Before you can influence decisions, you need to understand what drives them. In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.

Every year 8,00,000+ students appear for the GATE exam, knowing that the odds of cracking one of the hardest examinations are slim and yet students start their preparation without any knowledge of how to prepare for one of the toughest examinations in India. It's only disheartening to know that despite years of examination, not once an engineer thought let me publish a book that will help the young aspirants. Not anymore, This book will help anyone aspiring to crack the GATE examination and will help throughout the preparation with preparation strategies, real-life stories, common doubt, and also interview experiences This book forged by years of experience and providing guidance to many students will help tackle the examination in a very efficient manner.

High speed rail (HSR) is being touted as a strategic investment for connecting people across regions, while also fostering prosperity and smart urban growth. However, as its popularity increases, its implementation has become contentious with various parties contesting the validity of socioeconomic and environmental objectives put forward as justification for investment. High Speed Rail and Sustainability explores the environmental, economic and social effects of developing a HSR system, presenting new evaluations of the proposed system in California in the US as well as lessons from international experience. Drawing upon the accumulated experience from past HSR system development around the world, leading experts present a diverse set of perspectives as well as diverse contexts of implementation. Assessments of the California case as well as cases from Japan, France, Germany, Italy, Spain, Taiwan, China, and the UK show how governments and stakeholders have bridged the gap between the vision and the realities of connecting metropolitan regions through HSR. This is a valuable resource for academics, researchers and policy-makers in the areas of urban planning, civil engineering, transportation and environmental design.

Sreedharan's expertise and foresight-on behalf of those not as richly blessed as he was-ensured that political will was converted into a multipurpose railway project. The [Chithoni railway link] bridge was completed eleven weeks ahead of schedule and proved to be helpful to one and all. Two key railway projects changed the way India travels by train-the 760-km stretch of Konkan Railway and the Delhi Metro. Both the projects were up and running in seven years flat and the man in charge was Dr Elattuvalapil Sreedharan, popularly known as the Railway Man. He has been hailed as the messiah of new-age infrastructure projects and his success stories have become railway engineering benchmark. Respected, loved and equally hated, this book covers the amazing story of one man-his perseverance, beliefs, and public and private battles. India's Railway Man: A Biography of E. Sreedharan is a tribute to this extraordinary man.

A brisk account of this defining feature of human society, from prehistory to nuclear proliferation and lethal autonomous weapons. The Shortest History books deliver thousands of years of history in one riveting, fast-paced read. War has changed, but we have not. From our hunter-gatherer ancestors to the rival nuclear powers of today, whenever resources have been contested, we’ve gone to battle. Acclaimed historian Gwynne Dyer illuminates our many martial clashes in this brisk account, tracing warfare from prehistory to the world’s first cities—and on to the thousand-year “classical age” of combat, which ended when the firearm changed everything. He examines the brief interlude of “limited war” before eighteenth-century revolution ushered in “total war”—and how the devastation was halted by the nuclear shock of Hiroshima. Then came the Cold War and Russia’s invasion of Ukraine, which punctured the longest stretch of peace between major powers since World War II. For all our advanced technology and hyperconnected global society, we find ourselves once again on the brink as climate change heightens competition for resources and superpowers stand ready with atomic bombs, drones, and futuristic “autonomous” weapons in development. Throughout, Dyer delves into anthropology, psychology, and other relevant fields to unmask the drivers of conflict. The Shortest History of War is for anyone who wants to understand the role of war in the human story—and how we can prevent it from defining our future.

Originally published in 1980. A clear understanding of how radioactivity moves through the environment is essential to discussions on nuclear power. This book describes, in didactic rather than polemic style, the nature of radioactivity, how it arises in the day-to-day running of nuclear reactors, how and why a small fraction is introduced into the environment in a controlled manner, and on what basis judgements on these processes should be made.

Contributed articles on Intellectual life and Hindu civilization presented at a seminar held in Shimla at 2003.