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e-book
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign. The book takes a rare look ”behind the curtain“ — even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice, and get a flavor for the exciting field of advertising and promotion. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
- Subjects:
- Marketing and Communication
- Keywords:
- Sales promotion Advertising Marketing Textbooks
- Resource Type:
- e-book
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e-book
Personal Finance by Rachel Siegel and Carol Yacht is a comprehensive Personal Finance text which includes a wide range of pedagogical aids to keep students engaged and instructors on track. This book is arranged by learning objectives. The headings, summaries, reviews, and problems all link together via the learning objectives. This helps instructors to teach what they want, and to assign the problems that correspond to the learning objectives covered in class. Personal Finance includes personal finance planning problems with links to solutions, and personal application exercises, with links to their associated worksheet(s) or spreadsheet(s). In addition, the text boasts a large number of links to videos, podcasts, experts' tips or blogs, and magazine articles to illustrate the practical applications for concepts covered in the text. Rachel would love to hear from you. If you have questions about teaching with her book, comments about teaching Personal Finance, or just feedback, feel free to email her at rachelsiegelcfa@hughes.net. This textbook has been used in classes at: Miami University.
- Subjects:
- Finance
- Keywords:
- Investments Finance Personal Textbooks
- Resource Type:
- e-book
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e-book
This book is intended for the Risk Management and Insurance course where Risk Management is emphasized. When we think of large risks, we often think in terms of natural hazards such as hurricanes, earthquakes or tornados. Perhaps man-made disasters come to mind such as the terrorist attacks in the U.S. on September 11, 2001. Typically we have overlooked financial crises, such as the credit crisis of 2008. However, these types of man-made disasters have the potential to devastate the global marketplace. Losses in multiple trillions of dollars and in much human suffering and insecurity are already being totaled, and the global financial markets are collapsing as never before seen. We can attribute the 2008 collapse to financially risky behavior of a magnitude never before experienced. The 2008 U.S. credit markets were a financial house of cards. A basic lack of risk management (and regulators' inattention or inability to control these overt failures) lay at the heart of the global credit crisis. This crisis started with lack of improperly underwritten mortgages and excessive debt. Companies depend on loans and lines of credit to conduct their routine business. If such credit lines dry up, production slows down and brings the global economy to the brink of deep recession—or even depression. The snowballing effect of this failure to manage the risk associated with providing mortgage loans to unqualified home buyers have been profound, indeed. When the mortgages failed because of greater risk- taking on the Street, the entire house of cards collapsed. Probably no other risk-related event has had, and will continue to have, as profound an impact world wide as this risk management failure. How was risk in this situation so badly managed? What could firms and individuals have done to protect themselves? How can government measure such risks (beforehand) to regulate and control them? These and other questions come to mind when we contemplate the consequences of this risk management fiasco. Standard risk management practice would have identified sub-prime mortgages and their bundling into mortgage-backed-securities as high risk. People would have avoided these investments or would have put enough money into reserve to be able to withstand defaults. This did not happen. Accordingly, this book may represent one of the most critical topics of study that the student of the 21st century could ever undertake. Risk management will be a major focal point of business and societal decision—making in the 21st century. A separate focused field of study, it draws on core knowledge bases from law, engineering, finance, economics, medicine, psychology, accounting, mathematics, statistics and other fields to create a holistic decision-making framework that is sustainable and value- enhancing. This is the subject of this book.
- Subjects:
- Management
- Keywords:
- Risk management Risk (Insurance) Textbooks
- Resource Type:
- e-book
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e-book
Squeak is a modern open-source development environment for the classic Smalltalk-80 programming language. Despite being the first purely object-oriented language and environment, Smalltalk is in many ways still far ahead of its successors in promoting a vision of an environment where everything is an object, and anything can change at run-time. Squeak by Example, intended for both students and developers, will guide you gently through the Squeak language and environment by means of a series of examples and exercises. The book helps you get started with A Quick Tour of Squeak and guides you through A First Application. The Smalltalk language is introduced in three chapters on Syntax in a Nutshell, Understanding Message Syntax and The Smalltalk Object Model. Development with Squeak is covered in The Squeak Programming Environment and SUnit. Several of the key classes are presented in chapters on Basic Classes, Collections, Streams and Morphic. The first edition of the book concludes with chapters on Classes and Metaclasses and Frequently Asked Questions.
