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"This remarkable and charming book introduces the idea of effective field theories from a novel point of view, making the concepts natural and - in retrospect - inevitable. ... it is easily accessible to a graduate student or a bright undergraduate. It will also be welcomed by professional physicists for its readability and clear, compelling style. ... The approach is original and makes the whole concept of effective theories clear and natural." (John Swain, CERN Courier, January-February, 2014)