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.

From Apple to Youtube, Google Play to Spotify, the music industry has seen monumental changes in past decades. Record labels have had to adapt to the demand for instantly accessible, low-cost music whilst coping with significant increases in music piracy. But what do these changes mean for aspiring and established artists? Donald Passman is one of the most trusted music lawyers in the world.

In this easy-to-use manual, he draws upon his unparalleled experience to provide a clear-eyed explanat...

This introduction to social and cultural anthropology has become a modern classic, revealing the rich global variation in social life and culture across the world. Presenting a clear overview of anthropology, it focuses on central topics such as kinship, ethnicity, ritual and political systems, offering a wealth of examples that demonstrate the enormous scope of anthropology and the importance of a comparative perspective. Unlike other texts on the subject, Small Places, Large Issues incorpor...

From the moment it was published almost ten years ago, Elements of User Experience became a vital reference for web and interaction designers the world over, and has come to define the core principles of the practice. Now, in this updated, expanded, and full-color new edition, Jesse James Garrett has refined his thinking about the Web, going beyond the desktop to include information that also applies to the sudden proliferation of mobile devices and applications.

Successful interaction design...

Instrumentation and Control Systems, Third Edition, addresses the basic principles of modern instrumentation and control systems, including examples of the latest devices, techniques and applications. The book provides a comprehensive introduction on the subject, with Laplace presented in a simple and easily accessible form and complemented by an outline of the mathematics that would be required to progress to more advanced levels of study. Taking a highly practical approach, the author combi...

The leading textbook on imperfect labor markets and the institutions that affect them-now completely updated and expandedToday's labor markets are witnessing seismic changes brought on by such factors as rising self-employment, temporary employment, zero-hour contracts, and the growth of the sharing economy. This fully updated and revised third edition of The Economics of Imperfect Labor Markets reflects these and other critical changes in imperfect labor markets, and it has been significantl...

The words you need to communicate with confidence. Vocabulary explanations and practice for upper-intermediate level (B2) learners of English. Perfect for both self-study and classroom activities.

Quickly expand your vocabulary with over 100 units of easy to understand explanations and practice exercises. Be confident about what you are learning, thanks to Cambridge research into how English is really spoken and written, and get better at studying by yourself, with units on learning vocabular...

With Macmillan's superior content delivered by LaunchPad (a first for this title), Fundamentals of Human Neuropsychology continues to keep pace with its dynamic field, just as it has done throughout its nearly four decades of publication. As they have done since the first edition, the authors draw on recent research and their own clinical and lab experience to guide their development of the content, and on their experience in the classroom to help hone the presentation in a way that is both a...

In this volume, Michael Fullan, an expert in the field of organizational change and leadership, provides the practical tools to help leaders understand and implement change in their organizations.

Neuroanatomy through Clinical Cases is widely acclaimed for bringing a pioneering interactive approach to the teaching of neuroanatomy. The book uses over 100 actual clinical cases and high-quality radiologic images to bring the subject to life. The third edition is fully updated with the latest advances in the field, and includes several exciting new cases.

This approach allows students to appreciate the clinical relevance of structural details as they arebeing learned, and to integrate know...