But I think that especially in the non-fiction field, dynamic content has the potential to become the norm.

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What interested Schneider, a full-truckload carrier, was Powell's work in the field of approximate dynamic programming, which is a way to make decisions in the presence of uncertainty.

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The boot of Cipriani took the visitors back in front but shortly before the break, Tom Arscott's dynamic attack gave his side a promising field position, and Jason Strange landed a penalty to give the hosts the 15-13 half-time lead.

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Enter Chung, whose recent research paper, The Dynamic Advertising Effect of Collegiate Athletics, shows how on-field heroics can benefit schools by increasing both the quantity and the quality of students they can expect to attract.

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