1 Lakh/ below US$ 2500 car), is set to change our perception of India': on the threshold of becoming a truly global brand.*s oldest and most respected corporate brand. With a major international presence, in a variety of areas including steel, tea, chemicals, communications and software, Tata now stands 65th in the world brand valuation league. But what is the Tata brand all about? What are its values? How do people perceive it, in India and around the world? In this absorbing and informed book Morgen Witzel digs into the heart of the Tata enterprise, describes its origins, how Tata's reputation and image evolved, and how the group has worked to transform that image into a powerful and valuable brand. Tata: The Evolution of a Corporate Brand goes to the core of the Tata ethos to explore the unique relationship between the Tata group and the Indian people, a relationship that goes beyond the achievements of a successful business to its social contributions for its employees and the society at large. Finally it asks how that reputation will be perceived and understood as Tata moves into global markets. Whether you re an entrepreneur, a manager, a marketer, or an interested Tata loyalist this book will help you understand the durability of the brand and inspire you with the values it holds onto in the global economy.

    It emphasizes the ways in which the study of sedimentary rocks is used to interpret depositional environments, changes in ancient sea level, and other intriguing aspects of Earth’s history.

    The impressive result is this fascinating story--the first comprehensive account--of the space age. Here are the strategists and war planners; engineers and scientists; politicians and industrialists; astronauts and cosmonauts; science fiction writers and journalists; and plain, ordinary, unabashed dreamers who wanted to transcend gravity's shackles for the ultimate ride. The story is written from the perspective of a witness who was present at the beginning and who has seen the conclusion of the first space age and the start of the second.From the Hardcover edition.

    The airlines were international superstars; even among those long-gone carriers, their still-remembered names can conjure deep feelings of nostalgia, romance, and adventure: Braniff, Continental, BOAC, Swissair, TWA, Pan Am.This was the fifties and sixties. The world was on the move, and it was the new jet planes that were getting people there. But competition for the travel dollar was fierce, and Madison Avenue decided the face (and heart) of every airline would be the flight attendant, the stewardess. So it was that the “stew” became synonymous with the airline’s brand. She—and at that time they were exclusively female—was the airline.The stewardess became the fantasy every woman: glamorous professional, high-end server, customer service expert, nurse, therapist, and in no small measure: sex symbol.And to that end, these women were carefully selected for their looks and brains, then rigorously trained for weeks, and finally dressed as high-flying, high-heeled models in uniforms often created by top fashion designers. Heddy Frosell da Ponte was one of those chosen women. She was the ideal candidate to be employed by Pan Am in the 1960s: a pretty female with a terrific figure, under thirty-two years old, unmarried, and a speaker of multiple languages.The Glamour Years of Flying as a Stewardess is Heddy’s fascinating, often times hilarious collection of exploits as she traveled the world as a stewardess during the golden age of international air travel.This remarkable book is also a rare look back at the people, places, cultures, and lifestyles gone forever, but now brought back to vivid life by a stewardess-turned-author who knows how to tell a fast-moving tale. So buckle up; this will be one flight you’ll never forget. About the Author Heddy Frosell da Ponte was a flight attendant for forty five years. Now retired, she lives in Georgia. She is the author of The Glamour Years of Flying as a Stewardess.

    It is a genuine, firsthand account of a one-year tour that shows how a soldier grew and matured from an awkward, bewildered, inexperienced, eighteen year-old country “bumpkin” from Kentucky, to a tough, battle hardened, fighting soldier. You will laugh, cry and stand in awe at the true life experiences shared in this memoir. The awfulness of battle, fear beyond description, the sorrow and anguish of losing friends, extreme weariness, the dealing with the scalding sun, torrential rain, cold, heat, humidity, insects and the daily effort just to maintain sanity were struggles faced virtually every day. And yet, there were the good times. There was the coming together to laugh, joke, and share stories from home. There was the warmth and compassion shown by men to each other in such an unreal environment. You will see where color, race or where you were from had no bearing on the tight-knit group of young men that was formed from the necessity to survive. What a “bunch” they were! ... then the return to home and all the adjustments and struggles to once again fit into a world that was now strange and uncomfortable. "Call Sign Dracula" is an excellent and genuine memoir of an infantry soldier in the Vietnam War.

