This edited book is a comprehensive compilation of principles, conventional and molecular approaches used to develop improved varieties and hybrids of major crops in light of their origin, evolution, taxonomy, production and productivity and need by human civilization. The book covers breeding prospects of all important food and commercial crops. It highlights the importance of breeding tools and techniques in ensuring food security. This book is of interest to teachers, researchers, agriculture scientists, capacity builders, and policymakers. Also, the book serves as additional reading material for undergraduate and graduate students of agriculture, soil science, and environmental sciences. National and international agricultural scientists and policymakers will find this book useful.

Transgenic Technology Based Value Addition in Plant Biotechnology discusses the principles, methodology and applications of transgenic technologies. With step-by-step methods on genome editing techniques and a range of potential applications, from improving crop yield to increasing therapeutic efficacy, this book is a one-stop reference for plant gene editing technologies. It will be of particular interest to researchers interested in plant biotechnology and plant genetics, as well as agricultural scientists and those concerned with medicinal plants.

The book explores the concept of Strategic Marketing and its imperative for marketers. Business houses, which have been condemned in global market due to their poor brand image, have faced similar problems in domestic markets too. This is due to poor quality, lack of clear-cut strategy and lack of adequate soul searching and introspection. The book provides a bird - eye view of theory and practice and suggestions for marketers, to adopt holistic approach to marketing - Strategic Marketing - to build a sustainable competitive advantage

The quality of advertisements and its social acceptance are two sides of the same coin. Various problems arise due to this. The dispute is not about having or not having advertisements but about quality and content of advertising art forms. Hence, need for legislation and regulation has been felt worldwide. Considering that the persuasiveness of communication can be increased dramatically by paying attention to the content, an attempt has been made to study the scenario of advertisements on Indian Television by content analysis. To substantiate the results further, the responses and reactions of viewers by consumer research has also been presented. The book tries to understand the current trend in Indian advertisements and the direction it is likely to affect its viewers. It may also lead to reconsideration of possible control of advertising content.