Marketing Management: Global Perspective Indian Context - Fourth Edition


Affiliations

  • Bhavan-Marshall Institute of Management, Bangalore, India

Abstract

The present book under review is the 4th edition of the book published in 2009. The book has had 29 reprints since it was first published in 1990. The present book has the fortune of a foreword by Prof.Theodore Levitt. The foreword proved a front runner for the seminal book written by Dr. V. S. Ramaswamy and Ms. S. Namakumari. The present review is based on several readings by the reviewer since March'09. The book has consistently grown in its size since the first edition. At present, the book consists of 43 chapters covered in nine parts. The average size of each chapter is 18.6 pages. The minimum size of a chapter being 9 (36th chapter) the maximum being 37 (37th chapter). The book has added 12 new chapters covering parts 1, 2, 3, 4 and 6. These are all numerical descriptions about the composition of the book. The reality lies in the special features of the book for the users (Teachers, Decision Makers and Students of Marketing).

Keywords

No Keywords.

Subject Discipline

Marketing Management

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