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PHI Learning, a trusted name in academic publishing with 62 years of excellence, offers affordable, NEP 2020-aligned textbooks, expert-authored content, and global reach, driving academic progress in higher education.

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  • Futuristic Digital Forensics In Today’s Tech-Savvy Age

    In today’s digital age, the field of digital forensics is rapidly evolving, driven by technological advancements that enhance the identification, preservation, and analysis of electronic evidence. AI and machine learning have enabled revolutionary advancements across various industries, including the field of digital forensics.

    These days, all activities are conducted on devices. Just look around you and you’ll see what we mean! Everybody is on a device, creating records of their daily conversations, professional activities, and even their search history. Such information is likely to provide ample clues about a person’s personal motives or beliefs — don’t you think?

    In context of digital forensics, a large amount of digital data is likely to be retrieved from digital records such as emails, text messages, search histories, and other online activities that can provide a wealth of evidence for those who know how to analyze them.

    Many Forensics Departments Are Using AI

    Modern AI algorithms are capable of automatically identifying and extracting relevant data from large volumes of digital evidence, including files, emails, and logs. Furthermore, machine learning can read this data to detect patterns indicating irregularities or suspicious activities.

    Even when direct evidence is not available, AI can analyze the “digital footprint” of suspects or individuals involved in a crime. This includes user behavior on online messaging apps, social media platforms, shopping apps, dating apps, hotel booking apps, emails, and business-related software.

    Would it be possible to conduct this type of an investigation without AI? Next to impossible as this type of data could not be processed by a person alone — or even a whole team of people! It’s too large to compute manually, and this is where AI is instrumental.

    AI’s knack for spotting patterns in digital activities can be a game-changer for investigations. Even if it doesn’t provide direct clues, it can still steer things in the right direction.

    AI’s capability to identify patterns and anomalies are unlike any human detection abilities. As an example: AI has the ability to correlate user activity logs from a dating app with social media interactions. It can find correlations between purchase history from a shopping app with social media interactions.  These types of associations are near impossible to detect by just the human eye.

    These days, AI is transforming business by providing insights into correlations between (consensually provided) consumer data across different apps. This helps us further understand what consumers really want. As someone who has used AI to uncover such correlations, it is easy to imagine how this type of information could be invaluable to crime scene investigators!

    Also related to AI-powered data is Natural language processing (NLP). NLP analyzes the natural human language in a context that is more colloquial and human than mechanical or robotic.

    NLP can also play a crucial role in analyzing vast amounts of textual data from emails, chat logs, reviews, and other written communications. This is since NLP conducts sentiment analysis to uncover deeper emotions, viewpoints, values, and beliefs relevant to crime scenes.

    The Role of Sentiment Analysis in Crime Scene Investigations

    Sentiment analysis, while commonly used in business analytics, is particularly useful in crime scene investigations.
    Crimes are driven by sentiments. Often, those who try to cover up crimes may also harbour sentimental motives. As the crime fiction writer, Agatha Christie says, “Very few of us are what we seem. Every murderer is probably somebody’s old friend.” The complexities of human emotions are often hard to decipher. To uncover the deep sentiments that drive human motives, data is the only answer.

    Sentiment analysis can provide valuable insights into the intense human emotions behind criminal acts. By analyzing digital communications or transcribed oral communications, investigators can determine the overall perspective of a person towards various topics, identifying whether their opinion is neutral, positive, or negative.
    Sentiment analysis, using AI and machine learning along with other sophisticated software, is gaining traction across industries. Imagine going from guessing your way through purchase-histories of your customers for an idea on their preferences to having access to their very opinions and attitudes towards your product!

    This type of data isn’t limited to business. In digital forensics, the analysis of sentiment using AI can lead to crucial clues about their mental state, motives, emotional triggers, and potential behavioral patterns related to a crime.

    PHI Learning’s alignment with forensics and NEP 2020

    The National Education Policy (NEP) 2020 aims to transform India’s educational landscape by fostering multidisciplinary learning, critical thinking, and practical applications. PHI Learning’s book “Laws of Electronic Evidence and Digital Forensics” aligns with these objectives by blending theoretical concepts with real-world applications. It is tailored for a diverse audience, including LLB and LLM students, B.Sc. and M.Sc. students in Digital Forensics and Information Security, B.Tech students in Computer Science (Cyber Security and Digital Forensics), and those pursuing PG Diplomas in Cyber Security and Digital Forensics.

    This book provides a comprehensive understanding of digital forensics and its legal implications, equipping students with the knowledge and skills necessary to excel in their careers. By addressing recent technological advancements and aligning with NEP 2020’s goals, “Laws of Electronic Evidence and Digital Forensics” serves as an essential guide for students and professionals navigating the complexities of electronic evidence and digital investigations.

