Clinical Physiotherapy Approaches in Spinal Muscular Atrophy
₹999.00
Spinal Muscular Atrophy (SMA) is a story that brings together genetic discovery,
neurological science, and rehabilitation innovation. For years, SMA was
considered a relentlessly progressive neuromuscular disease with few available
treatment options. Disorders that have traditionally been viewed as poor prognosis
with limited meaningful life many now intersect at the interface of genetics and
therapy, where advances in molecular genetics, early diagnosis via newborn
screening, and disease-modifying therapies are transforming both prognosis and
functional expectations.
As such, these medical innovations and advancements provide an enormous
challenge for rehabilitative professionals —especially physiotherapists —to
evolve, grow and optimize clinical practice. SMA individuals now live longer,
achieve developmental milestones once thought impossible, and enter adolescence
and adulthood with changing functional requirements. Physiotherapy wan thus
transformed from a predominantly passive and preventive health care delivery
system to an active, dynamic, and life-long treatment oriented model.
In light of this increasing gap, this book was created: a focused, evidence based
and clinically relevant resource to aid physiotherapy management in SMA. It
marries basic knowledge of genetics and pathophysiology with applied
rehabilitation science to develop approaches that encompass:
Early neurodevelopmental intervention
Functional motor training and strengthening
Respiratory physiotherapy
Orthopedic management and deformity prevention
Assistive technology and mobility solutions
Fatigue and pain management
Psychosocial and vocational transition
Clinical Physiotherapy Approaches in Spinal Muscular Atrophy
₹999.00
Spinal Muscular Atrophy (SMA) is a story that brings together genetic discovery,
neurological science, and rehabilitation innovation. For years, SMA was
considered a relentlessly progressive neuromuscular disease with few available
treatment options. Disorders that have traditionally been viewed as poor prognosis
with limited meaningful life many now intersect at the interface of genetics and
therapy, where advances in molecular genetics, early diagnosis via newborn
screening, and disease-modifying therapies are transforming both prognosis and
functional expectations.
As such, these medical innovations and advancements provide an enormous
challenge for rehabilitative professionals —especially physiotherapists —to
evolve, grow and optimize clinical practice. SMA individuals now live longer,
achieve developmental milestones once thought impossible, and enter adolescence
and adulthood with changing functional requirements. Physiotherapy wan thus
transformed from a predominantly passive and preventive health care delivery
system to an active, dynamic, and life-long treatment oriented model.
In light of this increasing gap, this book was created: a focused, evidence based
and clinically relevant resource to aid physiotherapy management in SMA. It
marries basic knowledge of genetics and pathophysiology with applied
rehabilitation science to develop approaches that encompass:
Early neurodevelopmental intervention
Functional motor training and strengthening
Respiratory physiotherapy
Orthopedic management and deformity prevention
Assistive technology and mobility solutions
Fatigue and pain management
Psychosocial and vocational transition
Computer Organization & Architecture A Handbook
₹349.00
Computer Organization and Architecture forms the foundation of computer science and
information technology education. A clear understanding of how hardware components
interact with software is essential for students pursuing careers in computing, system
design, and advanced technologies.
This book has been carefully designed with the objective of presenting core concepts in a
clear, structured, and student-friendly manner. The content emphasizes both theoretical
understanding and practical relevance, ensuring that learners develop a strong conceptual
base while appreciating real-world system behavior.
Each chapter is organized to progress logically from basic principles to advanced topics.
Concepts such as data representation, CPU organization, instruction cycles, memory
hierarchy, input/output organization, and performance evaluation are explained using
simple language, illustrative examples, and well-structured explanations. Special attention
has been given to clarity, accuracy, and alignment with examination requirements.
This book is intended primarily for undergraduate and postgraduate students of Computer
Science, Information Technology, and related disciplines, especially those enrolled in
MCA and allied programs. It will also serve as a useful reference for faculty members and
professionals seeking a concise yet comprehensive resource on Computer Organization and
Architecture.
We sincerely hope that this book will help students build confidence in the subject and
develop a strong analytical understanding of computer systems.
