Прочая образовательная литература
Различные книги в жанре Прочая образовательная литератураThe Copywriter's Toolkit. The Complete Guide to Strategic Advertising Copy
Written from a real-world perspective by an award-winning copywriter/producer/director, this comprehensive guide is what every writer needs to create powerful, strategic ad copy. Focusing on strategy, technique, and the skills needed to write for different media, The Copywriter’s Toolkit book will sharpen your copywriting skills whatever your level. Introduces essential conceptual strategies and key writing techniques for result-driven copy Provides practical advice on writing for specific media including: print, radio, TV, websites, blogs, social media, ambient, digital, direct mail, product packaging, and viral marketing Covers all areas of copy development: on-strategy and on-target messaging; headline and slogan creation; brand personality and tone of voice; broadcast production conceptualization and print / digital typesetting consideration Presents innovative visual examples from exciting multimedia campaigns, comments from copywriters at world-renowned agencies, inspiring radio scripts, TV scripts and storyboards, effective blog posts, imaginative package copy, and more Shares invaluable writing tips and insights from award-winning copywriters currently at global agencies Includes supplementary website an instructor’s manual, sample syllabus, PowerPoint presentations, and creative assignments, as well as student study aids, flashcards, podcasts and/or webinars by the author, and links to sample and featured campaigns, agencies, and related videos
Applied Population and Community Ecology. The Case of Feral Pigs in Australia
Part of the Zoological Society of London's Conservation Science and Practice Series, Applied Population and Community Ecology evaluates theory in population and community ecology using a case study of feral pigs, birds and plants in the high country of south-eastern Australia. In sequence, the book reviews the relevant theory and uses long-term research over a quarter of a century on the population ecology of feral pigs and then community ecology of birds and plants, to evaluate the theory. The book brings together into one volume, research results of many observational, experimental and modelling studies and directly compares them with those from related studies around the world. The implications of the results for future wildlife management are also discussed. Intended readers are ecologists, graduate students in ecology and wildlife management and conservation and pest managers.
How to Read a Paper. The Basics of Evidence-Based Medicine
How to Read a Paper describes the different types of clinical research reporting, and explains how to critically appraise the publications. The book provides the tools to find and evaluate the literature, and implement the findings in an evidence-based, patient-centered way. Written for anyone in the health care professions who has little or no knowledge of evidence-based medicine, it provides a clear understanding of the concepts and how to put them into practice at the basic, clinical level. Changes for the 4th edition The fourth edition will include two new chapters on important developments in health care research and delivery, but otherwise retains its original style, size, and scope. New chapter on quality improvement – describing papers on quality improvement projects using ebm methods; this will extend the readership to non clinical health care professionals working in hospitals and family practice, and to nurse specialists and practice nurses working in this field New chapter on complex interventions – how to set up research projects involving both qualitative and quantitative methodology (known as mixed methods) Thorough revision and updating of existing chapters and references New illustrations – diagrammatic representations of ebm concepts
How to Read a Paper. The Basics of Evidence-Based Medicine
The best-selling introduction to evidence-based medicine In a clear and engaging style, How to Read a Paper demystifies evidence-based medicine and explains how to critically appraise published research and also put the findings into practice. An ideal introduction to evidence-based medicine, How to Read a Paper explains what to look for in different types of papers and how best to evaluate the literature and then implement the findings in an evidence-based, patient-centred way. Helpful checklist summaries of the key points in each chapter provide a useful framework for applying the principles of evidence-based medicine in everyday practice. This fifth edition has been fully updated with new examples and references to reflect recent developments and current practice. It also includes two new chapters on applying evidence-based medicine with patients and on the common criticisms of evidence-based medicine and responses. How to Read a Paper is a standard text for medical and nursing schools as well as a friendly guide for everyone wanting to teach or learn the basics of evidence-based medicine.
Next Generation Mobile Communications Ecosystem. Technology Management for Mobile Communications
Taking an in-depth look at the mobile communications ecosystem, this book covers the two key components, i.e., Network and End-User Devices, in detail. Within the network, the sub components of radio access network, transmission network, core networks, services and OSS are discussed; component level discussion also features antenna diversity and interference cancellation techniques for smart wireless devices. The role of various standard development organizations and industry forums is highlighted throughout. The ecosystem is strengthened with the addition of the Technology Management (TM) component dealing mostly with the non-technical aspects of the underlying mobile communications industry. Various aspects of TM including technology development, innovation management, knowledge management and more are also presented. Focuses on OFDM-based radio technologies such as LTE & WiMAX as well as MBWA (Mobile Broadband Wireless Access) Provides a vital addition to the momentum of EVDO and its migration towards LTE Emphasis on radio, core, operation, architectural and performance aspects of two next generation technologies – EPS and WiMAX Includes discussion of backhaul technologies and alternatives as well as issues faced by operators switching to 3G and Next Generation Mobile Networks Cutting-edge research on emerging Gigabit Ethernet Microwave Radios and Carrier Ethernet transport technologies Next Generation Mobile Communications Ecosystem serves as a practical reference for telecom associated academia and industry to understanding mobile communications in a holistic manner, as well as assisting in preparing graduate students and fresh graduates for the marketplace by providing them with information not only on state-of-the-art technologies and standards but also on TM. By effectively focusing on the key domains of TM this book will further assist companies with improving their competitiveness in the long run. Importantly, it will provide students, engineers, researchers, technology managers and executives with extensive details on various emerging mobile wireless standards and technologies.
