Advertising: A Very Short Introduction

John Wanamaker famously observed that "half the money I spend on advertising is wasted; the trouble is, I don't know which half." Indeed, though advertising is pervasive in our society, how it works (if and when it works) is not a question most of us can answer. In this Very Short Introduction, Winston Fletcher, a seasoned advertising veteran with extensive inside knowledge, offers an illuminating look at this billion-dollar business, dispelling some of the myths and misunderstandings surrounding the industry.

Ancient Egypt: Foundations of a Civilization

Ancient Egypt: The Origins will offer a beautifully illustrated, easy-to-read text covering the formative era of the Egyptian civilization: the age before the pyramids.
* The first highly illustrated book on Egyptian pre-history for non-specialists
* Contains all the facts Egypt fans are eager to learn: Who was the First Pharoah? When did burial grounds become Pyramids?
* The story of Brewer’s own archaeological expeditions brings the history to life

Himalayan Fermented Foods: Microbiology, Nutrition, and Ethnic Values

The magnificent Himalayan Mountains, the highest in the world and home to the famed Mount Everest and K2, are also imbued with a rich diversity of ethnic fermented foods. Dr. Jyoti Prakash Tamang, one of the leading authorities on food microbiology, has studied Himalayan fermented foods and beverages for the last twenty-two years. His comprehensive volume, Himalayan Fermented Foods: Microbiology, Nutrition, and Ethnic Values catalogs the great variety of common as well as lesser-known fermented foods and beverages.

Calculus: How Calculus Works

Who else want to be successful in mathematics? Calculus often causes panic in students, but with this book, that soon can be a thing of the past. Full of clear explanations and written by a highly experienced and sympathetic teacher with many years of experience in preparing students for advanced mathematics examinations, this is a definite must-have book for all students studying mathematics.

Epidemiology

Provides new and updated figures, references and concept examples to keep you absolutely current - new information has been added on Registration of Clinical Trials, Case-Cohort Design, Case-Crossover Design, and Sources and Impact of Uncertainty (disease topics include: Obesity, Asthma, Thyroid Cancer, Helicobacter Pylori and gastric/duodenal ulcer and gastric cancer, Mammography for women in their forties) - expanded topics include Person-time.