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Advertising Works 17
Including the prize-winning entries from the IPA Effectiveness Awards 2008, this text looks at some of the most successful campaigns from the last 12 months.
Premium Power
At the beginning of the 1990s the German car industry had its back to the wall. Japanese competitors were demonstrating significant advantages in terms of quality and productivity. Consultants warned that only a few global car groups would survive. Instead of following the Japanese concepts of lean production, Mercedes-Benz, BMW, Porsche and Audi developed a new innovative premium brand strategy and initiated a revolution in the industry by setting innovative benchmarks. This book analyzes the story.
Fahrzeugversuch
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Renewable Energy Sources and Climate Change Mitigation
This Intergovernmental Panel on Climate Change Special Report (IPCC-SRREN) assesses the potential role of renewable energy in the mitigation of climate change. It covers the six most important renewable energy sources – bioenergy, solar, geothermal, hydropower, ocean and wind energy – as well as their integration into present and future energy systems. It considers the environmental and social consequences associated with the deployment of these technologies and presents strategies to overcome technical as well as non-technical obstacles to their application and diffusion. SRREN brings a broad spectrum of technology-specific experts together with scientists studying energy systems as a whole. Prepared following strict IPCC procedures, it presents an impartial assessment of the current state of knowledge: it is policy relevant but not policy prescriptive. SRREN is an invaluable assessment of the potential role of renewable energy for the mitigation of climate change for policymakers, the private sector and academic researchers.
New Results in Numerical and Experimental Fluid Mechanics X
This book presents contributions to the 19th biannual symposium of the German Aerospace Aerodynamics Association (STAB) and the German Society for Aeronautics and Astronautics (DGLR). The individual chapters reflect ongoing research conducted by the STAB members in the field of numerical and experimental fluid mechanics and aerodynamics, mainly for (but not limited to) aerospace applications, and cover both nationally and EC-funded projects. Special emphasis is given to collaborative research projects conducted by German scientists and engineers from universities, research-establishments and industries. By addressing a number of cutting-edge applications, together with the relevant physical and mathematics fundamentals, the book provides readers with a comprehensive overview of the current research work in the field. Though the book’s primary emphasis is on the aerospace context, it also addresses further important applications, e.g. in ground transportation and energy.
Energy Transition Metals
The energy transition requires substantial amounts of metals such as copper, nickel, cobalt and lithium. Are these metals a key bottleneck? We identify metal-specific demand shocks, estimate supply elasticities and pin down the price impact of the energy transition in a structural scenario analysis. Metal prices would reach historical peaks for an unprecedented, sustained period in a net-zero emissions scenario. The total value of metals production would rise more than four-fold for the period 2021 to 2040, rivaling the total value of crude oil production. Metals are a potentially important input into integrated assessments models of climate change.
Ethnobotany and Ethnopharmacology of Medicinal and Aromatic Plants
Medicinal and aromatic plants are beneficial to human health. Plant-derived molecules possess biological activities that can be used to prevent many infectious diseases and metabolic disorders. Ethnobotany and Ethnopharmacology of Medicinal and Aromatic Plants summarizes techniques and methods used to study the biological activities of plant-derived extracts and compounds to study ethnobotanical and ethnopharmacological features of medicinal and aromatic plants. This book: Includes computational approaches to study the pharmacological properties of biomolecules in medicinal and aromatic plants. Details methods in ethnopharmacology including chromatographical and analytical techniques. Demons...
Geological Resources and Good Governance in Sub-Saharan Africa
This book looks at the distribution, occurrences, potential and prospects for good governance, transparency and sustainable development of geological resources in Sub-Saharan Africa. By bringing together numerous different point of views, it is carried out in a holistic, interdisciplinary and scientific way.The states of Sub-Saharan Africa are amon
Endocytosis in Plants
Endocytosis is a fundamental cellular process by means of which cells internalize extracellular and plasma membrane cargos for recycling or degradation. It is important for the establishment and maintenance of cell polarity, subcellular signaling and uptake of nutrients into specialized cells, but also for plant cell interactions with pathogenic and symbiotic microbes. Endocytosis starts by vesicle formation at the plasma membrane and progresses through early and late endosomal compartments. In these endosomes cargo is sorted and it is either recycled back to the plasma membrane, or degraded in the lytic vacuole. This book presents an overview of our current knowledge of endocytosis in plants with a main focus on the key molecules undergoing and regulating endocytosis. It also provides up to date methodological approaches as well as principles of protein, structural lipid, sugar and microbe internalization in plant cells. The individual chapters describe clathrin-mediated and fluid-phase endocytosis, as well as flotillin-mediated endocytosis and internalization of microbes. The book was written for a broad spectrum of readers including students, teachers and researchers.
