In this new age, marketers, media owners, agencies and content creators tend to struggle with the new realities of marketing. Everything they learnt while they were growing up is being challenged, and seems to be growing irrelevant against the disruptors that they face. Marketing thinking, even in some of the world's largest organizations, is disconnected from their own ground-level executions. The game has changed. But they are still playing by the rules of the 1990s. They are set to lose...

Cyanobacteria are the oldest living organisms on Earth, going back to the Precambrian era and the planet's early harsh climate. Cyanobacteria inhabit almost all environmental niches. These prokaryotes were critical to the formation of the current biosphere as they evolved photosynthetic reactions emitting oxygen similar to those of plants and green algae. They continue to contribute to the equilibrium of the Earth's atmosphere by generating oxygen and eliminating carbon dioxide. In additio...

Advanced Geospatial and Ground Based Techniques in Forest Monitoring provides insight into advanced geospatial technology in the field of forestry. It provides both traditional and special techniques for monitoring the forest, including biophysical and biochemical parameters, retrieval, species identification, mapping, and classification. The book covers the latest technology to using SAR data, hyperspectral data, and the integration of data sets for the enhanced accuracy of the results an...

In the face of an escalating global diabetes epidemic, this book provides a comprehensive and up-to-date resource that transcends traditional approaches to managing and preventing this health condition. The prevalence of diabetes underscores the significance of understanding the potential role of nutraceuticals—natural compounds found in foods or supplements—in influencing the course of this disease. The book looks at the latest research findings, offering readers a deep dive into the scie...

Recent studies on extremophiles have focused on thermophiles, microbes that thrive in high temperatures, while psychrophiles, which prefer cold environments, have received less attention. However, interest in cold-adapted microbes, especially those in polar regions, has increased significantly in recent decades. Given that much of Earth’s biosphere remains below 5°C, psychrophiles likely outnumber thermophiles. Oceans, covering over 75% of the planet, maintain deep water temperatur...

A major challenge for agriculture and future crop production is the deterioration in soil health and fertility. We have large areas of barren land across the globe with degraded soil which can only be made fertile by applying proper nutrition and soil health management practices. It is crucial to protect soil health in order to feed the world's ever-growing population. Healthy soil is a dynamic ecosystem containing microbes that aid in the breakdown of organic materials and minerals, incre...

This new book provides a comprehensive overview of the health benefits of various natural sources such as fruits, vegetables, herbs, and spices. It covers multiple topics, including the history of nutraceuticals, their advantages and disadvantages, and the various nutrients found in natural food sources. The book also provides detailed advice on how to incorporate nutraceuticals into a healthy diet and helpful tips on identifying and purchasing nutraceuticals.This book examines the...

Unravelling Alzheimer’s: Innovations in Pathogenesis, Diagnosis, and Therapeutics provides a comprehensive and multidisciplinary exploration of Alzheimer’s Disease (AD), one of the most pressing neurodegenerative disorders of our time.The book examines the historical evolution, epidemiology and global impact of AD, followed by an in-depth discussion on molecular and cellular mechanisms, including amyloid-beta aggregation, tau pathology, neuroinflammation, oxidative stress, and gene...

Unravelling Alzheimer's: Innovations in Pathogenesis, Diagnosis, and Therapeutics provides a comprehensive and multidisciplinary exploration of Alzheimer's Disease (AD), one of the most pressing neurodegenerative disorders of our time. The book examines the historical evolution, epidemiology and global impact of AD, followed by an in-depth discussion on molecular and cellular mechanisms, including amyloid-beta aggregation, tau pathology, neuroinflammation, oxidative stress, and genetic fac...

This book offers fresh perspectives on the legacy of colonialism in the North-east frontiers of India, especially the Naga Hills. The book interrogates the presence of British administrators and anthropologists in the Naga Hills as part of a popular discourse on (post) colonialism. It weaves a coherent chronological sequence of events and the prevailing attitudes of administrators-cum-anthropologists to understand the whole process of colonial intervention in the Naga Hills. It examines th...

Fear in your mind is the biggest threat to the process of wealth creation. It is like a weed that has to be removed before you can succeed.It is the fear of criticism and ridicule. It is the fear of losing love and respect of our near and dear ones. It is fear of losing whatever we have. It is always this irrational fear that holds you back from achieving greatness and financial success.Our minds are the greatest soap-opera script writer in history. It plays and replays the...

This new volume covers the fusion of IoT and wireless communication technology for real-life applications. It discusses the current developments, trends, and latest usage of technology in wireless sensor networks (WSNs) and IoT, which offer improvement in many areas, including in enabling smart homes, in agricultural systems, for security systems, for university monitoring systems, and more.The volume also provides a theoretical analysis and discussion of the factors influencing sm...