References

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KANDEL, ERIC R. "From Nerve Cells to Cognition: The Internal Cellular Representation Required for Perception and Action." In Principles of Neural Sciences, Eric R. Kandel, James H. Schwartz, and Thomas M. Jessell, eds. New York: McGraw-Hill, 2000.

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By William M. Weilbacher, Bismark Corporation

WILLIAM M. WEILBACHER is president of Bismark Corporation, a marketing and advertising consultancy that he founded in 1979. Prior to that, he held executive positions at Dancer-Fitzgerald-Sample, McCaffrey & McCall, and Jack Tinker and Partners advertising agencies. He is the author of 20 books dealing with advertising and marketing topics, most recently Brand Marketing (1993,NTC Business Books). He is past president of The Market Research Council and past chairman of the Technical Committee of the Advertising Research Foundation.

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