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 *...

An Introduction to Language Policy: Theories and Method is a collection of newly-written chapters that cover the major theories and methods currently employed by scholars active in the field. Provides an accessible introduction to the study of language policy research and language's role in social life. Consists of newly commissioned essays written by internationally recognized scholars. Helps define and describe a growing field of inquiry and is an authoritative source for students, scholars...

This invaluable little book highlights the real mistakes that students make in the exam - and shows how to avoid them. Based on analysis of thousands of exam scripts, each unit targets a key problem area. Clear explanations and exercises help students to use the language accurately.

Regular tests offer students a further opportunity to check and consolidate what they have learnt. * Highlights common mistakes that learners really make * Based on analysis of thousands of exam scripts * Short, s...

Through incisive discussions of topics ranging from practice, power, and pedagogy to ritual, history, sex, and death, the authors offer new directions for the understanding of Buddhism, taking constructive and sometimes polemical positions in an effort both to demonstrate the shortcomings of assumptions about the religion and the potential.

This engaging 2005 introduction offers a critical approach to discourse, written by an expert uniquely placed to cover the subject for a variety of disciplines. Organised along thematic lines, the book begins with an outline of the basic principles, moving on to examine the methods and theory of CDA (critical discourse analysis). It covers topics such as text and context, language and inequality, choice and determination, history and process, ideology and identity.

Blommaert focuses on how la...

Building on the success of their previous book, White and Folkens' The Human Bone Manual is intended for use outside the laboratory and classroom, by professional forensic scientists, anthropologists and researchers. The compact volume includes all the key information needed for identification purposes, including hundreds of photographs designed to show a maximum amount of anatomical information.

Throughout history, some books have changed the world. They have transformed the way we see ourselves - and each other. They have inspired debate, dissent, war and revolution.

They have enlightened, outraged, provoked and comforted. They have enriched lives - and destroyed them. Now Penguin brings you the works of the great thinkers, pioneers, radicals and visionaries whose ideas shook civilization and helped make us who we are.

Inspired by the myth of a man condemned to ceaselessly push a ro...

A stimulating new inquiry into the fundamental truth of strategy - its purpose, place, utility, and value. This new study is animated by a startling realization: the concept of strategic victory must be summarily discarded. This is not to say that victory has no place in strategy or strategic planning.

The outcome of battles and campaigns are variables within the strategist's plan, but victory is a concept that has no meaning there. To the tactical and operational planner, wars are indeed won...

Presenting an impassioned argument for revitalising our imagination of space, Doreen Massey takes on some well-established assumptions from philosophy, and some familiar ways of characterising the twenty-first century world, and shows how they restrain our understanding of both the challenge and the potential of space.