Reviews
Of the Indian marketing scholars, by the Indian Marketing Scholars and for the Indian Marketing scholars. -- Dr G Sridhar,
Pivoted in customer value delivery, a concept germane to marketing, this book is firmly grounded in the contemporary Indian environment marked by the rising sophistication of consumers. The book would appeal to both the teacher and the taught, through the vivid portrayal of the marketing challenges and the application of concepts. -- Dr Ramesh Narasimhan, * Associate Professor, School of Business Management, Narsee Monjee Institute of Management Studies (NMIMS), Mumbai * It is an excellent opening chapter where marketing is defined from the unique angle of value proposition...the focus on Indian examples and analysis of Indian industry makes the book highly relevant for Indian market. -- Dr Shirshendu Ganguli, * T. A. Pai Management Institute (TAPMI) Manipal, Karnataka * This marketing textbook is an eye opener to students regarding the importance of Customer Value in Marketing. This edition contains interesting Indian case studies, which will help students to understand Marketing in the Indian context. The authors have touched upon recent policies such as demonetisation, GST and their impact on Marketing. The text also discusses the challenges faced by marketers and the need to revamp the marketing concept and practices. -- Dr Avil Saldanha, * St Joseph's Institute of Management, Bangalore * This book covers the entire marketing management process starting from analysis of market opportunity until marketing strategy design and implementation in coherent and engaging manner. The new edition makes the book more relevant, contemporary and useful for the students, academicians as well as industry practitioners. -- Dr R Satish Kumar, * Professor and Chair, Marketing Area, IFIM Business School, Bangalore * Comprehensive, free flowing and lucid, this book offers a very balanced blend of Indian and international perspective of this dynamic subject. -- Dr Sunil Kulkarni, * Associate Professor, Vivekananda education society's Institute of Management (VESIM), Mumbai * An excellent book for anyone wanting to learn the basics of Marketing. The most salient feature is the India specific focus, with respect to markets, consumers, strategies and cases. Also, the concepts are explained with simplicity and utmost clarity. -- Dr Anand Narasimha Professor, * Marketing & Strategy and Brand Consultant IFIM Business School, Bangalore * This manuscript is the treasure trove of contemporary marketing concepts. The authors present the content in lucid language, with practical approach and quintessentially framed in the Indian context. -- Prashant Chaudhary, * Sinhgad Institute of Management & Computer Application, Pune * [A]book which has all the concepts of Marketing Management with very strong context of authenticIndian contemporary practices in Marketing. I find the book as a must read for all the practitioners,present and future, for having in depth understanding of Indian Marketing Scenario. -- Dr Rakesh Mediratta, * Institute of Management Technology, Ghaziabad * At last, an out-and-out totally authentic Indian Marketing text book with contemporary and relevant examples mirroring the Indian environment. A must to put a student and marketer on track with the reality of Indian markets, society and culture. -- Dr Bandana Chadha, * Amity Business School, Amity University Campus, Noida * A comprehensive book absorbing all precise domains of marketing with beautifully embraced Indian and global perspectives. With its brilliant flow of chapters, this book is destined to elevate the teaching of marketing concepts to an altogether different Horizon. -- Dr Anjali Sharma, * Assistant Professor Bharati Vidyapeeth (Deemed to be University), Institute of Management and Research, New Delhi * Refreshingly and unique with latest Indian examples and cases! This Magnificent text on Marketing Theory and Practice is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM PT, Goa Institute of Management, Goa * The textbook on Marketing Management by V S Ramaswamy and S Namakumari has come out with nice cover with most appropriate picture. The case studies discussed in the Text Book like Byju's opens up the current issues even for the professionals and a guide to the people looking for start-ups. The Book reads and places in the mind the core of marketing. As the concepts have been discussed with local and global inputs, this undoubtedly benefits the student community. -- Professor K G Muralidhara, * Ramaiah Institute of