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The Neuro-Consumer: Adapting Marketing and Communication Strategies for the Subconscious, Instinctive and Irrational Consumer's Brain
by Anne-Sophie Bayle-Tourtoulou Michel BadocNeuroscientific research shows that the great majority of purchase decisions are irrational and driven by subconscious mechanisms in our brains. This is hugely disruptive to the rational, logical arguments of traditional communication and marketing practices and we are just starting to understand how organizations must adapt their strategies. This book explains the subconscious behavior of the "neuro-consumer" and shows how major international companies are using these findings to cast light on their own consumers’ behavior. Written in plain English for business and management readers with no scientific background, it focuses on: how to adapt marketing and communication to the subconscious and irrational behaviors of consumers; the direct influence of the primary senses (sight, hearing, smell, taste, touch) on purchasing decisions and the perception of communications by customers’ brains; implications for innovation, packaging, price, retail environments and advertising; the use of "nudges" and artifices to increase marketing and communication efficiency by making them neuro-compatible with the brain’s subconscious expectations; the influence of social media and communities on consumers’ decisions – when collective conscience is gradually replacing individual conscience and recommendation becomes more important than communication; and the ethical limits and considerations that organizations must heed when following these principles. Authored by two globally recognized leaders in business and neuroscience, this book is an essential companion to marketers and brand strategists interested in neuroscience and vital reading for any advanced student or researcher in this area.
Neuro Fuzzy Hybrid Models for Classification in Medical Diagnosis (SpringerBriefs in Applied Sciences and Technology)
by Patricia Melin Juan Carlos Guzmán German Prado-ArechigaThis book is focused on the use of intelligent techniques, such as fuzzy logic, neural networks and bio-inspired algorithms, and their application in medical diagnosis. The main idea is that the proposed method may be able to adapt to medical diagnosis problems in different possible areas of the medicine and help to have an improvement in diagnosis accuracy considering a clinical monitoring of 24 hours or more of the patient.In this book, tests were made with different architectures proposed in the different modules of the proposed model. First, it was possible to obtain the architecture of the fuzzy classifiers for the level of blood pressure and for the pressure load, and these were optimized with the different bio-inspired algorithms (Genetic Algorithm and Chicken Swarm Optimization). Secondly, we tested with a local database of 300 patients and good results were obtained. It is worth mentioning that this book is an important part of the proposed general model; for this reason, we consider that these modules have a good performance in a particular way, but it is advisable to perform more tests once the general model is completed.
Neuro-Geriatrics
by Babak Tousi Jeffrey CummingsThis manual takes a multidisciplinary approach to neurological disorders in the elderly. Comprehensive and practical, it includes the most recent diagnostic criteria and immediately accessible visual care paths including the latest pharmacologic and non-pharmacologic interventions. Covering a range of modalities, from the importance and impact of each disease to diagnostic criteria, genetics, laboratory and imaging findings, treatment and care paths, this book focuses on neurological conditions that occur commonly in older persons or which have a striking effect on their lives. The common types of dementias, Parkinson's disease and related disorders, rapidly progressive diseases, seizure disorders and multiple sclerosis are covered. Issues commonly affecting this population, such as neurobehavioral symptoms and caregiver issues, are discussed. Neuro-Geriatrics: A Clinical Manual is aimed at any physician who treats the elderly with neurological disorders: neurologists, geriatricians and geriatric psychiatrists, both specialists and general practitioners.
Neuro-Immuno-Gastroenterology
by Cris Constantinescu Razvan Arsenescu Violeta ArsenescuThis book addresses importantissues regarding the interaction between the nervous system, the immune system,and the digestive system. Gut flora has a profound influence on the shaping ofthe immune response, not only in the gastrointestinal system but also in thenervous system. Fascinatingly, manipulation of intestinal immune responses canbe used to modulate neurological disease. Conversely, the nervous system andthe psyche have significant effects on the functioning of the gut and liver. After introductory chapters on theneurology, the immunology and microbiology of the gut, the effects of the gutimmune system and gut flora and its manipulation on neurological disease arediscussed, followed by molecular mimicry and immune tolerance in neuroimmunediseases. Additionally, several chapters deal with gastrointestinal manifestationsof neurological diseases. Neuro-Immuno-Gastroenterology is aimed at neurologists, gastroenterologists, andimmunologists.
