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About Writing
by Gareth L. PowellGareth L. Powell would be the first to tell you that he doesn't know everything about being a writer, or about getting published, or about life when your work is in a bookshelf. But his field-guide to publishing, About Writing, is absolutely here to help writers on every stage of their journey.Whether you need a bit of writing inspiration or tips on how to find your voice, are struggling to manage writing alongside a day job, want some no-nonsense advice about working with an agent or a publisher or are all at sea with social media, this updated and expanded guide is a must have.Positive, blunt and refreshingly honest, this is a guide to the practical business of writing from a professional author with a decade's experience, who has navigated working with publishers of all sizes, and walked the path from debut to award-winner. Written with Gareth L. Powell's trademark warmth and wisdom, About Writing is here to help you achieve your goals, and write your own story.Originally published by Luna Press, this new edition contains updated tips, advice and information, plus more than 20,000 words of new material.
About Writing
by Gareth L. PowellGareth L. Powell would be the first to tell you that he doesn't know everything about being a writer, or about getting published, or about life when your work is in a bookshelf. But his field-guide to publishing, About Writing, is absolutely here to help writers on every stage of their journey.Whether you need a bit of writing inspiration or tips on how to find your voice, are struggling to manage writing alongside a day job, want some no-nonsense advice about working with an agent or a publisher or are all at sea with social media, this updated and expanded guide is a must have.Positive, blunt and refreshingly honest, this is a guide to the practical business of writing from a professional author with a decade's experience, who has navigated working with publishers of all sizes, and walked the path from debut to award-winner. Written with Gareth L. Powell's trademark warmth and wisdom, About Writing is here to help you achieve your goals, and write your own story.Originally published by Luna Press, this new edition contains updated tips, advice and information, plus more than 20,000 words of new material.
About Writing
by Gareth L. PowellGareth L. Powell would be the first to tell you that he doesn't know everything about being a writer, or about getting published, or about life when your work is in a bookshelf. But his field-guide to publishing, About Writing, is absolutely here to help writers on every stage of their journey.Whether you need a bit of writing inspiration or tips on how to find your voice, are struggling to manage writing alongside a day job, want some no-nonsense advice about working with an agent or a publisher or are all at sea with social media, this updated and expanded guide is a must have.Positive, blunt and refreshingly honest, this is a guide to the practical business of writing from a professional author with a decade's experience, who has navigated working with publishers of all sizes, and walked the path from debut to award-winner. Written with Gareth L. Powell's trademark warmth and wisdom, About Writing is here to help you achieve your goals, and write your own story.Originally published by Luna Press, this new edition contains updated tips, advice and information, plus more than 20,000 words of new material.
About A Son: A Murder and A Father’s Search for Truth
by David Whitehouse'The book that everyone will be talking about this year: a staggering work of honesty, empathy and humanity, wholly unlike anything else you will have read' Terri WhiteOn the evening of Halloween in 2015, Morgan Hehir was walking with friends close to Nuneaton town centre when they were viciously attacked by a group of strangers. Morgan was stabbed, and died hours later in hospital. He was twenty years old and loved making music with his band, going to the football with his mates, having a laugh; a talented graffiti artist who dreamed of moving away and building a life for himself by the sea.From the moment he heard the news, Morgan's father Colin Hehir began to keep an extraordinary diary. It became a record not only of the immediate aftermath of his son's murder, but also a chronicle of his family's evolving grief, the trial of Morgan's killers, and his personal fight to unravel the lies, mistakes and cover-ups that led to a young man with a history of violence being free to take Morgan's life that night.Inspired by this diary, About a Son is a unique and deeply moving exploration of love and loss and a groundbreaking work of creative non-fiction. Part true crime, part memoir, it tells the story of a shocking murder, the emotional repercussions, and the failures that enabled it to take place. It shows how grief affects and changes us, and asks what justice means if the truth is not heard. It asks what can be learned, and where we go from here.
