Gain insight into the key concepts, techniques and applications of marketing communications

Marketing Communications: A European Perspective, 8th Edition, by De Pelsmacker, Geuens, Van den Bergh and Roose offers a comprehensive overview of marketing communications in a European context. Balancing academic and practitioner insights, the textbook covers all instruments of the online and offline communications mix, featuring research and business case vignettes from various countries, industries...

Quite simply, test-driven development is meant to eliminate fear in application development. While some fear is healthy (often viewed as a conscience that tells programmers to be careful! ), the author believes that byproducts of fear include tentative, grumpy, and uncommunicative programmers who are unable to absorb constructive criticism. When programming teams buy into TDD, they immediately see positive results. They eliminate the fear involved in their jobs, and are better equipped to tac...

Organized around 55 specific guidelines, each of which describes a way to write better C++, this book reflects on modern design considerations, including exceptions, design patterns, and multithreading. It also provides guidance on the design of effective classes, functions, templates, and inheritance hierarchies.

"Every C++ professional needs a copy of Effective C++. It is an absolute must-read for anyone thinking of doing serious C++ development. If you've never read Effective C++ and you t...

OpenGL (R): A Primer is a concise presentation of fundamental OpenGL, providing readers with a succinct introduction to essential OpenGL commands as well as detailed listings of OpenGL functions and parameters. Angel uses a top-down philosophy to teach computer graphics based on the idea that students learn modern computer graphics best if they can start programming significant applications as soon as possible. The book makes it easy for students to find functions and their descriptions, and ...

Financial measures are critical for business success and if you're a manager, for your career. That may scare some people. But here's the good news: there is a relatively small number of essential management ratios with which you can measure any aspect of business performance you need to. If you can master these, you will have a firm grip of business finance and need never be put off by the numbers again. Key Management Ratios cuts straight to the measures that matter. It shows you what they...

Leadership isn't complicated keep it simple and make it count. This new edition of Steve Radcliffe's uniquely powerful, successful and practical framework will show you how to develop faster as a more confident and capable leader. This compact, instantly-applicable guide to developing leadership skills contains practical insights, straightforward actions and plain guidelines to accelerate your growth as a leader.

The framework is derived from expert coach Steve Radcliffe's work with real lead...

Applied Thermodynamics for Engineering Technologists provides a complete introduction to the principles of thermodynamics for degree level students on courses in mechanical, aeronautical, chemical, environmental and energy engineering and engineering science courses. The fifth edition of this classic text for applied courses has been completely revised and updated to take account of modern teaching methods and perspectives, with the emphasis placed on the application of theory to real process...

Help your students cultivate the skills for successful business managementEssentials of Entrepreneurship and Small Business Management, 9th edition, teaches your students how to launch and successfully manage a small business.Packed with learning features, this book is perfect for courses on small business management.Also available with MyLabTM.

Marketing Research by Malhotra, Nunan and Birks is the leading marketing research text, focused on the key challenges facing marketing research in a European context.This comprehensive, authoritative and applied text offers you a clear explanation and discussion of concepts, a wealth of European and international case material showing how researchers apply concepts and techniques and integrates with online resources for students and an instructors' manual including key discussion points. It s...

This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States. For undergraduate investment courses.

The core concepts and tools students need to make informed investment decisionsFundamentals of Investing uses practical, hands-on applications and examples to introduce the topics and techniques used by both personal investors and money managers. The...