This edited book is a compilation of tangible research findings and actual experiences on various salt tolerant rice breeding programmes, that have been successfully practiced and continuing to do so by research centres in South East Asia, with major emphasis in India, Bangladesh and Philippines. Rice being one of the most important staple crops of the world, its production and productivity have to be kept on increasing so as to feed the burgeoning population. This is a very challenging task in the midst of shrinking resource base and arable lands in the face of climate change. Salt stress is the second major abiotic stress, next only to drought, which greatly affects rice production. To overcome this problem, development of improved salt tolerant rice cultivars coupled with appropriate package of practices, an ecologically sound and socially acceptable strategy should be developed which is well within the reach of marginal farmers. With rapid advances in molecular biology, mechanisms underlying the complexity of the trait are better understood now than before. Selection of appropriate parents, desired mapping populations, precise phenotyping are the key components to underpin the mapping and utilization of reliable QTLs. Understanding genetics of salt tolerance, identifying the robust molecular markers and targeted utilization of available molecular markers form the sound basis to develop the commercial products with more precision and speed. This book covers entire range of topics: starting from biophysical characterization of salt stressed areas in different rice ecologies, conventional and molecular breeding approaches for mapping salt tolerance and subsequent development of improved rice varieties for commercial cultivation and their societal impacts. This book is of interest to scientists, faculty, policy makers and administrators. It also serves as a resource guide to graduate students of agriculture particularly plant breeding, plant physiology, molecular biology and soil science.

Marketing is one of the most dynamic fields which decides success or failure of the organization. The purpose of marketing is to create a competitive advantage. The marketing firms that keep prices as low as possible outperform those trying to sell more expensive products. Liberalization, Globalization and privatization (LPG) have led to major changes in the functioning of the companies at the national and international level. This LPG era will not be beneficial to all the organization. The growth and prosperity to the country and company is possible with the adoption of new management techniques, scanning of changing business environment and up gradation of technology. These factors are leading to fierce competition among all sized firms globally. Hence, due to increased competition there is need to opt for appropriate strategies in the marketing mix for the success of organization in area of marketing. The book focuses on the marketing strategies of Small Indian firms and impact of liberalization policies with various recommendations to boost the industry.