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This book intends to connect concepts in Brand Management and Services Marketing, through the pedagogy of case method of teaching. The 15 cases, which rigorously followed a symptom-problem- alternatives-solution, frame work are written on the several managerial dilemmas and situations faced by organizational managers, pertaining to areas of Brand Management and Services Marketing; and can be broadly categorized under consumer products and service products. Under consumer products, it covers products such as ? furnishing, personal care, kitchen products, wellness products, food products, magazines, etc. and under service products it includes industries such as ? hospitals, hotels, airline ticketing, banks, event and e-commerce. All the cases focus on situations experienced in brand building, nurturing, and management. The pastures focused in the brand management cases are product development, positioning, segment identification, advertising, costing and pricing products, brand extension, brand equity, brand valuation, etc. and those focused on Services Marketing include: services delivery, process management, service quality, ambience and technology management, customer satisfaction, complaint management, etc. The cases are meant to strengthen the problem identification and problem solving skills of the present and future managers in the two areas.

Authors: Jayashree S Bhat, Kathyayani Venkatesh, Sudha Lakkanna, Sudhin Karuppali

The first edition of the ALD was piloted in 2008 and has been used in various clinics and institutes. The ALD was revised and the latest version is designed for use in clinical and educational settings. Few basic differences between the earlier and the present version are the division of each age level into six-month intervals (from zero to six years), an increase in the number of test items per age level, and extension of the tool up to ten years of age. The ALD-MM can be used to assess the language skills in infants and young children. The test items have been chosen to reflect and assess receptive as well as expressive language development. The precursors to language development like attention and vocal development are embedded in the test.

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This book has been written keeping in mind the technological advancements in the field of health care and the services that are demanded by the critical care staff nurses, who indeed one of the front line care givers in the critical care units. In this rapidly changing world, there are many challenges for a critical care nurse as the needs, expectations of the society are increasing, and the nursing care is moved towards the family oriented model from the traditional patient oriented model. A prudent critical care nurse needs to be competent in taking care of the patients. As a vital member of the health care team, the nurse is expected to be responsible and accountable for the outcome of the patient under her/his care.