hons) TESOL at University of Warwick, Coventry, United Kingdom.Ruzami Mat Rani graduated with a Master of Landscape Architecture degree from Edinburgh College of Art (ECA), Heriot-Watt University and a bachelor's degree in Architecture from Univeresiti Teknologi Malaysia (UTM). His interest in sketching, drawing, and painting started in primary and secondary school, continuing to higher education levels. His artworks have been exhibited in Bakat Muda Sezaman and PNB Art Exhibition. Ezihaslinda Ngah is attached with Majlis Amanah Rakyat (MARA) as an educator for the subjects of English Language and English for Science and Technology. Throughout her number of years in the Education Line, she has had the opportunities to serve various MARA colleges. These include MARA Junior Science College (MJSC) Muar, Mersing and currently, Kuantan. She received her early education at Sekolah Rendah Tengku Bariah Kuala Terengganu. She then persued her lower secondary education at Sekolah Menengah (A) Sheikh Abdul Malek and MARA JuniorScience College Kuala Terengganu. For tertiary education, she was offered to continue her studies at Henley College, Coventry, United Kingdom for A-levelsand later her undergraduate degree  B.Ed (Hons) TESOL at University of Warwick, Coventry, United Kingdom.

Most helpful customer reviews

2 of 2 people found the following review helpful.
Great learning resource
By JayArr
This is one of a series of books designed to take one from intermediate skills to advanced skills; as such, it does not cover the basics in detail, but provides many, many examples to copy and thereby advance. I'm really enjoying mine, and I'm looking forward to new books in the series.

2 of 2 people found the following review helpful.
I was not impressed
By Amazon Customer
I was not impressed with this book. It thought it would be full of great technology on how he draw rooms and building in perspective like he does on YouTube. It is long on talk and few examples and a lot of shapes. I would not recommend for beginners.

0 of 0 people found the following review helpful.
Five Stars
By Mei-Ying D.
great

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• Sales Rank: #13176700 in Books
• Published on: 1995-02-01
• Binding: Paperback
• 130 pages

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[A227.Ebook] PDF Download An Introduction to Agent-Based Modeling: Modeling Natural, Social, and Engineered Complex Systems with NetLogo (MIT Press), by Uri Wilensk

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The advent of widespread fast computing has enabled us to work on more complex problems and to build and analyze more complex models. This book provides an introduction to one of the primary methodologies for research in this new field of knowledge. Agent-based modeling (ABM) offers a new way of doing science: by conducting computer-based experiments. ABM is applicable to complex systems embedded in natural, social, and engineered contexts, across domains that range from engineering to ecology. An Introduction to Agent-Based Modeling offers a comprehensive description of the core concepts, methods, and applications of ABM. Its hands-on approach -- with hundreds of examples and exercises using NetLogo -- enables readers to begin constructing models immediately, regardless of experience or discipline.

The book first describes the nature and rationale of agent-based modeling, then presents the methodology for designing and building ABMs, and finally discusses how to utilize ABMs to answer complex questions. Features in each chapter include step-by-step guides to developing models in the main text; text boxes with additional information and concepts; end-of-chapter explorations; and references and lists of relevant reading. There is also an accompanying website with all the models and code.

• Sales Rank: #195915 in Books
• Published on: 2015-04-03
• Original language: English
• Number of items: 1
• Dimensions: 9.00" h x 1.00" w x 8.00" l, .0 pounds
• Binding: Paperback
• 504 pages

Review

This book eloquently captures the excitement of understanding natural and social phenomena by recreating them in computer simulations. The agent-based approach championed here provides deeply satisfying scientific explanations because it provides a bridge between levels of description, showing how high-level, macroscopic properties, such as crystal formation, tumor shape, flocking, population cycles, social coordination, and transportation networks, can spontaneously emerge from lower-level interactions among agents rather than being explicitly programmed into a model. When combined with active exploration using Uri Wilensky's free and widely used NetLogo programming environment, reading this book equips students and researchers with a new language for generating and expressing scientific theories.