- Subjects:
- Computing
- Keywords:
- Multimedia systems Squeak Textbooks Smalltalk-80 (Computer program language)
- Resource Type:
- e-book
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e-book
This book presents standard intermediate microeconomics material and some material that, in the authors' view, ought to be standard but is not. Introductory economics material is integrated. Standard mathematical tools, including calculus, are used throughout. The book easily serves as an intermediate microeconomics text, and can be used for a relatively sophisticated undergraduate who has not taken a basic university course in economics. The focus of this book is on the conceptual tools and not on fluff. As such, it reflects the approach actually adopted by the majority of economists for understanding economic activity. There are lots of models and equations, and no pictures of economists ;-) Economic analysis is used in many situations. When British Petroleum sets the price for Alaskan crude oil, it uses an estimated demand model, both for gasoline consumers and also for the refineries to which BP sells. Economic analysis was used by experts in the antitrust suit brought by the U.S. Department of Justice both to understand Microsoft's incentive to foreclose (eliminate from the market) rival Netscape and consumer behavior in the face of alleged foreclosure. Stock market analysts use economic models to forecast the profits of companies to predict the price of their stocks. When the government forecasts the budget deficit or considers a change in environmental regulations, it uses economic models. This book presents the building blocks of the models in common use by an army of economists thousands of times per day. This book, plus econometrics, provides most of the economic analysis tools to take upper division economics courses of any type.
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e-book
Genre studies and genre approaches to literacy instruction continue to develop in many regions and from a widening variety of approaches. Genre has provided a key to understanding the varying literacy cultures of regions, disciplines, professions and educational settings. Genre in a Changing World,edited by Charles Bazerman, Adair Bonini, and Débora Figueiredo,provides a wide-ranging sampler of the remarkable variety of current work. The twenty-four chapters in this volume, reflecting the work of scholars in Europe, Australasia, North and South America, were selected from more than 400 presentations at SIGET IV (the Fourth International Symposium on Genre Studies), held on the campus of UNISUL in Tubarão, Santa Catarina, Brazil in August 2007—the largest gathering on genre to that date. The chapters also represent a wide variety of approaches including rhetoric, Systemic Functional Linguistics, media and critical cultural studies, sociology, phenomenology, enunciation theory, the Geneva school of educational sequences, cognitive psychology, relevance theory, sociocultural psychology, activity theory, Gestalt psychology, and schema theory. Sections are devoted to theoretical issues, studies of genres in the professions, studies of genre and media, teaching and learning genre, and writing across the curriculum. The broad selection of material in this volume displays the full range of contemporary genre studies and sets the ground for a next generation of work.
- Subjects:
- English Language
- Keywords:
- Language arts -- Correlation with content subjects Report writing -- Study teaching English language -- Rhetoric -- Study teaching Textbooks
- Resource Type:
- e-book
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e-book
This book was written for an experimental freshman course at the University of Colorado. The course is now an elective that the majority of our electrical and computer engineering students take in the second semester of their freshman year, just before their first circuits course. Our department decided to offer this course for several reasons: we wanted to pique student' interest in engineering by acquainting them with engineering teachers early in their university careers and by providing with exposure to the types of problems that electrical and computer engineers are asked to solve; we wanted students entering the electrical and computer engineering programs to be prepared in complex analysis, phasors, and linear algebra, topics that are of fundamental importance in our discipline; we wanted students to have an introduction to a software application tool, such as MATLAB, to complete their preparation for practical and efficient computing in their subsequent courses and in their professional careers; we wanted students to make early contact with advanced topics like vector graphics, filtering, and binary coding so that they would gain a more rounded picture of modern electrical and computer engineering. In order to introduce this course, we had to sacrifice a second semester of Pascal programming. We concluded that the sacrifice was worth making because we found that most of our students were prepared for high-level language computing after just one semester of programming. We believe engineering educators elsewhere are reaching similar conclusions about their own students and curriculums. We hope this book helps create a much needed dialogue about curriculum revision and that it leads to the development of similar introductory courses that encourage students to enter and practice our craft.Students electing to take this course have completed one semester of calculus, computer programming, chemistry, and humanities. Concurrently with this course, students take physics and a second semester of calculus, as well as a second semester in the humanities. By omitting the advanced topics marked by asterisks, we are able to cover Complex Numbers through Linear Algebra, plus two of the three remaining