Advertising as well as Marketing to the rural consumers is an altogether different ballgame. Here, life of the people revolves around traditional or cultural beliefs and values rather than on rationality and pragmatism. No wonder then, that customer perception of brands here plays a pivotal role in customers'purchase decision-making for various product categories and hence understanding that has significant relevance for marketers. Ethics in advertisements play a very important role in forming and molding the customer perception for their brands.Not much research was carried out earlier on the impact of ethics in advertisements on the customers' perception of brands in the context of rural India. This book is an attempt to fill that knowledge gap. It is based on a research conducted in rural areas of Uttar Pradesh-the biggest state in India in terms of the population. It was thought useful to come up with the outcome of a research on the issue of customer perception of brands based on ethics on advertising which carries a huge significance in the world of Marketing.

50 Studies Every Anesthesiologist Should Know presents key studies that have shaped the practice of anesthesiology. Selected using a rigorous methodology, the studies cover topics ranging from pain medicine, critical care, cardiothoracic anesthesiology to general anesthesiology. For each study, a concise summary is presented with an emphasis on the results and limitations of the study, and its implications for practice. Brief information on other relevant studies is provided, and an illustrative clinical case concludes the review. This book is a must-read for health care professionals in anesthesiology and pain medicine, and anyone who wants to learn more about the data behind clinical practice in anesthesiology, pain medicine, critical care and its broad subspecialties.

In anesthesia practice and treatment, pharmacology and therapeutics are intimately related, synergistic, and mutually reinforcing. Rapid advances in pharmacotherapy often offer myriad treatment options for clinicians to sort through when developing patient management strategies. In turn, the principles of clinical therapeutics are rooted in fundamental pharmacology. Clinicians must understand pharmacologic principles in order to formulate and implement therapeutic algorithms that maximize patient benefit. Pharmacology in Anesthesia Practice provides clinicians with a rapid and easy review of the most commonly utilized pharmacologic agents during perioperative care. Clinical application is emphasized throughout. It aims to offer clinicians point-of-care guidance from internationally recognized authors and centers of excellence.