Mrs. Dipanjana Biswas
Mr.Subhadip Goswami
Dr. Sitanath Biswas
Ms. Pratiksha Nandi
Computer Organization & Architecture A Handbook
₹349.00
Computer Organization and Architecture forms the foundation of computer science and
information technology education. A clear understanding of how hardware components
interact with software is essential for students pursuing careers in computing, system
design, and advanced technologies.
This book has been carefully designed with the objective of presenting core concepts in a
clear, structured, and student-friendly manner. The content emphasizes both theoretical
understanding and practical relevance, ensuring that learners develop a strong conceptual
base while appreciating real-world system behavior.
Each chapter is organized to progress logically from basic principles to advanced topics.
Concepts such as data representation, CPU organization, instruction cycles, memory
hierarchy, input/output organization, and performance evaluation are explained using
simple language, illustrative examples, and well-structured explanations. Special attention
has been given to clarity, accuracy, and alignment with examination requirements.
This book is intended primarily for undergraduate and postgraduate students of Computer
Science, Information Technology, and related disciplines, especially those enrolled in
MCA and allied programs. It will also serve as a useful reference for faculty members and
professionals seeking a concise yet comprehensive resource on Computer Organization and
Architecture.
We sincerely hope that this book will help students build confidence in the subject and
develop a strong analytical understanding of computer systems.
Mrs. Dipanjana Biswas
Mr.Subhadip Goswami
Dr. Sitanath Biswas
Ms. Pratiksha Nandi
Contemporary Pharmacy Science Practice And Innovation
₹499.00
Pharmacy now is so much more than just dispensing medicines. Today, it is situated at the crossroads of science and
healthcare-technology and patient-center care in a way that makes an indispensable contribution to health outcomes as well
as quality-of-life. Combining novel discoveries in pharmaceutical sciences, biotechnology and artificial intelligence with
precision medicine, digital health measurement modalities along with regulatory frameworks have turned the profession into
one of the most vibrant interdisciplinary fields among many modern professions today. In this context, Contemporary
Pharmacy: Science, Practice and Innovation has been created to help the reader utilise their knowledge of pharmacy with
great understanding.
The goal of this book is to connect the dots between academic pharmaceutical sciences and modern clinical and industrial
practices. This provides a comprehensive blend of theory and application, new technology, and an insight into what is next
for the profession. The scope of the book ranges from drug discovery and formulation development to patient care,
pharmacovigilance, personalized medicine, pharmaceutical manufacturing and regulatory affairs as well as digital
therapeutics emphasizing multidisciplinary nature of pharmacy profession.
The material is specifically arranged to fulfill the academic and career interests of both undergraduate and postgraduate
pharmacy students, researchers, academicians as well healthcare professionals & practitioners. It is also a good reference
for any pharmaceutical scientist employed in industry, hospital or community pharmacy practice and regulatory
organizations. Every effort has gone into presenting academic ideas and concepts as guided by the evidence in a helperfriendly readable style.
A highlight of this book is its emphasis on innovation. Modern pharmacy is being shaped more and more by artificial
intelligence, machine learning, pharmacogenomics, nanotechnology; biologics-entrance products; biosimilars-comparative
generic agents with the same molecular makeup of original drugs that increase treatment affordability. Innovation in drug
development, the safety of medications and treating patients with personalized strategies are some areas that will be
transformed by these innovations to enhance pharmacotherapy practice within multidisciplinary teams. This book equips the
reader with these emerging topics to help them keep pace with, and be more adaptable to changes in this fast paced
pharmaceutical world.
Pharmacy practice has also evolved dramatically. They were not restricted to simply dispensing medications, but became
integral members of the health team in areas such as medication therapy management and chronic disease management,
vaccination services , antimicrobial stewardship interventions, patient counseling on lifestyle changes (eg. Current pharmacy
practice highlights patient safety and rational drug use through evidence-based decisions during interprofessional
collaborative practice while maintaining ethical integrity. These themes are emphasised throughout the book to support
professional competence and caring for patients.
Along with scientific and clinical progress, innovations in manufacturing technologies or quality assurance systems or
regulatory science supply chain management or global harmonization continue to transform the pharmaceutical industry. It
tackles these domains and at the same time discusses Good Manufacturing Practices (GMP), Good Clinical Practices (GCP),
quality-by-design principles, pharmaceutical quality systems, intellectual property rights and on-going changes in
international regulatory framework. This is important for professionals interested in the research, production and policy
development of pharmaceuticals.
