Search results for ""author richard"
Oxford University Press Human Physiology
The human body is a complicated and beautiful machine, governed by the laws of physics and chemistry. By understanding its physiology - how it performs its varied functions - it is possible to build strategies for diagnosis, treatment, and prevention of disease. In this latest edition, expanded and restructured coverage of sensory physiology and the respiratory system, a new comprehensive glossary of key terms, and additional online learning resources make Human Physiology even more student-friendly than its predecessors. Human Physiology provides clear explanations of the principles that govern the body's physiological processes and shows how these can be applied. This is the ideal course companion for any student needing a solid foundation in the subject for a future career in human biology, biomedical science, or medicine. Online resources Student resources - Numerical and clinical problems - Multiple choice questions - Web links Lecturer resources - Figures from the book
£68.99
£19.03
£40.49
Zondervan KJV, Teen Study Bible, Hardcover, Comfort Print
The bestselling KJV Teen Study Bible helps teens apply God’s Word to the issues they face every day!Full of study features to help today's teen learn more about God, the Bible, and how God's Word relates to their lives, the KJV Teen Study Bible will help them keep in step with all God has done, is doing, and will do in the world. Teens will discover the eternal truths of God's Word and how to apply them to the issues they face every day as they read biblical advice about dealing with everything from friends, family, and school to problems such as bullying and depression. As teens navigate their hectic and sometimes stressful lives, this study Bible will help them to deepen and understand their faith while reassuring them that God is always with them, and they are never alone.Now available in the exclusive KJV Comfort Print® typeface, the KJV Teen Study Bible is as easy to read as it is to understand. Expertly designed specifically to be used for the King James Version (KJV) text, Comfort Print offers an easier reading experience that complements the translation.Features: Complete text of the King James Version (KJV) “We Believe” features unpack the Apostles’ Creed to reveal the biblical foundation of faith “Panorama” features keep the big picture of each book of the Bible in view Topical indexes help with in-depth Bible study Book introductions provide an overview for each book of the Bible Biblical advice about friends, family, school, and other issues Important Bible verses to memorize Q and As test your Bible knowledge Profiles of people in the Bible Presentation page for gift giving Two-color page design 8-page full-color map section Exclusive KJV Comfort Print typeface Print size: 9
£27.00
Independent Curators Inc.,U.S. Jess: To and From the Printed Page
Jess: To and From the Printed Page focuses on the artist simply known as "Jess" (1923-2004), and celebrates his lively and lifelong dialogue with poets, poetry and printed matter. Published to accompany the iCI touring exhibition, it features collages made for publication, the books and magazines in which they were reproduced, as well as many previously unreproduced paintings, drawings and assemblages. The book offers a fresh perspective on Jess's work by specifically addressing the interrelation between his art and the California literary culture of which he was a part. It also explores the intimacy of the collaborations and conversations in which he participated over five decades, and points to his effect on younger artists today--through his use of "pop" materials in collage and paint, his early homoerotic themes and his enjoyment of the book format as a compositional vehicle.
£24.30
Penguin Books Ltd The Homeric Hymns
Composed for recitation at festivals, these 33 songs were written in honour of the gods and goddesses of the ancient Greek pantheon. They recount the key episodes in the lives of the gods, and dramatise the moments when they first appear before mortals. Together they offer the most vivid picture we have of the Greek view of the relationship between the divine and human worlds.
£10.99
Zondervan NIV, Teen Study Bible (For Life Issues You Face Every Day), Leathersoft, Blue, Comfort Print
£53.99
Princeton Architectural Press Emotional Robots: A Question of Existence
Blending pop culture iconography with the existential threat of technological creations turning on their creators, Emotional Robots is a compulsively readable graphic novella set in an all-too presciently depicted world in which advanced robots successfully compete with humans—in sports, music, and art—in pursuit of emotional intelligence. Displaced by the robots' technological triumph, humans abandon Earth in search of a new planet to call home. But what happens to the robots when newer, faster, smarter, better robots replace them? What happens when civil unrest grows between robot generations? An astute take on the human condition and the illusory promises of technology, Emotional Robots is captivating fable for the modern age. With keen wit and dark humor, it artfully tackles universal themes urgently relevant to our time, asking readers the question faced by each new generation of humans (and robots): Is history condemned to repeat itself?
