A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neur...

What distinguishes history as a discipline from other fields of study? That's the animating question of Sarah Maza's Thinking About History, a general introduction to the field of history that revels in its eclecticism and highlights the inherent tensions and controversies that shape it. Designed for the classroom, Thinking About History is organized around big questions: Whose history do we write, and how does that affect what stories get told and how they are told? How did we come to view t...

A moving, eye-opening polemic about the US-Mexico border and what happens to the tens of thousands of unaccompanied Mexican and Central American children arriving in the US without papers

Confidently diagnose, treat, and manage patient conditions with the only comprehensive book on the market devoted solely to equine internal medicine. Filled with fully updated content on principles of treatment and contributions from internationally known equine experts, Equine Internal Medicine, 4th Edition focuses on the basic pathophysiologic mechanisms that underlie the development of various equine diseases. A problem-based approach outlines how to apply the latest clinical evidence dire...

Economics of Strategy focuses on the key economic concepts students must master in order to develop a sound business strategy. Ideal for undergraduate managerial economics and business strategy courses, Economics of Strategy offers a careful yet accessible translation of advanced economic concepts to practical problems facing business managers. Armed with general principles, today's students--tomorrows future managers--will be prepared to adjust their firms business strategies to the demands ...

'a compelling methodology... to increase market share quickly' -- Eric Ries, bestselling author of THE LEAN STARTUP'a must-read for anyone in business' -- James Currier, managing partner, NFX Guild'will teach you how to think like a marketer of tomorrow' -- Josh Elman, partner, Greylock PartnersGrowth is now the first thing that investors, shareholders and market analysts look for in assessing and valuing companies. HACKING GROWTH is a highly accessible, practical, method for growth that invo...

PRINCIPLES OF INSTRUMENTAL ANALYSIS, 7th Edition, places an emphasis on operating principles of each type of instrument, its optimal area of application, its sensitivity, its precision, and its limitations. You'll also learn about elementary analog and digital electronics, computers, and the treatment of analytical data. The book companion website has supplemental tutorials on instrumental methods, Excel files of data analysis and simulations of analytical techniques to help you visualize imp...

Ideal for those studying biochemistry for the first time, this proven book balances scientific detail with readability and shows you how principles of biochemistry affect your everyday life. Designed throughout to help you succeed (and excel!), the book includes in-text questions that help you master key concepts, end-of-chapter problem sets grouped by problem type that help you prepare for exams, and state-of-the art visuals that help you understand key processes and concepts. In addition, v...

Fourier analysis is a ubiquitous tool that has found application to diverse areas of physics and engineering. Goodman focuses on applications in optics, and in particular with applications to diffraction, imaging, optical information processing, holography, and optical communications.

Goodman, Introduction to Fourier Optics satisfies the needs of several different types of Physics and Engineering courses. Directed towards both physicists and engineers this text is suitable for audiences focus...

Written and illustrated with unsurpassed clarity, Molecular Biology: Principles and Practice introduces fundamental concepts while exposing students to how science is done. The authors convey the sense of joy and excitement that comes from scientific discovery, highlighting the work of researchers who have shaped—and who continue to shape—the field today. The second edition addresses recent discoveries and advances, corresponding to our ever-changing understanding of molecular biology. Th...