Graham Hughes – författare

The book covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practiced today and the strategies used in both conventional and digital advertising today.

It offers extensive coverage of traditional and contemporary approaches to all mainstream media, strategy and planning, insights into the creative advertising process and how messages and content are developed and a wealth of contemporary examples from around Europe and beyond.

Importantly, the book also includes coverage of the challenges of measuring and delivering tangible results. This book is the essential companion for undergraduate, postgraduate and professional students studying Advertising, Media and related subjects. 

Hughes Syndrome: The Antiphospholipid Syndrome, A Guide for Students provides an in-depth analysis into the main effects of Hughes Syndrome.

In 1983, Dr Graham Hughes, and his team in London, described a syndrome and subsequently developed simple blood tests to diagnose the condition. This syndrome is characterised by thrombosis (both in limbs and internal organs), headaches, memory loss, strokes and, in pregnant women, placental clotting and recurrent miscarriage. The syndrome, now known worldwide as Hughes Syndrome, or the Antiphospholipid Syndrome, is common - being responsible for example, for up to 1 in 5 cases of young stroke and more importantly, it is treatable.

Hughes Syndrome: The Antiphospholipid Syndrome, A Guide for Students details the effects of Hughes Syndrome on the major organs, making it a valuable reference tool for students in training.

‘Butterworth-Heinemann’s CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.’Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing‘Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.’Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab EmiratesButterworth-Heinemann’s official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. •The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). •Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. •Past examination papers and examiners’ reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. •Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, brand new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann.INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACEwww.marketingonline.co.uk

‘Butterworth-Heinemann’s CIM Coursebooks have been designed to match the syllabus and learning outcomes of our new qualifications and should be useful aids in helping students understand the complexities of marketing. The discussion and practical application of theories and concepts, with relevant examples and case studies, should help readers make immediate use of their knowledge and skills gained from the qualifications.’Professor Keith Fletcher, Director of Education, The Chartered Institute of Marketing‘Here in Dubai, we have used the Butterworth-Heinemann Coursebooks in their various forms since the very beginning and have found them most useful as a source of recommended reading material as well as examination preparation.’Alun Epps, CIM Centre Co-ordinator, Dubai University College, United Arab EmiratesButterworth-Heinemann’s official CIM Coursebooks are the definitive companions to the CIM professional marketing qualifications. The only study materials to be endorsed by The Chartered Institute of Marketing (CIM), all content is carefully structured to match the syllabus and is written in collaboration with the CIM faculty. Now in full colour and a new student friendly format, key information is easy to locate on each page. Each chapter is packed full of case studies, study tips and activities to test your learning and understanding as you go along. •The coursebooks are the only study guide reviewed and approved by CIM (The Chartered Institute of Marketing). •Each book is crammed with a range of learning objectives, cases, questions, activities, definitions, study tips and summaries to support and test your understanding of the theory. •Past examination papers and examiners’ reports are available online to enable you to practise what has been learned and help prepare for the exam and pass first time. •Extensive online materials support students and tutors at every stage. Based on an understanding of student and tutor needs gained in extensive research, brand new online materials have been designed specifically for CIM students and created exclusively for Butterworth-Heinemann. Check out exam dates on the Online Calendar, see syllabus links for each course, and access extra mini case studies to cement your understanding. Explore marketingonline.co.uk and access online versions of the coursebooks and further reading from Elsevier and Butterworth-Heinemann.INTERACTIVE, FLEXIBLE, ACCESSIBLE ANY TIME, ANY PLACEwww.marketingonline.co.uk

Hughes Syndrome: Highways and Byways is a handy and easy-to-read guide to the main features of Hughes syndrome. There has been worldwide interest in this ''new'' syndrome (first described in 1983). A clotting tendency which can potentially affect any organ in the body, it is:

*         responsible for 1 in 5 recurrent miscarriages (now successfully treated with aspirin and heparin)

*         responsible for 1 in 5 young (under 45) strokes

*         a major cause of early heart attacks

*         responsible for 1 in 5 deep vein thromboses

*         an important cause of migraine.

Hughes Syndrome: Highways and Byways is a valuable resource for professionals with an interest in the subject, as well as general practitioners and patients.

Lupus is an extremely common, potentially treatable, disease of the immune system. It affects approximately 1 in 1000 women and is more common than diseases such as multiple sclerosis and leukaemia. Despite this, there is little information concerning the disease in contrast to other illnesses of similar prevalence.

Many people are unaware of the symptoms, treatment, and prevention of lupus. It is important that these topics are highlighted for many reasons. For example, a greater understanding of the symptoms of lupus will enable patients to recognise the symptoms earlier, and get treatment faster; before any serious damage is done. Similarly, awareness of preventative measures may reduce the number of cases of lupus that occur.

From a different perspective, it would be of great use to have an easily accessible source of information available to lupus patients that would highlight issues such as treatment options and sources of support.

In summary, although knowledge of lupus is growing, greater awareness of the disease amongst both patients and the general public is an issue that needs to be addressed.

Along with AIDS, antiphospholipid syndrome was the major medical discovery of the late 20th century, so for many it is still deemed a ‘new’ disease.

The discovery of ‘sticky blood’ (commonly known as antiphospholipid syndrome or ‘Hughes Syndrome’) came out of years of observation of patients who had developed lupus. Many specialists in the 1970s were interested in the neurological aspects of lupus, and Dr Hughes, among others, spent a number of years studying the mechanisms of brain inflammation.

In the mid 1970s, Hughes observed a number of young women with a form of viral paralysis, where interestingly many of them carried an antibody in their blood actually directed against ‘phospholipid’ – one of the components of brain and spinal cord. It quickly became apparent that individuals who had "anti-phospholipid antibodies" suffered from a tendency not only to develop brain and spinal cord symptoms, but also a tendency to develop both vein and artery thrombosis.

As investigation continued it became apparent that these symptoms were not just confined to lupus patients, but occurred in others too, specifically those with severe migraines, with repeated strokes, with memory loss, and in women with recurrent miscarriage.