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Yves Michaud
New Therapeutics
Advances in medical science are constantly being made, but it is often difficult for patients to realise what these advances entail and to understand their applications. The twelve lectures collected in this new volume in the series L'Université de tous les savoirs aim to inform us about some of these recent advances by addressing the following questions: What is the procedure for putting new medication on the market? How is new medication tested? What are the policies for furthering pharmaceutical innovation? How are health care structures organised? What will the hospital of the future be like? What are biotechnologies? What has been the impact of the neurosciences on therapeutics? What advances have been made in genetic mapping? What benefits can patients hope to gain from it? Gathered here are contributions by a geneticist, a surgeon, a psychiatrist, an emergency doctor, a neurologist and a philosopher. They examine the state of medical research today and address a question that concerns us all: What will medical care be like in the future? Contributions by Yves Agid, Pierre Carli, Alain Carpentier, Patrick Couvreur, Claude Debru, Bernard Golse, Didier Houssin, Gérard Le Fur, Jacques Marescaux, Arnold Munnich, Luis Omnès and Olivier Saint-Jean. Other books in the series include Qu'est-ce que la vie?, Qu'est-ce que l'humain?, Qu'est-ce que la société?, Qu'est-ce que l'Univers?, Qu'est-ce que les technologies?, Qu'est-ce que la culture?, Qu'est-ce que la vie psychique?, Le Renouvellement de l'observation dans les sciences, La Chine aujourd'hui, Egalité et inégalités, Qu'est-ce que la diversité de la vie?, Qu'est-ce que la globalisation?, Paris and La Guerre d'Algérie 1954-1962.
Jean-Pierre Vernant, Françoise Frontisi-Ducroux
In the Eye of the Mirror
How do the Greeks think of themselves ? Why do mirrors rarely reflect the true image of the person that looks into them ? And what image are they trying to project on others ? Formulated from an abundance of literature, iconography, and archeology, this book discusses the beginning foundations of individual representation. It is primarily a study of realities and appearances in an interpersonal society where social and personal status are dependant on how one is viewed and received in society. Secondly, the book analyses sexual identity and what it was in ancient Greece, through the study of a universal symbol, the mirror. Jean-Pierre Vernant and Françoise Frontisi-Ducroux teach at the College of France.
Michel Pinault
Frédéric Joliot-Curie
This is the first biography of Frédéric Joliot-Curie, the founder of French nuclear research and winner of the Nobel Prize for Chemistry in 1935. For many, he represents the political commitment of French intellectuals in the struggle against Fascism in the twentieth century. His life illustrates the transition from traditional science, limited to the world of academia, to Big Science, with major national and international repercussions. Michel Pinault holds an agrégation and a doctorate in history from the University of Paris I.
Richard S. Tedlow
Audacity and the Market The Invention of Marketing in the United States
What great commercial battles in the United States are at the origin of marketing ? What strategic choices, technologies and infrastuctures have made possible one of the great social and economic upheavals of the 20th century ? This book recounts the combats waged without mercy between Coca-Cola and Pepsi-Cola, and Ford and General Motors, and also the story of the pioneer manufacturers and distributors who created marketing, invented standardised products, international brands, the segmentation of markets, chains of shops and supermarkets... Richard Tedlow is a professor at Harvard Business School and has long been Editor-in-Chief of the famous Business History Review.