chapters. The book is organized so that the instructor can select any two of the three. If every chapter of this book is covered, including the advanced topics, then enough material exists for a two-semester course. The first three chapters of this book provide a fairly complete coverage of complex numbers, the functions e^x and e^jand phasors. Our department philosophy is that these topics must be understood if a student is to succeed in electrical and computer engineering. These three chapters may also be used as a supplement to a circuits course. A measured pace of presentation, taking between sixteen and eighteen lectures, is sufficient to cover all but the advanced sections in Complex Numbers through Phasors. The chapter on "linear algebra" is prerequisite for all subsequent chapters. We use eight to ten lectures to cover it. We devote twelve to sixteen lectures to cover topics from Vector Graphics through Binary Codes. (We assume a semester consisting of 42 lectures and three exams.) The chapter on vector graphics applies the linear algebra learned in the previous chapter to the problem of translating, scaling, and rotating images. "Filtering" introduces the student to basic ideas in averaging and filtering. The chapter on "Binary Codes" covers the rudiments of binary coding, including Huffman codes and Hamming codes. If the users of this book find "Vector Graphics" through "Binary Codes" too confining, we encourage them to supplement the essential material in "Complex Numbers" through "Linear Algebra" with their own course notes on additional topics. Within electrical and computer engineering there are endless possibilities. Practically any set of topics that can be taught with conviction and enthusiasm will whet the student's appetite. We encourage you to write to us or to our editor, Tom Robbins, about your ideas for additional topics. We would like to think that our book and its subsequent editions will have an open architecture that enables us to accommodate a wide range of student and faculty interests. Throughout this book we have used MATLAB programs to illustrate key ideas. MATLAB is an interactive, matrix-oriented language that is ideally suited to circuit analysis, linear systems, control theory, communications, linear algebra, and numerical analysis. MATLAB is rapidly becoming a standard software tool in universities and engineering companies. (For more information about MATLAB, return the attached card in the back of this book to The MathWorks, Inc.) MATLAB programs are designed to develop the student's ability to solve meaningful problems, compute, and plot in a high-level applications language. Our students get started in MATLAB by working through “An Introduction to MATLAB,” while seated at an IBM PC (or look-alike) or an Apple Macintosh. We also have them run through the demonstration programs in "Complex Numbers". Each week we give three classroom lectures and conduct a one-hour computer lab session. Students use this lab session to hone MATLAB skills, to write programs, or to conduct the numerical experiments that are given at the end of each chapter. We require that these experiments be carried out and then reported in a short lab report that contains (i) introduction, (ii) analytical computations, (iii) computer code, (iv) experimental results, and (v) conclusions. The quality of the numerical results and the computer graphics astonishes students. Solutions to the chapter problems are available from the publisher for instructors who adopt this text for classroom use. We wish to acknowledge our late colleague Richard Roberts, who encouraged us to publish this book, and Michael Lightner and Ruth Ravenel, who taught "Linear Algebra" and "Vector Graphics" and offered helpful suggestions on the manuscript. We thank C. T. Mullis for allowing us to use his notes on binary codes to guide our writing of "Binary Codes". We thank Cédric Demeure and Peter Massey for their contributions to the writing of "An Introduction to MATLAB" and "The Edix Editor". We thank Tom Robbins, our editor at Addison-Wesley, for his encouragement, patience, and many suggestions. We are especially grateful to Julie Fredlund, who composed this text through many drafts and improved it in many ways. We thank her for preparing an excellent manuscript for production.
- Subjects:
- Electrical Engineering and Computing
- Keywords:
- Computer engineering MATLAB Electrical engineering Textbooks
- Resource Type:
- e-book
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e-book
Most books that use MATLAB are aimed at readers who know how to program. This book is for people who have never programmed before. As a result, the order of presentation is unusual. The book starts with scalar values and works up to vectors and matrices very gradually. This approach is good for beginning programmers, because it is hard to understand composite objects until you understand basic programming semantics. But there are problems: The MATLAB documentation is written in terms of matrices, and so are the error messages. To mitigate this problem, the book explains the necessary vocabulary early and deciphers some of the messages that beginners find confusing. Many of the examples in the first half of the book are non-standard MATLAB. I address this problem in the second half by translating the examples into a more idiomatic style. The book puts a lot of emphasis on functions, in part because they are an important tool for controlling program complexity, and also because they are useful for working with MATLAB tools like fzero and ode45. I assume that readers know calculus, differential equations, and physics, but not linear algebra. I explain the math as I go along, but the descriptions might not be enough for someone who hasn't seen the material before. There are small exercises within each chapter, and a few larger exercises at the end of some chapters.
