Book excerpt: These two volumes contain chapters written by experts in such areas as bio and food rheology, polymer rheology, flow of suspensions, flow in porous media, electrorheological fluids, etc. Computational as well as analytical mathematical descriptions, involving appropriate constitutive equations deal with complex flow situations of industrial importance. This work is unique in that it brings together state of the art reviews and recent advances in a variety of areas, involving viscoelastic materials, in a desirable and timely manner.