£13.88
McGraw-Hill Companies Looseleaf for Exceptional Students: Preparing Teachers for the 21st Century
£147.79
McGraw-Hill Education Loose Leaf for Accounting Information Systems
£183.79
Rizzoli International Publications Opening Ceremony
In 2002, when Carol Lim and Humberto Leon opened the downtown Manhattan retail shop Opening Ceremony, they created what has become the most innovative fashion and culture destination in New York. Bringing together the best emerging American talent with international designers and historic brands, Opening Ceremony represents the best in fashion and has played a vital role in launching the careers of many young designers. Celebrating the company s tenth anniversary, Opening Ceremony is a visually rich documentation of Leon and Lim s diverse inspirations, collaborators, and creative community, including Ryan McGinley, Rodarte, and Alexander Wang. A celebratory look at New York s quintessential style headquarters, this book will captivate and inspire readers from fashion, art, music, film, and beyond.
£23.77
Edward Elgar Publishing Ltd Technology and the Market: Demand, Users and Innovation
The interplay between demand from the market, the role of users in shaping that demand, and the way in which these factors influence the innovation process has always been a complex one. This forward thinking book examines this interplay from a technological change perspective.The contributors explore the potential for rapprochement between economics, sociological and other social science disciplines in considering the allocation of resources and the making of decisions about technological change. The papers within this book represent a judicious blend of theory and empirical research and look at a broad range of innovations, markets and technologies in medicine, agricultural and food production, services and IT. Technology and the Market raises the question of the many 'visible hands' that are involved in linking technology and the market together.This book is recommended to academics and policymakers interested in demand-innovation interaction, scholars of industrial economics and the sociology of technology as well as entrepreneurs.Understanding user needs is now seen as one of the most important factors in the success of innovation and one of the raisons d'être of market research. This book attempts to move the boundaries to show the importance of how demand is detected or constructed by innovators.
£111.00
Rebellion Publishing Ltd. Roy of the Rovers: New Digs
THERE'S NO PLACE LIKE HOME! It's the start of a terrific new season for Melchester Rovers. They are now a Championship club with a new kit, new owners and a fabulous new stadium. With Sowerby now fully integrated into the club, Rocky and Roy Race couldn't be happier. But a personal tragedy and an appalling incident during a Melchester Rovers match in Europe, will push the footballing siblings to the limit.Enjoyed this title? Pick up Game Changer next to continue the story!Praise for the Roy of the Rovers series: EPIC! - Match of the Day Magazine I love the way that they are about so much more than football: they are about heart, values and family. Both graphic novel and fiction titles are compelling, engaging and a lot of fun. Lace up and get reading. - Jim Sells, Programme manager for Sport & Literacy, National Literacy Trust. Read with my 7 year old who is football mad, really enjoyed it and left us wanting to read the next one in the series! - GoodReads Review
£11.69
O'Reilly Media Getting Started with Raspberry Pi, 4e: Getting to Know the Inexpensive ARM-Powered Linux Computer
The Raspberry Pi is a credit card-sized computer that plugs into your TV and a keyboard. It is a capable little computer which can be used in electronics projects, and for many of the things that your desktop PC does, like spreadsheets, word processing, browsing the internet, and playing games. It also plays high-definition video. This book takes you step-by-step through many fun and educational possibilities. Take advantage of several preloaded programming languages. Use the Raspberry Pi with Arduino. Create Internet-connected projects. Play with multimedia. With Raspberry Pi, you can do all of this and more.
£17.99
Dark Horse Comics Halo: Escalation Volume 4
£17.09
Little Simon And Tango Makes Three
£9.54
Bristol University Press Social Policy First Hand: An International Introduction to Participatory Social Welfare
Social policy is often constructed and implemented by people who have little experience of its impact as a service user, but there has been a growing interest in greater public, patient and service user involvement in social policy as both political activity and academic discipline. Social Policy First Hand is the first comprehensive international social policy text from a participatory perspective and presents a new service user-led social policy that addresses the current challenges in welfare provision. A companion volume to Peter Beresford’s bestselling All our welfare, it introduces the voices of different groups of service users, starting from their lived experience. With an impressive list of contributors, this important volume fills a gap in looking at social policy using participatory and inclusive approaches and the use of experiential knowledge in its construction. It will challenge traditional state and market-led approaches to welfare.