     

     

  • Beyond Urban Norms: The Cultural Nuances of Effective Rural Marketing

    We all know what Marketing Management is — but is it the same as Rural Marketing?

    Rural marketing involves strategies to identify, reach, and serve consumers in rural areas by tailoring market research and promotion to their unique needs.

    Arguably, Rural Marketing is completely different! Unlike urban marketing, which leverages data to analyze customer behavior and preferences, rural marketing requires a nuanced understanding of socio-economic conditions, cultural values, and infrastructural challenges specific to rural areas.

    Marketing in rural contexts involves distinct considerations in pricing strategies and distribution channels. Rural marketers are faced with challenges unique to rural areas such as inadequate transportation facilities and limited financial resources among rural consumers.

    For example, rural consumer behavior can be very distinct from the field of consumer behavior, as we know it.

    In rural communities, local leaders and traditions play a significant role in shaping consumer behavior, making it crucial for marketing strategies to incorporate and respect these dynamics. For instance, while urban marketing may rely more on digital platforms, rural marketing often benefits from traditional media like radio and local influencers.

    The Significance of Rural Marketing in India

    India’s rural market holds immense potential, with approximately 65% of its population residing in rural areas. This demography presents a lucrative opportunity for businesses due to increasing incomes and rising aspirations among rural consumers. The rural youth population, in particular, is open to new products and technologies, making them a valuable target for marketers.

    Rural marketers should harbor the unique value of cultural sensitivity in order to appropriately harness this opportunity.

    For example, good rural marketers understand the opportunity of product customization in such areas. Products that reflect local tastes, needs, and cultural nuances can significantly enhance appeal and acceptance.

    PHI Learning’s text “Rural Marketing and Management – Gupta et al” explains such considerations in detail. It helps students understand the key concepts which could lead to innovative ideas like using local languages and symbols in packaging to boost product attractiveness.

    Additionally, it explains in detail the processes involved in navigating challenges such as poor infrastructure—like inadequate road access or unreliable electricity—can give brands that address these issues a competitive edge.

    Here’s another key difference between rural and urban marketing that will make you wonder how you never saw it this way before: Marketing channels are a huge factor when it comes to the difference between urban and rural areas. While urban consumers prefer digital interactions, rural consumers rely more on traditional media.

    To leverage traditional media as a strategic move to reach rural consumers, Hindustan Unilever famously used rural radio shows, Godrej used mobile vans for direct interaction, and Tata Motors promoted the Tata Ace through local trade shows and community demonstrations.

    PHI Learning’s book also covers some of the above cases like Hindustan Unilever to provide practical, real-world examples to support its theory.

    Alignment with NEP 2020

    PHI Learning’s publication “Rural Marketing and Management” by Gupta et al. is aligned with the National Education Policy (NEP) 2020, which aims to transform India’s educational landscape by promoting multidisciplinary learning, critical thinking, and practical applications.

    Comprehensive Coverage: The book provides an in-depth exploration of rural marketing and management, including consumer behavior, trends, and government initiatives. This aligns with NEP’s emphasis on a holistic educational approach.

    Practical Insights: Through case studies and real-life examples, the book offers practical lessons and hands-on learning, reflecting NEP’s focus on experiential education.

    Innovation Focus: It includes chapters on Rural Digital Marketing, E-commerce, and Rural Entrepreneurship, preparing students for the evolving rural market landscape and supporting NEP’s vision of fostering creativity and innovation.

    By equipping students with the knowledge and tools to excel in rural markets, “Rural Marketing and Management” serves as a valuable resource for MBA (Marketing), PG Diploma in Rural Marketing/Development, B.Com/M.Com, and B.Tech students, aligning with NEP’s goals of interdisciplinary and application-based education.

     

  • Discover the global impact of PHI Learning! Visit us at Stall No. 12A-14E at the forthcoming Delhi Book Fair

    PHI Learning Pvt. Ltd invites you to our stall at the Delhi Book Fair from 7th to 11th August at Bharat Mandapam, New Delhi. Discover our extensive collection of high-quality, affordable textbooks that have been empowering educators and inspiring students for over 62 years.
    • Explore over titles under our renowned Eastern Economy Editions imprint.
    • Experience the global reach of PHI Learning, with books adopted by premier institutions worldwide.
    • Browse through the leaves of the books at leisure to decide your purchase.
    • Connect with our team for new collaborations, co-publishing, translation, and copyright arrangements.
    Don’t miss the chance to be a part of the biggest book bonanza, packed with literary activities, book releases, and insightful seminars.
    📅 Date: 7th – 11th August 📍 Venue: Bharat Mandapam, Pragati Maidan, Stall No. 12A-14E, New Delhi
    Empower your teaching and learning journey with PHI Learning. See you there!