A general introduction to the area of theoretical linguistics known as cognitive linguistics, this textbook provides up-to-date coverage of all areas of the field, including recent developments within cognitive semantics (such as Primary Metaphor Theory, Conceptual Blending Theory, and Principled Polysemy), and cognitive approaches to grammar (such as Radical Construction Grammar and Embodied Construction Grammar). The authors offer clear, critical evaluations of competing formal approaches within theoretical linguistics. For example, cognitive linguistics is compared to Generative Grammar and Relevance Theory. In the selection of material and in the presentations, the authors have aimed for a balanced perspective. Part II, Cognitive Semantics, and Part III, Cognitive Approaches to Grammar, have been created to be read independently. The authors have kept in mind that different instructors and readers will need to use the book in different ways tailored to their own goals. The coverage is suitable for a number of courses. While all topics are presented in terms accessible to both undergraduate and graduate students of linguistics, cognitive linguistics, psycholinguistics, cognitive science, and modern languages, this work is sufficiently comprehensive and detailed to serve as a reference work for scholars who wish to gain a better understanding of cognitive linguistics.

The proposition that innovation is critical in the cost-effective design and development of successful military aircraft is still subject to some debate. RAND research indicates that innovation is promoted by intense competition among three or more industry competitors. Given the critical policy importance of this issue in the current environment of drastic consolidation of the aerospace defense industry, the authors here examine the history of the major prime contractors in developing jet fighters since World War II. They make use of an extensive RAND database that includes nearly all jet fighters, fighter-attack aircraft, and bombers developed and flown by U.S. industry since 1945, as well as all related prototypes, modifications, upgrades, etc. The report concludes that (1) experience matters, because of the tendency to specialize and thus to develop system-specific expertise; (2) yet the most dramatic innovations and breakthroughs came from secondary or marginal players trying to compete with the industry leaders; and (3) dedicated military R&D conducted or directly funded by the U.S. government has been critical in the development of new higher-performance fighters and bombers.

Image is a tool that guarantees success - but only if you know how to use it. Even if you are the best, the most experienced, or the most talented, you cannot enjoy prosperity until you build an image that makes you visible to your potential market. The Persona Principle will teach you the most powerful Image-Marketing secrets of the world's leading enterprises. You'll learn to create an effective plan to reach your business, sales, marketing, and personal goals - all on image alone.

The Third Edition of Essentials of Project and Systems Engineering Management enables readers to manage the design, development, and engineering of systems effectively and efficiently. The book both defines and describes the essentials of project and systems engineering management and, moreover, shows the critical relationship and interconnection between project management and systems engineering. The author's comprehensive presentation has proven successful in enabling both engineers and project managers to understand their roles, collaborate, and quickly grasp and apply all the basic principles. Readers familiar with the previous two critically acclaimed editions will find much new material in this latest edition, including: Multiple views of and approaches to architectures The systems engineer and software engineering The acquisition of systems Problems with systems, software, and requirements Group processes and decision making System complexity and integration Throughout the presentation, clear examples help readers understand how concepts have been put into practice in real-world situations. With its unique integration of project management and systems engineering, this book helps both engineers and project managers across a broad range of industries successfully develop and manage a project team that, in turn, builds successful systems. For engineering and management students in such disciplines as technology management, systems engineering, and industrial engineering, the book provides excellent preparation for moving from the classroom to industry.