£71.99
Bristol University Press Social Policy First Hand: An International Introduction to Participatory Social Welfare
Social policy is often constructed and implemented by people who have little experience of its impact as a service user, but there has been a growing interest in greater public, patient and service user involvement in social policy as both political activity and academic discipline. Social Policy First Hand is the first comprehensive international social policy text from a participatory perspective and presents a new service user-led social policy that addresses the current challenges in welfare provision. A companion volume to Peter Beresford’s bestselling All our welfare, it introduces the voices of different groups of service users, starting from their lived experience. With an impressive list of contributors, this important volume fills a gap in looking at social policy using participatory and inclusive approaches and the use of experiential knowledge in its construction. It will challenge traditional state and market-led approaches to welfare.
£26.99
John Wiley and Sons Ltd Arsenic Pollution: A Global Synthesis
Arsenic Pollution summarizes the most current research on the distribution and causes of arsenic pollution, its impact on health and agriculture, and solutions by way of water supply, treatment, and water resource management. Provides the first global and interdisciplinary account of arsenic pollution occurrences Integrates geochemistry, hydrology, agriculture, and water supply and treatment for the first time Options are highlighted for developing alternative water sources and methods for arsenic testing and removal Appeals to specialists in one discipline seeking an overview of the work being done in other disciplines
£34.99
Pluto Press We Sell Our Time No More: Workers' Struggles Against Lean Production in the British Car Industry
This is the story of workers' struggles in the British car industry, from the Second World War until today. Told from the viewpoint of the workers, the book chronicles how they responded to a variety of management and union strategies, from piece rate working, through measured day work, and eventually to 'lean production' beginning in the late 1980s. Focusing on two companies, Vauxhall-GM and Rover/BMW, this book shows how they developed their approaches to managing labour relations. It highlights the success of various forms of struggle to establish safer and more humane working environments, as well as their failures.
£76.50
John Wiley and Sons Ltd The Blackwell Companion to the Sociology of Families
Tackling issues relevant to family life today, this authoritative Companion shows why studying social change in families is fundamental for understanding the transformations in individual and social life, across the globe. Contains original essays by expert contributors on a wide range of topics relating to the sociology of families. Includes coverage of social inequality, parenting practices, children’s work, the changing patterns of citizenship, and multi-cultural families. Gives special attention to European and North American examples. Discusses previously neglected groups, including immigrant families and gays and lesbians. Explores how revolutionary changes in aging, longevity, and sexual behavior have radically affected the experience of different generations, and the relationships between them.
£159.95
HarperCollins Publishers Your Choice – Teacher Guide: The whole-school solution for PSHE including Relationships, Sex and Health Education
The Your Choice Teacher Guide supports schools in planning their PSHE provision, including the implementation of the 2019 curriculum for Health Education and Relationships and Sex Education. 4 Star Winner in Health & Wellbeing in the Teach Secondary Awards 2020 Up to date guidance and PSHE and RSE lesson ideas for the 21st Century – get ready for September 2019! · Gives non-specialists the confidence and tools to deliver PSHE effectively and saves preparation time with detailed lessons plans and worksheets for every double-page of the Your Choice Student Books 1 to 3. · Further sources of information and support are provided for each topic. Flexible resources which can be tailored to the needs of your students and setting. The student book content has been trialled by a team of PSHE teachers and RSE experts. · Printable PDFs and customisable Word files are available to download from collins.co.uk
£160.00
Dalkey Archive Press Walaschek's Dream
"Originally published in Italian as Il Sogno di Walacek by Guilio Elinaudi Editore S.p.A., 1991."
£9.99
HarperCollins Publishers Inc Warriors: Omen of the Stars #1: The Fourth Apprentice
Erin Hunter's #1 nationally bestselling Warriors series continues in Warriors: Omen of the Stars-now featuring fierce new art. The first book in this fourth series, Warriors: Omen of the Stars #1: The Fourth Apprentice, brings more adventure, intrigue, and thrilling battles to the epic world of the warrior Clans. It has been foretold that Jayfeather, Lionblaze, and one other cat will hold the power of the stars in their paws. Now they must wait for a sign from StarClan to tell them which of their Clanmates will complete the prophecy.
£7.99
Hachette Children's Group Horrid Henry Early Reader: Horrid Henry and the Football Fiend: Book 6
Early Readers are stepping stones from picture books to reading books. A blue Early Reader is perfect for sharing and reading together. A red Early Reader is the next step on your reading journey.Horrid Henry is determined to win the class football match and defeat Moody Margaret, by whatever means necessary...
