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  • by Ravikumar Kurup
    £97.99

    The extraterrestrial intelligence is a magnetotactic archaeal colony network. It arises on porphyrins which are generated sui generis on the quantal form. The porphyrin networks can self-replicate &can form a template for the formation of viroids &prions. The magnetotactic archaeal colony networks are extremophilic networks &can survive in the environment of extreme climates of Mars and Venus as well as in interstellar gas. The extremophilic archaeal extraterrestrial network can secrete RNA viroids which form RNA viroidal quasi-species consortia. The RNA viroidal quasi-species consortia can be edited by archaeal digoxin giving identity &specialization to the network. The magnetotactic archaeal extraterrestrial intelligence impacts on earth by meteoritic showers which give new cosmic genes to the earth. This is the form of cosmic gene transfer. The earth is populated by homo sapiens &the transfer of archaeal &RNA viroidal genes generates the Homo neanderthalis &their brain. Thus there is an interacting quantal computing archaeal colonies in the brain &the intergalactic magnetic field. These are generated by transfer of cosmic genes by archaeal networks mediated by meteoritic impacts

  • by Snehal Kotak
    £76.99

    Consumers are progressively blending their digital and physical realms, engaging in multifaceted business networks. The association between banks and the retail ecosystem is poised to strengthen, offering customers a diverse array of products. Distinctions between financial and non-financial service providers will blur, giving rise to an interconnected and collaborative ecosystem of service providers. Banks will integrate financial services, wallets, payments, shopping services, etc., to enhance the customer experience through strategic partnerships and acquisitions. Future banks must be dynamic, aligning with technology to support a sustainable and scalable business model. The Indian banking landscape is expected to witness the emergence of both regional and national players. A successful bank in the future will eschew "one-size-fits-all products," function as a knowledge banker, cater to all financial needs seamlessly, demonstrate fundamental strength, manage risks, adhere to global regulations, and fully leverage IOS and Android platforms. Such a bank, with enhanced design and faster, convenient delivery channels, will undoubtedly be deemed successful.

  • by Pallavi Pandey
    £40.99

    Machine learning (ML) is a field of artificial intelligence (AI) that focuses on the development of algorithms and statistical models that enable computer systems to learn and improve their performance on tasks without explicit programming. At its core, ML involves the utilization of data to recognize patterns, make predictions, and inform decision-making. It encompasses a variety of techniques, from supervised learning, where models are trained on labeled data, to unsupervised learning, where algorithms identify hidden patterns within unlabeled data. ML applications span diverse domains, including image and speech recognition, natural language processing, healthcare diagnostics, and predictive analytics, fundamentally reshaping how computers can autonomously acquire knowledge and adapt to changing environments.

  • by Subhashish Dey
    £40.99

    Present investigation focused on identifying the possibility of an alternative binder instead of cement in concrete. The reason is the hike in the cost of cement manufacturing, also cement releases high amount of Carbon dioxide during its production. So a new binder called Geopolymer is used for the purpose. In this project, Geopolymer concrete is the solution for100% replace of the cement content by using Geopolymer binder which consists of fly ash, GGBS and alkaline liquids by ambient curing instead of steam or oven curing, as it is practically tough to have an oven curing or steam curing at site. On the other hand, utilization waste Glasses as binder in geo polymer concrete mixes will provide feasibility for sustainable development. This study is focused on developing mix design for geopolymer and to study the mechanical and durability properties of G40 Tertiary Blended Geopolymer concrete. Tertiary means three in order i.e., Geopolymer concrete is designed by using three binder materials such as flyash, GGBS and Glass - powder. The Binder materials will be activated using Sodium Hydroxide and Sodium Silicate as Alkaline Solution.

