Whether you seek financial backing or board consent, The Financial Times Essential Guide to Writing a Business Plan will give you the crucial knowledge you need to get the go-ahead. By focusing clearly on your objective, it will help you to gather the necessary evidence and address all your backer's concerns. This brand new edition draws out the specific challenges faced by start-ups, particularly on pinning down your perceived market niche and determining...

"The classic (and irreverent) bestselling guide to creating great advertisingHey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor...

"Hey Whipple, Squeeze This, has helped generations of young creatives in advertising make their mark in the field. The lessons about writing and art direction contained in 5 previous editions of Whipple are still relevant. Creativity is still king. But students of the craft now need additional guidance to ply their craft in a digital-first world. This edition contains important new chapters and updates that explain how to create great advertising...

Technical Writing: A Practical Guide for Engineers, Scientists, and Nontechnical Professionals, Second Edition enables readers to write, edit, and publish materials of a technical nature, including books, articles, reports, and electronic media. Written by a renowned engineer and widely published technical author, this guide complements traditional writer's reference manuals on technical writing through presentation of first-hand examples that help...

Dieser Ratgeber ist eine umfassende und motivierende Anleitung für das erfolgreiche Schreiben wissenschaftlicher Arbeiten und richtet sich an Studierende aller Fachrichtungen. Die Autorin legt einen besonderen Fokus auf den Einsatz von Software als sinnvolle Unterstützung und Arbeitserleichterung in allen Phasen des wissenschaftlichen Arbeitens. Dazu beschreibt sie über 100 verschiedene Einsatzmöglichkeiten von Software von Citavi über Zotero...

Better Broadcast Writing, Better Broadcast News teaches students how to write with the conversational simplicity required for radio and TV. This text draws on the Emmy Award-winning author's decades of professional experience in broadcast journalism. In addition to writing, the text also discusses the other elements that make up a good story--producing, reporting, shooting, editing, and ethics. The author's real-world perspective conveys the excitement...

Learn to integrate programming with good documentation. This book teaches you the craft of documentation for each step in the software development lifecycle, from understanding your users needs to publishing, measuring, and maintaining useful developer documentation. Well-documented projects save time for both developers on the project and users of the software. Projects without adequate documentation suffer from poor developer productivity, project...