Cognizant of the increasing importance being placed on research and evidence generation, this text also familiarizes readers
with contemporary approaches to conducting modern research including clinical trials, biostatistics, pharmacoeconomics
(pharmacomedical economics), real-world evidence and health technology assessment. They also promote the critical
assessment of scientific literature, facilitate innovation and support evidence-based healthcare decision-making by pharmacy
professionals.
Still, the pharmacy profession is centered on ethics and professionalism as well as sustainability and social responsibility.
Antimicrobial resistance, aging populations and emerging infectious diseases challenge healthcare systems to be able deliver
on equitable safe adequate effective health care globally, especially in humanitarian emergencies - therefore pharmacists
have a role. This book motivates one to value these responsibilities while also pursuing innovation with integrity and
accountability.
Contemporary Pharmacy Science Practice And Innovation
₹499.00
Pharmacy now is so much more than just dispensing medicines. Today, it is situated at the crossroads of science and
healthcare-technology and patient-center care in a way that makes an indispensable contribution to health outcomes as well
as quality-of-life. Combining novel discoveries in pharmaceutical sciences, biotechnology and artificial intelligence with
precision medicine, digital health measurement modalities along with regulatory frameworks have turned the profession into
one of the most vibrant interdisciplinary fields among many modern professions today. In this context, Contemporary
Pharmacy: Science, Practice and Innovation has been created to help the reader utilise their knowledge of pharmacy with
great understanding.
The goal of this book is to connect the dots between academic pharmaceutical sciences and modern clinical and industrial
practices. This provides a comprehensive blend of theory and application, new technology, and an insight into what is next
for the profession. The scope of the book ranges from drug discovery and formulation development to patient care,
pharmacovigilance, personalized medicine, pharmaceutical manufacturing and regulatory affairs as well as digital
therapeutics emphasizing multidisciplinary nature of pharmacy profession.
The material is specifically arranged to fulfill the academic and career interests of both undergraduate and postgraduate
pharmacy students, researchers, academicians as well healthcare professionals & practitioners. It is also a good reference
for any pharmaceutical scientist employed in industry, hospital or community pharmacy practice and regulatory
organizations. Every effort has gone into presenting academic ideas and concepts as guided by the evidence in a helperfriendly readable style.
A highlight of this book is its emphasis on innovation. Modern pharmacy is being shaped more and more by artificial
intelligence, machine learning, pharmacogenomics, nanotechnology; biologics-entrance products; biosimilars-comparative
generic agents with the same molecular makeup of original drugs that increase treatment affordability. Innovation in drug
development, the safety of medications and treating patients with personalized strategies are some areas that will be
transformed by these innovations to enhance pharmacotherapy practice within multidisciplinary teams. This book equips the
reader with these emerging topics to help them keep pace with, and be more adaptable to changes in this fast paced
pharmaceutical world.
Pharmacy practice has also evolved dramatically. They were not restricted to simply dispensing medications, but became
integral members of the health team in areas such as medication therapy management and chronic disease management,
vaccination services , antimicrobial stewardship interventions, patient counseling on lifestyle changes (eg. Current pharmacy
practice highlights patient safety and rational drug use through evidence-based decisions during interprofessional
collaborative practice while maintaining ethical integrity. These themes are emphasised throughout the book to support
professional competence and caring for patients.
Along with scientific and clinical progress, innovations in manufacturing technologies or quality assurance systems or
regulatory science supply chain management or global harmonization continue to transform the pharmaceutical industry. It
tackles these domains and at the same time discusses Good Manufacturing Practices (GMP), Good Clinical Practices (GCP),
quality-by-design principles, pharmaceutical quality systems, intellectual property rights and on-going changes in
international regulatory framework. This is important for professionals interested in the research, production and policy
development of pharmaceuticals.