  • by Harun Ertören
    £40.99

    Bu kitab¿n amac¿ Fitness antrenmanlar¿n¿n ki¿ileri hantallät¿racä¿ yani sürat ve reaksiyon süresine olumsuz katk¿ säl¿yacä¿ ve bu yüzden sürat ve reaksiyon içeren sporlarda sporcular¿n tercih etme konusunda ak¿llar¿nda bir soru i¿areti kalmakta oldu¿unu çe¿itli forum siteleri ve arama motorlar¿nda görmekteyiz. Bu amaçla Sekiz hafta boyunca ki¿ilere yo¿un derecede %75 - %80 yüklenme ¿iddetinde full body kuvvet antrenman¿ uygulanm¿¿t¿r. Sonuç olarak, arät¿rmaya kat¿lan sporculara uygulanan düzenli fitness antrenmanlar¿n¿n antropometrik ölçümlerden olan çevre ölçümünde biceps, omuz, gö¿üs, quardriceps ,calf ve abdominal referans bölgelerinde anlaml¿ fark bulunmas¿na rämen, reaksiyon sürati ve yine sürat özelliklerinden olan 30 m sürati testlerinde istatistiksel olarak bir fark ölçülmemi¿tir. Ayn¿ zamanda sporculardan al¿nan vücut yä oranlar¿nda anlaml¿ düzeyde azalma görülmü¿tür.Bu kitap, Süleyman Demirel Üniversitesi / Säl¿k Bilimleri Enstitüsü / Egzersiz ve Spor Bilimleri Anabilim Dal¿ / Spor Bilimleri Bilim Dal¿ bünyesinde haz¿rlanm¿¿ ve Türkiye Yüksek Ö¿retim Kurumu Tez Merkezinde yer alan 635116 numaral¿ Yüksek Lisans tezinden üretilmi¿tir.

  • by Ioana Stanciu
    £82.99

    The book titled 'Rheology of Meat, Fish and Fish Products, Eggs and Poultry Products' is structured into eight chapters. Chapter one, titled 'Meat,' covers subchapters on the morphological structure of meat, the chemical composition of meat, the overall quality of meat, and transformations that occur in meat after cutting. The subsequent chapters explore meat preparations, semi-preparations, semi-canned meat, canned meat, the analysis and control of fish and fish products, eggs and poultry products, the rheology of meat products, and the utilization of rheological analysis for assessing the quality of poultry products.

  • by N. Shanmugasundaram
    £40.99

    "Electrical Machines - I Laboratory Manual" has been developed for undergraduate students in Electrical Engineering, Electrical and Electronics Engineering, and related engineering programs in India. This manual comprehensively covers a range of machines, including static machines (transformers) and rotating machines (DC machines), addressing fundamental concepts and testing methods. The latest revision aligns with curriculum updates. The manual includes exercises on the characteristics of Electrical Machines, focusing on teaching the performance attributes of Transformers and DC Machines. It serves as a detailed record of experiment-related work. The record is designed to be thorough enough for individuals with a similar technical background to replicate the experiment and data by following the laboratory notebook. The authors express gratitude to all department staff members for their valuable suggestions and contributions. Dr. N. ShanmugasundaramDr. K. SushitaDr. S. Vijayaraj

  • by Ambika Jayaram
    £62.49

    The teeth are moved into desired position by the application of force generated by the active components of the orthodontic appliance. Anchorage control is an important factor in the success of orthodontic treatment. Because teeth are unstable when utilized for anchorage, it has been discovered that the teeth chosen for the anchorage frequently move simultaneously with the teeth in which movement is sought. Some alternative source of resistance has become required, since teeth have been found to lack adequate stability to produce certain desired changes in the dentures and basal bone. Thus, it was believed that stability would be significantly enhanced if anchorage could be obtained from a point within the basal bone. The limitations and issues with acceptance of traditional intraoral or extraoral anchorage aids have led to a growing interest in implants as a way to improve anchorage in orthodontic treatment. This book throws light onto the history, biological aspects, classification and design, implant placement techniques and procedures, clinical applications, complications, indication and contraindications of mini-implants in orthodontics.

  • by Ravikumar Kurup
    £107.49

    The Nagas/Serpent race or reptilians are extraterrestrials transhumans who interbred with early human neanderthalic civilizations modulating them to great cultures giving them language, arts, architecture, gods &spirituality. The Neanderthals were speciated by archaeal symbiosis. Magnetotactic nanoarchaea are seen in the intergalactic magnetic field whose rotations create the planetary systems. The magnetotactic nanoarchaeal colonies form microbial civilization in other planetary systems &galaxies. The magnetite nanoarchaea have quantal perception and can travel the quantal world of the multiverse. They have a wave-particle existence. The civilizations in the outer planets &galaxies are microbial &nanoarchaeal quantal civilzations. The nanoarchaea reached the earth by quantal teleportation or meteoritic hits. They symbiosed with neanderthalic humans in a form of interbreeding creating the asuric neanderthalic Naga Dravidian reptilian race. Due to the presence of endosymbiotic nanoarchaeal colonies in the neanderthalic brain, the Neanderthals are capable of quantal perception &quantal travel. They have spiritual qualities &are intuitive. They represent an autistic creative tribe.

