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04
Apr 2016

Fundamentals of Object Databases: Object-Oriented and Object-Relational Design

Dietrich, Suzanne W.; Urban, Susan D.
ISBN 10: 1608454762
ISBN 13: 9781608454761


Book Description:
Morgan Claypool Publishers, United States, 2011. Paperback. Book Condition: New. 235 x 191 mm. Brand New Book. Object-oriented databases were originally developed as an alternative to relational database technology for the representation, storage, and access of non-traditional data forms that were increasingly found in advanced applications of database technology. After much debate regarding object-oriented versus relational database technology, object-oriented extensions were eventually incorporated into relational technology to create object-relational databases. Both object-oriented databases and object-relational databases, collectively known as object databases, provide inherent support for object features, such as object identity, classes, inheritance hierarchies, and associations between classes using object references. This monograph presents the fundamentals of object databases, with a specific focus on conceptual modeling of object database designs. After an introduction to the fundamental concepts of object-oriented data, the monograph provides a review of object-oriented conceptual modeling techniques using side-by-side Enhanced Entity Relationship diagrams and Unified Modeling Language conceptual class diagrams that feature class hierarchies with specialization constraints and object associations. These object-oriented conceptual models provide the basis for introducing case studies that illustrate the use of object features within the design of object-oriented and object-relational databases. For the object-oriented database perspective, the Object Data Management Group data definition language provides a portable, language-independent specification of an object schema, together with an SQL-like object query language. LINQ (Language INtegrated Query) is presented as a case study of an object query language together with its use in the db4o open-source object-oriented database. For the object-relational perspective, the object-relational features of the SQL standard are presented together with an accompanying case study of the object-relational features of Oracle. For completeness of coverage, an appendix provides a mapping of object-oriented conceptual designs to the relational model and its associated constraints.

28
Feb 2016

Introduction to Environmental Engineering

by P Aarne Vesilind, Susan M Morgan, Lauren G Heine

Description

This text presents a balanced treatment of environmental engineering by combining engineering concepts with the importance of environmental ethics. This third edition highlights sustainable development and emphasizes the need for engineers to become even more environmentally responsible during this time of increasing awareness of environmental concerns. The authors challenge students with problems that require not only a technical solution but a thorough consideration of its ethical ramifications. The text also provides comprehensive exposure to all types of environmental problems, including ecosystem dynamics, wastewater treatment, and air pollution control

 

Creative Strategy in Advertising

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04
Jan 2016

Creative Strategy in Advertising

 

A.Jerome Jewler, Bonnie Drewniany

 

ISBN 10: 1285080270 / 1-285-08027-0
ISBN 13: 9781285080277
Publisher: Wadsworth Publishing Co Inc
 
CREATIVE STRATEGY IN ADVERTISING, 11E, International Edition provides everything you need to be successful as an advertising professional in today's fast-changing media environment. Focusing on the idea that good advertising always starts with an understanding of people and an awareness of their needs, the text advances through the creative process step by step. It focuses first on the creative person, and then on strategy and problem solving. Complementing expert instruction with extensive examples of layouts and ad copy, this book gives you all the necessary tools to create winning advertising strategies
 

 

06
Jun 2016

Author   : John W. Mullins, Mullins, Orville C. Walker Jr., Walker
Publication Date  :  2012-01-31
Language  :  English
Publisher   :  McGraw-Hill Companies, The
ISBN-10    0078028795
ISBN-13    9780078028793

Available in library : 2

Synopsis

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small. Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions both good and not-so-good from around the world in companies ranging from entrepreneurial start-ups to multi-national giants. This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.