Harness commercial marketing techniques to spark social change! American Express, Avon, BMW, Kellogg’s, Liz Claiborne, McDonald’s, Reebok, and other corporations have embraced social and cause-related marketing as a way to connect with their customers. This vital book examines the “how and why” as well as the causes and effects of this fast-growing trend in marketing. Social Marketing brings you: an overview of recent global developments in social marketing a study comparing the effectiveness of a CRM program with that of “ambush” advertising a case study of Hungersite.com that investigates motivations for donating time, money, and other resources to charities a wary look at the “darker side” of globalization and liberalization and more!
Convert the latest genomic data to the most effective patient management and treatment approaches Clinical Genomics helps healthcare providers translate the vast amount of new genomic data into successful clinical application. It is a comprehensive textbook and practical guide to the use of this information across a broad spectrum of adult diseases – from individual differences in drug responses, cardiac andcancer risks to Alzheimer's and other neurological and psychiatric disorders. While traditional textbooks on medical genetics focus on classic Mendelian disorders, Clinical Genomics discusses the everyday application of genetic assessment and the diagnostic, therapeutic, and preventiveimplications to the most common adult diseases that healthcare providers encounter. Covering approximately 200 conditions, it is a true clinical text for use across all of internal medicine. Coverage of each condition is presented in a consistent,clinically relevant manner and includes: Key Points Diagnostic Criteria and Clinical Characteristics Screening and C ounseling Management and Treatment Molecular Genetics and Molecular Mechanism Supplementary Information More than ten valuable appendices, include Genetic Privacy; Race, Ancestry, and Genetics; Personalized Medicine in Clinical Practice; Clinical Interpretationof Genomic Data; and Genetic Risk Profiling in the Genomics Era. Clinical Genomics is essential for internists, primary care physicians, and other healthcare providers who wish to increase their knowledge of the gene-and-protein level care of patients in a clinical setting.
Turn to the field's definitive text for a thoroughunderstanding of the clinical and scientific aspects of pulmonary medicine Since 1980, Fishman's Pulmonary Diseases and Disorders has delivered unparalleled coverage of pulmonary medicine and the underlying basic and applied science upon which clinical practice is based. The Fifth Edition, with 270 contributing authors, includes over 2,000 illustrations, 60 videos, and 18,000 references. The book opens with a comprehensive overview of the scientific basis of lung function in health and disease. It then provides detailed coverage of the broad array of diseases and disorders affecting the respiratory system, including obstructive and restrictive diseases, pulmonary vascular disorders, sleep-disordered breathing, lung neoplasms,respiratory infections, and respiratory failure, among others. The Fifth Edition has been completely updated to reflect the many advancements that have been made in pulmonary medicine over the past few years, including: Molecular development of the lung Stem cells and respiratory disease Genetics of pulmonary disease and the growth of personalized medicine Technical advances in lung transplantation Growth in immunology and immunosuppressive management Diagnosis and treatment of pulmonary hypertension Circadian rhythms and sleep biology Rapid evolution in lung imaging techniques, including functional imaging Contemporary interventional bronchoscopic techniques You will also find state-of-the-art coverage of thelatest topics in critical care medicine, including: Early diagnosis and management of sepsis Multiple organ dysfunction syndrome (MODS) Acute respiratory distress syndrome (ARDS) Management of agitation and delirium in the ICU The newly defined entity of "chronic critical illness
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