An Introduction to Rheology
by H.A. Barnes, J.F. Hutton, K. Walters · Elsevier (Rheology Series, Vol. 3)
The standard first book on rheology: viscosity, linear viscoelasticity, normal stresses and extensional flow explained with minimal mathematics. After reading it you can interpret flow curves, name the main non-Newtonian effects and choose sensible measurements. Deliberately light on tensor calculus, so it is the one book an engineer can read cold before touching Macosko.
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