Marketing and Branding: The Indian Scenario

PREFACE

Formulating the proposition of this book was as challenging as writing its contents. On one hand, there is an explosion of literature in the west with state-of-the-art concepts. On the other hand, there is very little conceptual awareness in the Indian context, with several marketing executives having little exposure to marketing. Besides, there are several thousands of students in several universities who are engaged in management education who may find it difficult to relate to foreign textbooks, both in terms of the content and context. Thus, there is a vital need for a marketing book that can be used both by executives and students as a reference book. This book gives an overview of several marketing strategies in a lucid and focused ...