Books

Advertising and public relations operate in the social space solving their professional tasks and dealing with the mass consciousness or with its relevant social cross-section – public opinion.
For public relations and advertising the study of public opinion is to research public reaction to these activities, company image, goods. services produced by such company and implications of its activities. Studying interrelationships between PR and advertising activities and public opinion has a pragmatic meaning: it helps these corporate institutions to function in society in a more effective way.

The manual examines the relationship of journalism and public opinion. Journalism is understood here as a structure, process, professional activity of collecting, processing, managing according to certain standards, transferring socially significant information in society for solving certain tasks remotely on a regular basis. Public opinion is a conglomeration of opinions, interests, preferences, likes and dislikes, relationships, behavioral patterns in society. This explains the mutual interest of journalism to public opinion, since this world of opinions characterizes society. Public opinion is interested in journalism, because the structures that study public opinion supply the public with this information. The process of studying public opinion, the methodological apparatus of surveys is professional knowledge. Journalists, too, should have it. The Book is addressed to students of journalism faculties.

The textbook is prepared in accordance with the programme of the Additional Entrance Examination at Lomonosov Moscow State University in Social Science. The textbook is adressed to the applicants praparing to enter Humanities Faculties of universities. 

The publication may also be used by high school students in their preparation for the final exam in Social Science.

The book, consisting of 12 chapters, presents the author’s improved Concept of the oceanic skarnoids which he recently published in the book ‘The New Paradigm minerageny’ (2010). Chapter 1 deals with databases, and parameters fields of ocean skarnoids, including such ‘key’ depostits as Uludag, Felbertal, Tyrnyauz, Yaogansyan, Shichzhuyuan, Srkytoye, Kiyalyh Uzen, Bayan. Chapter 2 is devoted to mineral resources bases of tungsten, molybdenum and tin in leading countries (China, Canada, Kazakhstan, Russia). Chapters 3, 4 and 5 contain descriptions of 100 deposits of oceanic skarnoids. Chapter 6 speaks about the basic geological features, genesis models, field types, geological features and search criteria of major stratiform deposits of the oceanic skarnoid class. The history and the priorities of the concept of ocean skarnoids are given in Chapter 7. Chapters 8 and 9 contain information about the domestic and foreign ore provinces of oceanic skarnoids. Chapter 10 examines deposits with affinity for the skarnoid W, Mo, Sn deposits: 1) Skarnoid Fe, Cu deposits; 2) W, Au deposits of Muruntau Olimpiada, Kumtor and others. Chapter 11 is devoted to the issues of further developing the Concept of Oceanic skarnoids including the genesis and sources of ore material, elaborate search features and criteria as well as deep-water drilling in the Gulf of California in the Pescadero and Farallon pull-apart basins. Chapter 12 covers prospects and some projects for identifying the largest deposits of the ocean skarnoid class.
For geologist-surveyors and specialists in the field of regional geology and minerals, for students and postgraduates.

The proposed determinant based on modern ideas about the systematics of lichens makes it possible to make up for the lack of knowledge of these organisms in swamp ecosystems. The first sections provide brief information about the biology, ecology, practical significance of lichens, and methods of study necessary for the identification of species. In the main part, various keys are given for determining lichens (genera, lichen species, taking into account their substrate confinement and in the absence of fruit bodies); diagnoses of 107 genera are given, before which keys are given for determining the species of these genera, as well as diagnoses of 345 species. After the name of the species, its synonyms are given, and after the diagnosis of the species, the types of swamps and the substrates on which these taxa occur in swamps are indicated. 

The determinant is designed for botanists, geographers, employees of specially protected natural areas, students, postgraduates, as well as nature lovers interested in lichens.

The textbook analyzes problems facing organizations and employees in the 21st century. In addition to the fundamentals of organizational behavior, it examines the current state of rapidly developing organizations that face uncertainty, constant change and the impact of high technologies. It presents various models, technologies and tools of business changes aimed at radical organizational transformations. The manual contains a brief overview of the theoretical material, practical assignments and examples of case studies with a breakdown by topic, materials for students’ independent work and homework, recommendations for writing term and diploma papers. The manual is intended for students of economic specialties.

The textbook discusses the composition and structure of the underground hydrosphere, types of groundwater and conditions of their formation, the principles of hydrogeological zoning and the main types of hydrogeological areas problems of use and protection of groundwater: fresh mineral therapeutic, industrial and thermal power, as well as methods of field hydrogeological work, widely used in various types of research and surveys.

For students studying in the direction of "Geology", it can be used when reading the course "Hydrogeology" ("General Hydrogeology") to students of the specialties "Hydrology" and "Geoecology" of geographical faculties of universities, as well as for students studying in the specialty "Prospecting and exploration of groundwater and engineering geological surveys" of technical universities.

The manual includes materials for self-preparation to the examination in the course “Introduction to Globalistics”. The book outlines the subject field of global studies, and topical issues of Globalistics as an integrative science. The manual covers the basic categories of Globalistics: global issues, global processes and systems, globalization, sustainable development.

The physical foundations of low-energy neutron scattering methods for studying the structure and dynamics of matter in a condensed state are described. The textbook is written on the basis of courses of lectures given by the authors at the Faculty of Physics of Lomonosov Moscow State University.

The book consists of three parts. The first part contains a consistent presentation of the principles of the theory of low-energy neutron scattering. The second part is devoted to the methods of obtaining and forming neutron beams, as well as their registration. The third part is devoted to basic experimental methods of neutronography, describes the principles of the device of experimental installations and measurements, as well as methods of interpretation of experimental data based on the theory described in the first part.