Management, Bengaluru * If there is one textbook that provides a lucid, profoundly unhindered and thoroughly holistic peek into Marketing from an Indian perspective with a global standard, it is Marketing Management by Ramaswamy and Namakumari. -- Dr Manit Mishra, * Associate Editor (Global Business Review) International Management Institution, Bhubaneswar, Odisha * The book is WOW experience for reader and covers all vital and essential components of marketing discipline. -- Professor Himanshu Misra, * Ph.D, UGC-NET, MIBA (BHU), Jaipuria Institute of Management, Lucknow * An ideal textbook for MBA students. The conceptual clarity combined with illustrations with examples from Indian context makes it interesting to read. Eagerly waiting for the sixth edition from SAGE. -- Professor Johney Johnson, * School of Management & Business Studies, Mahatma Gandhi University, Kottayam, Kerala * Indian context and simplified language will surely serve business and management students to learn basic marketing concepts applicable to business setting in the India. -- Dr Prashant Kumar, * T.A. Pai Management Institute, Karnataka * The sixth revised edition of this book is typically focused on making learning more reality-oriented especially for the Indian students. The recent disruptive changes in the Indian market and the consequent changes in its marketing environment are diligently woven with the fundamentals to equip students with the most contemporary marketing insights. -- Dr Rituparna Basu, * Assistant Professor, Associate Editor- IMI Konnect International Management Institute, Kolkata * This is among the pioneer textbook in the field of marketing in Indian context. The course coverage of the book is exhaustive, the cases are from all industry spheres and the material has been on Indian market. It fills a large gap on textbook requirement for any postgraduate program in management (PGDM/MBA). -- Dr Pradeep Kautish, * School of Management Studies, Mody University of Science and Technology, Sikar, Rajasthan * The mission says it all. A book on Marketing Management tailored to the Indian classrooms... The book by Ramaswami and Namakumari hits the right balance by providing a plethora of Indian cases and examples in the context of rapidly changing global marketing environment. -- Dr Rohit Vishal Kumar, * International Management Institute, Bhubaneswar * I have seen this book growing from its earliest edition and keeping pace with the changing marketing world around. The authors deserve kudos for the same. I am sure that students and teachers in earnest will receive the sixth edition of the book. -- Professor Narendra Kumar Sharma, * Visiting Professor, IIT Guwahati Adjunct Professor, ABV-IIITM Gwalior Retired Professor, IIT Kanpur * This is an amazing book in both its coverage and approach. Its value approach and environment-specific context is a boon to Indian students. A large number of India-specific cases studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * Here is the text that every academician in the field of Marketing would love to refer because it not only flows with the thoughts and observations of a teacher but also represents an understanding of marketing with reference to contemporary India in relation to the rest of the World. The book senses about what you wish to emerge as the part of your discussions. -- Dr Vinay Sharma, * Department of Management Studies, Indian Institute of Technology, Roorkee * It is greatly beneficial to students and instructors as well. Especially in view of the ease of learning marketing concepts, it provides. I am strongly recommending it to library and students especially because of the cases included which are all picked from the recent business situations. These enable easy understanding of concepts by the learners. -- Prof. P Madhavi Lakshmi, * Professor, MVGR College of Engg, Vizianagaram * The author is committed to excellence in understanding the needs of its readers. If any space is available one section or chapter would be devoted to International marketing. -- Dr Mathew Emmanuel, * Head, PG Dept of Commerce, Kristu Jyoti College of Mgmt and Technology, Changanacherry, Kerala * The new edition is strikingly different from the earlier edition in many ways. The quality of print, the exhaustive and comprehensive narration with Indian examples, good number of caselets and cases etc. makes the book quite interesting. It looks complete in all sense. The quality of production/print, also deserves a mention. -- Dr Johney Johnson, * Professor, School of Mgmt Studies, M G Unvsty, Kottayam, Kerala * 1. The book explains the concepts in simple and easy to understand style and language. 