The way we do business had, until very recently, remained largely static for over two centuries: large outputs, small profits per units, manufacturing efficiency and oligopolistic competition. Supporting the system was print and broadcast advertising. But in the last couple of decades, the world has seen a dramatic shift. Many advertised goods and services now tend to be high-involvement, and there is a shift to looking for fewer sales and more profit per unit as the ideal. Adding the greatest amount of flux to this model are social and digital media.In short: advertising is at a crossroads.

Advertising at the Crossroads

Business & Money

Jones, John Philip

Baumgartner, Mary

Industries

PENGUIN RANDOM HOUSE INDIA PVT.LTD.

Learn to paint in watercolor—at any age! • Down-to-earth, you-can-do-it instructions and ideas • Surefire techniques plus reassuring text • Basics build to a final three-day watercolor workshop Everyone loves watercolors. They’re easy to carry around and they don’t call for complicated special materials. But getting started with watercolors can be daunting. What paper, paint, and brushes do you really need? How do you mix colors without getting mud? How do you create those clear, glowing tones? Wonderful World of Watercolor guides beginners through these basics and on to the rewards of painting beautiful watercolors. Author Mary Baumgartner has more than twenty years of experience in teaching painting workshops. Now she shares her down-to-earth approach with readers everywhere—with simple instructions on everything from choosing materials to creating a palette, from color values to capturing favorite subjects like pets, fruits and vegetables, skies and clouds, and more. Baumgartner’s warm, reassuring tone is perfect for neophyte artists and anyone who needs a bit of extra support to get started.

Wonderful World of Watercolor: Learning and Loving Transparent Watercolor

Arts & Photography

Painting

Watson/Guptill

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Books by Baumgartner, Mary