Neuro-Kardiologie: Herz und Hirn in der klinischen Praxis
by Jens LitmatheDas interdisziplinäre Buch wendet sich an alle Neurologen und Kardiologen sowie Allgemein-Internisten, die mit den Berührungspunkten zwischen Kardiologie und Neurologie konfrontiert sind. 30-40% der Schlaganfälle haben eine kardiogene Ursache. Liegt diese zum Beispiel in einem erstmalig entdeckten Vorhofflimmern, stellt sich Frage, was bei dessen Behandlung zu beachten ist. Welche weitere kardiologische Diagnostik benötigt der Patient und welche Antikoagulation? Diese und andere Fragen zu den vielfältigen Schnittpunkten zwischen Kardiologie und Neurologie beantwortet dieses Buch. Es schärft das Verständnis sowohl für kardiologische Aspekte neurologischer Erkrankungen als auch für neurologische Komorbiditäten kardiologischer Syndrome.
Neuro-oncology
by Roger R. Packer David SchiffThe aim of the Neurology in Practice series is to provide a clinical 'in the office' or 'at the bedside' guide to effective patient care for neurologists in practice and in training. The tone will be practical, not academic. The working assumption is that readers want to know what (and what not) might or should be done, without over emphasis on the why. That said, it is important to review the crucial basic science necessary for effective diagnosis and management, and to provide reminders in the context of the practical chapters. The books will not be heavily referenced, in line with a more practical approach. This allows for smoother reading (and also relieves the burden of comprehensive citing from authors). Key evidence (clinical trials, Cochrane or other meta analyses) should be summarized in 'Evidence at a Glance' boxes and key references such as reviews, major papers can be provided in the 'selected bibliography' at the end of each chapter. Practical guidance will be provided through: the use of algorithms and guidelines where they are appropriate 'Tips and Tricks' boxes - hints on improving outcomes perhaps via practical technique, patient questioning etc 'Caution' warning boxes - hints on avoiding problems, perhaps via contraindications 'Science Revisited' - quick reminder of the basic science principles necessary for understanding
Neuro-Oncology Explained Through Multiple Choice Questions
by Joe M DasThis book provides a detailed overview of the latest developments in the rapidly evolving specialty of Neuro-Oncology arranged in approximately 500 questions arranged in multiple-choice and matching formats. It features insight into the latest World Health Organization classification of central nervous system tumors and molecular genetics with information on how to apply a range of intraoperative adjuncts. Guidance on the latest therapeutic techniques such as stem-cell and immunotherapy in clinical practice is also discussed. To assist the reader in developing a deep understanding of the topics, the questions in all chapters are accompanied by relevant explanations to reinforce the key points covered.Neuro-Oncology Explained Through Multiple Choice Questions is a practical and up-to-date resource on how to diagnose, treat and manage a variety of disorders related to neuro-oncology. Its clear, easy-to-follow format and recognition of critical concepts make it an important resource for neurosurgical and oncology trainees preparing for certification examinations and the more experienced practitioners seeking an overview of the latest developments within the field.Additional questions via app: Download the Springer Nature Flashcards app for free and use exclusive additional material to test your knowledge.