£7.78
Sage Publications Ltd Research Methods and Design in Psychology
This accessible introductory text addresses the core knowledge domain of research methods. It provides concise coverage of the central concepts, techniques, problems and debates in this key area, while encouraging a critical approach and developing students′ higher level skills. Activities help readers build the underpinning generic critical thinking and transferable skills they need in order to become independent learners, and to meet the relevant requirements of their programme of study. The text provides core information on designing psychology research studies with key chapters on both quantitative and qualitative designs. Other chapters look at ethics, common problems, and advances and innovations.
£31.99
Broadview Press Ltd Joseph Andrews
Joseph Andrews, first published in 1742, is in part a parody of Samuel Richardson’s Pamela. But whereas Richardson’s novel is marked by the virtues of female chastity and the triumph of steadfast morality, Fielding’s Joseph Andrews is peopled with lascivious women, thieves, hypocrites, and general fools. As we follow the characters in their travels, what unfolds is a lively panoramic satire of mid-Georgian England.
£20.89
Brepols N.V. Relics, Identity, and Memory in Medieval Europe
£145.49
£9.00
Taylor & Francis Ltd Aspiration, Representation and Memory: The Guise in Europe, 1506–1688
Exploiting the turbulence and strife of sixteenth-century France, the House of Guise arose from a provincial power base to establish themselves as dominant political players in France and indeed Europe, marrying within royal and princely circles and occupying the most important ecclesiastical and military positions. Propelled by ambitions derived from their position as cadets of a minor sovereign house, they represent a cadre of early modern elites who are difficult to categorise neatly: neither fully sovereign princes nor fully subject nobility. They might have spent most of their time in one state, France, but their interests were always ’trans-national’; contested spaces far from the major centres of monarchical power - from the Ardennes to the Italian peninsula - were frequent theatres of activity for semi-sovereign border families such as the Lorraine-Guise. This nexus of activity, and the interplay between princely status and representation, is the subject of this book. The essays in this collection approach Guise aims, ambitions and self-fashioning using this ’trans-national’ dimension as context: their desire for increased royal (rather than merely princely) power and prestige, and the use of representation (visual and literary) in order to achieve it. Guise claims to thrones and territories from Jerusalem to Naples are explored, alongside the Guise ’dream of Italy’, with in-depth studies of Henry of Lorraine, fifth Duke of Guise, and his attempts in the mid-seventeenth century to gain a throne in Naples. The combination of the violence and drama of their lives at the centres of European power and their adroit use of publicity ensured that versions of their strongly delineated images were appropriated by chroniclers, playwrights and artists, in which they sometimes featured as they would have wished, as heroes and heroines, frequently as villains, and ultimately as characters in the narratives of national heritage.
£130.00
John Wiley and Sons Ltd Strategic Management: Issues and Cases
This highly popular introduction to strategic management has now been revised to take account of the latest developments in the field. New edition of a highly popular introduction to strategic management. Provides a clear framework for understanding the issues in corporate strategy, supported by current case examples. Revised to take account of the latest development in the field. Now features twelve new cases. Includes new chapters on issues relating to the resource-based view of the firm, innovation, learning, and the ‘new economy’. Includes a new concluding chapter looking at present and future issues in strategic management. Continues to combine the latest management concepts with and emphasis on current business applications and implementation.
£24.29
Kogan Page Ltd Customer-Centric Marketing: Supporting Sustainability in the Digital Age
Two of the major parallel challenges facing businesses today are how to adapt to the changes of fast-paced, fragmenting markets and how to grow a business whilst engaging in recognisably sustainable practices. It is not enough to just be sustainable, it is about communicating it and getting the customer involved in the message. Customer-Centric Marketing shows readers how sustainable development practices and digital marketing techniques work naturally together to add value, leading to improved customer satisfaction, better professional relationships and increased effectiveness. Ideal for senior marketing professionals and students on digital marketing or marketing strategy modules who wish to utilise the benefits of sustainable development and forms of digital marketing, this accessible and straight to-the-point book uses case studies to show how the marketing theories and tools work in actual business scenarios. Customer-Centric Marketing covers contemporary issues such as the increasing use of mobile, QR codes and social network sites for consumers interested in ethical, environmental and sustainable marketing.