2. The examples are good-actually too good- carrying most relevant information. 3 .A lot of research, has, obviously gone into in extracting the info on which these examples and the mini cases are based. -- Prof. KG Muralidhara, * MS Ramaiah Institute of Management, Bangalore * I have no hesitation in saying that it is truly international class and the best book on Marketing Management to have come out of India. -- Dr. Gururaj Kidiyoor, * Professor & Chairman - Alumni Relations, TAPMI, Manipal * I will recommend the book for the library and also to the students. -- Dr. R. Satish Kumar, * Chair, Marketing Area, IFIM Business School, Bengaluru * ...The flow is almost the same as in Philip. Kotler (most widely used book). You have also added rural marketing at the end. Pricing is dealt in a separate chapter (It could be linked to value proposition). -- Prof. Punyaslok Dhall, * Xaviers' Inst of Mgmt, Bhubaneswar * It offers a comprehensive database on the key concepts and principles of marketing in global perspectives with suitable Indian contemporary case studies. The authors must be credited for the encyclopaedic coverage of varied subject-themes and their unpretentious elaboration. The textbook is definitely an essential reading and intellectual asset for students, scholars and practitioners willing to study and practice marketing principles and practices in depth. -- Dr. Saurabh Kumar Dixit, * Associate Professor, Det of Tourism & Hotel Mgmt, North - Eastern Hill University, Shillong * First, the overall look of the book is very attractive with very clean and clear layout designing and type setting. The simple language used helps in easy comprehensibility. Regarding the content, it is rich and exhaustive. The inclusion of `Neuro-marketing' is especially laudable. -- Dr. Surajit Ghosh Dastidar, * Professor-Marketing, Eastern Inst of Integrated Learning in Mgmt (EIILM), Kolkata * The latest edition is a very well structured book... As for the upcoming academic year. 2019-20, we will surely keep it in mind. -- Dr. Rituparna Basu, * Professor, IMI, and Associate Editor- IMI Konnect, I M I- Kolkata * It is a contextually interesting book. -- Dr. Pavan C. Patil, * Asst Professor, Sydenham Inst of Mgmt Studies (SIMSREE), Mumbai * The book has been produced in the backdrop of current business scenario and the new role marketing and branding have acquired. The book is so enriching, not only to the students, but also to the teachers like me. -- Prof. Prashant Chaudhary, * Sinhgad Inst of Mgmt & Computer Application, Pune * I am going through the book and find it well deigned. Refreshing and unique with latest Indian examples and cases! This magnificent text on the theory and practice of marketing is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM (PT), Goa Inst of Mgmt, Goa * We are already using this textbook for our MBA students, It is Fantastic! Excellent contents. -- Dr Keyur M Nayak, * Laxmi Inst of Management, Valsad, Gujarat * I find your book much better than Kotler's in many areas............ -- Dr. Priti Saxena, * Asst Professor, Inst of Bsns Studies & Research (IBSAR) Navi Mumbai and L N Wellingkar Inst of Mgmt, Mumbai * I am sure that the book will add value to all its readers, which includes teachers of marketing as well as students at Masters Level. In fact, the corporate world will also benefit from this book, with its analytical approach and unravelling of Indian Marketing practices. -- Dr Prateek Kanchan, * Director, B. K. School of Mgmt, Gujarat Unvsty, Ahmedabad * What a book! Excellent design, Excellent production values. I am delighted that this book remains the finest book on marketing in India. -- Sanjay Singh, * Formerly Editorial Head & Chief Publisher, HEP, Macmillan, New Delhi * The book has been nicely produced. Contents are also up to date. I am really glad to see that the legacy of the earlier editions is being nurtured well. The new edition will create a lot of impact in the market and will throw a good challenge to other publishers including us. -- Tapas Kumar Maji, * Editorial Head, Higher Education, Vikas Publishing, New Delhi; Formerly Editorial Head, & Chief Publisher, McGraw-Hill Higher Education, New Delhi * The Book gives a straight and easy-to-understand description of all Fundamentals and Processes of marketing. It is studded with insightful mini-cases and ample examples (Global and Indian). By providing a pragmatic thought process, it enables the Marketing student correctly learn the key