Cognizant of the increasing importance being placed on research and evidence generation, this text also familiarizes readers
with contemporary approaches to conducting modern research including clinical trials, biostatistics, pharmacoeconomics
(pharmacomedical economics), real-world evidence and health technology assessment. They also promote the critical
assessment of scientific literature, facilitate innovation and support evidence-based healthcare decision-making by pharmacy
professionals.
Still, the pharmacy profession is centered on ethics and professionalism as well as sustainability and social responsibility.
Antimicrobial resistance, aging populations and emerging infectious diseases challenge healthcare systems to be able deliver
on equitable safe adequate effective health care globally, especially in humanitarian emergencies - therefore pharmacists
have a role. This book motivates one to value these responsibilities while also pursuing innovation with integrity and
accountability.
Cosmetics And Cosmeceuticals
₹499.00
Cosmetics and Cosmeceuticals is a comprehensive academic book that explores the scientific principles, formulation, development, evaluation, and applications of modern cosmetic and cosmeceutical products. It covers essential topics such as cosmetic ingredients, skin and hair care products, active pharmaceutical and cosmetic agents, formulation techniques, product stability, quality control, safety evaluation, and regulatory considerations.
The book provides an understanding of how scientifically active ingredients are incorporated into cosmetic formulations to deliver enhanced benefits for skin, hair, and personal care. It also discusses emerging trends, innovative delivery systems, natural and herbal ingredients, product evaluation methods, and recent developments in the cosmeceutical industry.
Written as a useful reference for B.Pharm, M.Pharm, Pharm.D, cosmetology, pharmaceutical science, and related students, the book is also valuable for teachers, researchers, formulators, and professionals working in the cosmetics and personal-care industry.
Cosmetics And Cosmeceuticals
₹499.00
Cosmetics and Cosmeceuticals is a comprehensive academic book that explores the scientific principles, formulation, development, evaluation, and applications of modern cosmetic and cosmeceutical products. It covers essential topics such as cosmetic ingredients, skin and hair care products, active pharmaceutical and cosmetic agents, formulation techniques, product stability, quality control, safety evaluation, and regulatory considerations.
The book provides an understanding of how scientifically active ingredients are incorporated into cosmetic formulations to deliver enhanced benefits for skin, hair, and personal care. It also discusses emerging trends, innovative delivery systems, natural and herbal ingredients, product evaluation methods, and recent developments in the cosmeceutical industry.
Written as a useful reference for B.Pharm, M.Pharm, Pharm.D, cosmetology, pharmaceutical science, and related students, the book is also valuable for teachers, researchers, formulators, and professionals working in the cosmetics and personal-care industry.
Cucurbits for Sustainable Horticulture Diversity Improvement and Production
₹499.00
Cucurbitaceous vegetables occupy a prominent position in horticulture due to their rich
diversity, wide adaptability, high productivity, nutritional importance, and economic value. The
family Cucurbitaceae comprises several commercially important crops, including gourds,
squashes and pumpkin which contribute significantly to food and nutritional security across
tropical, subtropical, and temperate regions. Besides being rich sources of vitamins, minerals,
dietary fibre, antioxidants, and other bioactive compounds, these vegetables possess several
medicinal and therapeutic properties, making them an important component of a balanced and
healthy diet.
Growing demand for high-quality vegetables, together with the challenges posed by climate
change, diminishing natural resources, emerging pests and diseases, and changing consumer
preferences, has underscored the need for sustainable production systems and improved
cultivars. Advances in plant breeding, crop improvement, integrated crop management, and seed
production have created new opportunities to enhance productivity while promoting
environmental sustainability. A sound understanding of the biology, genetic resources, breeding
strategies, production technologies, crop protection, and seed production of cucurbit crops is
therefore essential for students, researchers, extension personnel, and growers.
Cucurbits for Sustainable Horticulture: Diversity, Improvement and Production has been
prepared as a comprehensive and up-to-date reference on major cucurbit vegetables. The
chapters are systematically organised to provide complete coverage of each crop, beginning with
botanical description, taxonomy, species diversity, and genetic resources, followed by breeding
objectives, breeding methods, and improved varieties and hybrids. The book also presents
scientific recommendations on climate and soil requirements, propagation, nursery management,
nutrient management, irrigation, training and pruning, intercultural operations, harvesting, postharvest handling, and the economics of cultivation. Dedicated chapters on integrated pest and
disease management highlight environmentally sustainable approaches for maintaining crop
health, while detailed coverage of seed production technologies including isolation
requirements, pollination biology, rouging, harvesting, processing, and seed quality standards,
makes the book equally valuable for commercial seed producers and academic institutions.
