This first systematic account of the basic theory of normed algebras, without assuming associativity, includes many new and unpublished results and is sure to become a central resource for researchers and graduate students in the field. This first volume focuses on the non-associative generalizations of (associative) C*-algebras provided by the so-called non-associative Gelfand Naimark and Vidav Palmer theorems, which give rise to alternative C*-algebras and non-commutative JB*-algebras, respectively. The relationship between non-commutative JB*-algebras and JB*-triples is also fully...