Manas Kumar Mandal's Books

Neuromarketing in India

Understanding the Indian Consumer

By: Tanusree Dutta,Manas Kumar Mandal

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Neuromarketing in India

Understanding the Indian Consumer

By: Tanusree Dutta,Manas Kumar Mandal

How to understand human behaviour has been a very intriguing question to medicine, computer science, economics, psychology and finance. Each discipline has been trying to study and predict human behaviour through surveys, laboratory-based experiments, questionnaires, interviews, statistics, focus groups; the list is endless. The lack of precision in the existing techniques to predict human behaviour has motivated researchers to move beyond the traditional and search for new and improved techniques. Neuroscience has stepped in to fill this gap. It is based on the assumption that human behaviour is a complex process which has a neural basis and the locus of this process is the higher centre of the brain. Both conscious and unconscious processing of stimulus in the brain is responsible for generating behaviour. So if we could develop a deeper understanding of how the brain functions to generate behaviour, we would be more confident in our understanding and prediction of consumer behaviour. The use of neuroscientific techniques, like functional Magnetic Resonance Imaging (fMRI), Electroencephalography (EEG), Evoked Response Potential (ERP), and sensors to measure changes in one's physiological state, to understand the mind of the consumer has just begun, and professionals in the field see a huge opportunity for neuromarketing in India. In the domain of neuromarketing, one important question relates to the distinction between Indian and other global consumers of commercial products. Are we different from consumers across the globe? The answer is probably ‘yes’. This is documented by the fact that we find a distinct change in the marketing strategy of companies; the methods to influence Indian consumers are different from those adopted in other countries. This gives rise to the question: what makes us different? The next logical question that arises, assuming that we are different or similar, is can we quantify it? Answering why, what and how we are different marks the beginning of the book, followed by issues related to the ethicality of using such techniques to promote marketing, risk analysis in case of failure and future directions in neuromarketing. The book intends to address each of these issues so that a comprehensive reading in the subject matter would help academicians to decipher consumer behaviour and build theory for possible principles of application in the market.

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Page Count

115

Publisher

Routledge

Published Date

ISBN 10

1351269348

ISBN 13

9781351269346

Social Movements, Media and Civil Society in Contemporary India

Historical Trajectories of Public Protest and Political Mobilisation

By: Anindya Sekhar Purakayastha,Manas Dutta,Tirthankar Ghosh

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Social Movements, Media and Civil Society in Contemporary India

Historical Trajectories of Public Protest and Political Mobilisation

By: Anindya Sekhar Purakayastha,Manas Dutta,Tirthankar Ghosh

This book examines instances of transformative dissent, turning points or shifts in popular mobilisation patterns in contemporary India, while adopting a historical approach and analysing past events. Exploring the different continuities and discontinuities in mobilising patterns and dissident agency in India, the authors present a heterogeneous insurrectional pattern that pivoted around issues of caste, class, religion, land reform, labour, taxation and territorial control, with anti-colonialism movements becoming prominent in the first half of the twentieth century. The authors move beyond this to explore more recent templates of mobilisation which surfaced towards the end of the twentieth century, during India’s liberalisation period. With growing marketisation and technological advancement, unprecedented changes in social relations, growing economic opportunities and cultural transfusion taking place, the country became a ‘New India’ - one which aspired to be a global player in the wider technological public sphere. Tracing the historical trajectories of social movements in India, this book examines recent trends in digitised dissidence and explores new frontiers of protests, providing fresh insights for those researching the history of social movements, South Asian and Indian history and postcolonial studies.

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Page Count

211

Publisher

Springer Nature

Published Date

ISBN 10

3030940403

ISBN 13

9783030940409

NATIONALIST MOVEMENT IN ODISHA

By: Manas Kumar Das

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NATIONALIST MOVEMENT IN ODISHA

By: Manas Kumar Das

The second half of the 19th century witnessed the growth of organized nationalist movement in India. It arose to meet the challenge of foreign domination. The direct and indirect consequences of British rule provided the material, moral and intellectual conditions for the development of nationalist movement in India. In this connection, Odisha (previously Orissa) as a part of the nation also witnessed the reflections of it. In Odisha, nationalism developed in two different ways. First, the merger of all Odia-speaking regions and secondly, in the later phase with the growth of national awakening, the people of Odisha involved themselves with the mainstream of the national movement along with the rest of the country. However, the aim of the paper is to highlight the nationalist movement in Odisha. In fact, the history of nationalist movement in Odisha, despite the local differences and issues, was an expression of forces that represent an integral part of the all-India freedom struggle against British Raj.

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117

Publisher

Lulu.com

Published Date

ISBN 10

0359788580

ISBN 13

9780359788583

COMPLEXES OF FIRST ROW TRANSITION METALS

By: Dr. Manas Layek

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COMPLEXES OF FIRST ROW TRANSITION METALS

By: Dr. Manas Layek

Now a days, coordination chemistry of metal ion complexes with various types of ligands has been a major area of research among the scientists working in the fields of inorganic chemistry. Due to the applicability of such complexes in a diverse range of areas such as industry, research, medical science and numerous other fields, the focus on the designing, synthesize and characterization of coordination complexes is continuously increasing. A special feature of these complexes is that they play vital roles in living and other systems. This is corroborated by the fact that many chemical compounds that are essential components of important substances in living systems (such as enzymes, chlorophylls, haemoglobin) are metal complexes. In fact bioinorganic chemistry has become a bridge between Biological Sciences and Chemical Sciences. This inter relation is proven by the fact that one third of all enzymes have metal ions as constituents

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Page Count

136

Publisher

Laxmi Book Publication

Published Date

ISBN 10

1304220567

ISBN 13

9781304220561

Book's by Manas Kumar Mandal

Neuromarketing in India

Neuromarketing in India

Social Movements, Media and Civil Society in Contemporary India

Social Movements, Media and Civil Society in Contemporary India

NATIONALIST MOVEMENT IN ODISHA

NATIONALIST MOVEMENT IN ODISHA

COMPLEXES OF FIRST ROW TRANSITION METALS

COMPLEXES OF FIRST ROW TRANSITION METALS

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