Comdex Times August 2012

7/29/2019 Comdex Times August 2012

1/16

A Monthly Journal on

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Management ideasideasideas

COMDEXCOMDEX TimesPrice 10/-`

Issue 8Pages 16 Volume XVIIIAugust, 2012

Along with Review of Engineering Textbooks

Nowrea

chingov

er

22,000

manage

ment

students

across

India

Editorial 2

Interview of the Month3

Need for Paradigm Shift in Policy

Framework

5

Emerging Trends of IT in Banking

Advertising 7

Emotional Appeals in the

Advertisements

Books Corner 9

Engineering Textbooks12

IT & Banking

Interview of the Month

S

H

O

W

C

A

S

E

Dr. Anoop PantDirector,Accurate Institute of Advanced Management,Greater Noida

Dr. Anoop Pant

Director,Accurate Institute of Advanced Management,

Greater Noida


2/16

Volume XVIII No. 8 August, 2012Publisher

R.K. Gupta

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Editor

Rahul Gupta

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Prof. A. GunasekaranDept. of Management,University of Massachusetts, USA

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Rahul GuptaEditor, MIE-Mail : [email protected]

Dear readers,

thI extend my warmest greetings to all of you on the occasion of 15 August, the Independence

Day of India. Our country has progressed a lot in the last 65 years and we need better managersin every field to lead India to further progress in the coming years. To this end, our monthly

journal has been playing a leading role as a media for exchange of innovative ideas on

Management among students, the future managers of India. I am happy to hand over to you this

August 2012 issue of our monthly journal Comdex Times Management Ideas.

Through this journal, we aim to present to the vast masses of learning community across India

with the elevated, grotesque, innovative and updated ideas from eminent luminaries. To this

purpose, we have brought to you an enriching informative rendezvous with Dr. Anoop Pant,

Director, Accurate Institute of Advanced Management, Greater Noida. A man with vast genius

and long academic experience, Dr. Pant has also served as Director of Ajay Kumar Garg

Institute of Management, Ghaziabad, and Jaipuria Institute of Management. In his interview, he

stresses that with the emergence of India as a growing global player there is a need to exposemanagement students to the parts of the world that are of great economic and business potential

in this century.

To update you of the latest technological developments in Banks, Mrs. Neha Saini, Assistant

Professor, IITM, Janakpuri, New Delhi, in her article, Emerging Trends of IT in Banking,

highlights the emergence of electronic technology in banking services like ATMS, Credit Cards,Debit Cards, Tele-banking, Mobile banking, Internet banking, Electronic Clearing Service

(ECS), Core Banking Solutions (CBS), Real Time Gross Settlement (RTGS), National

Electronic Funds Transfer (NEFT), Electronic Funds Transfer (EFT), Cheque Truncation

System (CTS), etc.

Emotions influence people's decisions about what, when and how they buy. Advertising appeals

may be rational or emotional. Marketing and advertising use emotion-based communication.

Our next article on Emotional Appeals in Advertisements by Ms. Shachie Sandhu, AssistantProfessor, Hindu Institute of Management, Sonepat, tells us that advertisers have to pay

attention towards the emotional appeal in the advertisements because the advertisements

directly hit the emotions of the consumers.

Finally, to update you on the latest books on Management, we have brought to you some new

titles of Biztantra in the Books Corner. We hope that the erudite and scholastic views of the

scholars will enrich your knowledge and curiosity in the subject of management.

We gratefully acknowledge the research papers and articles from luminaries of management

and publish them free of cost, thus enable spread the views in 22000 copies of this journal

throughout India.

Regards,


3/16

A N A G E M E N T3


D

INTERVIEW

Q. 1. What is special about your Institute?

r. Anoop Pant after being awarded

PhD from Banaras Hindu University

entered the world of Professional

Management Education. He is a competent

and dynamic professional, with over 19 years

of rich exposure across teaching Post Graduate

Management Subjects and managing various

Management Institutes. Currently spearheading

as Director and Professor in Accurate Institute ofAdvanced Management, situated at Greater Noida.

He was the Founder Director & Professor and Area

Chairman Research and Development with Ajay Kumar

Garg Institute of Management, Ghaziabad. He has previously

worked with Asia Pacific Institute of Management (PGDM

Programme) as Professor and Programme Director. He has also

served with Jaipuria Institute of Management, as Professor and

Director. He has published many research papers in International

and National journals and has conducted a dozen MDP across

various Industries in India. In his other competencies, He has

been on board of a couple of reputed journals and has been

examiner of many Universities. He is also member of various

Management associations.

The lush green campus of Accurate Institute of Advanced

Management at Greater Noida, combines exquisite natural

beauty & high tech environs of modern times, to set an ideal seat

for higher academic pursuits. The Institute is imbibed with

modern infrastructure with Wi-fi facility and technological

support to facilitate teaching, learning and personality

Need for Paradigm Shift in Policy FrameworkNeed for Paradigm Shift in Policy Frameworkdevelopment. Accurate inculcates its students to have a global

perspective, while at the same time be keenly perceptive about

local conditions.

Needless to say, today's management practitioners must be

thorough with the latest technology and be sensitive to theimportance of ethical and human values. Our Academic and

Training programmes are anchored around the philosophy of

inculcating an analytical orientation to understand and analyze

complex business situations while at the same time possess result

based administrative point of view.

It has the strategic advantage of being located in Greater Noida,

Uttar Pradesh, India. Greater Noida is in the suburbs of the

National Capital Region of New Delhi, the capital city of India.

It is one of the most happening destinations in UP with all the

ultra modern infrastructure, with students forming a large chunk

of population, the city is an ideal spawning ground for

educational excellence.

The Institute is offering MBA Two year's full time programme

(Affiliated to MTU, Noida). Our MBA course has been

developed with innovative teaching methodology

including regular industrial interactions to groom

them as techno business managers.

The Institute has been reckoned among the

premier business schools of the country by

various stakeholders. The faculty at Accurate

emphasizes on quality education with focus on

case teaching method, which communicates

the knowledge and values and impart the skills

necessary for individuals to lead responsible,

productive and personally satisfying life.

My priorities as a Director are to impart quality education to

the students in order to mould them into academically superior,

socially committed, ethically strong and culturally rich citizens.

Moving further I would expose the faculty to career orientation,

research environment and social needs to motivate them to be

committed teachers. They have to be motivated to conduct

relevant research projects to upgrade the standard of academic

delivery. My other and the most important task would be to

improve employability of the students by exposing them to all

possible avenues including entrepreneurship. One has to provide

multidimensional guidance to make the students employable. Westrive to build AIAM not only a centre of quality management

education but also a centre for research, consultancy and

fostering entrepreneurship through development of

Entrepreneurship incubators.

An academic revolution has taken place in higher education

particularly in the past half century marked by a paradigm shift in

Q. 2. What are your priorities as a Director?

Q. 3. How do you view the present scenario of Education in

India?