About A Son: A Murder and A Father’s Search for Truth
by David WhitehouseAs heard on the HOW TO FAIL podcast with Elizabeth Day'I was utterly floored by the emotional depth of About A Son - a book that reaches so deeply into the human experience that to read it is to be forever changed. It is an unflinching examination of grief, a painstaking deconstruction of injustice and a dispatch from the frontiers of the human heart' Elizabeth DayOn the evening of Halloween in 2015, Morgan Hehir was walking with friends close to Nuneaton town centre when they were viciously attacked by a group of strangers. Morgan was stabbed, and died hours later in hospital. He was twenty years old and loved making music with his band, going to the football with his mates, having a laugh; a talented graffiti artist who dreamed of moving away and building a life for himself by the sea.From the moment he heard the news, Morgan's father Colin Hehir began to keep an extraordinary diary. It became a record not only of the immediate aftermath of his son's murder, but also a chronicle of his family's evolving grief, the trial of Morgan's killers, and his personal fight to unravel the lies, mistakes and cover-ups that led to a young man with a history of violence being free to take Morgan's life that night.Inspired by this diary, About a Son is a unique and deeply moving exploration of love and loss and a groundbreaking work of creative non-fiction. Part true crime, part memoir, it tells the story of a shocking murder, the emotional repercussions, and the failures that enabled it to take place. It shows how grief affects and changes us, and asks what justice means if the truth is not heard. It asks what can be learned, and where we go from here.
About A Son: A Murder and A Father’s Search for Truth
by David WhitehouseAs heard on the HOW TO FAIL podcast with Elizabeth Day'I was utterly floored by the emotional depth of About A Son - a book that reaches so deeply into the human experience that to read it is to be forever changed. It is an unflinching examination of grief, a painstaking deconstruction of injustice and a dispatch from the frontiers of the human heart' Elizabeth DayOn the evening of Halloween in 2015, Morgan Hehir was walking with friends close to Nuneaton town centre when they were viciously attacked by a group of strangers. Morgan was stabbed, and died hours later in hospital. He was twenty years old and loved making music with his band, going to the football with his mates, having a laugh; a talented graffiti artist who dreamed of moving away and building a life for himself by the sea.From the moment he heard the news, Morgan's father Colin Hehir began to keep an extraordinary diary. It became a record not only of the immediate aftermath of his son's murder, but also a chronicle of his family's evolving grief, the trial of Morgan's killers, and his personal fight to unravel the lies, mistakes and cover-ups that led to a young man with a history of violence being free to take Morgan's life that night.Inspired by this diary, About a Son is a unique and deeply moving exploration of love and loss and a groundbreaking work of creative non-fiction. Part true crime, part memoir, it tells the story of a shocking murder, the emotional repercussions, and the failures that enabled it to take place. It shows how grief affects and changes us, and asks what justice means if the truth is not heard. It asks what can be learned, and where we go from here.
Abortion Politics, Mass Media, and Social Movements in America
by Deana A. Rohlinger"Weaving together analyses of archival material, news coverage, and interviews conducted with journalists from mainstream and partisan outlets as well as with activists across the political spectrum, Deana A. Rohlinger reimagines how activists use a variety of mediums, sometimes simultaneously, to agitate for - and against - legal abortion"--
Aboriginal Writers and Popular Fiction: The Literature of Anita Heiss (Elements in Publishing and Book Culture)
by Fiannuala MorganWiradjuri woman, Anita Heiss, is arguably one of the first Aboriginal Australian authors of popular fiction. A focus on the political characterises her chick lit; and her identity as an author is both supplemented and complemented by her roles as an academic, activist and public intellectual. Heiss has discussed genre as a means of targeting audiences that may be less engaged with Indigenous affairs, and positions her novels as educative but not didactic. Her readership is constituted by committed readers of romance and chick lit as well as politically engaged readers that are attracted to Heiss' dual authorial persona; and, both groups bring radically distinct expectations to bear on these texts. Through analysis of online reviews and surveys conducted with users of the book reviewing website Goodreads, I complicate the understanding of genre as a cogent interpretative frame, and deploy this discussion to explore the social significance of Heiss' literature.
