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1 Applied Psychometry

Narender Kumar Chadha

Sage Publications, New Delhi, India, 2009, 8132100786 / 9788132100782, First Edition, Paperback, New, 
Applied Psychometry is unique in that it serves a dual purpose. While discussing various aspects of psychometry from an applied perspective, it also takes into account the matching theoretical orientation. The important features of the book include: - Current issues and debates and their implications on the theory and practice of psychometry. - An active teaching–learning interface with many examples and activities. - Chapters on multivariate techniques like factor analysis, its applications and real data treatment. - Construction and standardisation of scales and tests for measurement. - An Instructor’s Manual to facilitate its use and effectiveness in an institutional set-up. This book discusses the application of psychometry in educational, organisational, clinical and developmental settings, among others. It equips its readers with the knowledge of the latest developments in the field and offers guiding solutions to a set of selected research problems. Printed Pages: 384. 028547

Price: 9.95 USD
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2 Branding Demystified: Plans to Payoffs

Harsh V. Verma

Response Books, New Delhi, India, 2010, 8132102347 / 9788132102342, First Edition, Paperback, New, 
The various aspects of marketing surrounding a brand, such as advertising, sales promotion and distribution, can mislead and confuse brand builders. Branding Demystified: Plans to Payoffs identifies the foundations on which strong brands are built, with a distinct focus on the higher-order connect between the brands and their prospects. It also distinguishes these foundations from the other peripheral issues, thereby highlighting what is most important for brand building. With the help of India-centric examples and illustrations, the book analyses why brands have become indispensable in our lives. It communicates the key concepts of branding and branding strategy in a concise and clear manner. The book focuses on the following important branding challenges: - Brand meaning - Brand vision - Brand transformation - Brand value in higher orbits - Brand strategy - Leveraging the brand - Brand adjustments This book will be immensely helpful to professionals in the fields of marketing, advertising, consulting, strategy, and to entrepreneurs. Teachers and students of business management, advertising and branding will find it an incisive and insightful text that draws attention away from the peripheral to the core aspects of branding. Printed Pages: 268. 029621

Price: 8.95 USD
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3 Brands Under Fire

Ivan Arthur and Kurien Mathews

Penguin Portfolio, New Delhi, India, 2008, 0670082260 / 9780670082261, First Edition, Paperback, New, 14 x 22 Cm 
Big brands, big companies, big budgets—and yet, things can still go wrong. In fact, four of the country’s most powerful brands were involved in major brand disasters: Cadbury’s Dairy Milk Chocolates, Coca-Cola and Pepsi, and UTI’s Unit-64 were hit by major problems—worms in chocolates, pesticides in colas and a catastrophe in the country’s favorite mutual fund. In Brands under Fire, brand experts Ivan Arthur and Kurien Mathews use these case studies to cut through the common thinking on brand behaviour to submit fresh insights into the brands of the 21st century. In this book, the two authors, together with India’s most respected personalities from the fields of marketing, communication, academics and social science, explore the whole meaning of a brand, not just in the reality of today’s marketplace but also in the new global environment. Are we witnessing the fading out of the traditional concepts of the brand as a deliverer of consumer expectations and the arrival of alternative models? What impact does the reach of new media, aggressive social activism, changing global sensitivities, agricultural, industrial and economic practice, the unpredictability and uncertainty of an increasingly complex environment, and, above all, a fully participating consumer who influences the product and brand dynamics, have on brand behaviour and a brand’s dialogue with the consumer? Brands under Fire questions whether there is a need to re-evaluate our relationship with brands and redesign it to make it more meaningful—to go beyond the traditional concept of the brand as merely a transaction between seller and buyer to new definitions of what today’s brands can be. Brands under Fire will earn a place on the bookshelves of frontline managers, strategists and practitioners alike. Printed Pages: 232. 026722

Price: 12.50 USD
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4 Handbook of Transportation and Marketing in Agriculture

S K Chattopadhyay (ed.)

Daya Publishing House, New Delhi, India, 2011, 8189729950 / 9788189729950, First Edition, Hardcover, New, New, 15 x 23 Cm 
Today, the field of food technology and processing has become a well-established academic discipline, with food scientists and technologists constantly conducting active and productive food research and development programmes. This book has been written to cater to the needs of students of food science on a laboratory manual on food processing techniques. The text not only offers lucid, easy-to-follow content of experiments and processing techniques in food technology, but offers pertinent information on the methodology, principles and concepts involved, making sure to include experiments which are currently the most relevant. Aiding readers on how to handle food technology equipment, the ways of working with them and the fundamentals applied in experimental science, emphasis has been equally placed an delineating theoretical as well as practical information. In addition, the book also gives space to visual information to enhance the comprehension of food technology processing and experiments. Printed Pages: 279 with figures, tables and indexes. 036915

Price: 20.00 USD
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5 Marketing Ethics

George G. Brenkert

Blackwell Publishing Ltd, London, UK, 2008, 0631214232 / 9780631214236, First Edition, Paperback, New, 150 x 225 Mm 
Printed Pages: 268. 021735

Price: 32.95 USD
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6 Mutual Funds in India: Marketing Strategies and Investment Practices

H. Sadhak

Response Books, New Delhi, India, 2003, 0761997954 / 9780761997955, Second Edition, Hardcover, New, New, 15 x 23 Cm 
Printed Pages: 556. Slightly rubbed dust jacket. 019898

Price: 19.50 USD
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7 The Japanese Marketing System: Adaptations and Innovations

M.Y. Yoshino

The MIT Press, Cambridge, Massachussets, USA, 1971, 0-262-24012-2 / 9780262240123, First Edition, Hard Cover, Very Good, Fair, 16 Cms x 24 Cms 
Printed Pages: 339. Rubbed and slightly torn dust-jacket. 009055

Price: 15.00 USD
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