Books published by Springer-Verlag Berlin and Heidelberg GmbH & Co. KG

Pro WordPress is your ultimate guide to unlocking the full potential of  the world's leading content management system. From novice bloggers to seasoned developers, this comprehensive resource offers a step-by-step journey through every aspect of WordPress customization, security and performance optimization.With clear explanations and practical examples, you'll learn how to set up your WordPress environment, choose the right themes and plugins, and customize your site with advanced techniques such as custom post types, widgets, shortcodes, and more. Dive deep into the world of WordPress security and discover how to safeguard your website against cyber threats with strategies like two-factor authentication, secure file permissions, and regular security audits.But that's not all - this book also equips you with the tools and knowledge to optimize your site for lightning-fast performance and high search engine rankings. Learn how to leverage caching mechanisms, minimize HTTP requests, and implement SEO strategies to boost your site's speed and visibility.Whether you're managing a single WordPress site or overseeing a multisite network, you'll find invaluable insights and best practices for scalability and high availability. Real-world case studies provide inspiration and guidance, showcasing successful WordPress implementations and effective strategies for growth.Whether you're a business owner, freelancer, or aspiring web developer, Pro WordPress empowers you to take control of your online presence and build websites that stand out in today's competitive digital landscape. Unlock the full potential of WordPress and elevate your web development skills with this essential resource.You Will Learn:  The  WordPress ecosystem in its entirety, including its history, core features, and community dynamics. Develop expertise in customizing WordPress themes and plugins using CSS, PHP, and advanced techniques like custom post types and widgets Implement robust security measures to protect your WordPress site from common vulnerabilities, such as brute force attacks and malicious code injections Optimize your website's performance through caching mechanisms, image optimization, and other techniques to enhance user experience and SEO rankings More advanced topics such as managing multisite networks, scalability and high availability to effectively scale your WordPress projects and handle high traffic volumesWho is it for: Web designers and developers to business owners looking to develop a webiste of their own as well as bloggers and hobbyists who are looking to design, launch and maintain a website whatever the project.

Embark on a journey to business evolution grounded in the real-world experiences and challenges faced by those at the forefront of the Web2 revolution. In a landscape where adaptability is paramount, this book is a guiding light amidst a sea of uncertainty. Crafted by seasoned Web2 professionals, it offers a unique perspective on transitioning from traditional cloud computing to decentralized technologies.Delving beyond theory, this book provides actionable insights and strategies to navigate the complexities of Distributed Ledger Technologies (DLTs). Rather than just discussing the implementation of DLTs, it explores the intricacies of execution, offering tangible guidance to facilitate a seamless transition to the decentralized landscape. Moreover, this book doesn't stop at transition-it's a blueprint for thriving in the Web3 era. By offering strategic perspectives and tactical advice, it equips businesses of all sizes to not only survive but flourish in the decentralized economy. Whether you're a startup poised for disruption or an established enterprise seeking innovation, 'Decentralized Business' empowers you to confidently embrace the future.The time for passive observation is over; the future of business is decentralized, and Decentralized Business is your guide to navigating this evolution. Join the ranks of forward-thinkers shaping tomorrow's economy-secure your copy now and begin the journey of transformation and opportunity.What You Will Learn Understand the foundational concepts of DLTs and their relevance to Web2 professionals. Review security considerations and best practices for implementing decentralized solutions. Apply strategies for integrating DLTs into existing cloud-based infrastructures.

