This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new edition contains fifty specially drawn new illustrations of key campaigns.

It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. P...

The fourth edition of ACSM's Exercise Management for Persons With Chronic Diseases and Disabilities reveals common ground between medical and exercise professionals, creating a more collaborative approach to patient care. Developed by the American College of Sports Medicine (ACSM) with contributions from a specialized team of experts, this text presents a framework for optimizing patients' and clients' functionality by keeping them physically active. Featuring new content on common comorbid c...

Jeanne Liedtka and Tim Ogilvie educate readers in one of the hottest trends in business: "design thinking," or the ability to turn abstract ideas into practical applications for maximal business growth. Liedtka and Ogilvie cover the mind-set, techniques, and vocabulary of design thinking, unpack the mysterious connection between design and growth, and teach managers in a straightforward way how to exploit design's exciting potential. Exemplified by Apple and the success of its elegant product...

The executive director of the Design Program at Stanford and the co-founder of Electronic Arts outline strategies for enabling a thriving life by incorporating "design thinking" habits that promote fulfillment and meaning by emulating the examples of the engineers of today's most popular technologies.

The world's leading reference in hematopathology returns with this completely updated second edition. Authored by international experts in the field, it covers a broad range of hematologic disorders -- both benign and malignant -- with information on the pathogenesis, clinical and pathologic diagnosis, and treatment for each. Comprehensive in scope, it's a must-have resource for both residents and practicing pathologists alike.

Authored by the chief architects of the WHO classification in neo...

Crime Scene Photography, Third Edition, covers the general principles and concepts of photography, while also delving into the more practical elements and advanced concepts of forensic photography. Robinson assists the reader in understanding and applying essential concepts in order to create images that are able to withstand challenges in court. This text is a required reading by both the International Association for Identification's Crime Scene Certification Board and the Forensic Photogra...

The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences.

Experiential marketing, the use of live, f...

Get an up-close look at canine anatomy with the only complete guide to the dissection of the dog. Utilizing detailed descriptions and more than 300 high-quality color anatomic drawings, Guide to the Dissection of the Dog, 8th Edition walks you through how to perform precise canine dissections while developing your understanding of basic mammalian structure and specific canine features. Each chapter offers self-contained guidance on the dissection of a specific body part, allowing you to perfo...

The Auditory System and Human Sound-Localization Behavior provides a comprehensive account of the full action-perception cycle underlying spatial hearing. It highlights the interesting properties of the auditory system, such as its organization in azimuth and elevation coordinates. Readers will appreciate that sound localization is inherently a neuro-computational process (it needs to process on implicit and independent acoustic cues).

The localization problem of which sound location gave ris...

Now in its 4th Edition, this bestselling volume in the popular Requisites series, by Drs. Rohini Nadgir and David M. Yousem, thoroughly covers the extensive field of neuroradiology in an efficient and practical manner.

Ideal for both clinical practice and ABR exam study, it presents everything you need to know about diagnostic imaging of the most commonly encountered neurological conditions. The authors address the conceptual, technical, and interpretive core knowledge needed for imaging the ...