Marketing communications has two levels: a strategic, conceptual level, and a tactical, implementation level. In Marketing Communications , authors Micael Dahlen and Fredrik Lange argue that one cannot function without the other. Strategy and concept must be implemented, and successful implementation depends on sound strategy and concept.

This one thousand year history of the civilization of western Europe has already been recognized in France as a scholarly contribution of the highest order and as a popular classic. Jacques Le Goff has written a book which will not only be read by generations of students and historians, but which will delight and inform all those interested in the history of medieval Europe. Part one, Historical Evolution , is a narrative account of the entire period, from the barbarian settlement of Roman Eu...

Divided into seven parts, the text is organised so that the main focus progresses across chapters from primary prevention (parts 1 to 3), through secondary prevention (parts 4 and 5), to tertiary prevention and care (part 6).

Now available in paperback, Mozart is a brilliant study of the great composer's life and creative genius, written by one of the most important social thinkers of our time. In Mozart, Elias provides insight into this case of tragic conflict between personal creativity and the tastes of a society which sought to control it.

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...

Business Across Cultures is the keystone book in the Culture for Business series. It provides an overview of all subjects tackled in the other books of the series. Its particular aim is to provide executives with a cross-cultural perspective on how companies meet the diverse needs of customers, investors and employees; to introduce the main ideas in business in a multicultural context; and to show how they all fit together.

* A wide-ranging introduction to the field of industrial microbiology. * Based on years of teaching experience by experienced lecturers with industrial backgrounds. * Explains the underlying microbiology as well as the industrial application. * Content is divided into three sections: 1.

Perkovic's Introduction to Computing Using Python: An Application Development Focus, 2nd Edition is more than just an introduction to programming. It is an inclusive introduction to Computer Science that takes the pedagogical approach of "the right tool for the job at the right moment," and focuses on application development. The approach is hands-on and problem-oriented, with practice problems and solutions appearing throughout the text. The text is imperative-first, but does not shy away f...

Fossils At A Glance is written for students taking an introductory level course in paleontology. Short chapters introduce the main topics in the modern study of fossils. The most important fossil groups are discussed, from microfossils through invertebrates to vertebrates and plants, followed by a brief narrative of life on Earth.

Diagrams are central to the book and allow the reader to see most of the important data "at a glance". Each topic covers two pages and provides a self-contained sui...

STATISTICS AT SQUARE ONE The new edition of the popular introduction to the world of statistics for health care professionals and medical studentsFirst published nearly three decades ago, Statistics at Square One remains one of the most popular introductions to medical statistics. Now in its twelfth edition, this international bestseller continues to be a must-have resource for anyone in need of a thorough introduction to statistics in the health sciences. Clear and accessible chapters help s...