The volume includes comprehensive chapters on bitter gourd, cucumber, bottle gourd,
watermelon, pointed gourd (parwal), pumpkin, summer squash (zucchini), ridge gourd, chowchow, and ivy gourd, incorporating recent scientific advances alongside practical
recommendations for cultivation and crop improvement.
This book is intended primarily for undergraduate and postgraduate students of horticulture and
agriculture, researchers, teachers, extension professionals, seed producers, and progressive
farmers. Every effort has been made to present the subject matter in a clear, systematic, and
reader-friendly manner without compromising scientific accuracy. The contents have been
compiled from standard references, recent research findings, and the authors' experience in
teaching, research, and extension
Cucurbits for Sustainable Horticulture Diversity Improvement and Production
₹499.00
Cucurbitaceous vegetables occupy a prominent position in horticulture due to their rich
diversity, wide adaptability, high productivity, nutritional importance, and economic value. The
family Cucurbitaceae comprises several commercially important crops, including gourds,
squashes and pumpkin which contribute significantly to food and nutritional security across
tropical, subtropical, and temperate regions. Besides being rich sources of vitamins, minerals,
dietary fibre, antioxidants, and other bioactive compounds, these vegetables possess several
medicinal and therapeutic properties, making them an important component of a balanced and
healthy diet.
Growing demand for high-quality vegetables, together with the challenges posed by climate
change, diminishing natural resources, emerging pests and diseases, and changing consumer
preferences, has underscored the need for sustainable production systems and improved
cultivars. Advances in plant breeding, crop improvement, integrated crop management, and seed
production have created new opportunities to enhance productivity while promoting
environmental sustainability. A sound understanding of the biology, genetic resources, breeding
strategies, production technologies, crop protection, and seed production of cucurbit crops is
therefore essential for students, researchers, extension personnel, and growers.
Cucurbits for Sustainable Horticulture: Diversity, Improvement and Production has been
prepared as a comprehensive and up-to-date reference on major cucurbit vegetables. The
chapters are systematically organised to provide complete coverage of each crop, beginning with
botanical description, taxonomy, species diversity, and genetic resources, followed by breeding
objectives, breeding methods, and improved varieties and hybrids. The book also presents
scientific recommendations on climate and soil requirements, propagation, nursery management,
nutrient management, irrigation, training and pruning, intercultural operations, harvesting, postharvest handling, and the economics of cultivation. Dedicated chapters on integrated pest and
disease management highlight environmentally sustainable approaches for maintaining crop
health, while detailed coverage of seed production technologies including isolation
requirements, pollination biology, rouging, harvesting, processing, and seed quality standards,
makes the book equally valuable for commercial seed producers and academic institutions.
The volume includes comprehensive chapters on bitter gourd, cucumber, bottle gourd,
watermelon, pointed gourd (parwal), pumpkin, summer squash (zucchini), ridge gourd, chowchow, and ivy gourd, incorporating recent scientific advances alongside practical
recommendations for cultivation and crop improvement.
This book is intended primarily for undergraduate and postgraduate students of horticulture and
agriculture, researchers, teachers, extension professionals, seed producers, and progressive
farmers. Every effort has been made to present the subject matter in a clear, systematic, and
reader-friendly manner without compromising scientific accuracy. The contents have been
compiled from standard references, recent research findings, and the authors' experience in
teaching, research, and extension
DIGITAL MARKETING ESSENTIALS A Practical Guide for Modern Marketers
₹499.00
The digital era has revolutionized how businesses connect, communicate, and create value for their
customers. Marketing—once confined to print, radio, and television—has undergone a profound
transformation with the advent of the internet and social media. Today, the marketer’s toolkit is redefined by
data analytics, search engine optimization, social media engagement, and automation tools that make
interactions faster, smarter, and measurable. Digital Marketing Essentials: A Practical Guide for Modern
Marketers has been conceptualized and designed to serve as a comprehensive academic and practical
reference for learners, educators, and professionals navigating this dynamic digital landscape.
