With the launch of the first edition of Integrated marketing communication (IMC) in 2001, it was the first title with this title; currently it still is. In recent international publications on this topic, authors have questioned the use of the concept IMC, preferring integrated brand promotion (IBP). These authors argue that IMC emphasises the communication effort, but that IBP goes beyond this, and they postulate that coordinated promotional messages need to have brand-building effects and not just communication effects. By implication it can be deduced from that statement that integrated marketing communication does not contain brand-building effects - which, of course, is not true. The use of the term promotion is also too limiting and refers to a specific communication device, therefore the authors of this book contend that IMC is still valid. The authors' view is that the brand is crucial and must be the focus when the situation and strategy require it. The central role of brand has been addressed in this title, and the importance is frequently mentioned in the various applications of the IMC elements. Since the publication of the second edition in 2005, valuable comments have been received from users. The validity of information was re-assessed, and new updates were made in terms of theory and South African market statistics. In addition, new cases have been included in various chapters, measurement techniques have been added in each chapter and more examples have been included.

This superbly illustrated work provides short accounts of the lives and scientific contributions of all of the major pioneers of Tropical Medicine. Largely biographical, the stories discussed enlighten a new generation of scientists to the advances made by their predecessors. Written by Gordon Cook, contributor to the hugely popular "Manson s Tropical Diseases," this report discusses the pioneers themselves and offers a global accounting of their experiences at the onset of the discipline.

Precision oncology offers a hugely exciting opportunity to personalise cancer treatments and prevention for the benefit of the individual but does present great challenges at present, both scientific and ethical. We now have the capacity to identify the abnormalities in genes and proteins that introduce the risk of individuals developing cancer and are responsible for the classical behaviour of a cancer. Having done this, healthcare teams are able to better diagnose cancer, evolve preventive strategies, and develop and deploy targeted cancer therapies. Precision oncology involves better prevention strategies and ensuring that therapeutic interventions can be concentrated on those who will benefit, reducing expense and sparing side effects for those who will not. This new educational resource provides an overview of the latest progress in developing precision oncology, plus a ground breaking collection of case studies ("Problems") showing precision oncology in practice. It includes a clear, readable summary of developments, alongside real-life case studies, providing a valuable update for all involved in the oncology community.

In this unique, highly detailed examination, Gordon C Cook explores disease in the merchant navy through the history of the Seamen's Hospital Society. From its foundation in 1812, until the present day, the Seamen's Hospital Society has been responsible for the physical welfare of merchant seamen and has headed many remarkable advances in medical science. This handsome volume is ideal for all those with an interest in the Seamen's Hospital Society, medical and naval historians, and general readers with an interest in maritime and naval history.

This volume holds a datelist of 882 radiocarbon determinations carried out between 1988 and 1993 on behalf of the Ancient Monuments Laboratory of English Heritage. It contains supporting information about the samples and the sites producing them, a comprehensive bibliography, and two indexes for reference and analysis. An introduction provides discussion of the character and taphonomy of the dated samples and information about the methods used for the analyses reported and their calibration. The datelist has been collated from information provided by the submitters of the samples and the dating laboratories. Many of the sites and projects from which dates have been obtained are published, although, when some of these measurements were produced, high-precision calibration was not possible for much of the radiocarbon timescale. At this time, there was also only a limited range of statistical techniques available for the analysis of radiocarbon dates. Methodological developments since these measurements were made may allow revised archaeological interpretations to be constructed on the basis of these dates, and so the purpose of this volume is to provide easy access to the raw scientific and contextual data which may be used in further research.

In this unique, highly detailed examination, Gordon C Cook investigates the very beginnings of tropical medicine through the work of Dr George Low (1872-1952). Widely known as the 'father of tropical medicine', Low was a pioneering force in the study of Caribbean diseases and the development of preventative medicine. His work on parisitology and importance of epidemiology and ecology was ground-breaking. This remarkable analysis contains, for the very first time, transcriptions of the thirty-one letters from Low to Sir Patrick Manson, Medical Advisor to the Colonial Office during this expedition. The letters reveal Low's thought processes and landmark discoveries in medical science. This handsome, hardback volume is ideal for all those with an interest in tropical medicine, medical and naval historians, and librarians.

