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This is the English edition of the first marketing book in Spanish to be adapted to the European Space for Higher Education, which has been written with the new requirements of the recent official degrees in mind. In addition to its theoretical presentation illustrated with many examples, each chapter starts with a business situation, and closes with a case study with practice topics, key terms and review questions, along with related Internet links and specific bibliography. In addition, teachers and students are provided with complementary on-line material on the book’s website: www.miguelsantesmases.com/fm.htm This textbook presents the fundamentals of marketing, the market, the consumer’s environment and behaviour, the marketing research, and the information systems. It later goes deeper into the marketing tools (product and services management, pricing, communication, sales, distribution and, lastly, the marketing plan), all supported by examples and case studies. Chapters dealing with relationship marketing, customer relations management, new communication technologies and emerging marketing techniques have also been included. Fundamentals of Marketing offers a modern approach, adapted to the new teaching methodologies which will make both the teaching and learning of the principles of marketing much easier.
New edition of Modern American Drama completes the survey and comes up to 2000.
This handbook explains principles, processes, methods, and procedures of optical engineering in a concise and practical way. It emphasizes fundamental approaches and provides useful formulas and step-by-step worked-out examples to demonstrate applications and clarify calculation methods. The book covers refractive, reflective, and diffractive optical components; lens optical devices; modern fringe pattern analysis; optical metrology; Fourier optics and optical image processing; electro-optical and acousto-optical devices; spatial and spectral filters; optical fibers and accessories; optical fabrication; and more. It includes over 2,000 tables, flow charts, graphs, schematics, drawings, photographs, and mathematical expressions.
This volume evaluates the dual roles of war and modernity in the transformation of twentieth-century Chinese identity. The contributors, all leading researchers, argue that war, no less than revolution, deserves attention as a major force in the making of twentieth-century Chinese history. Further, they show that modernity in material culture and changes in intellectual consciousness should serve as twin foci of a new wave of scholarly analysis. Examining in particular the rise of modern Chinese cities and the making of the Chinese nation-state, the contributors to this interdisciplinary volume of cultural history provide new ways of thinking about China's modern transformation up to the 1950s. Taken together, the essays demonstrate that the combined effect of a modernizing state and an industrializing economy weakened the Chinese bourgeoisie and undercut the individual's quest for autonomy. Drawing upon new archival sources, these theoretically informed, thoroughly revisionist essays focus on topics such as Western-inspired modernity, urban cosmopolitanism, consumer culture, gender relationships, interchanges between city and countryside, and the growing impact of the state on the lives of individuals. The volume makes an important contribution toward a postsocialist understanding of twentieth-century China.
This book is intended as a systemic functional contribution to language typology both for those who would like to understand and describe particular languages against the background of generalizations about a wide range of languages and also for those who would like to develop typological accounts that are based on and embody descriptions of the systems of particular languages (rather than isolated constructions). The book is a unique contribution in at least two respects. On the one hand, it is the first book based on systemic functional theory that is specifically concerned with language typology. On the other hand, the book combines the particular with the general in the description of languages: it presents comparable sketches of particular languages while at the same time identifying generalizations based on the languages described here as well as on other languages. The volume explores eight languages, covering seven language families: French, German, Pitjantjatjara, Tagalog, Telugu, Vietnamese, Chinese, and Japanese.
Genetic Algorithms: Principles and Perspectives: A Guide to GA Theory is a survey of some important theoretical contributions, many of which have been proposed and developed in the Foundations of Genetic Algorithms series of workshops. However, this theoretical work is still rather fragmented, and the authors believe that it is the right time to provide the field with a systematic presentation of the current state of theory in the form of a set of theoretical perspectives. The authors do this in the interest of providing students and researchers with a balanced foundational survey of some recent research on GAs. The scope of the book includes chapter-length discussions of Basic Principles, Schema Theory, "No Free Lunch", GAs and Markov Processes, Dynamical Systems Model, Statistical Mechanics Approximations, Predicting GA Performance, Landscapes and Test Problems.
This book represents the first recent attempt to provide a comprehensive treatment of Sweden's economic development since the middle of the 18th century. It traces the rapid industrialisation, the political currents and the social ambitions, that transformed Sweden from a backward agrarian economy into what is now regarded by many as a model welfar
First published in 1996. Architecture is one of the most inspired manifestations of Japanese civilization, a pillar of both traditional society and the modern state. The rugged walls of Himeji Castle, the pristine perfection of the Ise Shrine, and the soaring skyscrapers of modern Tokyo are all examples of consummate artistic inspiration harnessed to building technology in the service of religion or the state. These buildings offer a unique opportunity to identify the ideas and institutions of authority, both religious and secular, embodied in built form. William Coaldrake argues that there is a symbiotic relationship between architecture and authority throughout Japanese history. Examination of Nara and Heian palaces, Kamakura temples and Momoyama castles reveals the changing countenance of aristocratic and warrior power. The study also shows how some buildings helped to mould power relations by creating a physical presence to intimidate and subordinate those under imperial and shogunal rule, such as the Palace of Nij o Castle. More recently, Western architectural styles have been used to restructure the way Japan presents itself to the outside world. Relating buildings to the political ambitions and religious beliefs of the age, this book makes a significant contribution to Japanese studies. By examining architecture as an expression of authority, William Coaldrake highlights many defining moments in Japanese history, opening up new avenues for study on both traditional and contemporary Japan.