You'll start with a complete overview of the fundamental principles of patterns, and the role of object-oriented analysis and design in contemporary software development. Then, using easy-to-understand sample code, Alan Shalloway and James Trott illuminate dozens of today's most useful patterns: their underlying concepts, advantages, tradeoffs, implementation techniques, and pitfalls to avoid. Many patterns are accompanied by UML diagrams.

THE BRAND GAP is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand"-a brand that customers feel is essential to their lives. In an entertaining two-hour read you'll learn: * the new definition of brand * the five essential disciplines of brand-building * how branding is changing the dynamics of competition *...

For courses in International Marketing and Global Marketing. This is the leading MBA text in international marketing-with comprehensive cases.

With the majority of commercial transaction now happening online, companies of all shapes and sizes face an unprecedented level of competition to win over and retain new business. In this second edition of Webs of Influence, Nathalie Nahai brings together the latest insights from the world of psychology, neuroscience and behavioural economics to explain the underlying dynamics and motivations behind consumer behaviour. This book will show you how to apply specific principles to improve your m...

For courses in introductory statistics.

Classic, yet contemporary; theoretical, yet applied—McClave & Sincich’s Statistics gives you the best of both worlds. This text offers a trusted, comprehensive introduction to statistics that emphasises inference and integrates real data throughout. The authors stress the development of statistical thinking, the assessment of credibility, and value of the inferences made from data. This edition is extensively revised with an eye on clearer, more con...

Marketing: An Introduction shows you how creating and capturing customer value drives effective marketing strategies. The text reflects major trends and shifting forces that impact marketing in this digital age of customer value, engagement and relationships. This in turn gives you a richer understanding of basic marketing concepts, strategies and practices.

The 15th Edition features updated and deeply developed chapter-opening vignettes, Marketing at Work highlights, company cases and end-of...

A personal code to think yourself smarter, wiser and happier.

We all envy the natural thinkers of this world. They have the best ideas, make the smartest decisions, are open minded and never indecisive. Is there something they know that the rest of us don't? Is it something we can all learn? The answer is a resounding yes.

They know The Rules of Thinking. These Rules are the guiding principles that show you how to make wiser decisions, stop procrastinating, know when to compromise, avoid mist...

Auditing and Assurance Services: An Integrated Approach, the definitive introductory text on auditing, focuses on the auditor's decision-making process—whether during a financial statement audit or during an integrated audit of both financial statements and internal control over financial reporting. Comprehensive and up to date, the text uses examples from the complex, current global auditing environment, such as the United Kingdom's Financial Reporting Council highlighting a lack of s...

This book is for anyone who has experienced a difficult person at work. Revealing the 9 different types of difficult people, there's a quick quiz so you can work out the personality type you're dealing with, and how to communicate with them effectively. Decode the warning signs through stories of each type Discover practical tools and techniques for dealing with each type Find short exercises to help you build the right mindset for success Boost workplace relationships with videos and an onl...

Despite countless diversity initiatives, gender inequality in career pathways for women in the modern workplace continues. This book reveals Why. It is a call to action. Drawing on a meticulous study that involved interviews with 70 corporate executives, a survey of 2,000 employees, and comprehensive desk-research, Dr Khan unearths the pernicious impact of gender stereotypes, sexual objectification, and the intricate web of double standards that plague the corporate realm.

Yet, her insights ...