C MD E XM D E X Times August, 2012

Dr. Anoo p Pant,Director,Accurate Institute of Advanced M anagement,Greater Noida

Dr. Anoop Pant,Director,

Accurate Institute of Advanced Management,

Greater Noida


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4A N A G E M E N T

scope and opportunity. With the advent of globalization it has

become imperative to reorient our education system to the global

realities rather than continuing with the age old inward looking

policies. Higher education in India is approaching crisis. The

participation of foreign universities has the potential to address

important deficiencies. Historically, foreign participation has

had an unimpressive record and has faced numerous functionaland ideological barriers. However, subtle changes are emerging

in the government's views on the subject. The ability of foreign

universities to take advantage of these changes will depend to a

great extent on their intentions vis--vis the scale and duration of

their involvement. Ultimately institutions that envision a

symbiotic relationship with the Indian education system are

most likely to succeed in entering and thriving in the domestic

market.

Knowledge is power and therefore has remained one of the most

important driving forces of sustaining human existence. For any

economy to achieve exponential economic growth, it is essential

to gear up skill based activities through a potential, vibrant anddynamic higher education system. Over the years, trade,

investment, mobility of people and the economy have grown

significantly and so the need of revamping the higher education

system replacing the age old and non-relevant practices. Looking

at the deficiencies in most of the key areas of higher education

system of India like accessibility, quality, financing and

governance, a strategic paradigm shift in the policy framework

and overall functioning is needed to meet growing expectations

and societal needs.

It is our earnest effort to arm managers of tomorrow withknowledge accompanied by cutting edge skills and abilities to

apply their knowledge for growth and success of their

organizations. We provide an excellent learning environment

and emphasize on inculcating professional ethos, team work and

all round personality development. Our endeavor is to help

fructify your ambitions of becoming successful managers of

future India. Excellent infrastructure, excellent corporate

interface, mentorship culture, a year round activity calendar and

an innovative pedagogy make us different from the rest.

With seismic shifts occurring in the world's economy, coupledwith accelerating concerns about the sustainability of our planet,

never before has there been a greater need for organizations to

train and develop their people to manage the impact of these

changes. While we respect and learn lessons from the past,

through this qualification we prepare our members to be focused

on the future: driving value; managing performance;

understanding how organizations are best led and inspired; and

helping to sustain vibrant business and government. With the

Q. 4. How is Accurate Institute of Advanced Management

distinct from others?

Q. 5. What according to you is the Future of Management

Education in India?

emergence of India as a growing global player there is a need to

expose management students to the parts of the world that are of

great economic and business potential in this century. This is no

longer just the West but rapidly growing economies of China,

Latin America and in time, Africa. We need change in all areas

of business school functioning. Most importantly we must have

integration so that a post graduate in management has built onthe knowledge imparted in his undergraduate work. Values,

ethics and societal demands must reflect themselves in,

management education.

Management is an applied subject. In Management education

the simulation of practical experience is sought to be achieved

through the use of the case method of teaching; and by 'summer

placements' in companies in the middle of the education

programme.

Some institutions admit only people with some work experience.Many provide opportunities to students to organize and manage

events. Some even encourage them to start and run fledgling

businesses. All Institutions have difficulty finding adequate

faculty. Even higher remuneration does not help. Faculties with

limited teaching experience are able to command professorships

early in their careers. AICTE has done little to develop faculty

numbers and quality. Its successor must demand that all schools

provide generous scholarships and develop PhD's. Since fees are

quite high, business school have enough to pay better and also to

give extra time and facilities to faculty for research. Faculty

quality, their evaluation and incentives related to performance,

determine curriculum, pedagogy and value systems. Faculty

must conduct research, raise funds for research and publishregularly in reputed journals, apart from popular media. These

must determine their evaluation and incentive payments.

Qualified faculty will envision future needs better and develop

courses to meet them. Their research and publication will attract

industry and others to work with them on real life problems.

These will be useful additions to classroom teaching.

Writing a syllabus presents some challenges. On the one hand, as

the first communication with the students, the syllabus needs to

convey the excitement and interest of the course, and give the

students a sense of how this course will change them and whythey might want to take it. The appearance of the syllabus is very

important as well, and it should be carefully proofread. Institutes

offer a variety of syllabi. Institutes should use the case method as

the foundation of their curriculum. Some institutes are already

offering a number of simulation exercises in their courses. It has

become Imperative now that Management Institutes should

integrate their syllabus with the Industry requirements and

orient their students to become effective business professionals.

Q. 6. What are you suggestions for the improvement of

Management Education in India?

Q. 7. Do you feel that the present syllabi of Management,

taught in Indian institutes, adequate for future needs ?

M

C MD E XMD E X Times August, 2012


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IT & Banking

A N A G E M E N T5M D E XM D E X Times August, 2012

Emerging Trends of IT in BankingEmerging Trends of IT in Banking

T

ATMs/ Credit Cards/ Debit Cards:

Tele Banking:

E-Banking:

he banking sector in India is adopting itself to rapid

innovations in technology particularly on the

information based technology front to impart efficiency

in providing wide range of products and services to the public atlarge. Computerization of banking operations as recommended

by Dr. C. Rangarajan's Committee had received high importance

since 2005-06. Indian banking sector is moving towards the

reach of rural areas through its Informational Technology

measures. To comply with that Indian Banking sector is adopting

all internationally accepted standards to make the sector more

powerful and acceptable in all aspects.

With this article I would like to draw the kind attention of

readers towards the Technological Developments in Banks. As

per Central Vigilance Commission(CVC) directive, the banks

are required to cover 70% of their business through

computerization that makes the bank to achieve high level of

automation and have started offering electronic banking whichincludes ATMS, Credit Cards, Debit Cards, Tele-banking, Mobile

banking, Internet banking, Electronic Clearing Service (ECS),

Core Banking Solutions (CBS), Real Time Gross Settlement

(RTGS), National Electronic Funds Transfer (NEFT), Electronic

Funds Transfer (EFT), Cheque Truncation System (CTS) (Verma,

2008). Let us discuss these tools one by one.

ATMs, the customer is

identified by inserting a plastic ATM card with a magnetic stripe

or a plastic smart card with a chip, that contains a unique card

number and some security information such as an expiration

date or CVVC (CVV). Authentication is provided by the customer

entering a personal identification number (PIN). Using an ATM,

customers can access their bank accounts in order to make cash

withdrawals, debit card cash advances, and check their account

balances as well as purchase prepaid cell phone credit. Apart

from that now banks are offering Funds transfer from one bank

account to another, registration for their sms alerts, new cheque

book requirement, opening fixed deposit through ATMs without

visiting to Branch. Through credit cards and debit cards online

purchase can be done very easily.

Digitization of voice has enabled the

introduction of this technological marvel. Facilities included in

Tele Banking include balance enquiry, enquiry about collection

of specific credit and debits, transfer of funds, request for

statement of account and many more. Home banking is the

extended version of Tele Banking whereby the customer is able

to access his branch account from his home of availing a varietyof services which is made available through the customer's

personal computer attached to telephone line or modem.

E-banking allows the customer to access his

account online, he can check balance, obtain statement of

account, request for Demand draft, transfer funds in own

account and to third party, make stop payment, pay bills,

purchase online goods. Several banks provide extended service

like, under HDFC's Freedom account empowers the customer to

apply for loan online. SBI support its customer by opening Term

deposits by e-banking and based on same concept they are

providing the customer with e- invest which bought a new hassle

free solution for investment in IPOs though online mode.