This book systematically explores the foundations and applications of digital marketing through a structured,
learner-centric approach. It covers essential areas such as Search Engine Optimization (SEO), Search Engine
Marketing (SEM), Social Media Marketing, Content Strategy, Email Campaigns, and Digital Analytics—
supported by real-world case studies, visual frameworks, and actionable insights. Each unit aims to bridge
the gap between theory and practice, ensuring that readers not only understand digital concepts but can also
apply them effectively in professional scenarios.
In developing this work, the emphasis has been placed on clarity, relevance, and applicability. The chapters
are aligned with the evolving academic curriculum and industry expectations, integrating conceptual
understanding with hands-on tools used by modern marketers. The inclusion of “Check Your Progress”
sections, practical examples, and curated references further enhances the reader’s engagement and
comprehension.
The author extends heartfelt gratitude to colleagues, mentors, students, and professionals who contributed
their insights and feedback during the development of this book. Their encouragement and critical
perspectives have played a vital role in refining the content. Special thanks are due to the Institute of
Management Studies, Ranchi University, for fostering an environment that promotes academic excellence
and innovation.
It is hoped that this book will serve as a valuable guide for students, educators, and marketing practitioners
seeking to master the evolving dimensions of digital marketing. In a world where technology continues to
reshape communication and commerce, the knowledge contained within these pages aspires to equip readers
with both the strategic thinking and practical skills necessary to thrive as future-ready marketers.
Dr. Soni Kumari
Assistant Professor,
Institute of Management Studies,
Ranchi University
DIGITAL MARKETING ESSENTIALS A Practical Guide for Modern Marketers
₹499.00
The digital era has revolutionized how businesses connect, communicate, and create value for their
customers. Marketing—once confined to print, radio, and television—has undergone a profound
transformation with the advent of the internet and social media. Today, the marketer’s toolkit is redefined by
data analytics, search engine optimization, social media engagement, and automation tools that make
interactions faster, smarter, and measurable. Digital Marketing Essentials: A Practical Guide for Modern
Marketers has been conceptualized and designed to serve as a comprehensive academic and practical
reference for learners, educators, and professionals navigating this dynamic digital landscape.
This book systematically explores the foundations and applications of digital marketing through a structured,
learner-centric approach. It covers essential areas such as Search Engine Optimization (SEO), Search Engine
Marketing (SEM), Social Media Marketing, Content Strategy, Email Campaigns, and Digital Analytics—
supported by real-world case studies, visual frameworks, and actionable insights. Each unit aims to bridge
the gap between theory and practice, ensuring that readers not only understand digital concepts but can also
apply them effectively in professional scenarios.
In developing this work, the emphasis has been placed on clarity, relevance, and applicability. The chapters
are aligned with the evolving academic curriculum and industry expectations, integrating conceptual
understanding with hands-on tools used by modern marketers. The inclusion of “Check Your Progress”
sections, practical examples, and curated references further enhances the reader’s engagement and
comprehension.
The author extends heartfelt gratitude to colleagues, mentors, students, and professionals who contributed
their insights and feedback during the development of this book. Their encouragement and critical
perspectives have played a vital role in refining the content. Special thanks are due to the Institute of
Management Studies, Ranchi University, for fostering an environment that promotes academic excellence
and innovation.
It is hoped that this book will serve as a valuable guide for students, educators, and marketing practitioners
seeking to master the evolving dimensions of digital marketing. In a world where technology continues to
reshape communication and commerce, the knowledge contained within these pages aspires to equip readers
with both the strategic thinking and practical skills necessary to thrive as future-ready marketers.
Dr. Soni Kumari
Assistant Professor,
Institute of Management Studies,
Ranchi University
Elegant Deception & White – Collar War In The Corporate Jungle
₹499.00
Personality is something that increases an individual's value and outlook. The term "personality"
refers to the quality traits, interests, attributes, values, ethics, self-concept, abilities, aptitude,
confident and emotional balanced that make up a person's particular way of reflecting their life in
the society.