(Robert Goldstone, Chancellor's Professor of Psychological and Brain Sciences, Indiana University Bloomington)

A clear, comprehensive, and up-to-date introduction. This is the best book out there for learning (or teaching) the art and science of agent-based modeling. I highly recommend it for anyone interested in this essential area of complex systems science.

(Melanie Mitchell, Professor, Portland State University and the Santa Fe Institute; author of Complexity: A Guided Tour)

This outstanding book offers a tour d'horizon of agent-based modeling for students, teachers, and scientists at all levels, using NetLogo, the 'low-threshold/unknown-ceiling' language developed by Uri Wilensky. With this Introduction to Agent-Based Modeling, he and William Rand have set the standard for textbooks on this topic. An essential contribution.

(Joshua M. Epstein, Johns Hopkins University and the Santa Fe Institute)

About the Author

Uri Wilensky is Professor of Learning Sciences, Computer Science, and Complex Systems at Northwestern University and Director of the Center for Connected Learning and Computer-Based Modeling there. He is the author of the NetLogo language. William Rand is Assistant Professor of Marketing and Computer Science and Director of the Center for Complexity in Business at the Robert H. Smith School of Business at the University of Maryland.

Most helpful customer reviews

10 of 10 people found the following review helpful.
Great book but too little explanation of advanced Netlogo computational methods.
By Miklos N Szilagyi
I developed a Netlogo-based course on Agent-Based Simulation for seniors and graduate students ten years ago and have been teaching this course continuously since that time. I chose Netlogo because of its extremely good documentation and simplicity to learn its basics. Naturally, I have read this new book with great interest.
The book thoroughly explains all aspects of Agent-Based Modeling (ABM): how to create, explore, and extend such models; how to analyze them; what are their components; how to verify, validate, and replicate ABM models; advanced topics and applications. In addition, they provide 28 carefully selected models to illustrate these aspects. This is an excellent textbook for Agent-Based Modeling courses.
Professor Wilensky is a world figure in ABM. He is the creator and developer of the Netlogo language and has conducted ABM research, development, and teaching with Netlogo for over twenty years. Netlogo is a language with “low threshold, no ceiling.” Indeed, my students have had no difficulty learning its basics very fast. They have created a large number of simple but meaningful simulations using this language.
Therefore, the authors are right to assume that the reader is familiar with the introductory material in the Netlogo manual. This is followed through the first chapters of the book. Then, I was surprised to read 19 pages of painstaking explanation of virtually every command of an elementary predator-prey simulation in Chapter 4. I thought that the authors had decided to abandon their prerequisite and would follow this liberal approach in the rest of the book. This, however, does not happen. Difficult codes in the following models are explained only superficially.
The authors recognize this and write on p. 391: “While this textbook is not meant as a Netlogo instructional manual, there are a few advanced computational methods in Netlogo that are useful in ABM and merit discussion here.” It is unfortunate that only 9 pages of excellent discussion of some advanced methods follow this important statement. My experience shows that the students need much more explanation of these and other advanced methods.
I will make this book the required text in my class and recommend it to my colleagues elsewhere but emphatically ask the authors: please write a continuation of this textbook devoted entirely to the explanation of advanced Netlogo computational methods.

4 of 4 people found the following review helpful.
Great book, I was exposed to netlogo during undergrad ...
By jeremy adsitt
Great book, I was exposed to netlogo during undergrad research and at that time knew the principals, but lacked more concrete application of the language and tool. This book more than did the job by filling in the gaps, it did code walk through, explanation and comparison. It also dove into exploration of multi-run automation and data output using the behaviour space tool. With this knowledge I got my first ABM created to explore some rather complex relationships... Highly recommend it.

1 of 1 people found the following review helpful.
Great Intro to ABM
By John K
One of the best introductions to Agent-based Modeling I've seen. Extensive explanations of the paradigm and perspective, lots of easy-to-understand examples dissected for the reader, and clear concise guidance on how to start using NetLogo to build one's own ABMs.

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