marketing concepts and also how the marketing strategies are to be implemented. -- Dr Suneet Walia, * Asst Professor, FMS, Dr. Harisingh Gour Vishwavidyalaya, Sagar, MP * A comprehensive book for management students which provides lucid and holistic sight and insights on contemporary issues, cases and appropriate examples in Indian context. -- Dr Naresh Sharma, * Asst Professor, Dept of Marketing, Central University of Jammu. (J&K) * Your book has stood by its tradition. All the editions of your book have been of high quality, Full of examples from Indian scenario and the Indian examples given are all very valuable. -- Prof. Shazia Bukharia, * Shri Mata Vaishno Devi Unvsty, Dept. of Bsns Mgmt, Jammu * The book will provide practical knowledge to the students of marketing...One more thing, I'll definitely recommend the book to my University library. -- Dr Ishwar Mittal, * Asst Professor Inst of Mgmt Studies, Maharshi Dayanand Unvsty, Rohtak * [The] new edition of the best book in Marketing by Indian Authors. This book, as stated in the brochure, is not just another book on the subject. It provides comprehensive material on marketing, and does it in today's scenario. -- Dr. Vishal Bishnoi, * Head-Mgmt Studies Dept., Institute of Mgmt & Research, Ghaziabad * As for myself, who had all along been a fan of Kotler and only Kotler, there is now another great in marketing for adoption! Another authority on marketing is now on the top of my mind. -- Prof. Mohammad Talha Siddiqui, * Bora Inst of Mgmt, BIMS Lucknow * This book is excellent for Students. -- Sapan Asthana, Dean, * Faculty of Commerce and Mgmt, Maharishi Unvsty of I T, Lucknow * I found the book to be very intuitive and it supplements classroom teaching effectively. I feel that the examples are timely and successful in illustrating theoretical concepts...With a mix of research-based inputs and real-life business strategy, the book is a very smooth read. I wish that I had access to this book during my own MBA. I intend to use your book as supplementary reading for my MBA/BBA students of marketing management. Your book appears to be among the best texts on the subject and the best one in Indian context. -- Harleen Kaur, * Assistant Professor, Unvsty School of Mgmt, Delhi Technological University * I have already prescribed the same for my students' purposes. -- Abhinav Priyadarshi Tripathi, * Area Chair - Marketing, Inst of Mgmt Studies, Ghaziabad * You have done great improvement by introducing contemporary events in your latest edition. Even the presentation of concepts, along with relevant examples is highly appealing. -- Sanjeev Tandon, * Ph. D, Associate Professor, (Marketing) ITS College, Ghaziabad * I will endorse it to the Marketing faculty for adopting as prescribed text book for the course. -- Dr. Bandana Chadha, * Head- Marketing & International Bsns, Amity Business School * I found it extremely useful. I have particularly liked the details with which some specific topics, critical for building foundation of the marketing course, have been explained. -- Prof Payal S. Kapoor, * Area Chair- Marketing, FORE School of Mgmt, New Delhi * I find your book amazing . I find it very logical and suitable for our students. -- Prof Freda Swaminathan, * Professor - Marketing, FORE School of Mgmt, New Delhi * As a core faculty of Marketing and Strategy areas, I have always found your book exhaustive as regards contents . In fact, I would like to pointedly appreciate here that, I am not only keeping [the] book in the top place, among the list of various Indian writers writing on Marketing. I would also candidly reiterate here that in my last 20 years as a core faculty, I have always consulted your book... -- Dr. Vivek Kumar, * Director, Management Program (PG) IAMR, Ghaziabad * The book, in one word, is awesome . The author has once again carved a marvel. The 6th edition has travelled far beyond our expectations and is rocking in the same style like the previous ones. The content is ever increasing-from edition to edition- and covers all the areas usually covered by the TOP B-Schools/ Universities, and can engage any avid reader...KUDOS to both the authors...Very Befitting Book For Both MBA, BBA (For Both The Students And The Teachers); and to all practitioners of Marketing. -- Dr. C. Karthikeyan, * Director T. John College (TJC), Bangalore * This book covers the entire marketing management process starting from the analysis of market opportunity to marketing strategy design and implementation in a coherent and engaging manner. The new edition makes the book more