This comprehensive guide provides practical strategies for optimizing Generative AI systems to be more sustainable and responsible. As advances in Generative AI such as large language models accelerate, optimizing these resource-intensive workloads for efficiency and alignment with human values grows increasingly urgent.The book starts with the concept of Generative AI and its wide-ranging applications, while also delving into the environmental impact of AI workloads and the growing importance of adopting sustainable AI practices. It then delves into the fundamentals of efficient AI workload management, providing insights into understanding AI workload characteristics, measuring performance, and identifying bottlenecks and inefficiencies. Hardware optimization strategies are explored in detail, covering the selection of energy-efficient hardware, leveraging specialized AI accelerators, and optimizing hardware utilization and scheduling for sustainable operations. You are also guided through software optimization techniques tailored for Generative AI, including efficient model architecture, compression, and quantization methods, and optimization of software libraries and frameworks. Data management and preprocessing strategies are also addressed, emphasizing efficient data storage, cleaning, preprocessing, and augmentation techniques to enhance sustainability throughout the data life cycle. The book further explores model training and inference optimization, cloud and edge computing strategies for Generative AI, energy-efficient deployment and scaling techniques, and sustainable AI life cycle management practices, and concludes with real-world case studies and best practicesBy the end of this book, you will take away a toolkit of impactful steps you can implement to minimize the environmental harms and ethical risks of Generative AI. For organizations deploying any type of generative model at scale, this essential guide provides a blueprint for developing responsible AI systems that benefit society.What You Will Learn Understand how Generative AI can be more energy-efficient through improvements such as model compression, efficient architecture, hardware optimization, and carbon footprint tracking Know the techniques to minimize data usage, including evaluation, filtering, synthesis, few-shot learning, and monitoring data demands over time Understand spanning efficiency, data minimization, and alignment for comprehensive responsibility Know the methods for detecting, understanding, and mitigating algorithmic biases, ensuring diversity in data collection, and monitoring model fairness

This textbook offers a rigorous introduction to the foundations of Riemannian Geometry, with a detailed treatment of homogeneous and symmetric spaces, as well as the foundations of the General Theory of Relativity.Starting with the basics of manifolds, it presents key objects of differential geometry, such as Lie groups, vector bundles, and de Rham cohomology, with full mathematical details. Next, the fundamental concepts of Riemannian geometry are introduced, paving the way for the study of homogeneous and symmetric spaces. As an early application, a version of the Poincaré¿Hopf and Chern¿Gauss¿Bonnet Theorems is derived. The final chapter provides an axiomatic deduction of the fundamental equations of the General Theory of Relativity as another important application. Throughout, the theory is illustrated with color figures to promote intuitive understanding, and over 200 exercises are provided (many with solutions) to help master the material.The book is designed to cover a two-semester graduate course for students in mathematics or theoretical physics and can also be used for advanced undergraduate courses. It assumes a solid understanding of multivariable calculus and linear algebra.

About 80 years ago, it was possible for the first time to confirm what modern science had suggested for centuries: Earth shows its sphericity based on a curved horizon. The following age of space flights opened other opportunities. First, our home planet could be observed from low Earth orbits, and then, a while later, even from the distance of the Moon. Interplanetary space flights even shifted our perspective out into the universe. Images sent back from many spacecraft showed how Earth and its Moon are part of the solar system.This book is a journey away from Earth, but always looking back at it. The journey starts with balloon flights reaching the stratosphere, followed by the tedious attempts to reach space. When space flight in low Earth orbits had been achieved, frequent unmanned and manned missions covered that region. Further milestones reached geostationary orbit and the Moon. Interplanetary missions allowed us to become acquainted with large parts of the solar system. They showed us how unique our home planet Earth is. A photo from a distance of 6 billion kilometers, the famous ¿pale blue dot,¿ always reminds us of this fact.The translation was done with the help of artificial intelligence. The author has subsequently revised the text further in an endeavour to refine the work stylistically.

This atlas with over 250 illustrations and videos is a modern basic work on palpation for physiotherapists. Members of the medical-therapeutic sector face the daily challenge of having to transfer theoretical knowledge into practice. The Atlas of Palpation addresses this process through its multimedia design. Evidence-based technical texts, the most modern illustrations and practical teaching videos illustrating structures and examination procedures address both students and therapists working in practice. All the essential structures of the body are shown in three-dimensional perspective, so that a basic understanding of interrelationships and movement patterns is conveyed. The palpation grips are explained in an understandable way and described in a comprehensible way.The instructional videos were specially made by the authors and the latest technical equipment in terms of camera, lighting elements and sound ensures the highest possible quality.The book is clearly divided into different body systems, which include bony, articular, ligamentous, muscular, nervous, and vascular system. A clear subdivision into subheadings makes it possible to quickly find the desired content. The multimedia approach of this book represents a unique selling point in the medical-therapeutic sector in the field of palpation. This new type of "living" book opens up completely new perspectives for readers when using it.Trainees and students will find here an optimal introduction for professional palpation; for already experienced physiotherapists it is an ideal reference book for tricky questions.Download the SN More Media app for free, scan a link with play button and access directly on your smartphone or tablet.

