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Marketing Practices in Developing Economy
This comprehensive book has been written with the explicit objective of increasing the contextual knowledge regarding marketing organizations, problems and practices in South Asia. Divided into seven sections, this book focuses on the marketing perspective of South Asia and its future with the help of the cases. This book covers macro topics like how to develop a market and marketing institutions, as well as micro topics like branding and advertising strategies faced by the organizations operating in competitive and resource-challenged environments. While the problems and challenges described in each case reflect a situation unique to the organization, it also describes issues common to many developing countries. Each case has been written by authors with extensive academic and/or business experience in the region. The book adopts a problem-solving approach through the analysis of case studies that can be used by undergraduate and postgraduate students of management at college and university levels. It is equally beneficial for practising managers and marketing professionals.
AI and Data Engineering Solutions for Effective Marketing
In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast po...
The Science of Emotional Intelligence
Emotional intelligence (EI) is the best instrument to build stronger relationships, communicate effectively, relieve stress, overcome challenges, and achieve career and personal goals. As such, this book covers a variety of topics related to the science of EI. Chapters address the science and philosophy behind EI, using EI to cope with consequences, strategies to develop EI in early childhood education, neuromarketing, emotional responding and adversity, brain networks of emotional prosody processing, humor events and wellbeing, and much more.
The Fourth Industrial Revolution and Beyond
The book constitutes selected peer-reviewed proceedings of the International Conference on the 4th Industrial Revolution and Beyond (IC4IR 2021). It focuses on the research trends, challenges, and future of artificial intelligence (AI). It explores the potential for the integration of advanced AI algorithms. The book addresses the challenges of Data Science for industrial applications in developing and under-developed countries and various security issues. It includes qualitative and quantitative research and provides case studies with working models. The book focuses on artificial intelligence and its applications for industry, innovation, and infrastructure. The book serves as a reference book for practitioners and researchers working in the areas of AI, soft computing, IoT, and data analytics.
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.
TRIPS Agreement of the WTO
This book examines the application of the World Trade Organization’s (WTO) Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPS) in the fields of agriculture, public health and economic development in a Least Developed Country (LDC) such as Bangladesh. In particular, it evaluates the question whether the TRIPS’ one-size-fits-all approach compulsorily applicable for all countries, irrespective of their development standing, fulfils the developmental needs of Bangladesh and other such LDCs in the fields of agriculture, public health and economic development. The book shows that the TRIPS’ introduction of IPRs in the name of Plant Varieties Protection (PVP) and patent...
Fifth Generation Warfare
This book outlines the concept of Fifth Generation Warfare (5GW) and demonstrates its relevance for understanding contemporary conflicts. Non-kinetic modes of attack and war waged by groups or non-state actors at the societal level has been termed 5GW. This book discusses the theory of generational warfare and explores the key ideas of 5GW, such as secrecy, the manipulation of proxies, the manipulation of identity and culture (including disinformation and big data), and the use of psychological warfare. These techniques are used to achieve strategic objectives, such as inducing desired behaviour and controlling human terrain, without resorting to overt war or overt violence. The text expands...
Strategic Marketing Management in Asia
With a view to continue the current growth momentum, excel in all phases of business, and create future leadership in Asia and across the globe, there is a felt need to develop a deep understanding of the Asian business environment, and how to create effective marketing strategies that will help growing their businesses.
