The 11th edition of this text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe.

    Indeed, logic goes to the very core of what we mean by human intelligence. In this concise, crisply readable book, distinguished professor D. Q. McInerny offers an indispensable guide to using logic to advantage in everyday life. Written explicitly for the layperson, McInerny’s Being Logical promises to take its place beside Strunk and White’s The Elements of Style as a classic of lucid, invaluable advice. As McInerny notes, logic is a deep, wide, and wonderfully varied field, with a bearing on every aspect of our intellectual life. A mastery of logic begins with an understanding of right reasoning–and encompasses a grasp of the close kinship between logical thought and logical expression, a knowledge of the basic terms of argument, and a familiarity with the pitfalls of illogical thinking. Accordingly, McInerny structures his book in a series of brief, penetrating chapters that build on one another to form a unified and coherent introduction to clear and effective reasoning.At the heart of the book is a brilliant consideration of argument–how an argument is founded and elaborated, how it differs from other forms of intellectual discourse, and how it critically embodies the elements of logic. McInerny teases out the subtleties and complexities of premises and conclusions, differentiates statements of fact from statements of value, and discusses the principles and uses of every major type of argument, from the syllogistic to the conditional. In addition, he provides an incisive look at illogical thinking and explains how to recognize and avoid the most common errors of logic.Elegant, pithy, and precise, Being Logical breaks logic down to its essentials through clear analysis, accessible examples, and focused insights. Whether you are a student or a teacher, a professional sharpening your career skills or an amateur devoted to the fine points of thought and expression, you are sure to find this brief guide to effecting reasoning both fascinating and illuminating.From the Hardcover edition.

    The Black Book doesn't include any vocabulary lists, and doesn't advise its readers to rely on math formulas.Instead, The SAT Prep Black Book teaches readers to approach the test the same way that Barrett trains his students. Barrett sees the SAT as a standardized instrument with a specific objective, and reasons that the test must observe certain design guidelines that follow from that unique objective. So this book explains to students how different types of SAT questions are actually written, from the perspective of the College Board: for each question type, Barrett explains the "big secret" of that question type, the rules and patterns that all questions of that type will follow, and, most importantly for readers, exactly how to attack the question type based on the inherent weaknesses of its particular rules and patterns.The book includes over 250 example solutions that demonstrate Barrett's approach against real SAT questions written by the College Board. In order to follow along, students will want a copy of the College Board's book "The Official SAT Study Guide," the source of the questions whose solutions appear in the Black Book.The overall lesson of the SAT Prep Black Book is that the SAT tests very basic concepts in very strange ways, so students should learn the unique habits of the test rather than cramming definitions and formulas. At 330 pages, the book is thorough and detailed in its analysis of the SAT.

    It will prepare them to implement authentic assessment in the ESL/bilingual classroom and to incorporate it into instructional planning.

    It is democratic, everchanging and ingenious in its assimilation of other cultures. English runs through the heart of the world of finance, medicine and the Internet, and it is understood by around two thousand million people across the world. It seems set to go on. Yet it was nearly wiped out in its early years.Embracing elements of Latin, French, Spanish, Italian, Portuguese, Arabic, Hindi and Gullah, this 1500-year story covers a huge range of countries and people. The Adventure of English is not only an enthralling story of power, religion and trade, but also the story of people, and how their day-to-day lives shaped and continue to change the extraordinary language that is English.

    A logical, expert, easy-to-use plan for achieving excellence in expression, Style offers neither simplistic rules nor endless lists of dos and don'ts. Rather, Joseph Williams explains how to be concise, how to be focused, how to be organized. Filled with realistic examples of good, bad, and better writing, and step-by-step strategies for crafting a sentence or organizing a paragraph, Style does much more than teach mechanics: it helps anyone who must write clearly and persuasively transform even the roughest of drafts into a polished work of clarity, coherence, impact, and personality."Buy Williams's book. And dig out from storage your dog-eared old copy of The Elements of Style. Set them side by side on your reference shelf."—Barbara Walraff, Atlantic"Let newcoming writers discover this, and let their teachers and readers rejoice. It is a practical, disciplined text that is also a pleasure to read."—Christian Century"An excellent book....It provides a sensible, well-balanced approach, featuring prescriptions that work."—Donald Karzenski, Journal of Business Communication"Intensive fitness training for the expressive mind."—Booklist(The college textbook version, Style: Ten Lessons in Clarity and Grace, 9th edition, is available from Longman. ISBN 9780321479358.)

