Rheology is applied extensively in polymer, chemical, food processing, and related industries. This book combines the basic concepts and applications by presenting a balanced overview of the principles. With simplified analysis of complex problems, the textbook format provides easy understanding for both students and practicing professionals. There is no competing book with such a wide scope, including unique topics such as diffusion, flows about particles, and liquid mixing. This second edition is abundantly updated throughout. Highlights include yield stress measurements, non-Fickian diffusion and rheology of polymer nanocomposites, new results based on CFD simulations, and much more.