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This book offers a unique and comprehensive overview of key
RNA-based technologies, as well as their development and
applications for the functional genomics of plant coding and
non-coding genes. It focuses on the latest as well as classical
RNA-based techniques used for studies on small RNAs, long
non-coding RNAs and protein-coding genes. These techniques chiefly
focus on target mimics (TMs) and short tandem target mimics (STTMs)
for small RNAs, and artificial microRNAs (amiRNAs), RNA
interference (RNAi) and CRISPR/Cas for genes. Furthermore, the book
discusses the latest trends in the field and various modifications
of the above-mentioned approaches, and explores how these RNA-based
technologies have been developed, applied and validated as
essential technologies in plant functional genomics. RNA-based
technologies, their mechanisms of action, their advantages and
disadvantages, and insights into the further development and
applications of these technologies in plants are discussed. These
techniques will enable the users to functionally characterize genes
and small RNAs through silencing, overexpression and editing.
Gathering contributions by globally respected experts, the book
will appeal to students, teachers and scientists in academia and
industry who are interested in horticulture, genetics, pathology,
entomology, physiology, molecular genetics and breeding, in vitro
culture & genetic engineering, and functional genomics.
This book offers a unique and comprehensive overview of key
RNA-based technologies, as well as their development and
applications for the functional genomics of plant coding and
non-coding genes. It focuses on the latest as well as classical
RNA-based techniques used for studies on small RNAs, long
non-coding RNAs and protein-coding genes. These techniques chiefly
focus on target mimics (TMs) and short tandem target mimics (STTMs)
for small RNAs, and artificial microRNAs (amiRNAs), RNA
interference (RNAi) and CRISPR/Cas for genes. Furthermore, the book
discusses the latest trends in the field and various modifications
of the above-mentioned approaches, and explores how these RNA-based
technologies have been developed, applied and validated as
essential technologies in plant functional genomics. RNA-based
technologies, their mechanisms of action, their advantages and
disadvantages, and insights into the further development and
applications of these technologies in plants are discussed. These
techniques will enable the users to functionally characterize genes
and small RNAs through silencing, overexpression and editing.
Gathering contributions by globally respected experts, the book
will appeal to students, teachers and scientists in academia and
industry who are interested in horticulture, genetics, pathology,
entomology, physiology, molecular genetics and breeding, in vitro
culture & genetic engineering, and functional genomics.
Therefore, the researchers, in the field, have devised a new
concept called neuro-marketing, which maps the cognitive behaviour
(the way one thinks and reacts) of a consumer. This comprehensive
book highlights various aspects of neuromarketing, its application
to study consumer behaviour, and its techniques to strengthen brand
management and advertising strategies. The book has been organized
into four different sections. Section I details on essentials of
marketing and brand management. Section II digs on to the rationale
of neuromarketing, explaining the structure and the function of the
human brain. The correlation between autonomic nervous system and
brand communication is also explained in detail in the text.
Students are also introduced to the concepts of brain laterality
and to the various research methods used to conduct neuromarketing
such as functional Magnetic Resonance Imaging (fMRI), Magnetic
Resonance Imaging (MRI) and coloured scanning. Section III digs on
to the emerging areas of neuromarketing with the help of some
important research pape Section IV discusses concepts of
neuromarketing in an integrated approach. The section also presents
some application areas with special reference to communication
strategy, design and product life-cycle.
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