It introduces marketing from the perspective of real people making real marketing decisions at leading companies "every day. "Learners will come to understand that marketing is about "creating value"-for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world. A five-part organization covers making marketing value decisions, identifying markets and understanding customers' needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition. For individuals interested in a career in marketing.

    It develops an understanding of function and evolution into the discussion of anatomy of the various systems.

    It's a great project for families and foodies alike, and all you need to start off is this book, a specialist mushroom growing kit, and a small space in which to grow them!In this book I aim to teach you the basics that you need to know to grow mushrooms at home. You'll take a step back in time and learn about the history of mushrooms as food, and why it has taken centuries for home mushroom growing to really catch on. I'll let you know exactly which are the best types of mushrooms for you to start with. If you aren't sure what tools you'll need, don't worry - this book has that covered too. And I'll explain how to make sure that your mushrooms grow quickly and pest free, and the best ways to harvest, preserve and store your crop.But where should you grow your mushrooms? That's a good question! Contained within the pages of this book are tips on how to set up a mushroom patch in your back yard, as well as how to grow them inside. Is it really better to grow them completely in the dark? You are about to find out!So, whether you like shiitakes, portobellos or oyster mushrooms, stop buying them in stores. I'll teach you how to grow your own and keep your entire family well supplied.In as little as a few weeks you can have the perfect fresh mushrooms grown and ready to eat. Yum!This easy to read, beginners book, summarizes the essential information I have learned over the years, and is written to help you decide if mycology is for you, and if so, which route to take.

    In this compelling, accessible, and elegantly reasoned new book, award-winning scholar and researcher Chris Impey explores the foundations of this rapidly developing discipline, where it’s going, and what it’s likely to find. The journey begins with the earliest steps of science, gaining traction through the revelations of the Renaissance, including Copernicus’s revolutionary declaration that the Earth was not the center of the universe but simply a planet circling the sun. But if Earth is not the only planet, it is so far the only living one that we know of. In fascinating detail, The Living Cosmos reveals the incredible proliferation and variety of life on Earth, paying special tribute to some of its hardiest life forms, extremophiles, a dizzying array of microscopic organisms compared, in Impey’s wise and humorous prose, to superheroes that can survive extreme heat and cold, live deep within rocks, or thrive in pure acid.From there, Impey launches into space, where astrobiologists investigate the potential for life beyond our own world. Is it to be found on Mars, the “death planet” that has foiled most planetary missions, and which was wet and temperate billions of years ago? Or on Venus, Earth’s “evil twin,” where it rains sulfuric acid and whose heat could melt lead? (“Whoever named it after the goddess of love had a sorry history of relationships.”) The answer may lie in a moon within our Solar System, or it may be found in one of the hundreds of extra-solar planets that have already been located. The Living Cosmos sees beyond these explorations, and imagines space vehicles that eschew fuel for solar- or even nuclear-powered rockets, all sent by countries motivated by the millions to be made in space tourism.But The Living Cosmos is more than just a riveting work about experiment and discovery. It is also an affecting portrait of the individuals who have devoted their lives to astrobiology. Illustrated throughout, The Living Cosmos is a revelatory book about a science that is changing our view of the universe, a mesmerizing guide to what life actually means and where it may–or may not–exist, and a stunning work that explains our past as it predicts our future.

    The Story of Western Science shows us the joy and importance of reading groundbreaking science writing for ourselves and guides us back to the masterpieces that have changed the way we think about our world, our cosmos, and ourselves.Able to be referenced individually, or read together as the narrative of Western scientific development, the book's twenty-eight succinct chapters lead readers from the first science texts by Hippocrates, Plato, and Aristotle through twentieth-century classics in biology, physics, and cosmology. The Story of Western Science illuminates everything from mankind's earliest inquiries to the butterfly effect, from the birth of the scientific method to the rise of earth science and the flowering of modern biology.Each chapter recommends one or more classic books and provides entertaining accounts of crucial contributions to science, vivid sketches of the scientist-writers, and clear explanations of the mechanics underlying each concept. The Story of Western Science reveals science to be a dramatic undertaking practiced by some of history's most memorable characters. It reminds us that scientific inquiry is a human pursuit—an essential, often deeply personal, sometimes flawed, frequently brilliant way of understanding the world.In the tradition of her perennial bestseller The-Well Educated Mind, Susan Wise Bauer delivers an accessible, entertaining, and illuminating springboard into the scientific education you never had.