Ableist Rhetoric: How We Know, Value, and See Disability (RSA Series in Transdisciplinary Rhetoric #11)
by James L. CherneyAbleism, a form of discrimination that elevates "able" bodies over those perceived as less capable, remains one of the most widespread areas of systematic and explicit discrimination in Western culture. Yet in contrast to the substantial body of scholarly work on racism, sexism, classism, and heterosexism, ableism remains undertheorized and underexposed. In this book, James L. Cherney takes a rhetorical approach to the study of ableism to reveal how it has worked its way into our everyday understanding of disability.Ableist Rhetoric argues that ableism is learned and transmitted through the ways we speak about those with disabilities. Through a series of textual case studies, Cherney identifies three rhetorical norms that help illustrate the widespread influence of ableist ideas in society. He explores the notion that "deviance is evil" by analyzing the possession narratives of Cotton Mather and the modern horror touchstone The Exorcist. He then considers whether "normal is natural" in Aristotle’s Generation of Animals and in the cultural debate over cochlear implants. Finally, he shows how the norm "body is able" operates in Alexander Graham Bell’s writings on eugenics and in the legal cases brought by disabled athletes Casey Martin and Oscar Pistorius. These three simple equivalencies play complex roles within the social institutions of religion, medicine, law, and sport. Cherney concludes by calling for a rhetorical model of disability, which, he argues, will provide a shift in orientation to challenge ableism’s epistemic, ideological, and visual components. Accessible and compelling, this groundbreaking book will appeal to scholars of both rhetoric and disability studies, as well as to disability rights advocates.
Ableist Rhetoric: How We Know, Value, and See Disability (RSA Series in Transdisciplinary Rhetoric)
by James L. CherneyAbleism, a form of discrimination that elevates “able” bodies over those perceived as less capable, remains one of the most widespread areas of systematic and explicit discrimination in Western culture. Yet in contrast to the substantial body of scholarly work on racism, sexism, classism, and heterosexism, ableism remains undertheorized and underexposed. In this book, James L. Cherney takes a rhetorical approach to the study of ableism to reveal how it has worked its way into our everyday understanding of disability.Ableist Rhetoric argues that ableism is learned and transmitted through the ways we speak about those with disabilities. Through a series of textual case studies, Cherney identifies three rhetorical norms that help illustrate the widespread influence of ableist ideas in society. He explores the notion that “deviance is evil” by analyzing the possession narratives of Cotton Mather and the modern horror touchstone The Exorcist. He then considers whether “normal is natural” in Aristotle’s Generation of Animals and in the cultural debate over cochlear implants. Finally, he shows how the norm “body is able” operates in Alexander Graham Bell’s writings on eugenics and in the legal cases brought by disabled athletes Casey Martin and Oscar Pistorius. These three simple equivalencies play complex roles within the social institutions of religion, medicine, law, and sport. Cherney concludes by calling for a rhetorical model of disability, which, he argues, will provide a shift in orientation to challenge ableism’s epistemic, ideological, and visual components. Accessible and compelling, this groundbreaking book will appeal to scholars of rhetoric and of disability studies as well as to disability rights advocates.
ABCs of Speaking: Your Building Blocks to Speaking Success
by Caterina Rando Adryenn Ashley Bret RidgwayAn A–Z primer for all levels of public speaking, from securing engagements to delivering unforgettable speeches to making money as a speaker. Can you make it as a professional speaker? Knowing how to deliver a great presentation is obviously important, but truly understanding how the speaking industry really works is probably even more important. What do you need to know to deal with event promoters? What can you do to take control of the room and not let the unexpected derail your presentation? Should you pursue the fee or free speaking model? What about technology? What do they mean by ‘buying units.’ Industry insiders Adryenn Ashley, Bret Ridgway, and Caterina Rando share their combined decades of experience from both the platform and the promoter perspectives. They pull back the curtains and give you a sneak peek into how the speaking world really works. You’ll learn how to build a profitable speaking business that allows you to more effectively build your platform and share your powerful message with the world. Even if you already consider yourself a professional speaker, you’re guaranteed to pick up a few nuggets that can help you take things to the next level with your speaking. Get more gigs, make more money and impact more lives today!
El ABC de la comunicación efectiva: hablada, escrita y escuchada
by Sonia GonzálezEl ABC de la comunicación efectiva: hablada, escrita y escuchada combina las enseñanza más queridas de los tres primeros libros de la serie «Habilidades de comunicación...» de Sonia González en un solo volúmen para un liderazgo más asertivo y de alto impacto.Este libro, ofrece claves prácticas para eliminar los bloqueadores comunes de la expresión escrita, hablada y escuchada. Ofrece lecciones para ordenar las ideas y lograr una comunicación hablada más asertiva y persuasiva. Con claves sencillas y aplicables ayuda a efectuar un cambio extremo en la comunicación escrita, y además expone la virtud superior de la gente inteligente: el escuchar.