    This indispensable handbook covers both British and American English, and makes use of authentic spoken and written examples.Packed with tables, diagrams, and numerous example sentences, and assuming no prior knowledge of grammatical concepts on the part of the reader, this volume offers an unmatched guide to the structure of contemporary English. Arranged in three clear parts for ease of use, the Grammar's comprehensivecoverage ranges from the very basic--such as word structure, simple and complex phrases, and clause types--to the more sophisticated topics that lie at the intersection of grammar and meaning, including tense and aspect, mood and modality, and information structuring. How do words formed bycompounding differ from words formed by conversion? How many verbs in English can take a declarative clause functioning as direct object (ie, decide that... or believe that...)? What is the relationship between a matrix clause and a subordinate clause? What is the present futurate? The pastfuturate? The present perfect? How does the grammar of English encode such semantic notions as possibility, probability, necessity, obligation, permission, intention, or ability? Aarts answers all these questions, clearly and engagingly, deeply enriching the reader's understanding ofthe English language.Oxford Modern English Grammar will be invaluable for those with an interest in the English language, undergraduate students of all disciplines, and for anyone who would like a clear guide to English grammar and how to use it.

    Following a brief account of the historical relationship between structuralism and poststructuralism, this Very Short Introduction traces the key arguments that have ledpoststructuralists to challenge traditional theories of language and culture. While the author discusses such well-known figures as Barthes, Foucault, Derrida, and Lacan, she also draws pertinent examples from literature, art, film, and popular culture, unfolding the poststructuralist account ofwhat it means to be a human being.About the Series: Combining authority with wit, accessibility, and style, Very Short Introductions offer an introduction to some of life's most interesting topics. Written by experts for the newcomer, they demonstrate the finest contemporary thinking about the central problems and issues in hundredsof key topics, from philosophy to Freud, quantum theory to Islam

    It provides clear, simple explanations and concrete examples of complex concepts, making a wide variety of commonly used critical theories accessible to novices without sacrificing any theoretical rigor or thoroughness.This new edition provides in-depth coverage of the most common approaches to literary analysis today: feminism, psychoanalysis, Marxism, reader-response theory, new criticism, structuralism and semiotics, deconstruction, new historicism, cultural criticism, lesbian/gay/queer theory, African American criticism, and postcolonial criticism. The chapters provide an extended explanation of each theory, using examples from everyday life, popular culture, and literary texts; a list of specific questions critics who use that theory ask about literary texts; an interpretation of F. Scott Fitzgerald's The Great Gatsby through the lens of each theory; a list of questions for further practice to guide readers in applying each theory to different literary works; and a bibliography of primary and secondary works for further reading.

     Example sentences and brief explanatory comments provide a rich context to bring the words to life, and quizzes are provided to encourage reuse and recall of words and to reinforce memory of them. All of these features combine to make this a valuable tool for students preparing for standardized tests or simply seeking to expand their English vocabulary.

    This compact volume offers an integrated guide to the major grammatical concepts needed for writing and speaking Swedish.

    A Glossary of Literary Terms covers the terminology of literature - from literary history to theory to criticism - making it a valuable addition to any literary theory or literature course.

    It discusses sound patterning, syntax, and meaning, as well as the rapidly growing areas of pragmatics, sociolinguistics, psycholinguistics, and stylistics. And it explores language and linguistic typology, as well as contemporary uses of language and style in literature, advertising, and newspapers.

    The effects of homeopathy don’t go away under rigorous scientific conditions. The laws of nature aren’t what they used to be. Thirty years on, no one has an explanation for a seemingly intelligent signal received from outer space. The US Department of Energy is re-examining cold fusion because the experimental evidence seems too solid to ignore. The placebo effect is put to work in medicine while doctors can’t agree whether it even exists.In an age when science is supposed to be king, scientists are beset by experimental results they simply can’t explain. But, if the past is anything to go by, these anomalies contain the seeds of future revolutions. While taking readers on an entertaining tour d’horizon of the strangest of scientific findings – involving everything from our lack of free will to Martian methane that offers new evidence of life on the planet – Michael Brooks argues that the things we don’t understand are the key to what we are about to discover.This mind-boggling but entirely accessible survey of the outer limits of human knowledge is based on a short article by Michael Brooks for New Scientist magazine. It became the sixth most circulated story on the internet in 2005, and provoked widespread comment and compliments (Google “13 things that do not make sense” to see).Michael Brooks has now dug deeply into those mysteries, with extraordinary results.

    'Asking the Right Questions' helps students bridge the gap between simply memorising or blindly accepting information, and the greater challenge of critical analysis and synthesis.