When you are away from home, internet and

bank, simply your mobile will help you to enquire the balance,

transfer the funds, request for stop payment instructions,

request for a cheque book etc. Mobile banking offers simple,

convenient, secure and anywhere banking.

ECS-Creditis a medium of

payment whereby an organization wanting to pay interest,

dividend, salary, pension etc to a large number of beneficiaries,

can make payment electronically instead of issuing paper

instruments. In this scheme companies need not print and

dispatch paper instrument for issuing share warrants, salary,

dividends etc. And ECS makes reconciliation easier for paying

bank. ECS-Debithelps organizations to collect the proceeds ofbills, premium, installments on due date based on the mandate

received from the users of their services.

Under CBS, the number of

services are being provided such as anywhere banking, every day

access, and quick transfer of funds in an efficient manner and at

reasonable cost. Previously a bank's core operations such as

keeping a ledger of various transactions, maintaining customer

information, interest calculation of loans and deposits,

adjustments to accounts on withdrawal and deposits of funds etc.

were done manually. With the advent of ICT (Information &

Communications Technology), a software application records all

transaction, maintain customer information, calculate interest

on loans and deposits etc. The data, instead of huge ledgers, arestored in backend databases in digital form. A customer can

operate his account from any branch of the bank and if the bank

owns Internet Banking or ATM facilities, then the customer can

operate on his account from virtually anywhere. Most of the

private banks, foreign banks have already put this system into

and PSBs are similarly adopting the system of the total number of

PSB branches, 97.8% were fully computerized at the end to

March 2010.

RTGS stands for 'Real Time Gross Settlement', which can

be defined as the continuous (real-time) settlement of funds

transfers individually on an order by order basis (without

netting). 'Real Time' means the processing of instructions at the

time they are received rather than at some later time. 'GrossSettlement' means the settlement of funds transfer instructions

occurs individually. The RTGS system is primarily meant for large

value transactions. The minimum amount to be remitted through

RTGS is 2 lakh. There is no upper ceiling for RTGS transactions.

NEFT System

establishes an electronic funds transfer system to facilitate an

efficient, secure, economical, reliable and expeditious system of

funds transfer and clearing in the banking sector throughout

India, and to relieve the stress on the existing paper based funds

Mobile Banking:

Electronic Clearing Service (ECS):

Core Banking Solutions (CBS):

RTGS:

National Electronic Funds Transfer (NEFT):


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IT & Banking

6A N A G E M E N T C MD E XMD E X Times August, 2012

transfer and clearing system. NEFT is an electronic fund transfer

system that operates on a Deferred Net Settlement (DNS) basis

which settles transactions in batches. In DNS, the settlement

takes place with all transactions received till the particular cut-

off time. These transactions are netted (payable and receivables)

in NEFT whereas in RTGS the transactions are settled

individually.

It includes wide spectra of

computer based payment system and courses that substitute

electronic and digital transfer for movement of cash and paper

instruments. EFT system is result of the Shere Committee

recommendation. It has been introduced by the RBI to help

offering their customers, money transfer service from one

account of bank to another account of any bank/branch, both

inter-city and intra-city. The system is an improvement over the

existing system of Demand draft.

Table1 shows Number and Volume of transactions through

electronic modes for the month of March 2012

Cheque Truncation is a more

secure system than the current exchange of physical documents

in which the cheque moves from one point to another, thus, not

only creating delays but inconvenience to the customer in case

the instrument is lost in transit or manipulated during the

clearing cycle. In addition to operational efficiency, ChequeTruncation has several benefits to the banks and customers

which includes introduction of new products, re-engineering the

total receipts and payments mechanism of the customers,

human resource rationalization, cost effectiveness, adoption of

latest technology etc., In CTS cheques were not transferred

physically for clearing in fact the scanned image of instrument

passes from one bank to another and ensure better clearing. The

Reserve Bank has implemented CTS in the National Capital

Region (NCR), New Delhi and Chennai with effect from February

1, 2008 and September 24, 2011.

RBI is persisting to take initiatives in through

technologically advanced, secured, efficient, accessible payment

settlement system though electronic modes and the results ofthese initiatives are shown with the help of data presented in the

graph.

With this we can conclude that the trend in Banking is changing.

RBI inventing new ideas to make transactions supported by

technological advancement in more secured manner which

reduce the costs of financial transactions, improves the

allocation of financial resources, and increase the

competitiveness and efficiency of financial institutions.

Information technologies and the innovations are strategic tools

Electronic Funds Transfer (EFT):

Cheque Truncation System:

Conclusion:

for enhancing the value of customer relationship also. However

the expansion of such capabilities must be accompanied by a

minimum level of essential security features and continued

compliance with established covenants relating to privacy of

customer transactions (Rajpoot and Gupta 2011)

1. Dr.Verma Ajay and Verma Amita(2008), 'Emerging Trends In

Banking' Journal of Shodh, Samiksha aur Mulyankan, ISSN-

0974-2832 Vol. II, Issue-5

2. Reserve Bank of India, (2004), 'Computerization in Banking

Industry Statistics, http://www.rbi.org.in

3. Rangarajan Committee (1989) Report on the Modernization

of the Banking Sector (Chairman C. Rangarajan)

(http://www.rbi.org.in

4. Mittal R. K. and Dhingra Sanjay(2006-07), Technology inBanking Sector: Issues and Challenges, Vinimay, Vol27, No.4

5. Namita Rajpoot and Monika Gupta(2011),

'Impact Of IT On Indian Commercial Banking

Industry: DEA Analysis' Journal of Enterprise

Information system. Vol. III, Issue-1

References:

Type of No. of Transaction Transactions Transactions

(in millions) (in millions)

NEFT 27.11 2403.89

RTGS 6.32 67174.06

Mobile 3.12 2.32Transactions

Volume of

MI

2008-09 2009-10 2010-110

100

80

60

40

20

83.9 88.3 89.7

16.1 11.7 10.3

Paper Electronic

Percent

2008-09 2009-10 2010-110

100

80

60

40

20

32.8 35.3 40.9

67.2 64.7 59.1

Paper Electronic

Per

cent

Ms. Neha SainiAssistant Professor, IITM Janakpuri, New Delhi


7/16

A N A G E M E N T7

Abstract

Introduction

What are Emotions?

Emotional Appeals

The subject of emotion in advertising tends to bring

certain types of commercials to mind those featuring

touching or heart-rending vignettes, cooing babies,

or romping puppies. Too often an emotional

response to advertising is thought to be one that

elicits tears or smiles. In fact, it does not take a lot to

make people attend to advertising. Anything that

people find enjoyable, interesting, or noteworthy will

be a cue to which they will readily respond and give

some attention. This could be an interesting image, a story,

music, or the brand itself. The real challenge is to focus people's

attention. If an ad is going to evoke a response that will last longer

than a few seconds, it must create a memorable feeling. So has Coca-

Cola. Coke can create fanciful and fantastic ads in the Happiness

Factory campaign because it has spent decades building a

connection between Coke, optimism, and joy in living.

