• ISBN13: 9789352807383
• Binding: Paperback
• Subject: Business Management
• Publisher: Sage Publications
• Publisher Imprint: Sage Texts
• Publication Date: September 16, 2018
• Pages: 864
• Original Price: INR 995.0
• Language: English
• Edition: N/A
• Item Weight: 1970 grams

Isn't it time we addressed the elephant in the room?</strong> Are the existing texts on marketing management contextually sufficient for Indian students? Here is the pioneer. A book that is India-centric, comprehensive and apt for the times. Staying relevant to contemporary times, the sixth edition of the transformational text Marketing Management: Indian Context, Global Perspective comes with an even mightier foundation with its practical, research-based content. Why this particular text?</strong> Because it is not an &lsquo;adaptation of a foreign book&rsquo; or one &lsquo;with few Indian examples&rsquo;. It has remained, since its first edition, published 35 years ago, the unparalleled text presenting an India-centric approach to the discipline of marketing. The compelling logic for an Indian text</strong> Since marketing is an environment-driven subject, it requires an environment-specific treatment. This text meets this need and equips students to comprehend marketing in a manner relevant to the Indian setting. Tracks every transition and change</strong> Marketing is changing. India is changing. Technology, digitisation and overall disruption drive this change. This text captures this change and interprets its import. Comprehensive coverage, engaging presentation</strong> The text re-visits the basics and explores the contemporary concepts of marketing. It contains a fine blend of mini cases on experiences of companies, both Indian and global. It comes with a brand-new feature: Marketing Insight Exhibit; as many as 140 exhibits explain how high-performing Indian and global companies keep excelling. With this book, students will start loving the study of marketing</strong> User-friendliness, excellent readability, exciting presentation and innovative design are its hallmarks.