As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organization's ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organizations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace.

Taking a thematic rather than strictly chronological approach, W. F. Bynum, explores the key turning points in the history of Western medicine - such as the first surgical procedures, the advent of hospitals, the introduction of anesthesia, X-Rays, vaccinations, and many other innovations, as well as the rise of experimental medicine. The book also explores Western medicine's encounters with Chinese and Indian medicine, as well as nontraditional treatments such as homeopathy, chiropractic, and other alternative medicines.

In this Very Short Introduction, Simon Horobin investigates how we have arrived at the English we know today and celebrates the way new speakers and new uses mean that it continues to adapt. Engaging with contemporary concerns about correctness, Horobin considers whether such changes are improvements or evidence of slipping standards.

This Very Short Introduction introduces listeners to the key concepts of political philosophy: authority, democracy, freedom and its limits, justice, feminism, multiculturalism, and nationality. Accessible and assuming no previous knowledge of the subject, it encourages the listener to think clearly and critically about the leading political questions of our time. Miller first investigates how political philosophy tackles basic ethical questions such as "how should we live together in society?"

Art history encompasses the study of the history and development of painting, sculpture, and the other visual arts. In this Very Short Introduction audiobook, Dana Arnold presents an introduction to the issues, debates, and artifacts that make up art history. Beginning with a consideration of what art history is, she explains what makes the subject distinctive from other fields of study and also explores the emergence of social histories of art (such as feminist art history and queer art history).

This Very Short Introduction presents the field of fluid mechanics by focusing on the underlying physical ideas and using everyday phenomena to demonstrate them, from dripping taps to swimming ducks. Eric Lauga shows how this set of fundamental physical concepts can be applied to a wide range of flow behaviors and highlights the role of fluid motion in both the natural and industrial worlds. This book also considers future applications of fluid mechanics in science.

If you move at high speed, time slows down, space squashes up, and you get heavier. Travel fast enough and you could weigh as much as a jumbo jet, be flattened thinner than a CD without feeling a thing - and live forever! As for the angles of a triangle, they do not always have to add up to 180 degrees. And then, of course, there are black holes. These are but a few of the extraordinary consequences of Einstein's theory of relativity.

We make choices all the time - about how to spend our money, about how to spend our time, about what to do with our lives. And we are also constantly judging the decisions other people make as rational or irrational. But what kind of criteria are we applying when we say that a choice is rational? What guides our own choices, especially in cases where we don't have complete information about the outcomes? What strategies should be applied in making decisions which affect a lot of people, as in the case of government policy?

The Cold War dominated international life from the end of World War II to the fall of the Berlin Wall in 1989. But how did the conflict begin? Why did it move from its initial origins in Postwar Europe to encompass virtually every corner of the globe? And why, after lasting so long, did the war end so suddenly and unexpectedly? Robert McMahon considers these questions and more, as well as looking at the legacy of the Cold War and its impact on international relations today.

This Very Short Introduction discusses the key concepts of biochemistry, as well as the historical figures in the field and the molecules they studied, before considering the current science and innovations in the field, and the interaction between biochemistry, biotechnology, and synthetic biology.

In this Very Short Introduction, Gerhard L. Weinberg provides an introduction to the origins, course, and impact of the war on those who fought and the ordinary citizens who lived through it. Starting by looking at the inter-war years and the German invasion of Poland in September 1939, he examines how the war progressed by examining a number of key events, including the war in the West in 1940, Barbarossa, the German Invasion of the Soviet Union, the expansion of Japan's war with China, developments on the home front, and the Allied victory from 1944-45.

Was love invented by European poets in the Middle Ages, or is it part of human nature? Will winning the lottery really make you happy? Is it possible to build robots that have feelings? In this Very Short Introduction audiobook, Dylan Evans explores these and many other intriguing questions in this guide to the latest thinking about the emotions.

The process by which nations escape poverty and achieve economic and social progress has been the subject of extensive examination for hundreds of years. The notion of development itself has evolved from an original preoccupation with incomes and economic growth to a much broader understanding of development. In this Very Short Introduction, Ian Goldin considers the contributions that education, health, gender, equity, and other dimensions of human well-being make to development.

This second edition of the Very Short Introduction on ethics has revised and updated aspects of the original to reflect changing times and mores. It highlights the importance of an understanding of approaches to ethics and its foundations, confronted as we are with a fluid and uncertain world of eroding trust, swirling conspiracy theories, and a dismaying loss of respect in public discourse.

Although there are many kinds of love, erotic love has been celebrated in art and poetry as life's most rewarding and exalting experience, worth living and dying for and bringing out the best in ourselves. And yet it has excused, and even been thought to justify, the most reprehensible crimes.

The laws of thermodynamics drive everything that happens in the universe. From the sudden expansion of a cloud of gas to the cooling of hot metal - everything is moved or restrained by four simple laws. This powerful and compact introduction explains what these four laws are and how they work, using accessible language and virtually no mathematics.

For many, the terrorist attacks of September 2001 changed the face of the world, pushing terrorism to the top of political agendas, and leading to a series of world events, including the war in Iraq and the invasion of Afghanistan. The recent terror attacks in various European cities have shown that terrorism remains a crucial issue today. Charting a clear path through the efforts to understand and explain modern terrorism, Charles Townshend examines the historical, ideological, and local roots of terrorist violence.

By the time the First World War ended in 1918, eight million people had died in what had been perhaps the most apocalyptic episode the world had known. This Very Short Introduction audiobook provides a concise and insightful history of the Great War - from the state of Europe in 1914, to the role of the US, the collapse of Russia, and the eventual surrender of the Central Powers.

From the contours of coastlines to the outlines of clouds, and the branching of trees, fractal shapes can be found everywhere in nature. In this Very Short Introduction, Kenneth Falconer explains the basic concepts of fractal geometry, which produced a revolution in our mathematical understanding of patterns in the 20th century, and explores the wide range of applications in science, and in aspects of economics.

Enzymes are the astonishing tiny molecular machines that make life possible. Each one of these small proteins speeds up a single chemical reaction inside a living organism many millionfold. Working together, teams of enzymes carry out all the processes that collectively we recognize as life, from making DNA to digesting food. This Very Short Introduction explains the why and the how of speeding up these reactions - catalysis - before going on to reveal how we have evolved these catalysts of such extraordinary power and exquisite selectivity.

Energy is vital for a good standard of living, and much of the world's population does not have enough. Affordable and adequate sources of power that do not cause climate change or pollution are crucial; and renewables provide the answer. Wind and solar farms can now provide the cheapest electricity in many parts of the world. Moreover, they could provide all of the world's energy needs.

How much faith should we place in what scientists tell us? Is it possible for scientific knowledge to be fully "objective"? What, really, can be defined as science? In the second edition of this very short introduction, Samir Okasha explores the main themes and theories of contemporary philosophy of science and investigates fascinating, challenging questions such as these.

Today, it is usually not long before a problem gets expressed as a human rights issue. Indeed, human rights law continues to gain increasing attention internationally, and must move quickly in order to keep up with a social world that changes so rapidly. This Very Short Introduction title, in its second edition, brings the issue of human rights up to date, considering the current controversies surrounding the movement.

The concept of law lies at the heart of our social and political life. Legal philosophy, or jurisprudence, explores the notion of law and its role in society, illuminating its meaning and its relation to the universal questions of justice, rights, and morality. In this Very Short Introduction audiobook, Raymond Wacks analyzes the nature and purpose of the legal system and the practice by courts, lawyers, and judges.