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The Attention Economy and How Media Works
This book offers a considered voice on the advertising chaos that colours our rapidly changing media environment in a world of fake news, fast facts and seriously depleted attention stamina. Rather than simply herald disruption, Karen Nelson-Field starts an intelligent conversation on what it will take for businesses to win in an attention economy, the advertising myths we need to leave behind and the scientific evidence we can use to navigate a complex advertising and media ecosystem. This book makes sense of viewability standards, coverage and clutter; it talks about the real quality behind a qCPM and takes a deep dive into the relationship between attention and sales. It explains the stark reality of human attention processing in advertising. Readers will learn how to maximise a viewer’s divided attention by leveraging specific media attributes and using attention-grabbing creative triggers. Nelson-Field asks you to pay attention to a disrupted advertising future without panic, but rather with a keen eye on the things that brand owners can learn to control.
Encyclopedia of Metagenomics
Metagenomics has taken off as one of the major cutting-edge fields of research. The field has broad implications for human health and disease, animal production, and environmental health. Metagenomics has opened up a wealth of data, tools, technologies and applications that allow us to access the majority of organisms that we still cannot access in pure culture (an estimated 99% of microbial life). Numerous research groups are developing tools, approaches and applications to deal with this new field, as larger data sets from environments including the human body, the oceans and soils are being generated. See for example the human microbiome initiative (HMP; http://nihroadmap.nih.gov/hmp/) wh...
Genomics Applications for the Developing World
This book evolved from the editors strong belief that the information and new developments that were evolving from the rapidly growing field of genomics and that are happening primarily in the developed world have not happened at a parallel rate in the developing world. One would have hoped that by now the technologies and approaches would have been adapted on a far greater scale. In addition to this, the associated information is not always easily accessible, and is not disseminated in a format that can become a useful reference for scientists, students and others who reside in developing countries.
Biological Weapons Defense
In 2003, the President’s budget for bioterrorism defense totalled more than $5 billion. Today, the nation’s top academic scientists are scrambling to begin work to understand Bacillus anthracis and develop new vaccines and drugs. However, just five years ago, only the US Department of Defense (DOD) seemed concerned about these “exotic” agents. In 1997, the DOD spent approximately $137 million on biodefense to protect the deployed force, while academe, industry, local governments, and most of our federal leadership was oblivious to, and in some cases doubtful of, the seriousness of the threat. The National Institutes of Health (NIH) received the largest budget increase in the organization’s history. Fortunately, during this time of national urgency, a sound base exists on which to build our defenses against this new threat. A relatively small cadre of dedicated scientists within the US Army Medical Research and Materiel Command (USAMRMC) laid this foundation over the past 20 years.
Management of Multiple Drug-Resistant Infections
This book serves as a practical guide to managing some of the most difficult infection problems with multiple drug-resistant organisms. The authors cover all classes of microbial infections from gram-positive bacteria to mycobacteria to viral infections and provide everything from the epidemiological and scientific background to the management of the multiple drug-resistant infections in both major hospital and community-acquired pathogens, making this an essential reference for all infectious disease practitioners.
Microbial Genomes
This collection of diverse articles by the pioneers of modern genomics takes stock of the current state of the field and elucidates the contribution that sequencing genomes has made to our understanding of microbial metabolism and evolution. Through twenty-eight thought-provoking chapters, the authors describe some of the most common computational methods and their applications to studying pathogenic microorganisms, show how genomics can be used to reconstruct the history and dynamism of the microbial world, and discuss issues as diverse as reconstruction of metabolic pathways, cell cycle processes, microbial evolution, metagenomics, and vaccine development. Additional chapters deal with microarrays and expression analysis and the role of genomic in drug discovery.
Diagnosis and Treatment of Human Mycoses
Diagnosis and Treatment of Human Mycoses brings together globally-recognized mycoses experts to guide readers in the use of current knowledge in the field of medical mycology to manage those who suffer from fungal infections (mycoses). Often, diagnostic strategies and tests, including basic and directed culturing techniques, histopathology with standard and special stains, serological methods, and radiological studies all need to be considered and commonly combined to make the diagnosis of fungal infection. This volume first introduces and reviews these tools separately and then as they pertain to specific infections or groups of diseases. The volume consists of four parts. Parts I-III provide an overview of diagnostic and therapeutic tools, and part IV presents the human mycoses. Diagnosis and Treatment of Human Mycoses is meant to be a concise text that will provide the busy infectious disease, hematology–oncology, pulmonology, or critical care specialist a practical tool to diagnose and manage fungal infections. In addition, the depth of the material in the text will provide these and other medical specialists and trainees an excellent reference and learning resource.
Systems Biology
Systems biology is a relatively new biological study field that focuses on the systematic study of complex interactions in biological systems, thus using a new perspective (integration instead of reduction) to study them. Particularly from year 2000 onwards, the term is used widely in the biosciences, and in a variety of contexts. Systems biology is the study of the interconnected aspect of molecular, cellular, tissue, whole animal and ecological processes, and comprises mathematical and mechanistic studies of dynamical, mesoscopic, open, spatiotemporally defined, nonlinear, complex systems that are far from thermodynamic equilibrium.
Vaccine Adjuvants
A cutting-edge review of the major research areas of adjuvant discovery, design, development, and use. The authors lay down a rational basis for vaccine adjuvant function and analyze a number of significantly distinct adjuvant-active molecules to illuminate the principles of their function and use. The focus is on specific receptor-ligand interactions, including the molecular features needed for a compound to possess adjuvant activity. The critical interface zone between the innate and adaptive immune systems is also analyzed to show how adjuvants exert their effects on T- and B-cell activation. Additional chapters address the possibility of tailoring adjuvants to yield optimally safe and effective responses.
Metagenomics of the Human Body
The book brings a completely different perspective than available books by combining the information gained from the human genome with that derived from parallel metagenomic studies, and new results from investigating the effects of these microbes on the host immune system. Although there are a number of books that focus on the human genome that are currently available, there are no books that bring to the forefront the mix of the human genome and the genomes and metagenomes of the microbial species that live within and on us.