According to social cognitive theory, people create their personalities as they observe how others
behave.
OBSERVATION > CONVERSATION
Assimilation and adaption result from this, especially if individual’s observation and awareness
zone is magnificently masterly.
These are four categories of personalities: Dominance, Steadiness, Influence, and
Conscientiousness.
A person's personality falls into one of these types from the expression of their dominant personality
characteristic. Personality is not limited to only physical presence and impression but it is clubbed
with many other attributes namely psychological, spiritual, social, emotional, knowledge and
attitude aspects. Person should be capable to self-evaluate once reaction, performance and actual
outcomes on particular situation. This is possible only if individual holds good analyzing skills.
This analyzing skill is one of major part of personality development or grooming session. If one
has good analyzing skills, they can easily observe the shortcomings they have in their performance
and upgrade their performance level accordingly. It is a big question for all, how to build
confidence, how to speak in public, how to be impressive in their personal and professional life’s.
Many students now days don’t know which approach to adapt to have remarkable personality. They
think learning English can sort their problem and they could fit the situation. But actually, the major
issue is that they need to understand that speaking English and personality are two different things.
Learning to speak English is just an addition and augmentation to once profile, but not actual hero
in framing the whole personality. Framing personality can be started with, first learning to observe
the situation. And before observing, one must activate their workplace's zone of awareness. The
dynamic manufacturing and refining of integrative characteristics that identify an individual in
terms of remarkable employability skills is referred to as personality development. Personality
development is a phenomenal process that is influenced by many factors and raw life experiences
that all together design an individual to represent themselves in the external environment.
Elegant Deception & White – Collar War In The Corporate Jungle
₹499.00
Personality is something that increases an individual's value and outlook. The term "personality"
refers to the quality traits, interests, attributes, values, ethics, self-concept, abilities, aptitude,
confident and emotional balanced that make up a person's particular way of reflecting their life in
the society.
According to social cognitive theory, people create their personalities as they observe how others
behave.
OBSERVATION > CONVERSATION
Assimilation and adaption result from this, especially if individual’s observation and awareness
zone is magnificently masterly.
These are four categories of personalities: Dominance, Steadiness, Influence, and
Conscientiousness.
A person's personality falls into one of these types from the expression of their dominant personality
characteristic. Personality is not limited to only physical presence and impression but it is clubbed
with many other attributes namely psychological, spiritual, social, emotional, knowledge and
attitude aspects. Person should be capable to self-evaluate once reaction, performance and actual
outcomes on particular situation. This is possible only if individual holds good analyzing skills.
This analyzing skill is one of major part of personality development or grooming session. If one
has good analyzing skills, they can easily observe the shortcomings they have in their performance
and upgrade their performance level accordingly. It is a big question for all, how to build
confidence, how to speak in public, how to be impressive in their personal and professional life’s.
Many students now days don’t know which approach to adapt to have remarkable personality. They
think learning English can sort their problem and they could fit the situation. But actually, the major
issue is that they need to understand that speaking English and personality are two different things.
Learning to speak English is just an addition and augmentation to once profile, but not actual hero
in framing the whole personality. Framing personality can be started with, first learning to observe
the situation. And before observing, one must activate their workplace's zone of awareness. The
dynamic manufacturing and refining of integrative characteristics that identify an individual in
terms of remarkable employability skills is referred to as personality development. Personality
development is a phenomenal process that is influenced by many factors and raw life experiences
that all together design an individual to represent themselves in the external environment.
ENTREPRENEURSHIP AND INNOVATION THEORY, PRACTICE, AND ETHICS
₹499.00
Entrepreneurship and innovation have emerged as defining forces of the twenty-first-century global
economy. In an era characterized by rapid technological disruptions, shifting consumer expectations,
and the continual reconfiguration of markets, understanding these forces is no longer optional—it is
essential. This book has been conceived as a comprehensive, conceptually rigorous, and pedagogically
grounded text to support learners, educators, and practitioners in navigating the evolving landscape of
entrepreneurial thought and practice.
