Includes: the thinking on key branding concepts; strategies for launching new brands, leveraging existing brands, and managing a brand portfolio; techniques for building a brand-centered organization; and, insights from senior managers who have fought branding battles and won.

Designed specifically for introductory globalization courses, Introducing Globalization helps students to develop informed opinions about globalization, inviting them to become participants rather than just passive learners. Identifies and explores the major economic, political and social ties that comprise contemporary global interdependencyExamines a broad sweep of topics, from the rise of transnational corporations and global commodity chains, to global health challenges and policies, to i...

VOLCANOES Since the publication of the first edition of Volcanoes in 2010, our world of volcanology has changed in exciting ways. Volcanoes have continued to erupt (some 61 eruptions with VEI magnitudes greater than 3 have taken place since 2010), and in this revised and updated edition, the authors describe the largest of these, and the ones that have had the most impact on society. Volcanoes, Second Edition, contains more than 80 new photographs and figures to better illustrate volcanic fea...

Known for its accuracy, clarity, and dependability, Meriam, Kraige, and Bolton's Engineering Mechanics: Dynamics, 9th Edition has provided a solid foundation of mechanics principles for more than 60 years. This text continues to help students develop their problem-solving skills with an extensive variety of engaging problems related to engineering design. In addition to new homework problems, the text includes a number of helpful sample problems.

To help students build necessary visualization...

More than 100,000 entrepreneurs rely on this book. The National Science Foundation pays hundreds of startup teams each year to follow the process outlined in the book, and it's taught at Stanford, Berkeley, Columbia and more than 100 other leading universities worldwide. Why?The Startup Owner's Manual guides you, step-by-step, as you put the Customer Development process to work.

This method was created by renowned Silicon Valley startup expert Steve Blank, co-creator with Eric Ries of the "Le...

Boyce's Elementary Differential Equations and Boundary Value Problems is written from the viewpoint of the applied mathematician, with diverse interest in differential equations, ranging from quite theoretical to intensely practical-and usually a combination of both. The intended audience for the text is undergraduate STEM students taking an introductory course in differential equations. The main prerequisite for engaging with the program is a working knowledge of calculus, gained from a norm...

Essential Statistics for the Pharmaceutical Sciences is targeted at all those involved in research in pharmacology, pharmacy or other areas of pharmaceutical science; everybody from undergraduate project students to experienced researchers should find the material they need. This book will guide all those who are not specialist statisticians in using sound statistical principles throughout the whole journey of a research project - designing the work, selecting appropriate statistical methodol...

A good understanding of pathology will turn a competent veterinary nurse into an outstanding one. Harriet Brooks. This is one of the first books on general pathology designed specifically for veterinary nurses and veterinary nursing students.

Pathology underpins all you do as a veterinary nurse. Knowledge of the general pathological processes will give you a deeper understanding of every aspect of an animal's health. Building on your prior knowledge of anatomy, physiology and biochemistry, th...

To respond to the increasing need to feed the world's population as well as an ever greater demand for a balanced and healthy diet there is a continuing need to produce improved new cultivars or varieties of plants, particularly crop plants. The strategies used to produce these are increasingly based on our knowledge of relevant science, particularly genetics, but involves a multidisciplinary understanding that optimizes the approaches taken. Principles of Plant Genetics and Breeding, 2nd Edi...

This is a completely revised edition of a comprehensive and popular introduction to the fast moving area of Forensic Genetics. The text begins with key concepts needed to fully appreciate the subject and moves on to examine the latest developments in the field. Now illustrated in full colour throughout, this accessible textbook includes numerous references to relevant casework.

With information on the full process of DNA evidence from collection at the scene of a crime to presentation in a le...