Abandoned Malls of America: Crumbling Commerce Left Behind
by Seph LawlessWhat happens when the symbol of commerce crumbles? This collection of nearly two hundred stunning yet melancholic photos captures the decline of one of the biggest symbols of American consumerism—the shopping mall. Seph Lawless, whom Huffington Post refers to as the &“master of the abandoned,&” details the dilapidated state of these buildings that were once thriving with people and merchandise, now left to rot and be overrun with plant and animal life. In Abandoned Malls of America, Lawless showcases haunting images of shopping malls from all across America, from his hometown of Cleveland, OH in the Midwest to Birmingham, AL in the South and all the way to Los Angeles, CA on the West Coast. Alongside these beautiful images are first-hand accounts from people who grew up going to these malls, reminiscing on the dually wistful and fond memories of their once-favorite local hangouts. These essays include anecdotes from actress Yvette Nicole Brown (Drake and Josh; Community; etc.), actor Justin Kucsulain (The Walking Dead), New Yorker investigative journalist Ronan Farrow, and more. In this follow-up to his previous book, Abandoned, &“artivist&” Seph Lawless continues his journey photo-documenting the America left behind in the throes of economic instability and overall decline. Abandoned Malls of America is a perfect read for those interested in photography, architecture, or just longing for a little bit of nostalgia.
AARP Word 2010 For Dummies
by Dan GookinIt's a whole new Word – make the most of it! Here's exactly what you need to know to get going with Word 2010. From firing up Word, using the spell checker, and working with templates to formatting documents, adding images, and saving your stuff, you'll get the first and last word on Word 2010 with this fun and easy mini guide. So get ready to channel your inner writer and start creating Word files that wow! Open the book and find: Tips for navigating Word with the keyboard and mouse Advice on using the Ribbon How to edit text and undo mistakes Things to know about saving and naming files How to print documents
AARP PowerPoint 2010 For Dummies
by Doug LoweAdd some pizzazz to your presentations Slideshows are one of the best ways to captivate your audience during a presentation, and this one-of-a-kind mini guide will show you how to build great-looking slides, add sound and video, animate your slideshow graphics, and more. Whether you're showing off pictures from your summer vacation or trying to raise money for your favorite cause, PowerPoint 2010 is sure to add the power you need to all your presentations. Open the book and find: What's new in PowerPoint 2010 Tips on navigating the Ribbon How to create and edit a slide presentation Hints for working in Backstage View How to set up a presentation
AARP Facebook
by Marsha CollierConnect with old friends and make some new ones with Facebook and this one-of-a-kind referenceAARP Facebook: Tech to Connect is packed with examples and guidance to familiarize you with Facebook and all it has to offer. People over 55 are among Facebook's fastest-growing user segment, with well over six million users, and this guide shares the insights of many 50+ users. It covers signing up, creating a profile, adding friends, posting status updates, chatting online, uploading photos and video, creating events, joining groups, and much more.Covers creating and tweaking a profile, finding and adding friends, creating events and groups, subscribing to news feeds, creating status updates, and sending messages to friendsExplains how to become a fan, play social games, add and manage applications, post notes, share links, add and tag photos, and adjust privacy optionsFeatures task-oriented tutorials arranged in such a way to make it easy to find material and achieve successYou might as well face it. You'll love Facebook, and this guide is filled with the essentials you need to enrich your experience and have some Facebook fun.
A ver esa lengua: Cómo el habla se adapta a las nuevas realidades: lenguaje inclusivo y otros asuntos espinosos
by VanfunfunUsando palabras sencillas y argumentos de perroflauta punki de la lengua, defendidos por la lingüística más actual, este influencer de YouTube va a cambiar tu percepción de cómo se habla. ¡Hola! ¿Sabías que hablar mal es imposible? ¿Que la RAE no tiene la razón en muchas ocasiones? ¿Que el lenguaje inclusivo es bueno? ¿Que çe pue eccribî en andalû y no se acaba el mundo? ¿Y que, de hecho, la gente joven no está arruinando la lengua?