Neuro-ophthalmic Disorders (Current Practices in Ophthalmology)
by Preeti Patil ChhablaniThis book discusses in detail the major advances in the field of neuro-ophthalmology. Based on the latest research from across the globe, it highlights recent developments in all areas of neuro-ophthalmology, including optic neuritis and the associated demyelinating diseases – especially the changing paradigms in the diagnosis and management of multiple sclerosis and neuromyelitis optica. It also covers the various types of hereditary optic neuropathies as well as nystagmus and its management. In order to provide comprehensive information in a single volume, it addresses topics of interest in pediatric neuro-ophthalmology, such as pediatric optic neuritis and cortical visual impairment, innovations in the management of ocular motility disorders and other disorders of the optic nerve and central nervous system, including ischemic neuropathies and idiopathic intracranial hypertension.This book provides a one-stop source of information on all key topics of neuro-ophthalmology, enabling trainee fellows and practitioners to keep abreast of the current thoughts in this field.As part of the series “Current Practices in Ophthalmology” this volume is intended for residents and fellows-in-training, as well as generalist and specialist ophthalmologists alike.
Neuro-Ophthalmology
by Desmond P. KiddThis book presents fifty clinical cases in neuro-ophthalmology, some of which are common and some of which are rare. Each case is presented as a diagnostic and management challenge as found in clinical practice. High quality clinical photographs and images bring the cases to life alongside the diagnostic process and management decisions of an experienced specialist. A short summary of important aspects of the pathogenesis and treatment of each disease finishes each case. Neuro-Ophthalmology: Illustrated Case Studies entertains and instructs the reader and is ideal reading for doctors in training in this area, as well as general consultant neurologists and ophthalmologists.
Neuro-Ophthalmology: Global Trends in Diagnosis, Treatment and Management (Thieme Publishers Series)
by Andrew G. Lee Alexandra J. Sinclair Ama Sadaka Shauna Berry Susan P. MollanThis book offers an overview on the most recent advances in global neuro-opthalmic care. Global variation in the incidence and prevalence of specific neuro-ophthalmic conditions results in geographic differences in differential diagnosis, evaluation, management, and treatment of specific disorders. It covers a variety of disorders from optic neuritis, idiopathic intracranial hypertension to traumatic optic neuropathy. To understand the key differences in neuro-ophthalmic health care, this book has gathered recognized experts from around the world to describe and define these regional and geographic variations of care.By highlighting various international approaches to diagnosing and treating neuro-ophthalmic disorders, this book will be an essential guide for neuro-ophthalmologists, ophthalmologists, and neurologists seeking to build upon their clinical skills in a global context.
Neuro-Ophthalmology (Color Atlas and Synopsis of Clinical Ophthalmology)
by Savino Helen Danesh-MeyerPublisher's Note: Products purchased from 3rd Party sellers are not guaranteed by the Publisher for quality, authenticity, or access to any online entitlements included with the product. Developed at Philadelphia’s world-renowned Wills Eye Hospital, the Color Atlas and Synopsis of Clinical Ophthalmology series covers the most clinically relevant aspects of ophthalmology in a highly visual, easy-to-use format. Vibrant, full-color photos and a consistent outline structure present a succinct, high-yield approach to the seven topics covered by this popular series: Cornea, Retina, Glaucoma, Oculoplastics, Neuro-Ophthalmology, Pediatrics, and Uveitis. This in-depth, focused approach makes each volume an excellent companion to the larger Wills Eye Manual as well as a practical stand-alone reference for students, residents, and practitioners in every area of ophthalmology.
Neuro-Ophthalmology
by Judit Somlai Tibor KovácsThis practical guide provides an algorithm for diagnosis and treatment, from 'having some problem with vision', via diagnosis of cause and background, to treatment and eventually to rehabilitation. Following on from introductory sections devoted to the role of neuro-ophthalmology, recent developments in the field, and an overview of neuro-ophthalmological examinations, there are sections devoted to the different parts of the visual system, and finally a section on rehabilitation. Neuro-ophthalmology is aimed at ophthalmologists, neurologists, neurosurgeons, traumatologists, neuroradiologists, experts in cardiology and stroke, and trainees in these areas. It will also be of interest to neuro-rehabilitation specialists, neuropsychologists, and those working in typhlopedagogy and health informatics.