Advertising appeals may be

rational (think) or emotional (feel) where rational means a

factual, logical, objectively verifiable information that consumers

have greater confidence in their ability to assess the merits by

buying the brand after having seen the advertisement. Marketing

and advertising use emotion-based communication to great

effect. Where consumers are more likely to take emotion-based

decisions, stating mere facts often don't work. For instance,

instead of stating what fruits and vegetables contain, effective

emotional communication would appeal to the mother's desire to

do extraordinary things for her children, like offering fruits and

vegetables, which can keep them healthy and have the power to

change their lives. Emotion-based approaches represent an

effective way to capture attention.

Emotion is another word for feelings. Some common emotions are

anger, fear, love, sadness, grief, jealousy, hurt, disappointment and

joy. We may have these feelings or emotions in response to things

that are going on at the moment or when we remember something

that happened in the past. Frequently, we also experience

physiological changes, such as feeling hot; having our heart beat

faster, changes in our breathing, knotting in our stomachs, etc.,

when we feel an emotion.

An advertising appeal refers to the approach used to attract the

attention of consumers and/or to influence their feelings toward

the product, service, or cause. It's something that moves people,

speaks to their wants or need, and excites their interest. Often it is

the underlying content of the advertisement; think of it as a

movie script. Emotional appeal may represent a highly attractive

message strategy for marketers. It means product advertising

appealing to emotional desires rather than logic, economy or

utility. Emotional appeal is the promotional message aimed at

It's no secret that emotions influence people's decisions about

what, when and how they buy.

highlighting emotional factors (such as looks, status

value, popularity) of a product, instead of the logical or

practical factors. Type of advertising in which the

copy is designed to stimulate one's emotions, ratherthan one's sense of the practical or impractical.

When copywriters use emotional appeal in

advertising, they are attempting to appeal to the

consumer's psychological, social, or emotional

needs. The copy is written to arouse fear, love, hate,

greed, sexual desire, or humor, or otherwise create

psychological tension that can best be resolved by

purchase of the product or service.

An emotional appeal is related to an

individual's psychological and social needs for purchasing

certain products and services. Many consumers are emotionally

motivated or driven to make certain purchases. Advertisers aim

to cash in on the emotional appeal and this works particularly

well where there is not much difference between multipleproduct brands and its offerings. Emotional appeal includes

personal and social aspects.

Some personal emotions that can drive individuals to purchase

products include safety, fear, love, humor, joy, happiness,

sentiment, pride, self esteem, pleasure, comfort, ambition, etc.

Social factors cause people to make purchases and include such

aspects as recognition, respect, involvement, affiliation, rejection,

acceptance, status and approval.

Consumers feel before they think. The advertiser has to grab

them right off the bat.

Addresses powerful and immediate want; rationality

addresses needs. The emotion connection must be made first ,

before endeavoring to give rational arguments.

Credibility: Believability is based on gut feeling.

Positive emotional connections help to overcome skepticism

toward advertising.

Emotional connections lay the groundwork for brand loyalty.

Today, definitions of advertising abound. We might define it ascommunication process, a marketing process, an economic and

social process, a public relations process or an information and

persuasion process. Advertiser's primary mission is to reach

prospective customers and influence their awareness, attitudes

and buying behavior. They spend a lot of money to keep

individuals (markets) interested in their products. To succeed,

they need to understand what makes potential customers behave

the way they do. The advertisers goal is to get enough relevant

market data to develop accurate profiles of buyers-to find the

1. Personal Appeal

2. Social Appeal

Why Emotional Appeals Work

Emotions and Advertisements


Emotional Appeals in the AdvertisementsEmotional Appeals in the AdvertisementsAdvertising


8/16

8A N A G E M E N T

common group (and symbols) for communications. This involves

the study of consumers' behavior: the mental and emotional

processes and the physical activities of people who purchase and

use goods and services to satisfy particular needs and wants.

Emotions are arguably defined as bodily changes, together with

mental change, influencing one's decisions, sometimes out of the

normal pattern for the individual, used particularly in reference tobuying behavior. The consumer can be emotionally attached to

any particular brand or any particular retail store or he can be

emotional toward any particular color.

A customer makes his purchase out of emotion almost every day

but it depends major on what he has purchased, the product

purchased may be very small or it is a daily us item which he does

not notice that how he has purchased it, either out of emotion or

rationally because these are low involvement items and has less

value or less priced.

People buy not only the products, but also the image that comes

with it. So an image of emotion can impact the behavior of

consumers. A little is known about how people respond

emotionally to products and what aspects of design or interactiontriggers emotional reaction. Advertising research provides

evidence that feelings are elicited by ads and positive moods

evoked by ads facilitate brand-attitude change. Both the ad's

characteristics and feeling-based responses, which are more

susceptible to change over time, account for variances in attitudes

toward the ads. Sometimes, emotions spur an individual onto

action, and at other times emotions may inhibit or constrain

action. It is somewhat difficult to differentiate between emotion

and mood (Bagozzi, Gopinath, and Nyer 1999). But by convention,

several criteria could be used to distinguish the two -from their

duration, intensity, intention, and action tendencies (see Table 1).

Table 1 Differences between emotion and mood

(based on Bagozzi, Gopinath, and Nyer 1999)

Advertisers have long believed that advertising must arouse someemotion to be effective. This affective response is important for

two main reasons. First, the key to branding is the triggering of a

meaningful emotional response, which is often, and perhaps

always, the major benefit of using the particular product. Second,

the process that consumers go through in deciding what brands to

buy has a heavy emotion-based dimension to it. In both cases,

advertising can be an effective source of enhancement of these

emotional responses. The consumer doesn't looks for a

product/service that meets both the needs and rational

processes, but for an object that becomes a center of symbolic

meanings, psychological and cultural, a source of feelings,

relationships and emotions. The purchase decisions of customers

are driven by two kinds of needs: functional needs satisfied by

product functions and emotional needs associated with the

psychological aspects of product ownership. The products must

generate emotions but also present good functionality.

Emotion is at work all through the process of reacting to

advertising from our initial response to our feelings about the

brand to the interest and faith we have in the claims and appeals of

the advertising. The advertisers have to pay attention towards

the emotional appeal in the advertisements because the

advertisements directly hit the emotions of the consumers and in

the control of the emotions they take the instant action. In fact,

every ad generates an emotional response, because everything we

encounter in life generates an instinctive emotional response. And

so in this way, emotion is more important than most advertisers

realize.

http://www2.aaaa.org/news/bulletins/Pages/resmtrsevr_1-

0509

http://psychcentral.com/news/2009/03/11/marketing-

targets-consumer-emotions/4677.html

http://www.articleswave.com/advertising-articles/types-of-

advertising-appeals.html

http://www.megaessays.com/viewpaper/74507.html

http://www.1000ventures.com/business_guide/marketing_

emotional.html

http://www.strategicmarketsegmentation.com/types-of-

advertising-appeals-3/

Nigel Holis, Emotion in Advertising: Pervasive, YetMisunderstood- www.mb-blog.com

Bagozzi, Richard P., Mahesh Gopinath, and Prashanth U. Nyer

(1999), "The Role of

Emotions in Marketing," Journal of the Academy of Marketing

Science, 27 (2), 184-206.