A la caza de la mujer
by James EllroyJames Ellroy, el legendario autor de novela policiaca, nos ofrece unas memorias crudas y brutalmente sinceras. En 1959 James Ellroy tenía diez años. Un día, después de hacerle un regalo, su madre, Jean Hilliker, que acababa de divorciarse de su marido, le dio a elegir entre vivir con ella o con su padre. James eligió a su padre sin dudarlo y Jean zanjó el asunto con una bofetada. Desde el suelo, James deseó que se muriera y tres meses después fue asesinada. En torno a este hecho, James Ellroy reconstruye su infancia desestructurada, los delitos de su época adolescente y la temporada que pasó en la cárcel, su vida como escritor, su avidez sexual, sus matrimonios fallidos y la crisis nerviosa que tuvo cuando conoció a una mujer extraordinaria que podría haber sido Ella. Superponiendo épocas y lugares, momentos cargados de emoción e instantes llenos de clarividencia, Ellroy narra la historia de su vida con el pulso narrativo desus mejores novelas. La crítica ha dicho... «El último libro de James Ellroy es también el más íntimo y personal. Es convincente e implacable en sus revelaciones. Sus frases hacen que te sientas agradecido de leer su prosa, cargada de esa furia, pasión y energía maravillosas.»San Francisco Chronicle «Quizá las memorias más confesionales que he leído nunca.»Dallas Morning News
A 1.778 km de distancia. Cómo cuidar las relaciones en un mundo online
by Ferran Ramón-CortesDel autor de La isla de los 5 faros, con más de 100.000 ejemplares vendidos. Ferran Ramon-Cortés nos ofrece las claves para mejorar la comunicación virtual, fortalecer las relaciones y reconectar a las personas en un mundo online. Tras más de ocho horas enlazando videoconferencias, Ferran acaba una nueva jornada exhausto y frustrado. Recibe entonces un misterioso mensaje: «Apreciado Ferran: (...) desde hace más de un año estoy sumergido en la nueva comunicación virtual; vivo permanentemente conectado a mi familia, a mis amigos y a todo mi entorno, pero cada día me siento más alejado de todos y del mundo. (...) no sé si darle las gracias a esa nueva comunicación virtual o culparla de todo lo que me pasa. (...) Lo que es seguro es que busco respuestas. ¿Las tienes tú?». Acompañado de su fiel perra Nim, Ferran se embarcará en un nuevo viaje con la intención de encontrar respuesta a cinco preguntas clave: - ¿Funciona la comunicación online?- ¿Cómo afecta la comunicación virtual a nuestras relaciones?- ¿Trabajar online es una opción?- ¿Cómo podemos comunicarnos mejor online?- ¿Cómo podemos relacionarnos mejor (punto)? Una reflexión calmada, basada en investigaciones pioneras, en torno a los retos y las oportunidades de la comunicación virtual para las relaciones de hoy.
A: The Emergence of Social-Cultural Reality (Routledge Advances in Translation and Interpreting Studies)
by Kobus MaraisThis volume outlines a theory of translation, set within the framework of Peircean semiotics, which challenges the linguistic bias in translation studies by proposing a semiotic theory that accounts for all instances of translation, not only interlinguistic translation. In particular, the volume explores cases of translation which does not include language at all. The book begins by examining different conceptualizations of translation to highlight how linguistic bias in translation studies and semiotics has informed these fields and their development. The volume then outlines a complexity theory of translation based on semiotics which incorporates process philosophy, semiotics, and translation theory. It posits that translation is the complex systemic process underlying semiosis, the result of which produces semiotic forms. The book concludes by looking at the implications of this conceptualization of translation on social-cultural emergence theory through an interdisciplinary lens, integrating perspectives from semiotics, social semiotics, and development studies. Paving the way for scholars to analyze translational aspects of all semiotic phenomena, this volume is essential reading for graduate students and researchers in translation studies, semiotics, multimodal studies, cultural studies, and development studies.
9th International Workshop on Spoken Dialogue System Technology (Lecture Notes in Electrical Engineering #579)
by Luis Fernando D’Haro Rafael E. Banchs Haizhou LiThis book presents the outcomes of the 9th International Workshop on Spoken Dialogue Systems (IWSDS), “Towards creating more human-like conversational agent technologies”. It compiles and provides a synopsis of current global research to push forward the state of the art in dialogue technologies, including advances in the context of the classical problems of language understanding, dialogue management and language generation, as well as cognitive topics related to the human nature of conversational phenomena, such as humor, empathy and social context understanding and awareness.
