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 *...

Health operations management is defined as 'the analysis, design, planning, and control of all of the steps necessary to provide a service for a client'. In other words, it is concerned with identifying the needs of clients, usually patients, and designing and delivering services to meet their needs in the most effective and efficient manner. Addressing this key healthcare industry challenge, this informative textbook crosses geographical boundaries to outline the logical steps of health oper...

This unique book addresses trends such as vitalism, neo-Kantianism, existentialism, Marxism and feminism, and provides concise biographies of the influential philosophers who shaped these movements, including entries on over ninety thinkers. Offers discussion and cross-referencing of ideas and figuresProvides Appendix on the distinctive nature of French academic culture.

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...

The book uses extracts from exchanges in real classrooms, authentic texts and language teaching tasks. It provides lots of practical activities so that you can immediately and easily put the ideas to work in your classroom. Also, suggests ways of creating awareness-raising tasks to help students acquire grammar.

The Ottoman Empire was one of the most important non-Western states to survive from medieval to modern times, and played a vital role in European and global history. It continues to affect the peoples of the Middle East, the Balkans and central and western Europe to the present day. This new survey examines the major trends during the latter years of the empire; it pays attention to gender issues and to hotly-debated topics such as the treatment of minorities.

In this second edition, Donald Q...

The fully revised edition of this 'classic' helps teachers give their learners the tools they need to express themselves through a range of stimulating drama contexts. This completely revised edition of the classic title Drama Techniques provides: *150 ideas for interesting and productive fluency practice *a large selection of drama-based techniques which focus learners' attention on communicative tasks or activities *techniques suitable for all levels *clear instructions for the teacher *adv...

The first comprehensive tool-kit for coastal planners and those aiming to achieve effective coastal management worldwide. Coastal Planning and Management provides a link between planning and management tools and thus includes all stages in the process, from development through evaluation to implementation. Drawing on examples of successful coastal planning and management from around the world, the authors provide clear and practical guidelines for the people who make daily decisions about the...

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.