Book Reviews

International Marketing Management: An Indian Perspective

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Authors: RL Varshney & B. Bhattacharya
(Pp 732, ISBN 81-8054-760-4, Rs 350)

The 24th edition of International Marketing Management : An Indian Perspective comes with extensive revisions and additions to make the book up-to-date and relevant to current trade and marketing practices. It takes into account the latest India’s export promotion strategies and assistance measures, besides the latest conceptual model, OECD Four Speed Classification for global classification of markets. A case study on computer giant Lenovo has also been added to show how theories get worked out in actual market conditions.

The book is targeted at the teachers and students of international marketing who will find the new edition much more enriching and up to date with the new market scenario. 

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Weights for 50+

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Author: Dr Karl Knopf
Publisher: Orient Publishing
(Pp 136, ISBN 978-81-22-205046, Rs 195)

How to build strength, stay healthy and enjoy an active lifestyle after the age of 50 – these and many more questions are aptly answered in the book Weights for 50+. It seeks to halt the ageing process with the effective exercises illustrated in this book.

Readers can find customized programmes for common problems like back pain, arthritis, knee problems, heart issues, diabetes, etc. Those who are fond of activities like tennis, swimming, skiing, biking, etc – also find ways to increase their strength. Useful tips, cautions and techniques for performing each exercise are added bonus.

Illustrated with step-by-step photos and explained with captions, the book can improve muscle tone and strengthen bones, helping people over the age of 50, perform daily activities with ease and enjoy sports and leisure activites without injury.

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Handbook of Fisheries and Aquaculture

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Publisher: The Directorate of Knowledge Management in Agriculture, Indian Council of Agricultural Research (ICAR).
(Pp 1,116, ISBN: 978-81-7,164-106-2, Rs 1,000)

Many of us are not aware that fisheries are a sunrise sector with varied resources and potentials. The sector engages 14 million people at the primary level and is earning over Rs 10,000 crore annually through exports. Fish consumption has shown a continuous increasing trend assuming greater importance in the context of 'Health Foods'. It is expected that the fish requirement by 2025 would be of the order of 16 million tonnes, of which at least 12 million tonnes would need to come from the inland sector and aquaculture is expected to provide over 10 million tonnes.

The first edition of Handbook of Fisheries and Aquaculture was printed in 2006 which documented various segments (marine, island, coastal, inland and highland) of fisheries; different aspects of aquaculture (freshwater, coastal, mariculture and ornamental); fish harvest, post-harvest and processing technologies; fishery legislation, fishery extension, biotechnological and fish genetic aspects, and fish trade under one cover. The effort was well received by students, teachers and extension workers alike and there has been a demand for a revised version. So, this revised edition comprises 42 updated and six new chapters, viz. Fish physiology; Aquaculture engineering; Fisheries development in India; Fisheries cooperatives; Demand and supply of fish; and Climate change—impact and mitigation.

The domestic market for fish and fishery products is also growing rapidly and necessary models and quality control protocols in this regard need to be developed. The focus in the coming years would be to achieve resilience in fisheries and sustainability in aquaculture. 

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The Judgement That Never Came

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(Army rule in North East India)
Authors: Nandita Haksar & Sebastian M Hongray
Publisher: Chicken Neck, an imprint of Bibliophile South Asia
(Pp 380, ISBN 978-81-920722-3-4, Rs 495)

Co-authored by a Naga and an Indian human rights activists, the book focuses on how military rule has been imposed on the people of North East by democratic Indian state. It also highlights unspeakable horrors committed by the Indian security forces during counter-insurgency operation code named ‘Operation Bluebird’ and how ordinary Naga villagers with the help of a small group of lawyers and activists fought for justice against the Indian security forces in an epic court battle.

Not only this, the book also gives an in depth analysis of how civil administration is disabled when an area is declared disturbed under the Armed Forces (Special Powers) Act. The documentation includes the confidential letters, secret wireless messages and curfew orders passed during the operation. Hear-rendering, the book shows the pathetic state of Nagas during this difficult period.

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Rivers of India

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Authors: Sunil Vaidyanathan and Shayoni Mitra
Publisher: Niyogi Books
(Pp 188, ISBN 978-81-89738-88-4)

A picturesque tribute to the rivers of India – that’s what aptly describes the book Rivers of India in which beautiful mesmerizing images of Brahmaputra, Ganges, Godavari, Kaveri, Krishna, Mahanadi, Narmada and Yamuna entice one and all. Beautiful flowing water, the ghats of Varanasi, floods and flood plains, the water sports, the beautiful sunrise on the river, the equally attractive sunset, the dams, etc – the photographs transport the readers to the river site.

