The proposed changes to the handbook are a result of several accusations and cases of improper behavior. The most egregious cases reported relate to Jeffrey Clayton, who was a longtime music ...

This is the power of behavior change marketing (BCM), a strategic (and scientific) approach that goes beyond traditional advertising to influence attitudes and drive meaningful action. From ...

The book’s premise is straightforward—successful change occurs when people change their behavior. A person’s behavior is driven by three factors: his logic and rationality (what the authors call the ...