Neuro-Ophthalmology: Case Based Practice
by Guohong Tian Xinghuai SunThis book provides a practical guide in neuro-ophthalmology. It contains more than 80 carefully selected neuro-ophthalmic cases. It covers visual afferent (Part 1) and efferent disorders (Part 2): the various optic neuropathies, diplopia from ocular and neurologic pathogen, pupil and lid abnormality. Each case presents with neuro-ophthalmology examination format, followed by ancillary test, finial diagnose, treatment and prognosis. A short review or comment highlights the important points of these disorders, up to date progress and literature are addressed in part of them. The novel optical coherence tomography imaging technique is also introduced to interpretation some visual pathway disorders and for follow-up. The massive photographs and neuro-imaging will help the reader for easy following. As a case-based practical manual, this book is a clinical reference for general ophthalmologist, neurologist, senior ophthalmology resident, specialist and fellow, and physician who are interested in neuro-ophthalmology field.
Neuro-Ophthalmology and Neuro-Otology: A Case-Based Guide for Clinicians and Scientists
by Daniel GoldThis book combines the complexities of neuro-ophthalmologic and neuro-otologic disorders into one concise guidebook. It focuses on the basics of these two challenging subspecialties, encountered by the neurologist, ophthalmologist, otolaryngologist, neurosurgeon, emergency medicine provider, and others. Comprehensive and succinct, the book contains chapters examining representative case vignettes that highlight typical historical elements and exam findings that aid in diagnosing a specific disease, disorder, or syndrome. Before each heading, chapters offer a brief review of relevant anatomy, physiology, and examination techniques. Additionally, symptom-based tables guide the practitioner to a focused history and examination for rapid real-time triage and diagnosis. Practical and case-based, Neuro-Ophthalmology and Neuro-Otology is an invaluable resource for practitioners, trainees, and residents in various fields.
Neuro-/Psychopharmaka im Kindes- und Jugendalter: Grundlagen und Therapie
by Manfred Gerlach Claudia Mehler-Wex Marcel Romanos Susanne Walitza Christoph WewetzerDas Buch vermittelt aktuell und umfassend das Wissen auf dem Gebiet der Neuro-/Psychopharmakologie. Um ein tieferes Verständnis der Therapieprinzipien sowie der Besonderheiten der medikamentösen Behandlung bei Kindern und Jugendlichen zu erhalten, werden im ersten Teil die Grundlagen der Neuro-/Psychopharmakologie dargelegt. Zudem werden rechtliche und ethische Fragen im Praxisalltag eingehend erörtert. Der zweite Teil behandelt ausführlich die verschiedenen Arzneistoffgruppen. Im dritten Teil wird die störungsspezifische und symptomorientierte Medikation praxisorientiert beschrieben und kritisch bewertet, so dass der Arzt über eine klare Handlungsanleitung verfügt. Die vierte Auflage wurde aktualisiert und auf den neusten wissenschaftlichen Stand gebracht. Dieses Nachschlagewerk besticht durch die komprimierte und einheitliche Darstellung mit vielen zweifarbigen Tabellen, Schemata und Abbildungen. Es wendet sich an Kinder- und Jugendpsychiater und -psychotherapeuten, Pädiater, Allgemeinmediziner, Psychologen, Pflegekräfte und Lehrer.
Neuro-Rehabilitation with Brain Interface (River Publishers Series In Communications Ser.)