9th International Conference on Mobility, IoT and Smart Cities: EAI Mobility IoT 2022 (EAI/Springer Innovations in Communication and Computing)
by Lucia Knapcikova Shakib ZohrehvandiThis proceeding features papers from EAI Mobility IoT 2022 – the 9th International Conference on Mobility, IoT and Smart Cities, which took place December 15-16, 2022, Bratislava, Slovakia and online. The conference focuses on innovative technologies influencing industry and connectivity sectors in industrial, urban, social and sustainable development. The papers cover many topics in mobility, including car manufacturing, e-mobility, smart cities, smart factories (Industry 4.0), smart logistics, social mobility, technological innovations, sustainability, multicultural development, Internet of Things sectors, etc. The papers are applicable to researchers, academics, students, and professionals.
99 Ways To Flood Your Website With Traffic
by Mick MacroThis book has helped thousands of people flood massive amounts of traffic into their websites, blogs, videos, and many other pages online, and will help you too. If you have ever wanted a complete list of every traffic strategy you need to get massive amounts of website traffic, 99 Ways To Flood Your Website With Traffic is the book for you. Not only do you get to hear about specific websites and strategies, but you also learn how to combine certain strategies to maximize your results. When you start putting all of these website traffic tips into one big traffic strategy of your own, you are able to drive traffic to your websites literally whenever you want. Discover: - How to maximize viral sharing of your sites and pages. - Easy scripts that give you free traffic every single day. - How to maximize free giveaways for success. - Free promotion and advertising sites that give you free site traffic. - Short-tail, long-tail and super-long-tail keywords, and what they mean. - Audio, video and other multimedia to add that keeps visitors wanting more. - How to really get online traffic from articles and other Web 2.0 websites. ...as well as tons of more topics that will bring you traffic! Start Flooding Traffic Into Your Website Starting TODAY: This book was written to give you an overview of the different types of strategies that work well, and focuses more on coming up with the best strategy for your websites and blogs, and not just what worked on one guy's blog years ago. Most of these strategies are core tactics that can be used for years to come. This book was built for you to be able to pick and choose your favorite strategies, come up with your own "super list", and start implementing these strategies immediately. You will go from A to Z with all the types of traffic strategies that work online, and this book takes you through the steps to taking action. Buy this book and start getting the traffic that your websites and blogs deserve.
97 Things Every Engineering Manager Should Know: Collective Wisdom from the Experts
by Camille FournierTap into the wisdom of experts to learn what every engineering manager should know. With 97 short and extremely useful tips for engineering managers, you'll discover new approaches to old problems, pick up road-tested best practices, and hone your management skills through sound advice.Managing people is hard, and the industry as a whole is bad at it. Many managers lack the experience, training, tools, texts, and frameworks to do it well. From mentoring interns to working in senior management, this book will take you through the stages of management and provide actionable advice on how to approach the obstacles you’ll encounter as a technical manager. <p><p>A few of the 97 things you should know: <li>"Three Ways to Be the Manager Your Report Needs" by Duretti Hirpa <li>"The First Two Questions to Ask When Your Team Is Struggling" by Cate Huston <li>"Fire Them!" by Mike Fisher <li>"The 5 Whys of Organizational Design" by Kellan Elliott-McCrea <li>"Career Conversations" by Raquel Vélez <li>"Using 6-Page Documents to Close Decisions" by Ian Nowland <li>"Ground Rules in Meetings" by Lara Hogan
9 Brand Shaastras: Nine Successful Brand Strategies to Build Winning Brands (Response Books)
by Jagdeep KapoorThrough this revised edition, brand guru Jagdeep Kapoor further strengthens his shaastra that Markets don’t decline, they shift. He presents nine key brand strategies which every marketeer must know in order to create healthy brands. Kapoor presents his ideas in a uniquely organised and engaging way, through recent and relevant examples, mapping the entire journey of a brand from inception to success. 9 Brand Shaastras: Nine Successful Brand Strategies to Build Winning Brands discusses key brand building elements such as brand awareness growth strategy and brand market share growth strategy. This easy-to-read book, with its simple frameworks and immensely practical insights is a ‘must-have’ for all marketing professionals. Besides, it is also an immensely useful tool-kit for business and management students and anyone who wishes to learn the art of successful brand building.