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BRAND EQUITY: AN INDIAN PERSPECTIVE
The value of a brand is acknowledged only when a consumer is happy and satisfied using it. Hence, recognition and praise enhance the brand value or brand equity of a product, and makes a product ‘a brand’. Therefore, brand equity becomes a precedence for any product to become a brand. This book delves onto the concepts and theories of Brand Equity, and how it forms an integral part of any product becoming a success. The book skillfully explains fundamental concepts of brand equity, and its importance in product/services marketing, in the Indian context. Divided into four parts, Part 1 of the book begins by explaining the meaning of branding and brand equity. Part 2 then focuses on various components of brand equity. Part 3 educates the readers/students on how to measure brand equity of a product or a brand. Part 4 concludes by elaborating on ways and means to enhance brand equity of any product. This book is designed for the postgraduate degree and PG Diploma students of management specializing in Marketing and brand management. The book will be equally useful for practising Product/Brand Managers.
An Introduction to the Management of Complex Software Projects
This book explores the challenges of managing software projects, such as changing requirements, uncertain technologies, and evolving user needs, provides strategies for addressing these and other emerging issues, and contains a number of eye-opening perspectives from experts in different fields. Instead of relying solely on traditional project management techniques, the book presents a holistic, adaptive, and flexible framework that takes into account the unique challenges of each particular case of software development. It recognizes that software development is a complex and creative process that involves people with diverse skills and personalities, and provides insights into how to motivate and manage teams, how to communicate effectively, how to automate processes, and how to deal with conflict and uncertainty, from computer engineering and mathematical logic, all the way to advanced geophysics and earthquake engineering. It provides a wealth of practical advice and guidance, as well as insights into the latest schools of thought related to software project management.
Celebrating the Past and Future of Marketing and Discovery with Social Impact
For the 50th Anniversary of the Academy of Marketing Science, the 2021 AMS Annual Conference and Marketing World Congress celebrates the history of marketing while also exploring its future. This includes research on possible new theory discoveries and findings that could lead to more efficient and impactful responses by marketers to the current multi-faceted global challenge array. The volume proposes that marketers strive to continue to offer value in a socially responsible way to the consumers within. Articles in this volume explore the influence of marketing innovations leveraged by the rising influence of artificial intelligence, virtual reality, mechanamorphics, a proliferation of data...
Sustainable Agriculture in the Era of Climate Change
Under ongoing climate changes, natural and cultivated habitats of major crops are being continuously disturbed. Such conditions impose and exacerbate abiotic and biotic stressors. Drought, salinity, flood, cold, heat, heavy metals, metalloids, oxidants, irradiation, etc. are important abiotic stressors, while diseases and infections caused by plant pathogens, such as fungal agents, bacteria and viruses, are major biotic stresses. In many instances, stresses have become the major limiting factor for agricultural productivity and exert detrimental role on growth and yield of the crops. To help feed an ever increasing world population and to ensure global food security, concerted efforts from s...
Algal Metabolites
Algal secondary metabolites have several biotechnological, pharmaeceutical, industral, cosmetic, and other commercial applications. This new book highlights the recent advances in algal active metabolites, emphasizing their pharmaceutical, therapeutic, nutraceutical, and industral potential. It first provides an introduction to algal metabolites and discusses their applications. It then looks at microalgal- their pharmaeceutical, therapeutic, nutraceutical, and industrial applications. Providing a wealth of information, this book illustrates the diversity of these metabolites from indegeneous marine of freshwater sources, providing a gateway that can enable researchers and pharmaceutical companies to develop novel nontoxic, cost-effective, and highly efficient drugs.
DIGITAL MARKETING
In today's ever changing environment, digital marketing has become the fastest means to advertise a business and create a brand value online. It has proved to be the most effective method to increase the reach of the business and generate potential leads. Hence, the book is an attempt to explain the concept and digital marketing tools lucidly to help students gain in-depth knowledge of digital marketing and develop critical thinking towards the subject. Comprising 11 chapters, judiciously divided into five units, the book covers a full gamut of digital marketing from its introduction, opportunities and challenges, digital penetration in the Indian market, digital marketing mix, STP model, CR...
Biotechnology and Bioinformatics
Reflecting the interdisciplinary nature of biotechnology, this book covers the role of targeted delivery of polymeric nanodrugs to cancer cells, microbial detoxifying enzymes in bioremediation and bacterial plasmids in antimicrobial resistance. It addresses modern trends such as pharmacogenomics, evaluation of gene expression, recombinant proteins from methylotrophic yeast, identification of novel fermentation inhibitors of bioethanol production, and polyhydroxyalkanoate based biomaterials. The book highlights the practical utility of biotechnology and bioinformatics for bioenergy, production of high value biochemicals, modeling molecular interactions, drug discovery, and personalized medicine.