  • by Ravikumar Kurup
    £107.49

    Reptilian Neanderthal hybrids with homo sapien species are common in global population. The Nair community is matrilineal and is one of the few functional matriarchies in the world and speaks the Dravidian language with similarities to Celtic, Scythian, Berber and Basque societies. The autistic brain is comparable to the large sized Neanderthal brain. Similar pattern of autistic metabolonomics is seen in the normal Nair population of Kerala. Neanderthal metabolonomic patterns include a low efficiency PDH activity and autistic. Nanoarchaea which has actinide dependent cholesterol and ammonia oxidizing enzymes are magnetotactic and come from the intergalactic magnetic field reaching the earth by meteoritic hits. Endosymbiotic actinidic nanoarchaea using cholesterol as an energy substrate. There is a rising epidemic of autism and schizophrenia indicating neanderthalisation of the human species due to global warming, extreme climate change and archaeal growth. Archaeal induced PDH and mitochondrial suppression results in the autistic and schizophrenic metabolonomic cascade. It would indicate the emergence of Homo archaeax neanderthalis, the reptilian extraterrestrial phenotype.

  • by Astalo Garcia
    £40.99

    The purpose of this book is to introduce a practical conceptual tool for analyzing the dynamics of violence perpetrated by men. In doing so, it aims to address two methodological tools: the perspective of masculinities and the theory of countercoloniality. The work analyzes the temporal, spatial, and situational conditions that underlie the context of violence in Mexico. Examining the colonizing and decolonized impact in Mexico from both a Global North and Global South approach, it explores the effects of USA/Eurocentrism on violent activities. The work reflects on the construction of masculinity as a process deeply embedded in a patriarchal system, sustained by the coloniality of institutions, organizations, and state and private groups with high hierarchical power. The analytical framework identifies the need to question and unpack the decolonization of the patriarchal system, including our own colonizing actions, by proposing changes in men's lives towards more free and liberating, USA/Eurocentered masculinities. The paper concludes with an alternative vision for understanding and addressing crime and violence in Mexico, promoting Good Living (Buen Vivir) and a love for life.

  • by Charles Obulo
    £55.49

    This research study examines the existing Kenyan national dress with the aim of developing a culturally inspired attire that resonates across the diverse Kenyan ethnic landscape. The motivation behind this stems from the underwhelming adoption of the Kenyan National Dress. The top-down approach to its development hindered its acceptance, contrary to expectations. The literature delves into historical attempts by various design champions, explores national dresses from other nations, and analyzes both the failures and successes of the current national dress, along with the design process. The research philosophy adopted for this study is interpretivist. The sampling strategy in this qualitative study employs non-probability sampling techniques. The researcher conducted interviews with a total of 60 respondents. The primary data collection tools included interviews, archival research, surveys, and open-ended questionnaires. The analysis methods incorporated content analysis. The study suggests the possibility of utilizing tribal clothing as inspiration for the development of a Kenyan National Dress. It acknowledges that there may or may not be a need for a Kenyan National Dress.

  • by Mohammad K. S Ma'aitah
    £40.99

    This investigation looked to lead a settable survey of the existing literature selecting cloud computing by ventures. This included recognizing the ebb and flow commitments of IS inquire about with respect to the marvel and deciding the under-examined issues and the commitments of IS explore in regards to the wonder. The articles was arrange, into articles, discoveries and future suggest for future IS re-seek roads are as per speculations, examine techniques, and cloud computing reception factors and procedures that were recognized by utilizing GT approach.1. The main aim of the study was to identify the use of cloud computing in relations to current methodologies, theoretical framework, challenges, publication years, by the researchers whös study were reviewed.2. The findings of the review revealed that most of researchers used the TAM and DOI models as the standard models for their studies3. Most of the research as found in the review made use of the survey as well as case study methods. 4. The key analysis units focus on acceptance and adoption of the use of cloud computing.