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e-book
All of the mathematics required beyond basic calculus is developed “from scratch.” Moreover, the book generally alternates between “theory” and “applications”: one or two chapters on a particular set of purely mathematical concepts are followed by one or two chapters on algorithms and applications; the mathematics provides the theoretical underpinnings for the applications, while the applications both motivate and illustrate the mathematics. Of course, this dichotomy between theory and applications is not perfectly maintained: the chapters that focus mainly on applications include the development of some of the mathematics that is specific to a particular application, and very occasionally, some of the chapters that focus mainly on mathematics include a discussion of related algorithmic ideas as well. The mathematical material covered includes the basics of number theory (including unique factorization, congruences, the distribution of primes, and quadratic reciprocity) and of abstract algebra (including groups, rings, fields, and vector spaces). It also includes an introduction to discrete probability theory—this material is needed to properly treat the topics of probabilistic algorithms and cryptographic applications. The treatment of all these topics is more or less standard, except that the text only deals with commutative structures (i.e., abelian groups and commutative rings with unity) — this is all that is really needed for the purposes of this text, and the theory of these structures is much simpler and more transparent than that of more general, non-commutative structures. There are a few sections that are marked with a “(∗),” indicating that the material covered in that section is a bit technical, and is not needed else- where. There are many examples in the text, which form an integral part of the book, and should not be skipped. There are a number of exercises in the text that serve to reinforce, as well as to develop important applications and generalizations of, the material presented in the text. Some exercises are underlined. These develop important (but usually simple) facts, and should be viewed as an integral part of the book. It is highly recommended that the reader work these exercises, or at the very least, read and understand their statements. In solving exercises, the reader is free to use any previously stated results in the text, including those in previous exercises. However, except where otherwise noted, any result in a section marked with a “(∗),” or in §5.5, need not and should not be used outside the section in which it appears. There is a very brief “Preliminaries” chapter, which fixes a bit of notation and recalls a few standard facts. This should be skimmed over by the reader. There is an appendix that contains a few useful facts; where such a fact is used in the text, there is a reference such as “see §An,” which refers to the item labeled “An” in the appendix.
- Subjects:
- Mathematics and Statistics
- Keywords:
- Number theory Algebra Textbooks Computer science -- Mathematics
- Resource Type:
- e-book
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e-book
This is a "first course" in the sense that it presumes no previous course in probability. The mathematical prerequisites are ordinary calculus and the elements of matrix algebra. A few standard series and integrals are used, and double integrals are evaluated as iterated integrals. The reader who can evaluate simple integrals can learn quickly from the examples how to deal with the iterated integrals used in the theory of expectation and conditional expectation. Appendix B provides a convenient compendium of mathematical facts used frequently in this work. And the symbolic toolbox, implementing MAPLE, may be used to evaluate integrals, if desired. In addition to an introduction to the essential features of basic probability in terms of a precise mathematical model, the work describes and employs user defined MATLAB procedures and functions (which we refer to as m-programs, or simply programs) to solve many important problems in basic probability. This should make the work useful as a stand-alone exposition as well as a supplement to any of several current textbooks. Most of the programs developed here were written in earlier versions of MATLAB, but have been revised slightly to make them quite compatible with MATLAB 7. In a few cases, alternate implementations are available in the Statistics Toolbox, but are implemented here directly from the basic MATLAB program, so that students need only that program (and the symbolic mathematics toolbox, if they desire its aid in evaluating integrals). Since machine methods require precise formulation of problems in appropriate mathematical form, it is necessary to provide some supplementary analytical material, principally the so-called minterm analysis. This material is not only important for computational purposes, but is also useful in displaying some of the structure of the relationships among events.
- Subjects:
- Mathematics and Statistics
- Keywords:
- Probabilities MATLAB Textbooks
- Resource Type:
- e-book