Inspired by recent developments in dependent type theory and infinity categories, this book presents a history of ideas around the topics of truth, proof, equality and equivalence. Besides selected ideas of Platon, Aristoteles, Leibniz, Kant, Frege and others, the results of Gödel and Tarski on incompleteness, undecidability and truth in deductive systems and their semantic models are covered. The main focus of this textbook is on dependent type theory and its recent variant homotopy type theory. Such theories contain identity types, which give a new understanding of equality, symmetry, equivalence and isomorphism in a conceptual way. The interaction of type theory and infinity category theory yields a new paradigm for a structural view on mathematics. This supports the tendencies towards formalising mathematics with the help of proof assistants.This book was first published in German. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.

Discover the exciting new APIs introduced by Java's Project Loom. This quick guide covers all the essential concepts the Java developer needs in order to understand virtual threads, structured concurrency, and scoped values.Authors Ron Veen and David Vlijmincx clearly explain the superiority of virtual threads, introduced in Java 21, over the traditional Java threads of the past 25 years. Then they dive into how structured concurrency streamlines interactions by treating related threads as a unified unit of work, akin to the impact of structured programming on regular programming. From there, the authors explore the third Project Loom API and scoped values, clarifying their advantages over regular ThreadLocals and providing efficient usage insights. The book concludes with an exploration of common scheduling strategies.By the end of this book, you will have a solid understanding of the concepts behind Project Loom and will be able to immediately apply this knowledge to your own code .What You Will Learn Discover what virtual threads are, why they were created, and how to use them in your code Gain insight into how concurrency improves the observability of code Write your own StructuredTaskScopes tailored to your needs Understand why you should replace ThreadLocals with Scoped Values Know the different strategies for multithreaded computer programs

This is your guide book to Generative AI (GenAI) and its application in addressing real-world challenges within the public sector. The book addresses a range of topics from GenAI concepts and strategy to public sector use cases, architecture patterns, and implementation best practices. With a general background in technology and the public sector, you will be able to understand the concepts in this book.The book will help you develop a deeper understanding of GenAI and learn how GenAI differs from traditional AI. You will explore best practices such as prompt engineering, and fine-tuning, and architectural patterns such as Retrieval Augmented Generation (RAG). And you will discover specific nuances, considerations, and strategies for implementation in a public sector organization. You will understand how to apply these concepts in a public sector setting and address industry-specific challenges and problems by studying a variety of use cases included in the book in the areas of content generation, chatbots, summarization, and program management. What You Will Learn GenAI concepts and how GenAI differs from traditional AI/ML Prompt engineering, fine-tuning, RAG, and customizing foundation models Strategy, methodologies, and frameworks for the public sector Public sector use cases in the areas of content generation, summarization, and chatbots, plus program management, analytics, business intelligence, and reporting Architecture and design patterns Implementation, operations, and maintenance of GenAI applications Who This Book Is ForTechnology and business leaders in the public sector who are new to AI/ML and are keen on exploring and harnessing the potential of Generative AI in their respective organizations.