  • by Ravikumar Kurup
    £104.49

    The metal actinides in the lake shores of Kerala from extraterrestrial source provide radiolytic energy important in abiogenesis. The metal actinide surfaces would by surface metabolism generate acetate which could get converted to acetyl CoA &then to cholesterol which functions as the primal prebiotic molecule self-organizing into self-replicating supramolecular systems, the lipid organism. Cholesterol by radiolysis by actinides would have formed PAH generating PAH aromatic organism. Anastase &rutile surfaces can produce polymerization of amino acids, isoprenyl residues, PAH &nucleotides to generate the initial lipid organism, PAH organism, prions &RNA viroids which would have symbiosed to generate the archaeal protocell. The archaea evolved into gram negative &gram positive bacteria with a mevalonate pathway which had an evolutionary advantage. The symbiosis of archaea with gram negative organism generated the eukaryotic cell which later evolved into primates. The actinidic archaeal symbiosis in the primate brain and body generated the homo neanderthalic species. Humans can be considered as a modified giant archaeal colony.

  • by El-Shazly M. Hegazy Gazouly
    £55.49

    AMUN_SHC was modified to calculate the silicon hydraulic capacitance and mass flow passive silicon uptake, AMUN_SiHC. The latter was achieved by replacing ¿ with ¿_Si. The concept silicon-like- hydraulic capacitance indicates that silicon likes to move passively with water path in accordance with soil water hydraulic capacitance. Accordingly, silicon looks like it has a hydraulic capacitance as water. Therefore, as ¿ may distinguish the compensated and uncompensated water uptake, ¿_Si distinguish water, silicon, and geo-alkaloids uptake under saline and drought conditions in accordance with stress-strain relationships. The fact that silicon is the nutrient element responsible for aiding plants to complete theirs under stress conditions is shown in that research. The data clearly showed the positive interaction between silicon uptake and soil water hydraulic capacitance, water uptake, and geo-alkaloids uptake, but sodium, under abiotic stress conditions. Silicon plays vital roles in reducing the side effects of climatic changes on the agro ecosystem continuum.

  • by Turaev Kh. Kh.
    £55.49

    In this monograph, the optimal conditions for obtaining organo-inorganic nanocomposites based on polyamide-6 and high-density linear polyethylene as a result of exfoliation of layered silicates were determined, the dependence of the degree of exfoliation of layered silicates on the physical-mechanical and thermal properties of organo-inorganic nanocomposites was determined, high-pressure and heat-insulating materials based on organo-inorganic nanocomposites were determined. Polymer composite materials used in the production of polyethylene pipes and car bumpers were developed, and fire resistance properties of organic-inorganic nanocomposites with a high level of fillers were determined. The monograph is intended for a wide readership of chemists engaged in organic-inorganic synthesis, specialists in chemistry and chemical technology, university professors, doctoral students, and scientific researchers and students, as well as those studying inorganic, organic, and coordination compounds.

  • by Gyun-Ho Jeon
    £34.99

    Vitamin D is not only essential for bone health, but has recently been known to play an important role in blood pressure, blood sugar control, and immune function, and is even known to be related to cancer, autoimmune diseases, obesity, female reproduction, and depression. In particular, interest has recently increased in the potential role of vitamin D in female reproduction and mental health. Although not yet clearly known, results are accumulating suggesting that vitamin D deficiency may alter ovarian function and may also be related to depression. Ovarian function represents the degree of ovarian aging and can be estimated as an ovarian reserve markers. Interestingly, the relationship between female hormonal changes and depression has already been established in many studies, so proving the role of vitamin D in their relationship could be key to explaining female hormone-related depression. In this book, you will explore the known roles of vitamin D in women's reproductive function, and depression, along with recent two studies on vitamin D¿s link to ovarian reserve markers and depression.

  • by Jothi Lakshmi Rajendran
    £40.99

    Herbal Drug Technology is based on the current PCI syllabus of the 6th Semester, B.Pharmacy.This topic covered herbal cosmetics for skincare. This chapter includes more than 40 drugs of herbal skincare cosmetics. Also includes biological sources, families, parts, chemical constituents, and uses of individual drugs. Its simple language, easy presentation, and picture representation make the students comfortable and easier to learn and easier to learn and understand the basic concepts of the topics included in the book.

