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This book gives a brief but thorough introduction to the fascinating subject of non-Newtonian fluids, their behavior and mechanical properties. After a brief introduction of what characterizes non-Newtonian fluids in Chapter 1 some phenomena characteristic of non-Newtonian fluids are presented in Chapter 2. The basic equations in fluid mechanics are discussed in Chapter 3. Deformation kinematics, the kinematics of shear flows, viscometric flows, and extensional flows are the topics in Chapter 4. Material functions characterizing the behavior of fluids in special flows are defined in Chapter 5. Generalized Newtonian fluids are the most common types of non-Newtonian fluids and are the subject in Chapter 6. Some linearly viscoelastic fluid models are presented in Chapter 7. In Chapter 8 the concept of tensors is utilized and advanced fluid models are introduced. The book is concluded with a variety of 26 problems. Solutions to the problems are ready for instructors.