This textbook will be useful for students of MBA and PGDM courses. It will also be useful to attendees of Executive and Management Development Programs.Advertising and branding are inseparable aspects of a brand's success and understanding consumer behaviour acts as the key to achieve this. The textbook introduces the reader to different concepts of consumer behaviour through discussions on several leading brands and advertisements. It explains how the advertisements are intricately linked to behavioural (psychological) dimensions of the consumer. The concepts used are drawn from classical and contemporary literature on consumer behaviour. In order to keep the reader in sync with recent developments in the field, the book integrates social media and digital advertisements with traditional ones.Each chapter ends with suggested in-depth journal readings that are relevant to the concepts explained in the respective chapter and a set of discussion points to aid classroom teaching and learning process.Key Features:* Focuses on building a strong conceptual perspective that triggers critical thinking and detects alternatives in a given context* Provides real-life examples of brands (creating theory-practice linkages)* Covers several well-known Indian brands across product categories* Includes online resources explaining the use of the book for instructors of consumer behaviour courses and related subjects
This book is designed for undergraduates, postgraduates and professionals who want to have a firm grip on the fundamental principles of AI and ML. Artificial Intelligence (AI) is a broad area of knowledge which has percolated into every aspect of human life. ‘Machine Learning algorithms’ are considered to be a subset of AI Theory, mathematics and coding are three aspects to any topic in AI. This book covers the most relevant topics in the field of Artificial Intelligence and Machine Learning (ML). The subdivisions of Machine Learning are Supervised, Unsupervised and Reinforcement learning. All three are covered in sufficient depth. One very important and upcoming field of application is Natural Language Processing (NLP). A whole section of the book has been devoted to this. The book covers the conceptual, mathematical and numerical analysis of the important ML algorithms and their practical applications. The topics covered include AI search algorithms, Classical machine learning, Deep learning theory and popular networks, Natural Language Processing (NLP) and Reinforcement learning. Numerical examples and lucid explanations give the reader an easy entry into the world of AI and ML.
This book is a comprehensive guide to the diagnosis and management of disorders in the neonatal intensive care unit (ICU). Divided into 33 chapters, the text begins with discussion on neonatal resuscitation, fluid and electrolyte management, and parenteral and enteral nutrition. The following sections cover the management of numerous different disorders that may be encountered in neonates in the ICU. Separate chapters are dedicated to invasive and noninvasive ventilation. Each chapter is enhanced with tables, flowcharts and illustrations, as well as a summary of the key points of the topic, and self-assessment questions to assist learning. Key points Comprehensive guide to diagnosis and management of neonatal ICU patients Covers many different disorders, resuscitation and ventilation Highly illustrated with tables, flowcharts and diagrams Includes self-assessment questions to further enhance learning
Online applications have been gaining wide acceptance among the general public. Companies like Amazon, Google, Yahoo! and NetFlicks have been doing extremely well over the last few years largely because of people becoming more comfortable and trusting of the Internet. The increasing acceptance of online products makes it increasingly important to address some of the scientific techniques involved in developing efficient 3D online systems.The topics discussed in this book broadly cover four categories: networking issues in online multimedia; joint texture-mesh simplification and view independent transmission; view dependent transmission and server-side rendering; content and background creation; and creating simple online games.
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