  • by Mumtaz Ahmad Shah
    £71.49

    West Asia's unique position at the crossroads of multiple continents makes it vital to global trade. Abrahamic religions originated in this hallowed land. Global geopolitics over energy resources makes West Asia important. The combination of these factors has made West Asia a sought-after area and global power. West Asia's topography resembles European colonialism. West Asia is regionally multipolar. Egypt, Israel, Iran, and Saudi Arabia were the first regional poles. Egypt and Pan-Arabism collapsed in the 1970s. Power in the Arab world has moved to the Gulf. The 1979 Iranian Islamic revolution further fragmented the region. Iran and the Kingdom of Saudi Arabia (KSA) compete for regional and Islamic global domination along sectarian and ideological lines. Iran opposed foreign influence on Gulf security and backed the Palestinians' rejection to the Israel-US alliance. Thus, the US, Saudi Arabia, the UAE, Egypt, and Israel formed an anti-Iran coalition. The book examines how India accepted multi-alignment in West Asia and bilateralism in the 1980s and after the Cold War. This approach changed New Delhi's policy from Arab-centric (Pan-Arab nationalist states) to regionally inclusive.

  • by Alexander Akaninga
    £51.49

    The main issue of the study is the translation of the Greek word ¿¿¿¿¿¿ (forgive) as ¿patience¿ in the Farefare language of the Upper East Region of the Republic of Ghana. By examining the Farefare translation of the text, focusing on the use of the term ¿to have patience¿ instead of ¿to forgive,¿ the research confirms that the Farefare translation consistently substitutes the verb ¿forgive¿ with the noun ¿patience,¿ particularly in the context of human-to-human forgiveness. The researcher examined the usage of the word in the Bible, particularly in Matthew 6:12, and its translation in the Farefare Bible. The study maintains that the Farefare term suguru which is often used to translate ¿¿¿¿¿,¿ is inappropriate because suguru is a noun, while ¿¿¿¿¿¿ is a verb. It is also established that the word bah¿ in Farefare, has the meaning of ¿forgive,¿ and frequently accompanies the noun be¿em (sin/wrongdoing). The cultural understanding of the Frafra people is that patience is necessary before granting forgiveness.

  • by José Moleiro Martins
    £55.49

    The purpose of this book is to consolidate knowledge, organized into chapters and sections, facilitating readers' access to and comprehension of the fundamental aspects of Organizational Strategy in a synthetic and precise manner. This endeavor is specifically tailored to address the competitive challenges organizations face due to the globalization of markets. The objective is realized through succinctly presented thematic summaries. The book serves as both a study tool and technical support, fostering sequential and theme-oriented learning guided by key references.

  • by Aziza Zaripova
    £55.49

    Th¿ m¿in ¿im ¿f this book is t¿ d¿s¿rib¿ s¿v¿r¿l b¿si¿ ¿rin¿i¿l¿s ¿nd instrüti¿n¿l m¿th¿ds th¿t w¿ b¿li¿v¿ ¿r¿ ¿¿nsist¿nt. Highlight th¿ ¿¿ntributi¿ns ¿nd ¿¿t¿nti¿l ¿f ¿dü¿ti¿n¿l ¿ff¿¿tiv¿n¿ss r¿s¿¿r¿h f¿r th¿ ¿r¿m¿ti¿n ¿f qülity ¿nd ¿nh¿n¿¿m¿nt ¿f ¿quity in ¿dü¿ti¿n¿l ¿ut¿¿m¿s. Plus, t¿ ¿¿¿l¿ring ¿ n¿w ¿ff¿¿tiv¿ m¿th¿d ¿nd th¿ ¿rin¿i¿l¿s ¿f t¿¿¿hing English units f¿r im¿r¿ving th¿ qülity ¿f t¿¿¿hing ¿iming t¿ h¿l¿ ¿ll ty¿¿s ¿f stud¿nts.

  • by Sivanaga Malleswararao Singu
    £72.49

    Comprehensive Data Collection: Gathering mathematical correlations for various materials such as HSS, HC-HCr, Titanium, Inconel X-750, Graphite, Copper, Brass, Tungsten Carbide, Aluminium, and Al-Mos2 MMC.Mobile Application Development: Creating a mobile app for Android devices, enabling users to input desired material and thickness. The app generated optimal values for Machining current, Cutting speed, Spark gap, Power, Surface finish, and MRR. These values could be directly input into any WEDM machine for enhanced results.App Store Publication: After rigorous testing and validation, the applications were prepared for publication on their respective app stores(Android, iOS, Windows) ensuring accessibility to a wide range of users.