    Using the latest scientific imagery along with cutting edge CGI and some of the most spectacular and extreme locations on Earth, Brian will show us Wonders never thought possible.Employing his trademark clear, authoritative, yet down-to-earth approach, Brian will explore how these previously unseen phenomena have dramatically expanded our horizons with new discoveries about the planets, their moons and how they came to be the way they are.

    Using the recommended APA undergraduate psychology learning outcomes, the authors establish clear learning objectives for students and tie the text assessment to these objectives.

    The Eighth Edition has been thoroughly revised and updated and is available in both print and e-book formats.Janeway s Immunobiology continues to set the standard for currency and authority with its clear writing style and organization, uniform art program, and scientific accuracy. It presents a consistent point of view throughout that of the host s interaction with an environment containing many species of potentially harmful microorganisms. The full-color art program is conceptually coherent and illustrates the processes and mechanisms underlying the concepts in the text. The 16 chapters in this readable, accessible textbook are organized and presented in such a way as to help deliver a complete one-semester immunology course, beginning with innate immunity, then moving to adaptive immunity, and ending with applied clinical immunology.Discussion questions are provided at the end of Chapters 2 to 16. These questions can be used for review, or as the basis for discussion in class or in informal study groups. Summaries conclude each section and each chapter. As in previous editions, a caduceus icon in the margins indicates topics which are correlated to Case Studies in Immunology, Sixth Edition by Geha and Notarangelo.New in the Eighth EditionInnate immunity has been updated and expanded and is now presented in two separate chapters (Chapters 2 and 3), as well as being further emphasized in the rest of the textbook. Chapter 2 covers antimicrobial peptides and the complement system, and Chapter 3 deals with cellular innate receptors and cell-mediated innate immunity (e.g. TLRs, phagocytosis, NK cells, interferon production, innate-like lymphocytes). The section on complement has been reworked and reconceived explaining the lectin pathway first making it easier to teach by placing it into the context of innate recognition. Evolution is now incorporated throughout the text, helping students see similar strategies used by different organisms. The text and figures of Chapter 7 Signaling Through Immune System Receptors have been revised to present a cohesive synthesis of signaling for immunology, focusing on improved illustration of antigen recognition signaling and lymphocyte activation. Signaling through other receptors is dealt with wherever appropriate throughout the book. Updated chapter on B-cell immune responses (Chapter 10), especially on trafficking of B cells in peripheral lymphoid organs (e.g. lymph nodes) and the locations at which they encounter antigen. Coverage of mucosal immunity (Chapter 12) has been brought up to date, including responses to the commensal microbiota and the role of specialized dendritic cells and the regulatory T cells in maintaining tolerance to food antigens and commensal bacteria. Chapter 13, Failures of Host Defense Mechanisms, has been reorganized and revised to structure an understanding of primary immunodeficiencies in the context of developmental pathways. Chapter 16, Manipulation of the Immune Response, has been heavily revised to include a greater emphasis on clinical issues and a complete update of immunotherapeutics and vaccines. Many new and revised figures illustrate the processes and mechanisms underlying the concepts presented in the text. The icons used have been updated and expanded to incorporate a new emphasis on signaling pathways. New references have been added throughout the text.

    Plus, it helps you identify areas of weakness so you can focus your study time. Sample problems and step-by-step examples with explanations in the math and physics sections show you how to work through each problem so you understand the steps it takes to complete the equation. Practice tests with answer keys for each topic - located in the appendices for quick access - help you assess your understanding of each topic and familiarize you with the types of questions you're likely to encounter on the actual exam. HESI Hints boxes offer valuable test-taking tips, as well as rationales, suggestions, examples, and reminders for specific topics.End-of-chapter review questions help you gauge your understanding of chapter content.A full-color layout and more illustrations in the life science chapters visually reinforce key concepts for better understanding.Expanded and updated content in each chapter ensures you're studying the most current content.Basic algebra review in the math section offers additional review and practice.Color-coded chapters help you quickly find specific topic sections.Helpful organizational features in each chapter include an introduction, key terms, chapter outline, and a bulleted chapter summary to help you focus your study.A glossary at the end of the text offers quick access to key terms and their definitions.

    Suitable for students who have little prior scientific knowledge, this book presents basic botanical principles and includes sufficient information for some shorter introductory botany courses open to both majors and nonmajors.

