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Markov mixture models combine a Markov model for transitions between low and normal streamflow states with a mixture model blending two normal subpopulations. The models are particularly effective for generating synthetic streamflow records with long and severe droughts. Their use in a hypothetical planning problem illustrates the application of a set of modeling precepts.

A large and growing number of models are available for generating synthetic streamflow traces for use in planning. A survey of these techniques suggests some general precepts for the construction and use of hydrologic models in planning.

Birth-death models can generate synthetic flow sequences that demonstrate differential persistence, i.e., sequences in which low flows show more persistence than high flows do. A simple phenomenological model helps justify the assumption of differential persistence. The use of a birth-death model, together with a set of modeling precepts, shows that differential persistence is a phenomenon of considerable descriptive importance but at least in some planning situations does not carry corresponding prescriptive importance.

The δ i2 measure suggested by Green, Carroll, and DeSarbo for measuring the importance of individual independent variables in multiple regression is shown to involve exactly the same types of shortcomings as do the measures it is intended to replace.

This book is intended primarily for industrial marketing managers and planners. It is somewhere between a conceptual introduction to "relationship marketing" and an applied work on how industrial marketers can profit from a long-term view of customer relations. Given the book's positioning, the strategic implications heavily outweigh the tactical. Readers undoubtedly will appreciate Jackson's creative thinking and find many of the distinctions she makes to be useful (e.g., lost-for-good vs. always-a-share customers, foci of the customer's commitment, vendor redundancy vs. diversity, etc.). The book also contains three extended case illustrations of relationship marketing issues (electroplating, PBX systems, and computers), which are interwoven through the chapters. An overview of the book can be obtained from the author's Harvard Business