  • by Krishna Kumar
    £40.99

    This book include viva questions for dental material practical exam for 2nd year dental students.This book helps us to master various theory and practical exam topics. This book covers questions related to following topics- Introduction to Dental Materials, Structure and Behaviour of matter, Impression materials and duplicating materials, gypsum products, waxes and baseplate materials, denture base resins.We would like to extend our gratitude to our esteemed teachers- Dr. Shwetha Poovani, Dr. Krishna Kumar.U, and Dr. Sindhu K. for constant motivation and encouragement for the success of this book.We would like to thank our batchmates- Lokesh, Pranjul, Poorvika, Roopa, Sahana, Rumana, for thier constant support and help.

  • by Melvin H. Salazar
    £55.49

    This study aimed to assess the conditions and opportunities within the school system, as well as the performance indicators of junior high school students in Catbalogan City Division, Province of Samar, Philippines. The investigation focused on the level of implementation of key elements in outcome-based transformational approaches, the dimensions of opportunity and high expectations, the key characteristics of the classroom reform approach, and transformative tools, along with strategic transformative leadership and management. The study employed a descriptive research method, and quantitative data were gathered using a survey questionnaire. The results indicated a high incidence of drop-out and failure rates. The implementation of results-based transformational tools and approaches, on average, was satisfactory. This led to the development of a strategic management model for junior high schools in Catbalogan City Division, characterized by results-oriented transformative leadership. The findings suggest that school leaders and teaching forces should maximize the use of the developed strategic management model for junior high school students in Catbalogan City Division.

  • by Chandra Sekhar Kolli
    £55.49

    AI and ML are revolutionizing fraud detection in banking and financial institutions. Leveraging sophisticated algorithms, these technologies analyze vast datasets to identify patterns indicative of fraudulent activities. Machine learning models continuously learn and adapt, enhancing their accuracy over time. By automating the detection process, AI minimizes false positives and accelerates the identification of suspicious transactions. This proactive approach not only safeguards financial assets but also ensures a more efficient and secure environment for both institutions and customers, bolstering the resilience of the financial sector.

  • by Rupesh H.
    £40.99

    Mast cells are multi-tasking cells. These enigmatic, multifaceted protagonists of natural immunity are functionally relevant to many more aspects of tissue physiology than just to the generation of inflammatory and vasodilatory responses. In the recent times their actions in various diseases have been investigated and have divulged many new facts owing to the plethora of cytokines secreted at different times under different conditions.

  • by Vikas Saini
    £86.99

    Avian biodiversity refers to the variety of bird species present in a particular environment or geographical area. Birds constitute a diverse group of animals with a wide range of adaptations, behaviors, and ecological roles. Understanding and preserving avian biodiversity is crucial, not only for the birds themselves but also for the overall health and functioning of ecosystems on a global scale. Conservation efforts focused on maintaining and restoring bird habitats contribute to the broader goal of sustaining biodiversity and promoting ecosystem resilience. The house sparrow (Passer domesticus) is a familiar and widespread bird species closely associated with human habitations for centuries. Ongoing efforts to comprehend and address the factors contributing to the decline of house sparrows in India continue, with a specific focus on promoting conservation measures to ensure their continued presence in the country. With avian biodiversity and sparrow conservation in mind, this book aims to provide a basic understanding of avian biodiversity, using the house sparrow in the foothills of Garhwal Himalayas as an example.

  • by Deepali Mathur
    £55.49

    Suturing is defined as the joining of incised tissues with needle and thread so that the tissues bind together and heal. Silverstein L.H (1999) ones defined the word ¿suture¿ as any strand of material used to ligate blood vessels, or approximate tissues to promote optimal healing, hemostasis, reduction of wound size to be repaired, prevention of unnecessary bone destruction and to withstand normal functional stresses. Evidence of suture were used dates back to 50,000 BC. The first description was found in sixteenth century B.C. by Greek doctor Hyppocrates who expounded the necessary rules for the wounds suture in his first traumatology texts.

  • by Pooja Deshmukh
    £72.49

    In the era of exponential advancement and increasing globalization, marketing professionals need to run a neck-to-neck race with their competitors to gain and maintain a competitive advantage. Marketing students and professionals need to learn the skills of marketing as applicable to this intense competitive environment. However, only a few marketing management books truly capture andexplain marketing concepts in an easily understandable and crisp manner. This book has been written to present the basics in a very lucid manner. It covers topics that are vital for the fundamental understanding of marketing. The contents of this book cover the curriculum applicable in a large number of universities at the UG and PG levels. Some case studies have been included to illustrate the application of the concepts of marketing.

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