Are you tired of copying and pasting code into your embedded projects? Do you want to write your own code from scratch for microcontrollers and understand what your code is doing without all the frills and math? This book uses a practical approach to show you how to develop embedded systems with 8-bit PIC microcontrollers using the XC8 compiler.Written for those who want more than an Arduino, but less than the more complex microcontrollers on the market, this new edition is fully updated and covers embedded design principles such as foreground-background loops and event driven programming. Yoüll learn how to interface with things like Motors, PID loop control and writing a browser-based monitoring system! This book is heavy on code, schematics, and images and focuses less on the theoretical aspects of using microcontrollers.Coverage includes writing a display driver, using the DAC for a multitude of waveform generation techniques, and building 8-bit IoT systems, real time telemetry, a countdown timer, and new peripherals. These topics are important if you want to learn more about PIC microcontroller devices as a whole. You'll also see the advantage that MPLAB X offers by running on Windows, Mac and Linux environments. You don't need to be a command line expert to work with PIC microcontrollers, so you can focus less on setting up your environment and more on your application. If you want to move beyond the Arduino, Programming PIC Microcontrollers with XC8 is your complete guide to understanding modern PIC microcontrollers.What Yoüll Learn Set up the MPLAB X and XC8 compilers for microcontroller development Use GPIO and PPS Review EUSART and Software UART communications Use the eXtreme Low Power (XLP) options of PIC microcontrollers Explore wireless communications with WiFi and BluetoothWho This Book Is ForThose with basic electronic device and electronic equipment experience and some knowledge of the C programming and digital electronics. Also targeted towards students wanting a practical overview of microcontrollers outside of the classroom.

This book will help you comprehend the impact of artificial intelligence (AI) on information security, data privacy, and data security.The book starts by explaining the basics and setting the goals for a complete understanding of how AI, Information Security, Data Privacy, and Data Security all connect. Then, it gives you important information about the basics of AI, machine learning, and deep learning in simple terms. It also talks about the ethics of using AI in privacy and security, making sure you understand the power and responsibility that come with AI. Next, it takes you through the complex world of information security and data privacy. It covers everything from the current state of security to how AI can detect threats and protect privacy. Additionally, it delves into ethical considerations to ensure the responsible use of AI in managing data privacy. Later chapters discuss strategies and future trends in using AI for data security, finding the right balance between security and privacy, and giving useful advice for organizations.In the end, this book examines the current landscape and foresees the future, underscoring the vital importance of maintaining a balance between innovation and privacy in AI-powered security.What you will learn:How AI is being used to detect and prevent cyberattacks in real-timeWhat are the AI-powered techniques for anonymizing and de-identifying data,What are the latest advancements in AI-powered privacy-enhancing technologies (PETs)How to find the right balance between security and privacyWho this book is for:Information security professionals, data scientists, and software developers seeking to gain an understanding of the latest trends and techniques in AI for information security

Digitally restore your old photos in Photoshop for print out or to use online as still photos. This first of two volumes will show you some of the basic techniques you can use in Photoshop to preserve or repair damaged family and historical photos.In today¿s digital world of smart phones and cameras, you can easily transfer your photos from phone to computer. However, occasionally yoüre left with an old or damaged version of the image and the uncertainty of how to fix them. Aided by the sound advice and tips from author Jennifer Harder, this book will show you how to do so with just a few basic corrections in Photoshop. Using healing tools, basic color correction tools, layer masks, and workspace commands to fill in missing gaps, yoüll be able to print out an unblemished picture or post it on your social media page.A Beginner¿s Guide to Digital Image Repair in Photoshop: Volume 1 provides the know-how to help preserve your family treasures.What You Will Learn Review scanner basics for digitizing your photos Use various ¿healing¿ and color adjustment tools in Photoshop for restoring photos See how custom selections and layer masks can be used in the photo restoration process Apply various workspaces to fill in missing details in an image or merge photosWho Is This Book ForUsers who want to learn how to repair old historical photos and slides for digital presentation or for print as well as those who are interested in basic animation.

This textbook provides a comprehensive introduction to portfolio management and investments. Focusing on four core areas ¿ portfolio management, equities, bonds, and derivatives ¿ it is primarily intended for undergraduate and graduate students alike. However, it will also benefit practitioners working in the fields of financial analysis and portfolio management and professionals who aspire to such professional activities in the financial industry. To ensure its high practical relevance, the book includes a host of case studies and examples from real-world practice, mainly from the German and Swiss financial markets. Additionally, the book shows how to implement the models in Microsoft Excel.