by Leo P. Ligthart Ramjee Prasad Silvano PupolinIn recent years, major results were reported on Brain-Computer Interface / Brain-Machine Interface (BCI/BMI) applied to rehabilitation in scientific reports and papers. This subject received much attention within the Society on Communication, Navigation, Sensing and Services (CONASENSE) during the period 2013-2015. Describing the state of the art on various BCI/BMI activities related to neuro-rehabilitation is the central theme of this book.The latest insights coming from neurophysiologists, neuropsychologists, ICT experts specialized in clinical data management and from representatives of patient organizations are elucidated and new ways for “BCI/BMI applied to rehabilitation” using advanced ICT are introduced. The book describes the latest progress in and is an appeal for an approach leading to more cost-saving multi-disciplinary neuro-rehabilitation. This book covers the following topics: • Overview on BCI/BMI applied to rehabilitation• ICT for Neuro-rehabilitation• ICT for new generation prostheses• Gaze tracking, facial orientation determination, face and emotion recognition in 3D space for neuro-rehabilitation applications• Integrated perspective for future wide spread integration of motor neuro-rehabilitation• Ethical issues in the use of Information and Communication Technologies in the health care of patients with neurological disorders
Neuro-Urology
by Roger Dmochowski John HeesakkersThis volume is a useful handbook for medical doctors involved in the diagnosis and treatment of neuro-urological problems. The first section reviews the relevant neuro-anatomy and neuro-physiology and provides a practical overview of specific neuro-urological pathologic conditions. The second section discusses the various clinical entities that can be encountered and focuses on the clinical entities neuro-urological consquences. The third section is devoted to the different diagnostic possibilities. Internationally accepted algorithms are presented and put into perspective. Section 4 deals with the triad of major clinical problems in this area: urinary (incontinence, retention and voiding dysfunction as well as upper urinary tract problems), anorectal (faecal incontinence and constipation) and sexual (erectile dysfunction and ejaculatory failure) dysfunctions. The final section covers the specific management of patients with neuro-urological problems and describes conservative and surgical treatments, providing the most recent information. Throughout, the text is accompanied by numerous illustrated case reports and discussions as well as tips and tricks based on the personal experience of the different authors.
NeuroAnalysis: Bridging the Gap between Neuroscience, Psychoanalysis and Psychiatry
by Avi PeledNeuroAnalysis investigates using the neural network and neural computation models to bridge the divide between psychology, psychoanalysis, and neuroscience when diagnosing mental health disorders and prescribing treatment. Avi Peled builds on Freud's early attempts to explain the neural basis of mental health by introducing neural computation as a bridging science to explain psychiatric disorders. Peled describes the brain as a complex system of interconnected units and goes on to suggest that conscious experience, feelings, and mood are emergent properties arising from these complex organisations. This model describes mental health disorders in terms of perturbation to the optimal brain organisation, and demonstrates how particular disorders can be identified through a specific breakdown pattern of the brain’s organisation. This fresh approach to the diagnosis of psychiatric disorders will interest students, professors, and researchers of psychoanalysis, neuroscience, and their related fields.
Neuroanat and Physiology of Abdominal Vagal Afferents
by Charles D. Barnes Sue Ritter Robert C. RitterNeuroanatomy and Physiology of Abdominal Vagal Afferents provides a concise, up-to-date selection of focused reviews of vagal sensory participation in control of gastrointestinal function and behavior. The articles, written by internationally recognized leaders in the field, examine the types of information carried by vagal sensory neurons from the gastrointestinal tract, how the vagal sensory and motor components are arranged and interact with the brain, and the nature of vagal sensory participation in selected aspects of physiology and behavior. Future avenues of research in the area of vagal neuroanatomy and physiology are suggested.Neuroanatomy and Physiology of Abdominal Vagal Afferents is a detailed, informative volume that will benefit neurobiologists, GI physiologists, behavioral scientists, and research gastroenterologists.
Neuroanatomie des Menschen (Springer-Lehrbuch)
by Stefan Huggenberger Natasha Moser Hannsjörg Schröder Bruno Cozzi Alberto Granato Adalberto MerighiAlle prüfungsrelevanten Inhalte der Neuroanatomie für die Vorklinik sind in diesem Buch übersichtlich, kompakt und verständlich erklärt. Viele klinische Beispiele schlagen die Brücke zur späteren Berufspraxis. Die durchdachte Didaktik hilft beim schnellen Verständnis und einfachen Lernen. Profitieren Sie von der langjährigen Erfahrung der Dozenten, die sorgfältig das Wesentliche für Sie ausgewählt und aufbereitet haben.
Neuroanatomy: For Speech-Language Pathology and Audiology
by Matthew RouseThis student-friendly and engaging text is organized into four main sections: Part I introduces students to the nervous system; Part II discusses the main neurological structures; Part III focuses on the neurology of speech, language, hearing, cognition, emotion, and swallowing; and Part IV delves into practicing neuroanatomy in the field.