£26.99
Jessica Kingsley Publishers Living Well with Dementia through Music: A Resource Book for Activities Providers and Care Staff
Music is an essential tool in dementia care. This accessible guide embraces ways in which music can enhance the daily lives of those with dementia. It draws on the expertise of practitioners regularly working in dementia settings, as well as incorporating research on people with dementia, to help anyone, whether or not they have any musical skills or experience, to successfully use music in dementia care.Guiding the reader through accessible activities with singing, percussion, sounding bowls and other musical tools, the book shows how music may can be used from the early to late stages of dementia. This creative outlet can extend to inspire dance, movement, poetry and imagery. The chapters include creative uses of technology, such as tablets and personal playlists.The book also covers general considerations for using music with people living with dementia in institutional settings, including evaluating and recording outcomes.Living Well with Dementia through Music is the perfect go-to guide for music-based activities with people living with dementia.
£25.39
Liverpool University Press Appian: Wars of the Romans in Iberia
Appian wrote his Roman History in the second century AD as a series of books arranged geographically to chronicle the rise of the Roman Empire. His Iberike, of which this is the first translation with historical commentary in English, deals with the Romans' wars in the Iberian peninsula from the third to the first centuries BC. It is the only continuous source for much of the history of this crucial period in one of the earliest regions of Rome's imperial expansion, and so fills in the gap made by the loss of Livy's later books. He describes the major campaigns of the conquest from the defeat of the Carthaginians by Scipio Africanus, the wars against the Celtiberians, the war against the Lusitanians under Viriathus and the siege of Numantia. The value of the text is not merely as a chronicle of otherwise obscure events, Appian was an historian who deserves to be studied in his own right. This scholarly edition presents the Greek text with facing-page English translation, accompanied by an introduction, historical commentary and copious notes.
£25.29
Austin Macauley Publishers LLC Brothers
£12.09
Little, Brown & Company Gus & Me: The Story of My Granddad and My First Guitar
£18.00
Simon & Schuster Children's Publishing Keep Climbing, Girls
£17.99
University of British Columbia Press Cross-Cultural Caring, 2nd ed.: A Handbook for Health Professionals
As North America’s ethnic populations increase, health care and social service workers are recognizing that in order to provide culturally sensitive and effective treatment programs they must be more aware of the particular needs of their ethnic patients. This newly revised edition of Cross-Cultural Caring: A Handbook for Health Professionals describes Vietnamese, Cambodian and Laotian, Chinese, Japanese, Iranian, South Asian, and Central American ethno-cultural groups. It stresses the need to understand both the cultural beliefs and the daily life concerns facing immigrants, such as work, income, child-rearing, and aging, all of which impinge on health.Reflecting the questions health professionals most often ask about immigrant groups, each chapter describes one ethno-cultural community, discussing such issues as childbirth, mental illness, dental care, hospitalization, and death, as well as home country culture, common reasons for emigrating, and challenges in adjusting to a new culture.This new edition provides up-to-date statistics and fresh analysis, responding to changing trends in immigration. Additional material includes a new chapter addressing the special circumstances of refugees; short real-life stories of immigrants’ and refugees’ experiences; and a thorough, easy-to-use index.
£35.00
Accelerated Education Publications Ltd KS2 Maths Year 3/4 Testbook 1: Standard 15 Minute Tests
Each test should take about 15 minutes, however it is more important that a child completes the test accurately and does not rush their answers. Children will speed up naturally with practice. These tests extend children's learning beyond their expected age-related National Curriculum standard. The testbook provides practice for SATs, GL Assessment and CEM 11+ exams, CATs, the Northern Ireland Transfer Test, Common Entrance and scholarship examinations for independent schools, and all other styles of mathematical test. The testbooks are designed to be used in conjunction with the KS2 Maths workbooks as an additional learning tool. After completion, the maths testpack should be used for final exam preparation. Answers, Progress Charts and a Certificate of Achievement are included at the end of the book. All our materials have been rigorously classroom tested. The methodologies have been successfully used in AE Tuition classes for over 20 years.
£10.15
Accelerated Education Publications Ltd 11+ Non-verbal Reasoning Year 5-7 Testbook 3: Standard & Multiple-choice 30 Minute Tests
This testbook is designed to be used in conjunction with our 11+ Non-verbal Reasoning workbooks as an additional learning tool. During an intense learning phase, children also improve their Non-verbal Reasoning skills through a testing process, provided that the main emphasis is focused on acquiring techniques from our workbooks. The tests are not exclusively book specific but they are progressive and give extra practice in most of the techniques contained in the Non-verbal Reasoning workbooks. Each test should take about 30 minutes, however it is more important that a child completes the test accurately and does not rush their answers. Children will speed up naturally with practice.