This textbook is intended to display a broad, methodological introduction to geoinformatics and geoinformation science. It deals with the recording, modeling, processing and analysis as well as presenting and distributing of geodata. As an integrated approach it is dedicated to the multidisciplinary application of methods and concepts of computer science to solve spatial tasks. First the reader receives an introduction to the approach and tasks of geoinformatics, basic concepts and general principles of information processing as well as essentials of computer science. Then this textbook focuses on the following topics: spatial reference systems, digital spatial data, interoperability of spatial data, visualization of spatial information, data organization and database systems, geoinformation systems, remote sensing and digital image processing.The result is a comprehensive manual for studies and practical applications in geoinformatics. It serves also as a basis to support and deepen methodological courses in geography, geology, geodesy and surveying as well as all environmental sciences. In this first English edition, the author has updated and significantly expanded the fourth German edition. New additions include the development of apps, graphical presentation on the web, geodata-bases and recent methods of classification. This book is based on the original German 4th edition Geoinformatik in Theorie und Praxis by Norbert de Lange, published by Springer-Verlag GmbH Germany, part of Springer Nature in 2020 and still presents the only integrated perspective on geoinformatics and geoinformation science. This book was translated with the help of artificial intelligence (machine translation by the service DeepL.com) first and then significantly revised with regard to technical terms and special topics of geoinformatics.

With this book, Hermann Rock provides time-structured core negotiation strategies that can be immediately applied in practice. The author's expertise comes primarily from negotiations in the context of M&A transactions and management investments. However, the concepts presented are equally applicable to negotiations of financing, car purchase, lease or service contracts and thus universally applicable. Three (scientifically based) basic strategies are presented, which the reader can adapt to his or her specific negotiation situation. The examples chosen for illustration are concrete cases negotiated by the author himself. With the certainty of having understood the three basic strategies, the reader enters the negotiation with a positive basic mood and thus creates the basis for his negotiation success. Hermann Rock has successfully presented his strategies for negotiation management many times in lectures and magazines (Focus) and now presents them for the first time in book form as a consistent further development of the Harvard concept.

In its updated 2nd edition, this book details the complete business process lifecycle from modeling to process enactment and improvement, taking all stakeholders into account. Includes management architectures and such standards as WfMC, SOAP, WSDL and BPEL.

With a sustainable lifestyle change based on sufficient exercise and a balanced diet, many chronic diseases (obesity, high blood pressure, diabetes, metabolic syndrome) can be alleviated, cured or their onset prevented. Those affected from chronic diseases find it difficult to change their lifestyle permanently.Intervention programs are often not geared towards sustainable behavioral change and take too little account of the individual's motivational factors. As a result, those affected revert to old patterns after a while. The applied research project "Sustainable Lifestyle Change", which is the subject of this book, deals with the question of how "sticking to" a healthy lifestyle can be supported from the perspective of motivational psychology and service orientation.This specialist book is aimed at people in the healthcare sector (health psychologists, doctors, nutritionists, etc.) as well as applied researchers and explains how affected people can be supportedin "sticking to" a healthy lifestyle. There are gaps in research and practice regarding this so-called maintenance phase of a healthy lifestyle, which this book closes: What measures successfully support those affected from chronic diseases in making sustainable lifestyle changes? What is the role of motivation and motivational orientation in maintaining a healthy lifestyle? What does the maintenance phase look like and what is the customer journey of those affected? What is the role of those affected and other stakeholders in the healthcare ecosystem in long-term lifestyle change? The findings are synthesized in a toolbox with recommendations for practitioners.

This textbook is intended for students of mathematics who have completed the foundational courses of their undergraduate studies and now want to specialize in Data Science and Machine Learning. It introduces the reader to the most important topics in the latter areas focusing on rigorous proofs and a systematic understanding of the underlying ideas.The textbook comes with 121 classroom-tested exercises. Topics covered include k-nearest neighbors, linear and logistic regression, clustering, best-fit subspaces, principal component analysis, dimensionality reduction, collaborative filtering, perceptron, support vector machines, the kernel method, gradient descent and neural networks.