Frank Tian Xie, Naveen Donthu, Ritu Lohtia, Talai

Osmonbekov (2004), Emotional Appeal and Incentive Offering

in Banner AdvertisementsJournal of Interactive Advertising,

Volume 4, Number 2,Spring 2004

Robert Heath, Pam Hyder, Measuring the hidden power of

emotive advertising, International Journal of Market Research,

Vol. 47 Issue 5, pp. 467-486

Adeolu B. Ayanwale, Taiwo Alimi and Matthew A. Ayanbimipe

(2005), The Influence of Advertising on Consumer Brand

Preference, Journal of Social Science, 10(1) pp. 9-16

Chuck Young , John Kastenholz ,Emotion in TV ads,

Advertising Research , Jan 2004, pp. 40-42

Conclusion

References


Emotion Mood

Duration Last shorter longerLast

Intensity Higher Lower

Intention Intentional Non -Intentional

Action tendency Direct and explicit Indirect and implicit

MI

Ms. Shachie Sandhu

Assistant Professor,

Hindu institute of Management, Sonipat

Advertising


9/16

Books Corner

A N A G E M E N T9

Salient Features

Table of Contents

PART I-TEXT, Chapter 1: The New Brand Ambassadors, Chapter 2: The New Age HRM,Chapter 3: Human Resource Planning, Chapter 4: Job Analysis, Chapter 5: Recruitment,Chapter 6: Selection, Chapter 7: Reliability & Validity in Selection, Chapter 8: Performance

Management Systems, Chapter 9: Competency Based Performance Management, Chapter10: Learning Process & Trainers, Chapter 11: Employee Training & Development, Chapter 12:Compensation & Benefits, Chapter 13: Performance-based Compensation, Chapter 14:Workplace Health & Safety, Chapter 15: Industrial Relations, Chapter 16: Women Workforce& HR, Chapter 17: Human Resource Automation, Audit & Accounting, Chapter 18: SocialMedia Applications in Managing Human Resources, Chapter 19: Talent Management,Chapter 20: Employee Engagement, PART II Cases: 1 to 21 Business Cases, PART IIIComprehensive Case Studies: 22 to 24, Index

By Debashish Sengupta, Ph. D.

Human ResourceManagement2

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By Suyash Bhatt, Ph.D.

Security Analysis& Portfolio Management

Chapter 1: Risk Management, Chapter 2: Fundamental Analysis, Chapter 3: Investment Risk and

Return, Chapter 4: Capital Asset Pricing Model, Chapter 5: Modern Portfolio Theory, Chapter 6:

Technical Theory, Chapter 7: Valuation of Shares & Business, Chapter 8: Efficient Market

Hypothesis, Chapter 9: Bond Markets and Valuation, Chapter 10: Derivatives and Option Theory,

Chapter 11: Mutual Funds, Chapter 12: Commodity Market, Chapter 13: Value at Risk, Chapter 14:

Portfolio Management, Chapter 15: Portfolio Performance Measurement, Chapter 16: Behavioral

Finance, Chapter 17: Case Studies, Glossary, Index

Capital market is the market for securities, where companies and governments can raise long-term funds. Selling stock and selling bonds are two ways to generate capital and long-term funds.The Indian Equity Market unlike past depends mainly on monsoons, global funds flowing intoequities and the performance of various companies. The Indian Equity Market is almost whollydominated by two major stock exchanges -National Stock Exchange of India Ltd. (NSE) and TheBombay Stock Exchange (BSE). The benchmark indices of the two exchanges - Nifty of NSE andSensex of BSE are closely followed. The two exchanges also have an F&O (Futures and options)segment for trading in equity derivatives including the indices. To derive profit from the currentmarket we need to learn the basics of Security Analysis and having invested we should also learnPortfolio Management to ensure that our capital does not get eroded.Key Features1. First book in India on SAPM with coverage of topics like VaR, Behavioral Finance and

Commodity Markets.2. Book covers in depth topics like Risk Return, Modern Portfolio Theory, Efficient Market, etc.3. Case-lets included in this book have wide coverage of topics and real life case studies.4. Special online support provided for Faculties adapting this book in curriculum.

Salient Features

Table of Contents

Pages: 334,ISBN 978-81-7722-47-0

Price: Rs. 349/-

Authors InformationDr. Suyash N Bhatt is a Faculty for Finance at K.J.SomaiyaInstitute of Management Studies and Research. He is aBachelor of Engineering from University of Mumbai withSpecialisation in Computers and has done Masters inManagement Science from University of Mumbai withSpecialisation in Finance. He did his Ph.D fromPadamashree Dr. D. Y. Patil University. He hasexperience in Training and Consulting for last 9 years. Hehas worked as an Investment Manager for five years andthen started his own Stock Broking Company.

ISBN 978-93-5004-319-6Pages: 664; Price: Rs.449/-

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This authoritative text appeals to management students in search of excellence, practicingmanagers and HRM professionals who require a thorough grasp of the fields essentialfunctional areas as well as emerging trends. Drawing on their extensive experienceteaching abroad, the author introduces The New Brand Ambassadors issue in the firstchapter and provide ongoing discussion throughout the text. Instructors can discuss andrevisit strategic HRM, ethics, utility (cost/benefit analysis), plus productivity and quality atany point. The high quality text reveals the path to managing human resource with a fair gripon the issues and imperatives for achieving effectiveness.

Authors InformationDr. Debashish Sengupta is a Ph.D. and specializes inTalent Management, Strategic Human resourceManagement and Training & Development. He has more

than a decades academic and corporate experience. Hehas authored three books titled 'You Can Beat YourStress', Floriculture Marketing in India' and EmployeeEngagement. He is an avid researcher and has authored63 research articles till now, published in variousNational and International publications. He occasionallywrites columns for reputed business dailies like TheHindu 'Business Line' and for leading businessmagazines like 'Outlook Business'.



10/16

Books Corner

Salient Features

ByDr.C. Appa RaoPerformance Management

Table of Contents

Dr. C. Appa Rao is a distinguished professor of management in the Institute of Management, GITAMUniversity. He has done Master of Business Administration and Master of Arts in English and also holds adoctoral degree from Andhra University. He joined GITAM University after an intensive exposure atvarious corporate offices for many years. Prior to joining this University, he worked as Director(Personal) and I/C CMD of a Public Sector Enterprise. Dr. Rao has authored several books includingStrategic Management and Business Policy, Organizational Behaviour and Performance Management.