The book delves into the importance of water, the important rivers of India, rivers as sustenance to communities and ecological systems and as a source of inspiration for these communities that live among them. Most importantly, the book also addresses the issue of environmental damage that has been caused by the piety, industry, misuse and pollution.

Excellently produced, the book is a feast for the eyes, besides giving a pictorial journey that delves the symbiosis between India’s major rivers and the people who live along them and their intimate link with myth, belief and religion.

Book Reviews

Super Memory – It Can be Yours

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(Ageless Memory in 12 Practical Lessons)
Author: Shakuntala Devi
Publisher: Orient Publishing
(Pp 238, ISBN 978-81-22-205077, Rs 295)

Have you ever said, “It was in my head but I forgot it…” or “I am sorry, I can’t recall.” Then, this is the book for you. Through this book, Shakuntala Devi claims that you can develop a mind that is more focused, less wayward, less absent-minded and more present-minded.

The book is spread into 12 chapters, each focusing on particular topics like remembering names, remembering faces, remembering telephone numbers, memorizing the longest number in the world, etc. Then, there are some mind-boggling card tricks for everyone and memory tricks and treats.

An interesting book, powered with Shakuntala Devi’s easy-to-understand language and step-by-step approach to super memory. As she puts it, “Take my word. You can start applying memory-enhancing techniques immediately, right now. Before you realize, applying methods and strategies will become your second nature.”

–Vasu V

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Secrets of Power Problem Solving

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Author: Roger Dawson
Publisher: Third Eye, (an imprint of Pentagon Press)
(Pp 220, ISBN 978-81-8274-534-6, Rs 195)

The author Roger Dawson is the renowned best-selling author of 16 books, including Secrets of Power Negotiating and Secrets of Power Persuasion. This book is something that everyone needs: a way to solve life’s problems.

This book provides proven techniques and sure-fire strategies for solving everything the world throws at you. The book shows how to treat every problem as an opportunity, making intuition work for you, evaluating the available choices and creating options when you see no solution. Most importantly, the book also helps to avoid problems in the first place. The book says there are only two types of problems - people and money but both have a solution.

A ready-reckoner, the book is an indispensable tool for everyone to make life easier. Problem will come but then you know how to get the right solution. Read on those secrets.

–Vasu V

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In Search of Meaning

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-A spiritual perspective of Management
Author: Moid Siddiqui
Publisher: Prism Books Pvt Ltd
(Pp 223, ISBN 81-7286-685-2, Rs 250)

Lord Buddha had rightly said, “Life is not worth living without a purpose or meaning.” Infact, life is like a melting ice cube; we know but never realize this! We need to understand it and create some purpose and meaning in it – both in life and business. The author has tried to question the happenings, beliefs and events in business and social environments, and presents to us the right and noble practices in these contexts.

The book will be of great help to those who are serious about life and believe in using the right means for gains. They can be CEOs, entrepreneurs, managers, consultants, research scholars, students and even housewives who wish to seek a purpose of their life and business. An interesting and inspiring book for all!

–V Verma

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Chittorgarh: The Braveheart of Rajputana

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Author: Dharmendra Kanwar
Photographs: Abhijit Singh Jhala
Publisher: Niyogi Books
(Pp 236, ISBN: 978-93-81523-02-5, Rs 795)

A lot has been said about the bravado and gallantry of the soldiers, chiefs and rulers of Chittor; there is also enough written and spoken about the pride and heroism of the queens and common women in Chittorgarh Fort. Who can forget the devotion of Meera Bai towards Lord Krishna, Panna Dhai’s sacrifice in Mewar or the Rana Pratap, Rani Padmini, Karnawati, Jaimal, etc.

This book is an attempt to pay tribute to the stories of bravado, loyalty, sacrifice and gallantry of Chittor. Though it is not an exhaustive recount of the selfless sacrifices of the people, it gives a fair view of the emotions that the history of Chittor unfolds.

Beautiful pictures of palaces, paintings and memorials add life to the history of Chittor. Readers are taken on a journey to the checkered history of Chittorgarh, that has witnessed some of the bloodiest battles ever – three great sakas (sieges) and some of the most heroic, almost super-human deeds of valour, that are kept alive by the local musicians.