This textbook provides an introduction to group theory starting from the basics, relying on geometry to elucidate its various aspects.Groups naturally manifest as symmetries of geometric shapes, such as reflections and rotations. The book adopts this perspective to provide a straightforward, descriptive explanation, supported by examples and exercises in GAP, an open-source computer algebra system. It covers all of the key concepts of group theory, including homomorphisms, group operations, presentations, products of groups, and finite, abelian, and solvable groups. The topics include cyclic and symmetric groups, dihedral, orthogonal, and hyperbolic groups, as well as the significant notion of Cayley graphs.Self-contained and requiring little beyond high school mathematics, this book is aimed at undergraduate courses and features numerous exercises. It will also appeal to anyone interested in the geometric approach to group theory.

In project-oriented companies, Project Management Offices (PMO) play an important, sometimes central role in aligning and efficiently directing the company's project management activities. These result in organization-specific structures with varied tasks, functions and organizational frameworks. The project management profession is subject to changes and new developments, such as agil, sustainability or new and evolving roles, which present challenges for present and future PMO. This book aims to provide a concise overview of the opportunities offered by PMO and the various implementation approaches. The fourth edition has been expanded to include information on integrating AI technologies and project governance structures, along with two additional case studies on PMO implementation.

Climate change, species extinction, energy and raw material shortages are global challenges that are directly linked to our economic activity. They affect our very existence and jeopardize our ability to lead a good life today and in the future, both as a society and as individuals. The range of questions for which we need answers seems limitless and finding the "right" path for global change increasingly utopian. How do we maintain an overview in the face of highly complex interrelationships and interactions? How can we distinguish the essential from the non-essential? What fundamental relationships in nature do we need to take into account? What kind of economy is appropriate? What is just? And under what conditions are people willing to change?This book offers orientation. It deals with concepts from the natural sciences, economics and philosophy - including time, thermodynamics, scarcity, responsibility and justice - which enable an understanding of the upcoming transformation to sustainability from different perspectives. Ideally, they serve as guidelines for effective decisions and show how change is possible despite immense challenges. The book is aimed at anyone who wants to contribute to the transformation towards sustainability - whether in politics, business, administration or civil society.

¿The book provides a hypnosystemically grounded introduction to therapeutic storytelling in medicine, child therapy, adult psychotherapy, couples therapy, family therapy, social work, pastoral care, education, coaching, supervision, and related professional fields.Contents include:The relevance of storytelling to therapy.Why, when, and how stories have therapeutic effects.Where I can use therapeutic stories.How to find the right story for the right moment.Structuring a therapeutic story.How to start and continue.Enhancing narrative skills.About the Author:Stefan Hammel works as a systemic therapist, hypnotherapist, and author. He is also an protestant hospital and psychiatric chaplain, as well as the director of the Institute for Hypnosystemic Counseling in Kaiserslautern. Additionally, he serves as a lecturer for systemic and hypnotherapeutic training institutes in Germany, Austria, and Switzerland. He conducts seminars on Ericksonian hypnotherapy, therapeutic storytelling, systemic and hypnosystemic counseling. His main areas of focus include couple and family therapy, therapy for children and adolescents, depression, anxiety, trauma, end-of-life and grief counseling, as well as supporting somatic healing processes.

Starting with the Shannon-Wiener approach to mathematical information theory, allowing a mathematical "measurement" of an amount of information, the book begins by defining the terms message and information and axiomatically assigning an amount of information to a probability. The second part explores countable probability spaces, leading to the definition of Shannon entropy based on the average amount of information; three classical applications of Shannon entropy in statistical physics, mathematical statistics, and communication engineering are presented, along with an initial glimpse into the field of quantum information. The third part is dedicated to general probability spaces, focusing on the information-theoretical analysis of dynamic systems.The book builds on bachelor-level knowledge and is primarily intended for mathematicians and computer scientists, placing a strong emphasis on rigorous proofs.

