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This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. It is the first book to present these laws in context and to explore their meaning and application. The most distinctive element to this book is that the laws presented are tried and tested; they have been found to hold over varied conditions, time and countries. This is contra to most marketing texts and indeed, much information provides evidence that much modern marketing theory is far from soundly based.

How presidents spark and sustain support for wars remains an enduring and significant problem. Korea was the first limited war the U.S. experienced in the contemporary period - the first recent war fought for something less than total victory. In Selling the Korean War , Steven Casey explores how President Truman and then Eisenhower tried to sell it to the American public. Based on a massive array of primary sources, Casey subtly explores the government's selling activities from all angles. He looks at the halting and sometimes chaotic efforts of Harry Truman and Dean Acheson, Dwight Eisenhower and John Foster Dulles. He examines the relationships that they and their subordinates developed with a host of other institutions, from Congress and the press to Hollywood and labor. And he assesses the complex and fraught interactions between the military and war correspondents in the battlefield theater itself. From high politics to bitter media spats, Casey guides the reader through the domestic debates of this messy, costly war. He highlights the actions and calculations of colorful figures, including Senators Robert Taft and JHoseph McCarthy, and General Douglas MacArthur. He details how the culture and work routines of Congress and the media influenced political tactics and daily news stories. And he explores how different phases of the war threw up different problems - from the initial disasters in the summer of 1950 to the giddy prospects of victory in October 1950, from the massive defeats in the wake of China's massive intervention to the lengthy period of stalemate fighting in 1952 and 1953.

Updated with new texts, topics and themes, Headway 5th edition provides fresh and relevant English instruction that is tailored to your students’ needs. The Workbook offers learners additional practice for every unit of the Student's Book, for homework or self-study. Key features: Provides additional activities for further practice that are specifically tailored to fit with the Student's Book content. Includes extension activities with extra grammar and vocabulary exercises related to the unit topic to extend learning. Everyday English tasks present further opportunities to practice relevant, real life English. Review sections allow students to test themselves and to see how much they can remember.

Updated with new texts, topics and themes, Headway 5th edition provides fresh and relevant English instruction that is tailored to your students’ needs. The Workbook offers learners additional practice for every unit of the Student's Book, for homework or self-study. Key features: Provides additional activities for further practice that are specifically tailored to fit with the Student's Book content. Includes extension activities with extra grammar and vocabulary exercises related to the unit topic to extend learning. Everyday English tasks present further opportunities to practice relevant, real life English. Review sections allow students to test themselves and to see how much they can remember.

Updated with new texts, topics and themes, Headway 5th edition provides fresh and relevant English instruction that is tailored to your students’ needs. The Student's Book provides all the language and skills students need to improve their English, with grammar, vocabulary, and skills work in every unit. New Online Practice is fully integrated with the course material, ensuring relevant and useful practice outside the classroom. Key features: Each Student's Book provides 14 topical units with familiar Headway structure and integrated skills methodology. New vibrant photography unit openers use questions to engage learners with the unit topic and video introductions provide overviews of the content included. New and updated reading texts focus on topics and themes that students can relate to and demonstrate a specific language point. Access codes in the front of the Student's Books provide learners with 30 hours of Online Practice per level: www.headwayonline.com Online Practice lets students look again at Student's Book language they want to revise or they missed in class, do extra practice of all four skills and check their progress with self-check tests.

`Therefore this terror and darkness of the mind Not by the sun's rays, nor the bright shafts of day, Must be dispersed, as is most necessary, But by the face of nature and her laws.' Lucretius' poem On the Nature of the Universe combines a scientific and philosophical treatise with some of the greatest poetry ever written. With intense moral fervour Lucretius demonstrates to humanity that in death there is nothing to fear since the soul is mortal, and the world and everything in it is governed not by the gods, but by the mechanical laws of nature. By believing this, men can live in peace of mind and happiness. Lucretius bases his argument on the atomic theory expounded by the Greek philosopher Epicurus. His poem explores sensation, sex, cosmology, meteorology, and geology through acute observation of the beauties of the natural world and with moving sympathy for man's place in it. Sir Ronald Melville's accessible and accurate verse translation is complemented by an introduction and notes situating Lucretius' scientific theories within the thought of 1st century BCE Rome and discussing the Epicurean philosophy that was his inspiration and why the issues Lucretius' poem raisies about the scientific and poetical views of the world continue to be important. ABOUT THE SERIES: For over 100 years Oxford World's Classics has made available the widest range of literature from around the globe. Each affordable volume reflects Oxford's commitment to scholarship, providing the most accurate text plus a wealth of other valuable features, including expert introductions by leading authorities, helpful notes to clarify the text, up-to-date bibliographies for further study, and much more.