£10.15
Daylight Books I Write Artist Statements
This delightful little paperback consists of humorously inventive fictionalized artist statements. The recent explosion of interest in academic art programs around the world has led to a dramatic increase in overwritten, hyperbolic artist statements. I Write Artist Statements skewers popular art school clichés while describing impossible projects that simply could not exist off of the printed page.
£12.68
Insight Editions The Extraordinary Book That Makes You An Artist
A one-of-a-kind project book that turns into an art portfolio whilst turning its reader into an artist.Anyone can be an artist! The Extraordinary Book That Makes You An Artist turns itself into paintings, sculptures, color wheels, golden ratio tools, viewfinders, surrealist games, op art and pop art, and more! Each page is a fun and unique project that any artist of any age can create and is filled with facts about art technique, color, and style. The cover becomes a keepsake portfolio to house all of the completed creations, making a personal art show to visit again and again. 30 ART PROJECTS: From color wheels to cubism, portraiture to pop art, sculpture to spin art, the projects in this book use a variety of techniques, styles, and media to create inspiring art. KEEPSAKE PORTFOLIO: The cover becomes a portfolio to house the completed creations. LEARN ART SKILLS, TERMS AND FACTS: Filled with facts about art techniques, skills and ideas. SUPPORTS STEAM: Creating art is an essential element of STEAM learning, which encourages proficiency in science, technology, engineering, art, and math. FOR ARTISTS OF ALL AGES: Projects can be completed by children on their own, with friends, or guided by adults. ENCOURAGES CREATIVITY AND INNOVATION: Young artists will develop their skills and ideas, and knowledge to think and create.
£16.94
Red Wheel/Weiser Ossman & Steel's Classic Household Guide to Appalachian Folk Healing: A Collection of Old-Time Remedies, Charms, and Spells
£13.99
Simon & Schuster Books for Young Readers Can One Balloon Make an Elephant Fly?
£17.99
Johns Hopkins University Press The Myth of the Superhero
A refugee from his broken planet who saves earth (more than once), Superman was sent to America as his father's final act before dying. Does this make him the ultimate immigrant success story? Disillusioned with a crime-filled world, Bruce Wayne seeks guidance from a shaman and transforms himself into the flawlessly moral Batman. Through a series of close readings of DC and Marvel comics, Marco Arnaudo explores the influence of religion and myth on superhero stories as well as their relationship to the classical epic and baroque style. Superheroes embody the most positive and inclusive aspects of American culture. Arnaudo asserts that, amidst the exciting action, tender love stories, and tales of self-sacrifice, superheroes are role models for tolerance and moral decision making. Translated for the first time into English, The Myth of the Superhero looks beyond the cape, the mask, and the superpowers, presenting a serious study of the genre and its place in a broader cultural context.
£29.69
OM Book Service Loose-Leaf for Introduction to Business Analytics
£183.79
HarperCollins Publishers Inc Broken Pride
£16.99
Edward Elgar Publishing Ltd Advertising and the Marketplace: An Economics Perspective
This accessible and comprehensive textbook explores the role of advertising in the marketplace. It investigates how firms' advertising strategies are informative, persuasive or add value to the product advertised. The book explains in detail empirical methodologies used to identify the impact of advertising on consumer demand and on market structure, and reviews some recent empirical findings. It concludes with an in-depth exploration of digital advertising and auctions along with a framework for current antitrust investigations into two-sided platforms (Google, Facebook) that are funded by advertising revenues.How advertising works in the marketplace, and whether it works well, is a complex question to address because there are three sets of players involved–the firms that advertise their products, the potential consumers who view the ads and the platform or medium that intermediates between them. Understanding how these three sets of players interact is the key to understanding the role of advertising in a market economy. The book begins by looking at the rise of advertising in market economies, a phenomenon not accounted for in standard textbook microeconomic models and carefully explains why. This is followed by an examination, both theoretical and empirical, of how firms strategically use advertising to reach consumers and expand the demand for their products. There are also chapters focused on the challenges of deceptive advertising and regulation. The final chapters investigate how two-sided platforms, such as Google and Facebook, are sustained by advertising revenues, and include a review of auction theory and the structure of advertising auction exchanges. These chapters also provide a detailed analysis of public policy issues, including media bias and antitrust concerns.While designed for use by students in any course that covers the economics of advertising, this book is also an excellent resource for any reader interested in a deeper understanding of this important topic.
£32.95