10A N A G E M E N T

PART ONE: Fundamentals of Performance Management, 1: Introduction to Performance Management 2: Defining and

Measuring Performance, Chapter 3: Historical Perspective of Performance Management, Chapter 4: Goal Setting Theory and ExpectancyTheory, Chapter 5: Performance Management Model and System, PART TWO: Performance Management Process-I, Chapter 6: Performance

Planning, Chapter 7: Performance Standards, Chapter 8: Key Performance Areas and Key Result Areas, Chapter 9: Competence and

Competency Mapping, Chapter 10: Performance Execution and Monitoring, PART THREE: Performance Management Process-II Chapter 11:

Performance Appraisal, Chapter 12: 360-Degree Apraisal, Chapter 13: Performance Review and Feedback, Chapter 14: Employee Development

through Performance Management, Chapter 15: Coaching, Counseling and Mentoring, PART FOUR: Team and Organizational Performance

Management, CHAPTER 16: Performance Related Pay, Chapter 17: Managing Team Performance, Chapter 18: High Performance Work Teams ,

Chapter 19: Balanced Scorecard, Chapter 20: Integrated Performance and Concept of Maturity Alignment, PART FIVE: Case Studies, Index

Chapter Chapter

Performance Management covers the fundamentals concepts in Performance apprisal with the

contemporary issues in HR from an Indian perspective. It helps you familiarize with the concepts, youneed to understand, to plan and implement HR programs. This hands-on guide with real life Indianexamples makes you understand and utilize various HR concepts and tools to identify and fulfill thecompany needs.

Authors Information

ISBN: 978-93-5004-289-2Pages: 388; Price: Rs. 395/-

Mergers & Acquisitions

Salient Features

Authors Information

By Prof. Jay Desai & Nisarg Joshi

Table of Contents

Prof. Jay Desai is presently Head of the Department of MBA at Ahmedabad Institute of Technology, Nr.Vasantnagar Township, Gota OgnajRoad, Ahmedabad.

Prof. Nisarg Joshi is currently Assistant Professor at Ahmedabad Institute of Technology. He has rich experience of over 10 years. His teachingarea include; Economics for Managers (EFM), Quantitative Analysis (QA) , Operation Research (OR), Financial Mgnt. (FM) , New Enterprise &Innovation Management (NEIM), Corporate Tax Planning(CTP), Corporate Restructuring (CR), and International Finance (IF).

This book specifically caters to the requirement of MBA (Finance) students in every major Universitythroughout India. The chapters have been arranged in a logical manner to facilitate easy comprehension.The book follows a balanced approach with exclusive focus on the MBA (finance) syllabus making it arequired text book for Mergers & Acquisitions.

The book includes numerous application oriented problems with solutions to ease understanding of thematerial. Extra practice problems help in better preparation for the subject. The book has been updatedwith the latest amendments in law. Relevant case laws are mentioned in appropriate sections throughoutthe book

Chapter 1: Introduction to Corporate Restructuring, 2: Mergers & Acquisitions, 3 :Theories of Merger, 4: Takeover &Defense Tactics, Chapter 5: Accounting for Mergers & Acquisition, Chapter 6: Laws for Mergers & Acquisition, Chapter 7: Framework forTakeovers in India, Chapter 8: Clauses for Listing Agreements of NSE & BSE, Chapter 9: Securities and Exchange Board of India Guidelines, 2003Chapter 10: Valuation of Target Companies Final, Chapter 11 : Divestiture and Equity Carve Outs, Chapter 12: Financial Restructuring, Chapter 13:Strategic Alliances, Chapter 14: Joint Ventures, Chapter 15: Employee Stock Ownership Plan, Chapter 16: Leveraged Buy Out, Chapter 17: CrossBorder M&A, Chapter 18: Financing Mergers & Acquisitions, Chapter 19: Due Diligence, Chapter 20: Case Studies, Bibliography, Glossary, Index

Chapter Chapter Chapter

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11/16

Books Corner

A N A G E M E N T11

Description

Table of Contents

This book titled Managerial Economics provides an in-depth discussion on various concepts and theories of Economics related tobusiness environment. The book follows a logical and systematic flow of text beginning with conceptual framework of economics andconcluding with implications in Indian and global business environment. It discusses the concepts of economics with managerialoutlook, emphasizing the need for the practical application of these concepts.

The book also explains the use and application of mathematical tools in economics. Discussion on the recent issues anddevelopments in economics is the special attribute of the book. Apart from incorporating the latest facts and figures, the bookcontains a vast number of solved problems to highlight the practical aspect of managerial economics

Managerial Economics: Meaning, Nature, Scope, and Importance | Business Objectives of Organizations | Demand and SupplyAnalysis | Utility Analysis of Consumer Demand | Elasticity of Demand and Supply | Demand Forecasting | Production Analysis |Cost and Revenue Analysis | Market and Market Structures | Pricing and Output Decisions: Perfect Competition and Monopoly |Pricing and Output Determination: Monopolistic Competition | Pricing and Output Decisions under Oligopoly | Game Theory |Pricing Strategies and Practices | Factor Pricing | National Income | Theory of Employment |National Income Determination | Roleof Government in an Economy |Money and Inflation |Business Cycles | Banking | Economic Growth and Tools of Economic Analysis| International Economics |Capital Budgeting and Investment Decisions

Prof. (Dr.) Jaswinder Singh, KLSI

ISBN: 978-93-5004-303-5

Pages: 700 | Price: `399/- w/CD

Description

Table of Contents

The book helps you to develop an appreciation of di fferent software and hardware systems available in the industry. It provides anintroduction about computers and operating systems develops a basic understanding about the software programs applied for officeautomation, introduces the basic concepts of database management, and provides an overview about the concepts of datacommunication, Internet, and E-commerce. The book helps you to learn about computer usage in business organizations withspecific reference to commercial data processing systems.

Introduction to Computer Systems | Operating Systems | Getting Started with Word 2007 | Working with Tables and Mail Merge |Macros | Preparing and Printing Documents in MS Word 2007 | Getting Started with Excel 2007 | Working with Formulas andFunctions in Excel 2007 | Working with Graphs in Excel 2007 | Getting Started with PowerPoint 2007 Frames and more...

Niranjan Shrivastava, KLSI | 978-81-7722-850-2 | Pages: 684 | Price: `399/- w/CD

Managerial Economics

Computer Applications in Management

Authors Profile

The book presents a comprehensive blend of important topics on Strategic Financial Management. With the expansion ofbusiness opportunities, the business organizations are exposed to high risk. This can be attributed to increased volatility in asset

prices in financial markets, integration of national financial markets with the international markets, competition, and increasedreliance on capital markets for long term funds. This risk can be reduced or modified with the help of derivatives. Mutual fundsare money-managing institutions that pool money from the public and invest it in capital market (e.g. stocks, bonds and othersecurities). Such schemes are managed by Asset Management Companies (AMC), which are sponsored by different financialinstitutions or companies

rdThis book specifically caters to the requirement of MBA (Finance) students in the 3 semester.lThe chapters have been arranged in a logical manner to facilitate easy comprehension.lThe book is following a balanced approach - which focus exclusively on the MBA (finance) syllabus of Strategic Financial

Management (as a Text Book).lThe book also contains application oriented problems without being a reference book.

