The news is a public good and needs to be handled with care and integrity. Even though lies and misinformation campaigns have been around for years-- maybe since the dawn of journalism-- the rate at which fake news is being spread these days is both alarming and preposterous. Almost every institution-- public or private-- uses fake news to further its own agenda. Governments and corporate houses spread fake news either through their own agencies or by influencing the popular media. In the business sector, fake news manifests itself in the form of exaggerated company returns and false data. This book analyses the impact of fake news both on products and personalities. Foregrounded in rigorous research, it examines how fake news is used by companies, political parties, and leaders to create, amplify, and even tarnish a brand' s image and equity. It emphasizes how the customers' perception of a brand impacts and influences its reputation, and acts as a decisive force in them gaining or losing competitive advantages. Elucidating how brands can interact both directly and indirectly with fake news, it brings to the readers' notice how sometimes brands are the victims of fake news and other times, the purveyors.

Fake News: Spot It, Stop It

Business & Money

Sood, Gaurav

Marketing & Sales

Penguin Business

Build robust Scala applications by implementing the fundamentals of test-driven development in your workflow About This Book  Get a deep understanding of various testing concepts such as test-driven development (TDD) and BDD Efficient usage of the built-in Scala features such as ScalaTest, specs2, and Scala check Change your approach towards problem solving by thinking about the boundaries of the problem and its definition rather than focusing on the solution  Who This Book Is For This book is for Scala developers who are looking to write better quality and easily maintainable code. No previous knowledge of TDD/BDD is required. What You Will Learn  Understand the basics of TDD and its significance Refactoring tests to build APIs in order to increase test coverage How to leverage the inbuilt Scala testing modules like ScalaTest, specs2 and Scala Check Writing test fixtures and apply the concepts of BDD How to divide tests to run at different points in continuous delivery cycle Benefits of refactoring and how it affects the final quality of code produced Understanding of SBT based build environment and how to use it to run tests The fundamentals of mocking and stubbing in Scala and how to use it efficiently  In Detail Test-driven development (TDD) produces high-quality applications in less time than is possible with traditional methods. Due to the systematic nature of TDD, the application is tested in individual units as well as cumulatively, right from the design stage, to ensure optimum performance and reduced debugging costs. This step-by-step guide shows you how to use the principles of TDD and built-in Scala testing modules to write clean and fully tested Scala code and give your workflow the change it needs to let you create better applications than ever before. After an introduction to TDD, you will learn the basics of ScalaTest, one of the most flexible and most popular testing tools around for Scala, by building your first fully test-driven application. Building on from that you will learn about the ScalaTest API and how to refactor code to produce high-quality applications. We'll teach you the concepts of BDD (Behavior-driven development) and you'll see how to add functional tests to the existing suite of tests. You'll be introduced to the concepts of Mocks and Stubs and will learn to increase test coverage using properties. With a concluding chapter on miscellaneous tools, this book will enable you to write better quality code that is easily maintainable and watch your apps change for the better. Style and approach This step-by-step guide explains the significance of TDD in Scala through various practical examples. You will learn to write a complete test-driven application throughout the course of the book.

Scala Test-Driven Development

Computers & Technology

Web Development & Design

Packt Publishing

Review\n‘A very insightful book on how to manage and counterbalance a new challenge to world-class brands: antibrand activists and negative influencers in the age of social media. Dr Sood offers very practical strategies to shield your brands from negative attacks and fake news.’ -- Jagdish N. Sheth (Padma Bhushan) ― Charles H. Kellstadt Professor of Business, Goizueta Business School, Emory University, Atlanta, GA, USA\n‘Branding has never been more fun to read! From fake news to brand hacktivism, the author cautions against these various weapons of brand destruction and provides strategies to counter your brand’s doppelganger.’ -- Gagan Sood ― CEO, GE Power Conversion Americas, GE, New York, USA\n‘This book is full of fun stories and examples of brand doppelganger imagery. The author shows how fake news and brand hacktivists can destroy your brand and provides strategies needed to counter the doppelgangers. A must-read for all branding professionals, students and pop culture followers.’ -- Atul Parvatiyar ― Director, Center for Sales and Customer Relationship Excellence; Professor of Practice, Marketing and Supply Chain Management, Rawls College of Business, Texas Tech University, Lubbock, TX, USA\n‘Gaurav’s passion is infectious, and the book has a compelling narrative on the brand of wicked doppelgangers who have an aim in sight to tarnish the image of brands. The author interestingly weaves the story around the evolution of doppelganger in the virtual world and his methodologies of carefully crafting negative imagery, creating attractive but damaging memes, trolling the brands exploiting their vulnerable spots and hacking their information to deliberately expose the negative sides of the brand. The doppelganger can be a harassed consumer, anti-brand activist, a clever competitor, an influencer or a media. The author plays with the fire of torching the brand of the companies through developing a brand alter ego, a doppelganger who can be a troll, hacktivist or an influencer. The topic is contemporary though having lots of grey and dark shades. Each page is generously scattered with carefully researched brand examples. Gaurav strategically establishes the factors leading to the creation of the brand doppelganger imagery, reassuringly emphasizes the art of storytelling and suggests counter strategies to combat and manage the menace of doppelgangers by bringing in the brand’s positivity through knowing the pulse of their consumers and genuinely responding to their wants, needs and queries. The author has a razor-sharp insight and incisive analytic ability to bring to the fore the finer details of the uncanny world of the doppelganger, the brand alter ego, that makes this book one of the best branding’s reference books around and a must-read for students, educators and industry professionals alike.’ -- Dr Amit Kapoor ― President and CEO, India Council on Competitiveness\n‘Dr Gaurav Sood has written an amazing book on branding which is much needed by the industry and academics. The entire branding paradigm has changed as there are drastic changes among the consumers, companies, competitors, media and society. This change is wonderfully narrated in the book. Must-read for all the marketing and business professionals.’ -- Professor Varsha Jain ― Marketing; Co-chairperson, Doctoral Programme and Research, MICA, Ahmedabad, Gujarat, India\n‘A must-read book for branding enthusiasts and pop culture followers.’ -- Professor Sandeep Puri ― Asian Institute of Management, Manila, Philippines\n‘This book has some very interesting insights on important issues such as brand doppelganger imagery, culture jamming, fake news and internet trolls that many brands face today.’ -- Dr Sunil Thomas ― Professor, California State University, Fullerton, CA, USA\n‘This book is a storyteller! It weaves real cases from the world of branding to explore the phenomenon of brand doppelganger imagery.’ -- Sumit Sehgal ― Director, Samsung SDS\n‘A must-read for

Troll Proof Branding in the Age of Doppelgangers

SAGE Publications Pvt. Ltd

See the best price to sell, buy, or rent books by Sood, Gaurav. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Sood, Gaurav