For students, postgraduates and researchers working or beginning to work in the field of research of physical, chemical and biological systems at the microscopic level.

As part of the curriculum, this textbook provides a fairly general, complete basic understanding of the basic (including classical) physiological concepts and principles used in the study of the blood coagulation system. The application of modern biochemical approaches to solving the problem of physiological regulation of the blood coagulation system makes it possible to understand the mechanisms of interaction between the processes of coagulation and anticoagulation.

The textbook consists of two parts, the first of which covers modern theoretical concepts of the physiological foundations of blood clotting processes occurring in the body, their relationship with the function of the body's anticoagulation system. The second part is devoted to the practical application of the theoretical knowledge on hemostasis and includes the implementation of tasks in the direction of professional activity of students who study primary and plasma hemostasis, humoral agents of the anticoagulation system of the blood, the relationship of the coagulation and insulin systems of the body. This is the most important difference between this textbook and other books on the physiology and biochemistry of blood clotting.

The textbook examines the current state of the hemostasis system and introduces readers to blood research methods used in physiological and biochemical laboratories and medical practice.

It is intended for students and teachers of biological and medical universities, researchers, doctors.

The textbook provides a complete course in basic physical geochemistry. It considers the subject and methods of physical geochemistry as a science of the physicochemical regularities of mineral, rock and ore formation and gives general points of the thermodynamics of equilibrium natural systems, which are a special type of systems with completely mobile components. It derives main thermodynamic relationships that characterize natural processes and shows their application. The book gives a detailed description of the questions of theory, topology, methods for constructing diagrams used in geochemistry, petrology, and the theory of mineral deposits.
For students, graduate students and all specialists involved in the study of physical and chemical regularities of natural processes.

The textbook examines the subject area of ethnological science, methods of collecting, processing and interpreting ethnological data, the sources of information used, problems of theory and history of ethnological science. Most of the chapters of the textbook contain a scientific description (by continents and regions) of the modern ethnic picture of the world and the history of its formation. Special attention is paid to the issues of the correlation of the racial and ethnic composition of the world's population, as well as anthropo- and racogenesis. Various classifications of peoples are considered (by types of economic activity, characteristic features of material and spiritual culture, languages and their families, etc.). 

For students of historical and other faculties of Russian universities, Russian-speaking students of universities of neighboring countries, graduate students, university professors and anyone interested in ethnology (ethnography) of the peoples of the world.

In the book-aid written by the well-known teacher of Russian language and Literature Sergej Leonidovich Shtilman the idea of so-called slow reading (co-authorship of the reader and writer) is formed. Unpredictable discoveries in analysis of literary works studied at school and, besides, the topics (e.g. body language, «symbolic» names) that are rarely discussed by the literature specialists and critics are provided.

This book is addressed to the teachers of Russian language and Literature, the enrollees and the high school students willing to penetrate into the mysteries of Russian classics.

The author of this book, Mikhail Mikhailovich Novikov, is the last freely elected rector of Moscow University (1919–1920), a prominent biologist, a deputy of the Fourth State Duma. In 1922, the Soviet government expelled him among other famous scientists and public figures from Russia. The book was first published in the United States where M.M. Novikov lived from 1949. The author gives an account of his scientific and social activities in Russia and in emigration.
For all those who are interested in the history of Russian science, education and social life in the late 19th – mid 20th centuries.

In his monograph, Krotkov Vladimir Olegovich, candidate of political sciences, analyzes the metamorphoses that took place in the socio-economic and political spheres in 1985-2009 that were transformational in nature. The scientific work examines the whole twenty-five-year period of our country’s historical transformation as part of the three – Soviet, post-Soviet and neo-post-Soviet – main stages, which had their own chronological framework and were characterized by its own specificity and internal logic of development. Relying on the overall characteristics he had formulated, the author proposed his own definition of the political regime, which made it possible to reveal its types, subtypes and, what can heuristically be called as its polycratic and monocratic forms, which received the researcher’s special attention. On the basis of a multifactorial political analysis, he identified and revealed the specific features of the political regime within the framework of the three stages of Russia’s historical transformation, enabling him to draw a general conclusion about the functioning of the authoritarian political regime of both one-party and various personality subtypes throughout the 25-year long transitional period. The monograph is intended for both specialists in the field of political science and for a wide range of readers.

The late 20th century clearly saw scientific achievements and advanced technologies radically change world civilization and form the basis of a postindustrial society. These patterns directly affected the USSR and newly revived Russia. Moreover, both countries (the former at the end and the latter at the beginning its existence) faced serious problems related to the ineffective system of organizing, managing and supporting scientific and technological progress, mechanisms for reproducing and making rational use of its science resources, and introducing its achievements in the economy. Prepared by a team of specialists from the Institute of Statistical Studies and the Economics of Knowledge, State University – Higher School of Economics under the leadership of professor LM. Gokhberg, Doctor of economic sciences, this monograph is devoted to the study of key problems that faced the state and the scientific community in the field of science development in 1985-1999 and the mechanisms for their solution. The authors analyze the most significant institutional changes that occurred during the period in various sectors of Russian science, evaluate the evolution of the conceptual foundations of the state scientific and technical policy and the main results of its implementation. The work also contains a brief overview of the scientific and technological development of the USSR and the Russian Federation in the late 20th century in comparison with that of foreign countries and the description of several major scientific, scientific and technological achievements made by domestic scientists. The edition is supplied with a detailed scholarly apparatus and is addressed to teachers and students engaged in the study of the history of science in the USSR and Russia at the end of the 20th century, and to all those who are interested in our country’s modern history.