Table of Contents

Salient Features

Strategic Financial Management

Dr. Meena Goyal received her Ph. D. from Pune University. She has more than a decade's experience in teaching key management subjects such as FinancialManagement and Security Analysis, Financial Accounting, Management Accounting, and Portfolio Management at Post Graduate Level. She has held faculty positions inprominent management and business institutions under Pune University as well as other reputed Deemed Universities. Currently, she is serving as a Professor at theIndira School of Business Studies, Pune (2011). Her expertise in Project Financing and Financial Decision Making has made her an active corporate consultant in these

areas. Her publications include articles in local papers as well as sections in newsletter publications at the educational institutions.

By Dr. Meena Goyal

IRM

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Pages: 326, Price: 329/-ISBN 978-81-7722-252-4

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Chapter 1: Chapter 2: Chapter 3: Chapter 4: Financial Services, Chapter 5:Chapter 6: Chapter 7: Chapter 8: Chapter 9: Chapter 10:

Chapter 11: Appendix A: Case Studies, Appendix B: List of Tables, Index

Introduction, Valuation of Securities, Capital Budgeting Decisions, Corporate DividendPolicy, Portfolio Management, Derivatives, Mutual Funds, Mergers and Acquisitions, Foreign ExchangeManagement , Project Finance ,


12/16

Engineering Textbooks

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ISBN: 978-81-7722-829-8

Pages: 588 | Price: Rs. 349/- w/CD

Khateeb, Thampi, KLSI

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M. T. Savaliya, KLSI

ISBN: 978-81-7722-843-4

Pages:320 | Price: Rs. 349/-

Kogent Learning Solutions Inc.

ISBN: 978-93-5004-208-3

Pages:556 | Price: Rs. 499/- w/CD


ISBN: 978-81-7722-924-0


Dr. G.T. Thampi, Budhadev, KLSI

ISBN: 978-81-7722-830-4


Khateeb, Thampi, KLSI

ISBN: 978-93-5004-042-3

Pages: 600 | Price: Rs. 329/-

B.M. Harwani, KLSI

ISBN: 978-81-7722-994-3

Pages: 744 | Price: 349/- w/CD

Thampi, Mantha, KLSI

ISBN: 978-93-5004-014-0


Dr. G. T Thampi, KLSI

ISBN: 978-93-5004-088-1

Pages: 932 | Price: Rs.599/- w/CD

Dr. Hiren Joshi, KLSI

ISBN: 978-81-7722-933-2


Rajesh Kumar Maurya, KLSI

ISBN: 978-93-5004-215-1


Rajesh Kumar Maurya, KLSI

ISBN: 978-93-5004-047-8


Pawar, Lad, Shinde, Patil, KLSI

ISBN: 978-93-5004-191-8



ISBN: 978-93-5004-217-5

Pages: 400


| Price: Rs. 299/-

ISBN: 978-81-7722-802-1

Pages: 688 | Price: 379/- w/CD

Chakrabarti, Dasgupta, KLSI

12A N A G E M E N T C MD E XMD E X Times August, 2012


13/16

Engineering Textbooks

Meh

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Harshal Arolkar, Sonal Jain, KLSI

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Pawar, Lad, Shinde, Patil, KLSI

ISBN: 978-81-7722-998-1


Vikas Gupta

ISBN: 978-93-5004-236-6



ISBN: 978-93-5004-017-1


Deven N. Shah, G.P. Bherde, KLSI

ISBN: 978-93-5004-000-3


Prof. Ambawade, Prof. D.N. Shah, KLSI

ISBN: 978-93-5004-012-6

Pages: 452

Kadhuskar,

| Price: Rs. 329/- w/CD

Baru, Gaikwad, KLSI

ISBN: 978-81-7722-999-8


Prof. Sunil T. Gaikwad, KLSI

ISBN: 978-93-5004-210-6



ISBN: 978-93-5004-039-3


Shah, Motwani, KLSI

ISBN: 978-93-5004-013-3


Ambawade, Shah, KLSI

ISBN: 978-81-7722-925-7


Deven N. Shah, KLSI

ISBN: 978-93-5004-216-8


Prof. Gaikwad, KLSI

ISBN:

, KLSI

978-93-5004-016-4


Amar Phatak

ISBN: 978-81-7722-996-7


Bewoor, KLSI

ISBN: 978-81-7722-847-2


Pradhan, Hirey, Shekapure, KLSI

A N A G E M E N T13M D E XM D E X Times August, 2012


14/16

Complete List of Biztantra Titles

TITLE AUTHOR/s PRICE (Rs.)

14A N A G E M E N T

New Releases

Management

Human Resource Management/Organizational Behavior

Marketing

Retail

Business Communication

Strategic Management

Ethics/Corporate Governance/Business Law

Economics

Finance & Accounting

Operations Management

Computer & IT

[

[Human Resource Management Dr. Debashish Sengupta 449/-[Retail Store Operations Vishal Agarwal 349/-[Introduction to Management Dr. Vijay Pithadia 349/-[Organizational Behaviour: Design, Structure and Culture Dr. Ananda Das Gupta 395/-

[Strategic Financial Management Dr. Meena Goyal 329/[Direct Taxation Dr. Meena Goyal 325/-[Essence of Good Management K.R. Kim 549/-[Marketing management Prof. Vijay Prakash Anand 329/-[Soft Skills for Young Managers Dr. M. S. Rao 375/-[E-Marketing Dr. V.V. Sople 375/-[Employee Engagement Dr. Debashish Sengupta, S. Ramadoss 325/-[Soft Skills for Managers Dr. T. Kalyana Chakravarthi & T. Latha Chakravarthi 249/-[Counselling and Negotiation Skills for Managers Dr. Premvir Kapoor 275/-[Security Analysis and Portfolio Management Dr. Suyash N. Bhatt 349/-

[Cases in Management ( Indian & Inte rna tiona l Perspect ive) Vim i Jham, Bindu Gupta , Poonam Garg 449/- (HB) , 299/ - (PB)[Business & Management: Principles & Guidelines Thomas N. Duening, John Ivancevich 349/-[Management: Principles & Guidelines Thomas N. Duening, John Ivancevich 379/-

[Human Resource Management Lawrence Kleiman 349/-[HRM Ethics Perspectives for a New Millennium Linda Gravett 149/-[Organization Design and Development-Concepts & Applications B.K. Srivastava 399/-[Training & Development B. Janakiram 349/-[Industrial Sociology Deepak Mathur 229/[Change and Knowledge Management B. Janakiram 299/-

[Fish Production & Marketing Management A.K. Asthana 299/-[Marketing: Marketing in the 21st Century Joel R. Evans, Barry Berman 399/-[Shopper, Buyer and Consumer Behavior

Theory and Marketing Applications Jay Lindquist, M. Joseph Sirgy 329/-[Shopper, Buyer and Consumer Behavior A Casebook Jay Lindquist, M. Joseph Sirgy 49/-[International Marketing (with Casebook) Dana-Nicoleta Lascu 399/-[Effective Public Relations Merry Shelburne 249/-[Services Market ing: Operat ion , Management, and Strategy Kenneth E. C low David L. Kur tz 379/ -[Research Methods William M.K. Trochim 349/ -[Contemporary Indian Cases in Marketing Mukesh Pandey 329/-[Customer Relationship Management (CRM): Concepts & Application Alok Kumar, Chhabi Sinha, Rakesh Sharma 379/-

