The classic guide to copywriting, now in an entirely updated fourth edition

This is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers . . . even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attention-and sell more products.

Business Driven Technology 7e provides the ultimate flexibility in tailoring content to the exact needs of your MIS or IT course! Business Driven Technology 7e offers flexibility to customize according to your needs and the course and student needs by covering essential concepts and topics in the five core units, while providing additional in-depth coverage in the business and the technology plug-ins. Plug-ins are fully developed modules of text that include student learning outcomes, case st...

From the thought leaders at Boston Consulting Group come lessons on how leading health systems around the world are delivering patient-centered, value-based care by focusing on the health outcomes that matter to patients.To address the growing crises confronting the global health sector, health systems need to deliver better health outcomes to patients for the money spent, an approach known as value-based health care. Contrary to traditional approaches to health-systems reform that emphasize ...

The 11th edition of A First Look at Communication Theory encourages students who are encountering the field for the first time to tackle theories without fear. The authors' conversational style and relevant examples keep complex theories within the grasp of first-time theory students. They introduce over 30 diverse theories that are a mix of foundational and recent scholarship and, with the benefit of numerous examples and connections to pop culture, help students apply them to their own live...

With every chapter revised and new chapters on validation and recent advances in the field, this Second Editionprovides unrivalled support for the full-range model for facilitating, if not accelerating, the development of exemplary leadership.

An insightful and easy-to-follow introduction to the defining business sustainability issues of our generation Describing sustainable business from the perspective of management, Nada R. Sanders and John D. Wood explain how and why increased consumer and regulatory pressure for sustainable performance is driving changes in core business functions, legal frameworks, metrics, reporting, and more.

Clear and accessible chapters offer comprehensive, well-balanced coverage of key concepts in social...