?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.au=North%2C+Michael&rft.aulast=North&rft.aufirst=Michael&rft.date=12+May+2010&rft.title=The+Primo+Experience+at+Northwestern+University&rft.genre=proceeding