The chapters in this volume span the foundational to the frontier. Beginning with the conceptual roots
of entrepreneurship and innovation, the book progressively unfolds into sophisticated theories, models,
and real-world applications that shape contemporary entrepreneurial ecosystems. The content traverses
classical, neo-classical, and modern economic perspectives; Schumpeterian innovation dynamics;
effectuation and Lean Startup approaches; and emerging paradigms of digital transformation,
sustainability, and social entrepreneurship. Each unit has been carefully structured to provide clarity,
contextual depth, and analytical precision, supported by learning objectives, outcomes, and reflective
exercises that strengthen comprehension and application.
This text is deeply informed by the collective academic experience, research engagement, and industry
exposure of its authors. Drawing on interdisciplinary insights and empirical realities, it places equal
emphasis on theory and practice, ensuring that readers not only understand the evolution of
entrepreneurial ideas but also gain the analytical tools to apply them in diverse environments. Our
intention is to facilitate a holistic understanding—one that equips students to become opportunityseekers, innovators, problem-solvers, and ethically responsible leaders.
We hope that this book serves as a valuable companion for undergraduate and postgraduate learners of
management, commerce, and allied disciplines; for educators designing curricula and teaching
entrepreneurship; and for aspiring entrepreneurs who seek structured guidance in their journey from
idea to enterprise. The rapidly changing entrepreneurial landscape demands continuous learning,
adaptability, and critical thinking—qualities that this text endeavours to cultivate.
We express our sincere gratitude to JEC Publication for their support in bringing this work to life, and
to all scholars, students, and professionals whose insights continue to enrich the field of
entrepreneurship studies. It is our earnest belief that this book will inspire readers to reflect, explore,
innovate, and contribute meaningfully to society through entrepreneurial action.
Dr. Trilochan Nayak
Dr. Jyoti Khurana
Shubham Gaur
Tanya Jolly
ENTREPRENEURSHIP AND INNOVATION THEORY, PRACTICE, AND ETHICS
₹499.00
Entrepreneurship and innovation have emerged as defining forces of the twenty-first-century global
economy. In an era characterized by rapid technological disruptions, shifting consumer expectations,
and the continual reconfiguration of markets, understanding these forces is no longer optional—it is
essential. This book has been conceived as a comprehensive, conceptually rigorous, and pedagogically
grounded text to support learners, educators, and practitioners in navigating the evolving landscape of
entrepreneurial thought and practice.
The chapters in this volume span the foundational to the frontier. Beginning with the conceptual roots
of entrepreneurship and innovation, the book progressively unfolds into sophisticated theories, models,
and real-world applications that shape contemporary entrepreneurial ecosystems. The content traverses
classical, neo-classical, and modern economic perspectives; Schumpeterian innovation dynamics;
effectuation and Lean Startup approaches; and emerging paradigms of digital transformation,
sustainability, and social entrepreneurship. Each unit has been carefully structured to provide clarity,
contextual depth, and analytical precision, supported by learning objectives, outcomes, and reflective
exercises that strengthen comprehension and application.
This text is deeply informed by the collective academic experience, research engagement, and industry
exposure of its authors. Drawing on interdisciplinary insights and empirical realities, it places equal
emphasis on theory and practice, ensuring that readers not only understand the evolution of
entrepreneurial ideas but also gain the analytical tools to apply them in diverse environments. Our
intention is to facilitate a holistic understanding—one that equips students to become opportunityseekers, innovators, problem-solvers, and ethically responsible leaders.
We hope that this book serves as a valuable companion for undergraduate and postgraduate learners of
management, commerce, and allied disciplines; for educators designing curricula and teaching
entrepreneurship; and for aspiring entrepreneurs who seek structured guidance in their journey from
idea to enterprise. The rapidly changing entrepreneurial landscape demands continuous learning,
adaptability, and critical thinking—qualities that this text endeavours to cultivate.
We express our sincere gratitude to JEC Publication for their support in bringing this work to life, and
to all scholars, students, and professionals whose insights continue to enrich the field of
entrepreneurship studies. It is our earnest belief that this book will inspire readers to reflect, explore,
innovate, and contribute meaningfully to society through entrepreneurial action.
Dr. Trilochan Nayak
Dr. Jyoti Khurana
Shubham Gaur
Tanya Jolly