Organizations of all kinds create a sense of purpose and sometimes incomparable performance that individuals cannot achieve alone. This textbook examines the developments and changes that organizations should make in order to be successful in today's complex organizational environment.The authors explain various models and concepts of organizational design, highlight the important role played by agile management and self-organization and reflect on the consequences these concepts have for practical organizational work. The necessary organizational development can only be meaningfully and successfully implemented with consideration of the existing corporate culture and knowledge of the fundamentals of knowledge management, so these are also taught in the textbook.The overarching goal of organizational design is to promote the organization's resilience to crises. After laying the foundations for this, the penultimate chapter is dedicated to the aspect of resilience, followed by an outlook for the future.The didactic structure of the textbook includes learning objectives, practical examples and case studies as well as learning comprehension questions and the opportunity to test your own knowledge with the Springer Nature Flashcards.This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.

This book will help you better understand the purchase decisions of your customers: How do customers decide? Are we confused by too much choice? Are we deceived by a decoy on the shelf? How well can we compare prices? How do hunger and caffeine influence our purchasing behavior?As a marketing and sales professional, you regularly deal with purchase decisions made by your customers regarding your product offerings. Marketing decisions are sometimes made under great uncertainty and with little reliable knowledge ¿ but with a lot of "gut feeling".In 33 short chapters, Sebastian Oetzel and Andreas Luppold, experts in shopper marketing and shopper research, present relevant factors and phenomena that influence purchasing decisions. The authors illuminate various aspects of purchase decision-making and discuss and sometimes refute common hypotheses from the perspectives of classical economics, behavioral economics, and psychology.A book for anyone professionally or academically involved in purchase decisions ¿ and for anyone who wants to better understand and question their own purchase decision-making processes.With a foreword by Dr. Alexander Lauer (Aldi Nord) and Prof. Dr. Bernd Skiera (Goethe University Frankfurt).Excerpt from exciting questions for which you will find insights and actionable answers: Why we should use positive frames. And why the higher number brings more. Why "¿ 0.-" is better than "Free". And why the chance to get it for free works better than a guaranteed discount. Why individuality can lead to more dissatisfaction. And why men shouldn't shop together. Why price guarantees can lead to higher prices for buyers. And why they simultaneously improve the retailer's price image. Why we are unconsciously influenced by stimuli before making a purchase decision. And why some stimuli tempt us to do exactly the opposite.... and 28 more phenomena.

This introduction to Atomic and Molecular Physics explains how our present model of atoms and molecules has been developed over the last two centuries both by many experimental discoveries and, from the theoretical side, by the introduction of quantum physics to the adequate description of micro-particles.

The book covers a wide range of cinematic femininities: It starts with Marilyn Monroe¿s cool phrase "We are all of us stars, and we deserve to twinkle", which self-confidently marked her profession - with a wink, because she did not say "to sparkle". The (self-) staging of women also ironically plays its being tailored to the male gaze. In this section we discuss movies like Some like it hot, Breakfast at Tiffany¿s, Cet obscur objet du désir and Le Mépris - with a notable chapter by Laura Mulvey. Moreover, some fifty films later, the book ends with a section on Self-Empowerment and Identity, featuring films like Thelma & Louise, The Hours, Blue Valentine and Carol.Are women in film really just those who are seen and displayed? Where are the ones who see and who point to something themselves? Where are the women in the audience, behind the camera? If, as feminist psychoanalytical film criticism rightly observes, the stars and starlets, especially in Hollywood mainstream cinema, are supposed to serve the male gaze as eye candy and self-assurance, what is the role of the women who do not fit into this scheme, the anti-heroes, the women who feel and act, those through whose eyes the world experiences a completely different way of being seen? Not only in arthouse cinema, but also in the mainstream, there is far more to the thousand facets of staged femininity than the simple formula of the male gaze. The book shows the most diverse stagings of femininity in great (and terrible) films, and explores (according to the approach of film psychoanalysis) how these staging affect the unconscious, or also the not-yet-conscious of viewers. Each of the eight sections deals with a thematic aspect of the staging of suffering or sovereign femininity in feature films. They follow a chronological structure to illustrate how the genre has evolved. Each section is held together by an editorial introduction.