In 1968, an engineering student broke high jump records around the world, not by being stronger or more agile than everyone else, but by fundamentally changing the way he leapt over the bar. In 1987, a newly-formed advertising agency supercharged the marketing of a young brand called Nike by introducing a fresh tagline: "Just Do It." Both pioneers had unwittingly discovered something critical about problem-solving that eluded their less creative competitors. It's not just about how you climb ...

The definitive reference for identification, diagnosis, and treatment in veterinary parasitology Veterinary Parasitology serves as a comprehensive reference on the subject for both specialists and general practitioners. The fifth edition has undergone significant updates to reflect recent advances in research and medical practice. It has been restructured and now more accessible and user-friendly. For ease of reference, the new edition is divided by parasite taxonomy and host species includin...