Neuroanatomy and Neurophysiology of the Larynx
by Yasuo HisaThis book is a concise but detailed treatise on the laryngeal nervous system. It is ideal for researchers starting work in this field in that it provides a quick update on present-day basic neurolaryngology. A brief introduction to the methodology that made recent progress possible is followed by a review of classical basic neuroanatomy and neurophysiology. Additionally, the book provides some of the most recent findings in neurolaryngology. The many illustrative figures and microscopic photographs help readers to achieve a clearer understanding of the text and ample references provide links to further reading in specific areas of the field. The book contains much general material that will be instructive even for researchers not specializing in basic neurolaryngology and will provide an essential grounding for clinicians in laryngology.
Neuroanatomy and Neuroscience at a Glance (At A Glance Ser. #85)
by Roger A. Barker Francesca CicchettiNeuroanatomy and Neuroscience at a Glance provides a user-friendly introduction to the anatomy, biochemistry, physiology and pharmacology of the human nervous system within one, succinct, highly-illustrated volume. The double page spreads begin by summarising the anatomical structure and function of the different components of the central nervous system, followed by a section on applied neurobiology which outlines how to approach the patient with neurological and psychiatric problems and provides an overview of treatment and management options. Key features of this fourth edition include: A manageable overview of the structure and function of the central nervous system Full guidance on how to approach the patient with neurological problems and the investigations used in the most common scenarios Cases highlighting the clinical relevance of the basic neuroscience New chapters on the major neurotransmitters of the CNS and their functions, the enteric nervous system and stroke A fully updated companion website with interactive self-assessment questions and case studies, flashcards and revision notes at www. ataglanceseries. com/neuroscience Neuroanatomy and Neuroscience at a Glance is the ideal companion for anyone about to start a basic neuroanatomy or neuroscience course, or can be used as a refresher for those in clinical training.
Neuroanatomy and Neuroscience at a Glance
by Emma S. Robinson Francesca Cicchetti Roger A. BarkerEverything you need to know about Neuroanatomy and Neuroscience … at a Glance! Neuroanatomy and Neuroscience at a Glance is a highly illustrated, quick reference guide to the anatomy, biochemistry, physiology and pharmacology of the human nervous system. Each chapter features a summary of the anatomical structure and function of a specific component of the central nervous system, a section on applied neurobiology outlining how to approach a patient with neurological or psychiatric problems aligned to the chapter topic, standard diagnostic procedures for most common scenarios, as well as an overview of treatment and management options. This fully updated and expanded new edition includes: Dozens of full-page, colour illustrations and neurological scans Expanded coverage of techniques to study the nervous system More practical information on the neurological exam New content on neuropharmacology and drug therapies Bullet points and bold terms throughout assist with revision and review of the topic Neuroanatomy and Neuroscience at a Glance is the ideal companion for students embarking on a neuroanatomy or neuroscience course, and is an excellent reference tool for those in clinical training.An updated companion website with new clinical cases, multiple choice self-assessment questions, revision slides, and downloadable illustrations and flashcards is available at www.ataglanceseries.com/neuroscience
Neuroanatomy and Pathology of Sporadic Alzheimer's Disease
by Heiko Braak Kelly Del TrediciAs indicated by its title, this monograph deals chiefly with morphologically recognizable deviations from the normal anatomical condition of the human CNS. The AD-associated pathology is illustrated from its beginnings (sometimes even in childhood) to its final form, which is reached late in life. The AD process commences much earlier than the clinically recognizable phase of the disorder, and its timeline includes an extended preclinical phase. The further the pendulum swings away from the symptomatic final stages towards the early pathology, the more obvious the lesions become, although from a standpoint of severity they are more unremarkable and thus frequently overlooked during routine neuropathological assessment. For this reason, the authors deal with the hallmark lesions in the early phases of the AD process in considerable detail