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This paper aims to acquaint readers with Louis J. DeLamarter and the innovative strategies he used to extend the profitability of the street railway in the USA.

Initially the researchers were interested in street railways (trolleys) and why they had flourished in Grand Rapid, Michigan when they were failing in other parts of the USA. Extensive research in local and national newspapers, business journals and trade publications of the time led to the story of Louis J. DeLamarter. His innovative approach to running the street railway in Grand Rapids MI emerged as the cause of the Grand Rapids Railway Company's unique, though temporary, success.

DeLamarter conceived and implemented a number of innovative marketing practices which were rooted in a differentiation strategy: he focused on the customer whereas other transportation companies did not. His strategy made the company successful after others became bankrupt. His ideas were lauded in the industry, adopted, and are still used in public transportation today. Only external factors such as the depression, the advent of the automobile and burdensome regulations undermined his success.

Despite extensive searches, no original papers by DeLamarter could be located.

Public service companies worldwide can learn about the importance of customer focus from DeLamarter's work. Additionally, managers can learn that even the most successful innovative strategy will only yield a short‐term competitive advantage if the industry faces unfavorable external factors.

The story of Louis J. DeLamarter and his innovations in public transportation are presented for the first time.

The purpose of this paper is to discuss concerns that, despite recent campaigns, stigma has not been fully addressed by the psychiatric profession and that evidence suggests it may have unwittingly contributed to iatrogenic stigma.

The writer of this paper is a psychiatrist and considers the subject of stigma by employing the metaphor of bricked up windows. Arguments are supported through the evaluation of scientific research in addition to ideas from philosophy and literature.

The paper highlights areas of ongoing stigma and also identifies possible explanations for this in the current approach of the psychiatric profession.

It is hoped that this paper stimulates further discussion particularly within the psychiatric profession about the approach to tackling stigma.

This paper revisits the subject of Iatrogenic Stigma ten years on from an editorial in the British Medical Journal by Professor Norman Sartorius. The assumption of the psychiatric profession is that, by giving prominence to a biomedical view of mental illness, stigma will be lessened. This paper challenges this view and widens the discussion.

Looks in depth at the development of the marketing mix using the 4 Ps – product, price, promotion and place, to meet target needs. Also investigates courses offered and required in marketing, and discusses the most appropriate ones for the students involved.

The purpose of this paper is to describe the development of electric lamp renewal systems, an early, successful program to encourage the adoption of new technology, electric lighting.

Much material for the research comes from a variety of archival sources and publications of the early part of the twentieth century.

The free lamp renewal system was brilliant and effective: its high level of customer service and human contact dispelled fear raised by the new energy source, increasing the acceptance and use of electric lighting and thereby electricity. Lighting, in the absence of electrical appliances, was one of the few users of electricity. Thus, the electric companies created a marketing strategy that encouraged adoption of the new technology.

We examined the electric lighting industry at the turn of the twentieth century. Other examples of technology adoption could generalize our findings.

Our research suggests that supportive programs, which are high in customer contact and customized service, can aid in the adoption of new technology and unfamiliar products. By encouraging the use of such free or cheap products, customers are induced to higher usage of related products that increase the revenue stream to the provider.

The lamp renewal system is forgotten today, yet was a crucial factor in winning consumer acceptance of electric lighting and an early example of how companies can encourage adoption of new technology. Although the concept of uniformed men in trucks coming to customer homes once a month to clean and replace light bulbs is quaint – it worked!

In the last four years, since Volume I of this Bibliography first appeared, there has been an explosion of literature in all the main functional areas of business. This wealth of material poses problems for the researcher in management studies — and, of course, for the librarian: uncovering what has been written in any one area is not an easy task. This volume aims to help the librarian and the researcher overcome some of the immediate problems of identification of material. It is an annotated bibliography of management, drawing on the wide variety of literature produced by MCB University Press. Over the last four years, MCB University Press has produced an extensive range of books and serial publications covering most of the established and many of the developing areas of management. This volume, in conjunction with Volume I, provides a guide to all the material published so far.

The librarian and researcher have to be able to uncover specific articles in their areas of interest. This Bibliography is designed to help. Volume IV, like Volume III, contains features to help the reader to retrieve relevant literature from MCB University Press' considerable output. Each entry within has been indexed according to author(s) and the Fifth Edition of the SCIMP/SCAMP Thesaurus. The latter thus provides a full subject index to facilitate rapid retrieval. Each article or book is assigned its own unique number and this is used in both the subject and author index. This Volume indexes 29 journals indicating the depth, coverage and expansion of MCB's portfolio.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

Communications regarding this column should be addressed to Mrs. Cheney, Peabody Library School, Nashville, Term. 37203. Mrs. Cheney does not sell the books listed here. They are available through normal trade sources. Mrs. Cheney, being a member of the editorial board of Pierian Press, will not review Pierian Press reference books in this column. Descriptions of Pierian Press reference books will be included elsewhere in this publication.