[Strategic Retail Management Srini R. Srinivasan 349/-[Customer Service in Retailing Anil Mishra, Ruchi Gupta 299/-[Cases in Retail Management Sr ini R. S rinivasan, R.K. S rivastava 275/-

[Intercultural Communication John Beatty, Junichi Takahashi 149/-[Business Communication Sangeeta Magan 329/-

[Strategic Management: Theory and Practice John A. Parnell 329/-

[Corporate Governance: Principles, Mechanisms & Practice Swami Parthasarathy 375/- (PB) 425/- (HB)[Business Law for Managers P.K. Goel 349/-[Business Ethics: An Indian Perspective Col. P.S. Bajaj, Raj Agarwal 349/-

[Managerial Economics An Economic Foundation forBusiness Decisions Barry Keating, J. Holton Wilson 369/-

[Financial Management Paresh P. Shah (w/CD) 449/-[Financial Wisdom A.P. Dash 375/-[International Financial Management S.P. Srinivasan, B. Janakiram 199/-

[Production and Operations Management Martin K. Starr 399/-[Supply Chain Management: Theories & Practice R.P. Mohanty, S.G. Deshmukh 299/-[Indian Case Studies in Supply Chain Management &

Other Learning Resources R.P. Mohanty, S.G. Deshmukh 129/-[Total Quality Management S. Rajaram & M. Sivakumar 349/[Management Guide to Quality & Productivity John Bicheno, M.R. Gopalan 349/-[International Logistics Pierre David 399/-[Business Process Reengineering & Change Management B.R. Dey 299/-

[Management Information Systems Shubhalaxmi Josi, Smita Vaze 349/-[Comdex Computer Course Kit : Covers All Versions Upto 2003

(in 4 colour - with CD) Vikas Gupta 349/-[Comdex Computer Course Kit w/CD Vikas Gupta 219/-

Performance Management Dr. C. Appa Rao 395/-



15/16

List of Kogent Management Titles

[Managerial Econimics Prof. (Dr.) Jaswinder Singh 399/-

[International Financial Management Anjala Kalsie 399/-

[Computer Applications in Management Niranjan Srivastava 399/-

[Organizational Behavior Supreet Ahluwalia Joshi 349/-

[Organizational Behavior Kamran Sultan 299/-

[Strategic Management Alpana Trehan 299/-

[Human Resource Management P.K. Gupta 299/-

[Marketing Management Prof. (Dr.) P.K. Chopra & Bhawna Mehra 329/-

[Corporate Governance Sumeet Khurana 299/-

[Financial Management Anil Kumar Dhagat 399/-

[Research Methodology Dr. G. C. Ramamurthy 399/-

[International Marketing Dr. Shakeel Ahmad Siddiqui 349/-

[Princ ip les and Pract ices of Management Dr. Kiran Nerkar, Dr. Vi las Chopde 399/-

[Project Management Dr. Sanjiv Marwah 349/-[

Entrepreneurship Alpana Trehan 349/-

[Comdex Info. Tech. Course Kit ( with CD) Vikas Gupta 199/-[Fundamentals of Computers & Info. Technology A. Jaiswal 299/-

[Global Trade In The New Millennium Swami Dr. Parthasarthy USD 80/- 449/- (HB) 349/- (PB)

[Summer Internship Simplified Anil Mishra 225/-[Entrepreneurship Theory at the Crossroads: Paradigms & Praxis Mathew J. Manimala 499/-[Comdex How to Become a Sales Professional Course Kit ( in Color), w/VCD Vikas Gupta, Sandeep Ghosh 299/-[Comdex Call Centre Training Kit, w/CD Vikas Gupta 219/-

[Passion: The Untold Story of LG Electronics India Dr. Yasho V. Verma 349/-

[Brand Harmony: Achieving Dynamic Results by Steve Yastrow 399/-Orchestrating Your Customers Total Experience[Playing Life from Center Court: The Ultimate Guide to Emotional Fitness Arynne A. Simon 399/-[S-Business: Reinventing the Services Organization James A. Alexander, Mark W. Hordes 399/-[The Leaders Voice: How your communication can inspire action

and get results! Clarke & Crossland 399/-[Mastering the Rockfeller Habits Verne Harnish 399/-[Communicate or Die: Getting Results Through Speaking & Listening Thomas D. Zweifel 129/-[Keys to Da Vinci Code : The Hidden Lineage of Lorenzo Fernandez Bueno,

Jesus and other Mysteries Mariano Fernandez Urresti 399/-[A Journey into the Heroic Environment Rob Lebow 399/-

[Culture Clash: Managing the Global High-Performance Team Thomas D. Zweifel 129/-

Other Titles

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A N A G E M E N T15

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Yoginder Singh, Chief Editor, BIZTANTRA (an imprint of Dreamtech Press)19-A, Ansari Road, Daryaganj, New Delhi-110 002 Tel: +91-11-41563722, 23243075, Fax: +91-11-23243078

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Faculties & LibrariansIf you have interest in any of our publications kindly write by E-mail: [email protected]

are requested to send their articles and book proposal to:

List of Kogent Engineering Titles

[Basic Electrical Engineering Prof. Sunil T. Gaikwad 349/-

[Basic Electronics Engineering Baru, Kadhuskar, Gaikwad 329/-

[Engineering Drawing Amar Phatak 279/-

[Manufacturing Process Planning and Systems Engineering Anand K. Bewoor 329/-

[Object Oriented Programming in Java Dr. G.T. Thampi, Budhadev 329/-

[Computer Programming in Java Khateeb, Thampi 349/-

[Advance Java Technology M. T. Savaliya 499/-

[Computer Programming in C++ Khateeb, Thampi 399/-

[Data Structures and Algorithms in C++ B. M. Harwani 329/-

[System Programming Rajesh Kumar Maurya 299/-

[Compiler Design Rajesh Kumar Maurya 279/-

[Introduction to Programming Using C Pawar, Lad, Shinde, Patil 199/-[Computer Concept and C Programming Vikas Gupta 299/-


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Ideas for Tomorrow!

ISBN: 978-81-7722-971-4 |Pages: 724

Author:Dr. G. C. Ramamurthy, KLSI | Price: Rs. 399/-

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5 YearsSolved

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ISBN: 978-81-7722-797-0 | Pages:425

Author: Kogent Learning Solutions Inc. | Price:Rs. 349/-

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5YearsSolved

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ISBN: 978-81-7722-798-7 | Pages: 620

Author: Supreet Ahluwalia Joshi, KLSI | Price: Rs. 349/-

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5 YearsSolved

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5YearsSolved

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ISBN: 978-81-7722-850-2 | Pages: 684

Author:Niranjan Shrivastava, KLSI | Price: Rs. 399/- w/CD

ISBN: 978-81-7722-975-2 | Pages: 504

Author: Dr. Shakeel Ahmad Siddiqui, KLSI | Price: Rs. 349/-

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Ideas for Tomorrow!

Alok Kumar,

Chhabi Sinha & Rakesh Sharma