Our relationship with ads: it's complicatedA must-read for anyone intrigued by the role and influence of the ad world, Seducing the Subconscious explores the complexities of our relationship to advertising. Robert Heath uses approaches from experimental psychology and cognitive neuroscience to outline his theory of the subconscious influence of advertising in its audience’s lives. In addition to looking at ads’ influence on consumers, Heath also addresses ...

The Definitive, Comprehensive Guide to Cutting-Edge Millimeter Wave Wireless Design“This is a great book on mmWave systems that covers many aspects of the technology targeted for beginners all the way to the advanced users. The authors are some of the most credible scholars I know of who are well respected by the industry. I highly recommend studying this book in detail.”—Ali Sadri, Ph.D., Sr. Director, Intel Corporation, MCG mmWave Standards and Advanced Te...

What if gerrymandering were not just a hot button contemporary political issue but actually a deep story of how Texas came to be?Gerrymandering Texas uses relevant legislation and court cases to tell the political history of the state of Texas. Writing out of decades of experience as an assistant attorney general, senate parliamentarian, expert consultant on redistricting, and law professor, Steve Bickerstaff traces the story of this political practice from 1836 up to the ...

Finally, here is a single volume containing all of the engineering information needed to successfully design and implement any type of wireless network! Author Dan Dobkin covers every aspect of RF engineering necessary for wireless networks. He begins with a review of essential math and electromagnetic theory followed by thorough discussions of multiplexing, modulation types, bandwidth, link budgets, network concepts, radio system architectures, RF amplifiers, mixers and frequency conversi...

"An accessible and informative guide for readers to take control of their lives" ( Publishers Weekly).Habits are more powerful than willpower—if you know how to make them work for you.How long does it take to form a new habit? Say you want to go to the gym regularly, learn a new language, make new friends, practice a musical instrument, or use your work time more profitably. How long should it take before these become part of your routine rather than...

This book bridges the divide between the fields of power systems engineering and computer communication through the new field of power system information theory.Written by an expert with vast experience in the field, this book explores the smart grid from generation to consumption, both as it is planned today and how it will evolve tomorrow. The book focuses upon what differentiates the smart grid from the "traditional" power grid as it has been known for the last ...

Designed to help teach and understand communication systems using a classroom-tested, active learning approach.Discusses communication concepts and algorithms, which are explained using simulation projects, accompanied by MATLAB and SimulinkProvides step-by-step code exercises and instructions to implement execution sequencesIncludes a companion website that has MATLAB and Simulink model samples and templates (password: matlab)

For too long marketers have been asking the wrong question. If consumers make decisions unconsciously, why do we persist in asking them directly through traditional marketing research why they do what they do? They simply can't tell us because they don't really know. Before marketers develop strategies, they need to recognize that consumers have strategies too . . .human strategies, not consumer strategies. We need to go beyond asking why, and begin to ask how,behavior change occurs. Here,...

Broadband Cable Access Networks focuses on broadband distribution and systems architecture and concentrates on practical concepts that will allow the reader to do their own design, improvement, and troubleshooting work. The objective is to enhance the skill sets of a large population that designs and builds broadband cable plants, as well as those maintaining and troubleshooting it. A large cross-section of technical personnel who need to learn these skills design, maintain, and service HF...

In this groundbreaking book Phil Barden reveals what decision science explains about people’s purchase behaviour, and specifically demonstrates its value to marketing.He shares the latest research on the motivations behind consumers’ choices and what happens in the human brain as buyers make their decisions. He deciphers the ‘secret codes’ of products, services and brands to explain why people buy them. And finally he shows how to apply this knowledge in day to day marketing to gre...

Digital Signal Processing, Second Edition enables electrical engineers and technicians in the fields of biomedical, computer, and electronics engineering to master the essential fundamentals of DSP principles and practice. Many instructive worked examples are used to illustrate the material, and the use of mathematics is minimized for easier grasp of concepts. As such, this title is also useful to undergraduates in electrical engineering, and as a reference for science students and practic...

Engaging, enlightening, provocative, and sensational are the words people use to describe compelling experiences and these words also describe this extraordinary book by Bernd Schmitt.Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory,...