    Through the worst years of the Great Depression as many as five thousand laborers toiled twenty-four hours a day, seven days a week, to erect the huge structure that would harness the Colorado River and transform the American West.Construction of the giant dam was a triumph of human ingenuity, yet the full story of this monumental endeavor has never been told. Now, in an engrossing, fast-paced narrative, Joseph E. Stevens recounts the gripping saga of Hoover Dam. Drawing on a wealth of material, including manuscript collections, government documents, contemporary newspaper and magazine accounts, and personal interviews and correspondence with men and women who were involved with the construction, he brings the Hoover Dam adventure to life.Described here in dramatic detail are the deadly hazards the work crews faced as they hacked and blasted the dam’s foundation out of solid rock; the bitter political battles and violent labor unrest that threatened to shut the job down; the deprivation and grinding hardship endured by the workers’ families; the dam builders’ gambling, drinking, and whoring sprees in nearby Las Vegas; and the stirring triumphs and searing moments of terror as the massive concrete wedge rose inexorably from the canyon floor.Here, too, is an unforgettable cast of characters: Henry Kaiser, Warren Bechtel, and Harry Morrison, the ambitious, headstrong construction executives who gambled fortune and fame on the Hoover Dam contract; Frank Crowe, the brilliant, obsessed field engineer who relentlessly drove the work force to finish the dam two and a half years ahead of schedule; Sims Ely, the irascible, teetotaling eccentric who ruled Boulder City, the straightlaced company town created for the dam workers by the federal government; and many more men and women whose courage and sacrifice, greed and frailty, made the dam’s construction a great human, as well as technological, adventure.Hoover Dam is a compelling, irresistible account of an extraordinary American epic.

    But ask a physicist and there’s no doubt that James Clerk Maxwell will be near the top of the list.  Maxwell, an unassuming Victorian Scotsman, explained how we perceive colour. He uncovered the way gases behave. And, most significantly, he transformed the way physics was undertaken in his explanation of the interaction of electricity and magnetism, revealing the nature of light and laying the groundwork for everything from Einstein’s special relativity to modern electronics.   Along the way, he set up one of the most enduring challenges in physics, one that has taxed the best minds ever since. ‘Maxwell’s demon’ is a tiny but thoroughly disruptive thought experiment that suggests the second law of thermodynamics, the law that governs the flow of time itself, can be broken. This is the story of a groundbreaking scientist, a great contributor to our understanding of the way the world works, and his duplicitous demon.

    But as he gained the trust of his eccentric coworkers and was promoted to acting COO, Larry was thrust into a nightmare world of scandalous controversy, gruesome practices, and deadly secrets.One secret Larry unearthed was the full, tragic, never-before-heard story of what truly happened to the body of baseball icon and American hero Ted Williams.Compelled by this and other horrific discoveries, Larry began copying documents, taking secret pictures, and ultimately wearing a wire every day at Alcor. He started living two lives—“Alcorian” by day, whistleblower by night.Beyond the senseless animal experiments, beyond the dumping of toxic chemicals and AIDS-contaminated blood into the public sewage system, these people saw themselves as the elite, the immortal saviors of mankind who would lead us into the future. Inside this cultlike mentality, anything seemed justified. Maybe even murder.Then Alcor found out. The death threats began.Fleeing from state to state, Larry was stalked and threatened again and again. They chased him through the streets. They left death threats under his windshield wipers. They terrorized his family. Larry Johnson never wanted to be a whistleblower. But he knows this story must be told.

