Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept.

This introduction to social and cultural anthropology has become a modern classic, revealing the rich global variation in social life and culture across the world. Presenting a clear overview of anthropology, it focuses on central topics such as kinship, ethnicity, ritual and political systems, offering a wealth of examples that demonstrate the enormous scope of anthropology and the importance of a comparative perspective. Unlike other texts on the subject, Small Places, Large Issues incorpor...

The challenge of managing projects is to combine the technology of the future with lessons from the past. In the Third Edition of Project Management for the 21st Century, noted authors Bennet Lientz and Kathryn Rea provide a modern, proven approach to project management. Properly applied without massive administrative overhead, project management can supply structure, focus, and control to drive work to success.

Third Edition revisions include: 35% new material; three new chapters on risk man...

Instrumentation and Control Systems, Third Edition, addresses the basic principles of modern instrumentation and control systems, including examples of the latest devices, techniques and applications. The book provides a comprehensive introduction on the subject, with Laplace presented in a simple and easily accessible form and complemented by an outline of the mathematics that would be required to progress to more advanced levels of study. Taking a highly practical approach, the author combi...

From the moment it was published almost ten years ago, Elements of User Experience became a vital reference for web and interaction designers the world over, and has come to define the core principles of the practice. Now, in this updated, expanded, and full-color new edition, Jesse James Garrett has refined his thinking about the Web, going beyond the desktop to include information that also applies to the sudden proliferation of mobile devices and applications.

Successful interaction design...

In this volume, Michael Fullan, an expert in the field of organizational change and leadership, provides the practical tools to help leaders understand and implement change in their organizations.

With Macmillan's superior content delivered by LaunchPad (a first for this title), Fundamentals of Human Neuropsychology continues to keep pace with its dynamic field, just as it has done throughout its nearly four decades of publication. As they have done since the first edition, the authors draw on recent research and their own clinical and lab experience to guide their development of the content, and on their experience in the classroom to help hone the presentation in a way that is both a...

A cosy, enchanting story about the profound experience of discovering an unlikely family in an unexpected place. The House in the Cerulean Sea is an uplifting, heart-warming queer fantasy from TJ Klune and A New York Times, USA Today and Washington Post bestseller. ‘I loved it.

It is like being wrapped up in a big gay blanket. Simply perfect’ – V. E.

Schwab, author of The Invisible Life of Addie LaRueLinus Baker leads a quiet life. At forty, he has a tiny house with a devious cat and hi...

Neuroanatomy through Clinical Cases is widely acclaimed for bringing a pioneering interactive approach to the teaching of neuroanatomy. The book uses over 100 actual clinical cases and high-quality radiologic images to bring the subject to life. The third edition is fully updated with the latest advances in the field, and includes several exciting new cases.

This approach allows students to appreciate the clinical relevance of structural details as they arebeing learned, and to integrate know...

Selected as a Doody's Core Title for 2022 and 2023! A best-selling source of compact, authoritative guidance on the treatment of ocular disorders in a variety of settings, The Wills Eye Manual, 8th Edition, is the comprehensive, high-yield reference of choice for both trainees and seasoned practitioners. It provides highly illustrated information on more than 200 ophthalmic conditions along with proven clinical recommendations from initial diagnosis through extended treatment. The consistent,...