    The author's writing has been praised for anticipating readers' questions, and appeals to their need to learn visually and by solving problems. Emphasizing that learners should reason their way to solutions rather than memorize facts, Bruice encourages them to think about what they have learned previously and apply that knowledge in a new setting.

    This discovery dramatically reshaped how humans understood their place in the cosmos, and once and for all laid to rest the idea that the Milky Way galaxy was alone in the universe. Six years later, continuing research by Hubble and others forced Albert Einstein to renounce his own cosmic model and finally accept the astonishing fact that the universe was not immobile but instead expanding. The fascinating story of these interwoven discoveries includes battles of will, clever insights, and wrong turns made by the early investigators in this great twentieth-century pursuit. It is a story of science in the making that shows how these discoveries were not the work of a lone genius but the combined efforts of many talented scientists and researchers toiling away behind the scenes. The intriguing characters include Henrietta Leavitt, who discovered the means to measure the vast dimensions of the cosmos . . . Vesto Slipher, the first and unheralded discoverer of the universe’s expansion . . . Georges Lemaître, the Jesuit priest who correctly interpreted Einstein’s theories in relation to the universe . . . Milton Humason, who, with only an eighth-grade education, became a world-renowned expert on galaxy motions . . . and Harlow Shapley, Hubble’s nemesis, whose flawed vision of the universe delayed the discovery of its true nature and startling size for more than a decade.Here is a watershed moment in the history of astronomy, brought about by the exceptional combination of human curiosity, intelligence, and enterprise, and vividly told by acclaimed science writer Marcia Bartusiak.

    Guyton & Hall's Textbook of Medical Physiology covers all of the major systems in the human body, while emphasizing system interaction, homeostasis, and pathophysiology. This very readable, easy-to-follow, and thoroughly updated, 11th Edition features a new full-color layout, short chapters, clinical vignettes, and shaded summary tables that allow for easy comprehension of the material.The smart way to study!Elsevier titles with STUDENT CONSULT will help you master difficult concepts and study more efficiently in print and online! Perform rapid searches. Integrate bonus content from other disciplines. Download text to your handheld device. And a lot more. Each STUDENT CONSULT title comes with full text online, a unique image library, case studies, USMLE style questions, and online note-taking to enhance your learning experience.Presents short, easy-to-read chapters in keeping with the Guyton and Hall tradition.Provides shaded summary tables for easy reference.Includes clinical vignettes, which allow readers to see core concepts applied to real-life situations.Offers specific discussions of pathophysiology in most clinical areas of medicine.Ensures a strong grasp of physiology concepts through well-illustrated discussions of the most essential principles.Now in full color! Offers access to the full text and other valuable features online via the STUDENT CONSULT website.Uses full-color illustrations throughout, including 486 figures, 277 charts and graphs, 100 brand-new line drawings, and 36 ECGs.Features a new full-color design that makes information more engaging and even easier to read.Updated throughout to reflect the latest knowledge in the field.

    To understand algebra is to possess the power to grow your skills and knowledge so you can ace your courses and possibly pursue further study in math. Algebra II For Dummies is the fun and easy way to get a handle on this subject and solve even the trickiest algebra problems. This friendly guide shows you how to get up to speed on exponential functions, laws of logarithms, conic sections, matrices, and other advanced algebra concepts. In no time you'll have the tools you need to:Interpret quadratic functions Find the roots of a polynomial Reason with rational functions Expose exponential and logarithmic functions Cut up conic sections Solve linear and non linear systems of equations Equate inequalities Simplifyy complex numbers Make moves with matrices Sort out sequences and sets This straightforward guide offers plenty of multiplication tricks that only math teachers know. It also profiles special types of numbers, making it easy for you to categorize them and solve any problems without breaking a sweat. When it comes to understanding and working out algebraic equations, Algebra II For Dummies is all you need to succeed!

    Marieb and Katja Hoehn have produced the most accessible, comprehensive, up-to-date, and visually stunning anatomy & physiology textbook on the market. Marieb draws on her career as an A&P professor and her experience as a part-time nursing student, while Hoehn relies on her medical education and classroom experience to explain concepts and processes in a meaningful and memorable way. The most significant revision to date, the Eighth Edition makes it easier for you to learn key concepts in A&P. The new edition features a whole new art program that is not only more visually dynamic and vibrant than in previous editions but is also much more pedagogically effective for today's students, including new Focus figures, which guide you through the toughest concepts in A&P. The text has been edited to make it easier than ever to study from and navigate, with integrated objectives, new concept check questions, and a new design program.