The best way to get students talking . English File third edition gives you motivating, enjoyable lessons that work. A proven balance of Grammar, Vocabulary, Pronunciation, and skills. Engaging topics, tasks, and activities that get students talking on every page. A complete teaching and learning package.

How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents. Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities: - How managers can use culture to out-innovate their competitors - How entrepreneurs can identify new market opportunities that big companies miss - How underfunded challengers can win against category Goliaths - How technology businesses can avoid commoditization - How social entrepreneurs can develop businesses that appeal to more than just fellow activists - How subcultural brands can break out of the 'cultural chasm' to mass market success - How global brands can pursue cross-cultural strategies to succeed in local markets - How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.

In the tradition of Schroedinger's classic What Is Life?, this book is a tour-de-force investigation of the basis of life itself, with conclusions that radically undermine the scientific approaches on which modern science rests-the approaches of Newton, Boltzman, Bohr, and Einstein. Kauffman's At Home in the Universe, which The New York Times Book Review called "passionately written" and nature named "courageous," introduced pivotal ideas about order and evolution in complex life systems. In investigations, Kauffman builds on these theories and finds that classical science does not take into account that physical systems-such as people in a biosphere-effect their dynamic environments in addition to being affected by them. These systems act on their own behalf as autonomous agents, but what defines them as such? In other words, what is life? By defining and explaining autonomous agents and work in the contexts of thermodynamics and of information theory, Kauffman supplies a novel answer to this age-old question that goes beyond traditional scientific thinking. Much of Investigations unpacks the progressively surprising implications of his definition. Kauffman lays out a foundation for a new concept of organization, and explores the requirements for the emergence of a general biology that will transcend terrestrial biology to seek laws governing biospheres anywhere in the cosmos. Moreover, he presents four candidate laws to explain how autonomous agents co-create their biosphere and the startling idea of a "co-creating" cosmos. A showcase of Kauffman's most fundamental and significant ideas, Investigations presents a new way of thinking about the basics of general biology that will change the way we understand life itself-on this planet and anywhere else in the cosmos.

Half vampire, half fairy, totally unique! Isadora Moon is special because she is different. Her mum is a fairy and her dad is a vampire and Isadora is a bit of both. So when they all go camping at the seaside some things might happen that are not quite normal . . . From roasting marshmallows on a campfire to making friends with a mermaid - special things happen when Isadora's around! With irresistible pink and black artwork throughout by author/illustrator Harriet Muncaster and a totally unique heroine with an out-of-this-world family, this is a beautiful, charming, and funny new series of first chapter books. Perfect for fans of Claude, Dixie O'Day, and Squishy McFluff, Isadora Moon is the ideal choice for readers who want their magic and sparkle with a bit of bite!

Loved by millions of children around the world Pippi Longstocking is one of the most popular children's characters of all time. This story sees Pippi, Tommy and Annika go on their greatest adventure yet - to Koratuttutt Island, where Pippi's father is king. This new edition contains brand new black and white artwork by award-winning illustrator Mini Grey.

The best-selling Complete Biology for Cambridge IGCSE Third Edition Student Book is matched to the previous IGCSE Biology syllabus, last examination 2022. It is trusted by teachers around the world to support understanding and achievement. Written by an experienced author, this book is full of engaging content. Extension material will stretch the highest ability students and prepare them to take the next step in their learning. Practice exam questions will consolidate student understanding and prepare them for exam success.

Fully revised for the new edition, this handbook covers all significant aspects of acute and chronic paediatrics. Areas such as neonatology, surgery, genetics and congenital malformations, and child protection are covered in a user-friendly and succinct style. Provides a child-centred approach to the care of the paediatric patient Includes hands-on advice on common dilemmas in paediatric medicine Providing concise evidence-based and child-centred guidance for varied clinical settings in everyday practice A must-have resource at all stages of training and in various clinical practice settings

Discover the new world of Project Explore with colourful characters and exciting stories. Every lesson is underpinned by the familiar Project methodology and its tried and tested approach to grammar and vocabulary. With Project Explore your students will become confident communicators ready for the world beyond the classroom.