    His assignment is to program the complex lunar landing phase in the Lunar Module's onboard computer. As he masters his art the reader learns about the computer, the mission, and a bit about spacecraft navigation and meets a cast of interesting characters along the way. As Apollo 11 approaches, the author flies lunar landings in simulators and meets the astronauts who will fly the LM for real. He explains the computer alarms that almost prevented Neil Armstrong from landing and describes a narrow escape from another dangerous problem. He helps Pete Conrad achieve a pinpoint landing on Apollo 12, and works with Apollo 16 commander John Young on a technique for landing even more precisely. On Apollo 14 he devises a workaround when a faulty pushbutton threatens Alan Shepard's mission, earning a NASA award, a story in Rolling Stone, and a few lines in the history books. Along the way the author hits the high points of his eclectic personal life, as he enters adulthood in the 1960s. He writes for students of the Apollo project, for whom the development of the flight software is still largely unexplored territory, but also for the young coders of the current digital culture, who will get the author's observations on the art of programming and who may identify as he explores sex, drugs, and the other excitements of the era. The underlying thesis is that the American space program in the 1960s was successful not in spite of, but in large measure because of the idealism, the freedom of thought, and the sense of exploration, inner and outer, that prevailed in the culture during that period. The memoir concludes in a party atmosphere at the spectacular night launch of Apollo 17 before a glittery crowd an occasion that marked the high water mark, so far, of human space exploration.

    Each object is plotted on a detailed, easy-to-use star map, and most of these sights can be found even in a light-polluted sky. Also included are four seasonal all-sky charts that help locate each highlight. You don't need fancy or expensive equipment to enjoy the wonders of the night sky. In fact, as even experienced star gazers know, to go beyond the naked-eye sky and delve deep into the universe, all you need are binoculars ? even the ones hanging unused in your closet. If you don't own any, Binocular Highlights explains what to look for when choosing binoculars for star gazing and provides observing tips for users of these portable and versatile mini-telescopes. Sprial-bound with readable paper spine, full color throughout.

     After a period as a fighter pilot in World War Two and then some time at university studying aeronautical engineering Crossfield joined NASA’s predecessor, the National Advisory Committee for Aeronautics. He quickly showed his talents as a research pilot and before long was training in a variety of aircraft, including the X-1, X-4, X-5, XF-92, D-558-I and D-558-II. Yet, Crossfield’s greatest flight came on November 20, 1953, when he was towed to a height of 72,000 feet by a Boeing P2B Superfortress before diving 62,000 feet and reaching a speed of 1,320 miles per hour. This meant that he was the first person in history to travel at more than twice the speed of sound. A number of years later Crossfield became both a test pilot and design consultant for the X-15 rocket-powered plane. Always Another Dawn provides brilliant insight into the development of this plane, and Crossfield’s impact upon it, which would eventually travel at six times the speed of sound. "Scott Crossfield was a pioneer and a legend in the world of test flight and space flight," said Mike Coats, Johnson Space Center Director. This book is essential reading for anyone interested in the development of aviation after the Second World War as well as the how men like Crossfield risked their lives the early years of the space race in order to further our attempts to reach the stars. Albert Scott Crossfield was an American naval officer and test pilot. He was instrumental in the development aeronautics and space flight through the 1950s. He co-authored Always Another Dawn, a story of a rocket test pilot, with Clay Blair Jr., which was published in 1960. He died in a place crash in 2006. Clay Blair Jr. had passed away in 1998.

    Say you?re already an experienced photographer? The helpful tips and tricks in this friendly book will get you quickly up to speed on the D3100's new 14-megapixel sensor, continous video/live focus, full HD video, expanded autofocus, and more. As a seasoned instructor at the Palm Beach Photographic Center, Julie anticipates all questions, whether you?re a beginner or digital camera pro, and offers pages of easy-to-follow advice.Helps you get every bit of functionality out of the new Nikon D3100 camera Walks you through its exciting new features, including the 14-megapixel sensor, continous video/live focus, full HD video, expanded autofocus, and the updated in-camera menu Explores shooting in Auto mode, managing playback options, and basic troubleshooting Explains how to adjust the camera's manual settings for your own preferred exposure, lighting, focus, and color style Covers digital photo housekeeping tips?how to organize, edit, and share your files Tap all the tools in this hot new DSLR camera and start taking some great pix with Nikon D3100 For Dummies.

    Book by Meltzer, Dave

    His career in baseball spanned forty years and two eras—from the game’s raucous early days to its emergence as big business.Charles C. Alexander, a professor of history at Ohio University, Athens, and the author of Ty Cobb, calls John McGraw “perhaps the single most significant figure in baseball’s history before Babe Ruth transformed the game with his mammoth home runs and unparalleled showmanship.”

    Book by Rocky Bleier, Terry O'Neil