A comprehensive survey of the natural fibers animal, vegetable and mineral on which we depended for our textiles until comparatively recently.

This book offers a comprehensive survey of the man-made fibers, including rayons and other natural polymer fibers, and the true synthetic fibers which have made such rapid progress in modern times.

This volume holds a datelist of 1195 radiocarbon determinations carried out between 1998 and 2003 on behalf of the Ancient Monuments Laboratory of English Heritage. It contains supporting information about the samples and the sites producing them, a comprehensive bibliography, and two indexes for reference and analysis. An introduction provides discussion of the character and taphonomy of the dated samples and information about the methods used for the analyses reported and their calibration. The datelist has been collated from information provided by the submitters of the samples and the dating laboratories. Many of the sites and projects from which dates have been obtained are published, although, when some of these measurements were produced, high-precision calibration was not possible for much of the radiocarbon timescale. At this time, there was also only a limited range of statistical techniques available for the analysis of radiocarbon dates. Methodological developments since these measurements were made may allow revised archaeological interpretations to be constructed on the basis of these dates, and so the purpose of this volume is to provide easy access to the raw scientific and contextual data which may be used in further research.

This volume holds a datelist of 1063 radiocarbon determinations carried out between 1993 and 1998 on behalf of the Ancient Monuments Laboratory of English Heritage. It contains supporting information about the samples and the sites producing them, a comprehensive bibliography, and two indexes for reference and analysis. An introduction provides discussion of the character and taphonomy of the dated samples and information about the methods used for the analyses reported and their calibration. The datelist has been collated from information provided by the submitters of the samples and the dating laboratories. Many of the sites and projects from which dates have been obtained are now published, although, when some of these measurements were produced, high-precision calibration was not possible for much of the radiocarbon timescale. At this time, there was also only a limited range of statistical techniques available for the analysis of radiocarbon dates. Methodological developments since these measurements were made may allow revised archaeological interpretations to be constructed on the basis of these dates, and so the purpose of this volume is to provide easy access to the raw scientific and contextual data which may be used in further research.

This volume holds a datelist of 476 radiocarbon determinations carried out between 2002 and 2004 in support of research funded by English Heritage through the Aggregates Levy Sustainability Fund. It contains supporting information about the samples and the sites producing them, a comprehensive bibliography, and two indexes for reference and analysis. An introduction provides information about the scientific dating undertaken, and methods used for the analyses reported. Details of technical reports available for programmes of luminescence dating and amino-acid racemization funded under this scheme are also provided. The datelist has been collated from information provided by the submitters of samples and the dating laboratories, in order to provide easy access to raw scientific and contextual data which may be used in further research. Many of the sites and projects from which dates have been obtained are published, or are in the process of publication. Full references are given to these reports for those requiring further detail.

In this unique, highly detailed examination, Gordon C Cook explores disease in the merchant navy through the history of the Seamen's Hospital Society. From its foundation in 1812, until the present day, the Seamen's Hospital Society has been responsible for the physical welfare of merchant seamen and has headed many remarkable advances in medical science. This handsome volume is ideal for all those with an interest in the Seamen's Hospital Society, medical and naval historians, and general readers with an interest in maritime and naval history.

John MacAlister's Other Vision traces the history of The Fellowship of Postgraduate Medicine from its formation to the present day. It includes biographies and images of the major figures involved in the institution along with fascinating background information for those involved in postgraduate education. Members of the Fellowship of Postgraduate Medicine will find this book interesting and historically enlightening, as will members of The Royal College of Physicians, The Royal College of Surgeons and worldwide organisations and individuals with an interest in the history and development of postgraduate medical education.