An Introduction to Synchrotron Radiation. Techniques and Applications
This book introduces the reader to the basic concepts of the generation and manipulation of synchrotron light, its interaction with matter, and the application of synchrotron light in the “classical” techniques, while including some of the most modern technological developments. As much as possible, complicated mathematical derivations and formulas are avoided. A more heuristic approach is adopted, whereby the general physical reasoning behind the equations is highlighted. Key features: A general introduction to synchrotron radiation and experimental techniques using synchrotron radiation Contains many detailed “worked examples” from the literature Of interest for a broad audience – synchrotrons are possibly one of the best examples of multidisciplinary research Four-colour presentation throughout
Engaging 'Hard to Reach' Parents. Teacher-Parent Collaboration to Promote Children's Learning
A practical guide to establishing positive relationships with hard-to-reach parents. Includes research-based techniques for teachers on how to reach hard-to-reach parents, carers, and guardians Explores the international perspective on successful parental engagement Provides practical help for developing closer relationships between parents and schools
Medical Toxicology of Drug Abuse. Synthesized Chemicals and Psychoactive Plants
This book provides a broad reference covering important drugs of abuse including amphetamines, opiates, and steroids. It also covers psychoactive plants such as caffeine, peyote, and psilocybin. It provides chemical structures, analytical methods, clinical features, and treatments of these drugs of abuse, serving as a highly useful, in-depth supplement to a general medical toxicology book. The style allows for the easy application of the contents to searchable databases and other electronic products, making this an essential resource for practitioners in medical toxicology, industrial hygiene, occupational medicine, pharmaceuticals, environmental organizations, pathology, and related fields.
Chemistry of Bioconjugates. Synthesis, Characterization, and Biomedical Applications
Explores bioconjugate properties and applications of polymers, dendrimers, lipids, nanoparticles, and nanotubes Bioconjugation has enabled breakthroughs across many areas of industry and biomedicine. With its emphasis on synthesis, properties and applications, this book enables readers to understand the connection between chemistry and the biological application of bioconjugated materials. Its detailed descriptions of methods make it possible for researchers to fabricate and take full advantage of bioconjugates for a broad range of applications. Moreover, the book sets the foundation for the development of new applications, including assays, imaging, biosensors, drug delivery, and diagnostics. Chemistry of Bioconjugates features contributions from an international team of leading experts and pioneers in the field. These contributions reflect the authors’ firsthand laboratory experience as well as a thorough review of the current literature. The book’s six sections examine: General methods of bioconjugation Polymer bioconjugates Organic nanoparticle-based bioconjugates Inorganic nanomaterial bioconjugates, including metals and metal oxides Cell-based, hydrogel/microgel, and glyco-bioconjugates Characterization, physico-(bio)chemical properties, and applications of bioconjugates This comprehensive exploration of bioconjugates includes discussions of polymers, dendrimers, lipids, nanoparticles, and nanotubes. References at the end of each chapter serve as a gateway to the most important original research findings and reviews in the field. By drawing together and analyzing all the latest chemical methods and research findings on the physico-chemical and biochemical properties of bioconjugates, Chemistry of Bioconjugates sheds new light on the significance and potential of bioconjugation. The book is recommended for organic and polymer chemists, biochemists, biomaterial scientists, carbohydrate chemists, biophysicists, bioengineers, and drug and gene delivery scientists.
Organoselenium Chemistry. Synthesis and Reactions
Selenium-based methods in synthetic chemistry have developed rapidly over the past years and are now offering highly useful tools for organic synthesis. Filling the gap for a comprehensive handbook and ready reference, this book covers all modern developments within the field, including biochemical aspects. The chemistry chapters are organized according to the different reactivities of various selenium compounds and reagents, with each chapter dealing with a special reaction type. Also includes a table with 77Se NMR shifts to aid in practical problems. From the Contents: * Electrophilic and Nucleophilic Selenium * Selenium Compounds in Radical Reactions * Selenium-Stabilized Carbanions * Selenium Compounds with Valency Higher than Two * Selenocarbonyls * Selenoxide Elimination and [2,3]-Sigmatropic Rearrangement * Selenium Compounds as Ligands and Catalysts * Biological and Biochemical Aspects of Selenium Compounds