relevant, contemporary and useful for the students, academicians as well as industry practitioners. -- Dr R. Satish Kumar, * Professor and Chair, Marketing Area, IFIM Business School, Bengaluru * Comprehensive, free-flowing and lucid, this book offers a very balanced blend of Indian and international perspectives of this dynamic subject. -- Dr Sunil Kulkarni Associate Professor, * Vivekanand Education Society Institute of Management (VESIM), Mumbai * An excellent book for anyone wanting to learn the basics of marketing. The most salient feature is the India-specific focus, with respect to markets, consumers, strategies and cases. A/so, the concepts are explained with simplicity and utmost clarity. -- Dr Anand Narasimha Professor, * Marketing and Strategy, and Brand Consultant, IFIM Business School, Bengaluru * A comprehensive book absorbing all precise domains of marketing with beautifully embraced Indian and global perspectives. With its brilliant flow of chapters, this book is destined to elevate the teaching of marketing concepts to an altogether different horizon. -- Dr Anjali Sharma, * Assistant Professor, Bharati Vidyapeeth (Deemed to be University) Institute of Management and Research, New Delhi * This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * I find the sixth edition of 'Marketing Management' by Ramaswamy and Namakumari a book which covers all the concepts of marketing management with very strong context of authentic Indian contemporary practices in marketing. This is a must-read for practitioners-present and future. -- Dr Rakesh Mediratta, * Institute of Management Technology, Ghaziabad * This marketing textbook is an eye-opener to students with regard to the importance of customer value in marketing. This edition contains interesting Indian case studies, which will help students to understand marketing in the Indian context. The authors have touched upon recent policies such as demonetisation, GST and their impact on marketing. The text a/so discusses the challenges faced by marketers and the need to revamp marketing concepts and practices. -- Dr Avil Saldanha, * St Joseph's Institute of Management, Bengaluru * This manuscript is the treasure trove of contemporary marketing concepts. The authors present the content in lucid language, with practical approach and quintessentially frame it in the Indian context. -- Prashant Chaudhary, * Sinhgad Institute of Management & Computer Application, Pune * With an excellent opening chapter where marketing is defined from the unique angle of value proposition ... the focus on Indian examples and analysis of Indian industry makes the book highly relevant for Indian market. -- Dr Shirshendu Ganguli, * T. A. Pai Management Institute (TAPMI) Manipal * At last an out-and-out authentic Indian marketing textbook with contemporary and relevant examples mirroring the Indian environment. A must-have to put a student and marketer on track with the reality of Indian markets, society and culture. -- Dr Bandana Chadha, * Amity Business School Amity University Campus, Noida * Refreshing and unique with latest Indian examples and cases! This magnificent text on the theory and practice of marketing is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM PT, Goa Institute of Management, Goa * The case studies discussed in the textbook, like Byju's, open up the current issues even for the professionals and guide the people looking for start-ups. The book embeds the very core of marketing in one's mind. As the concepts have been discussed with local and global inputs, this undoubtedly benefits the student community. I complement the authors for bringing this nice edition on marketing. SAGE publications has brought out the cover page very nicely. -- Professor K. G. Muralidhara, * Ramaiah Institute of Management, Bengaluru * If there is one textbook that provides a lucid, profoundly unhindered and thoroughly holistic peek into marketing from an Indian perspective with a global standard, it is 'Marketing Management' by Ramaswamy and Namakumari. -- Dr Manit Mishra, * Associate Editor (Global Business Review) International Management Institution, Bhubaneswar * The book is relevant, updated and covers all contemporary issues in an aesthetically pleasing manner. It covers topics that are vital for the fundamental understanding of the marketing discipline. Mini cases and marketing insights add more value to the book and are of immense help to readers. The flow and presentation of the content are logical, interesting and meaningful. The book is a WOW experience for readers and covers every essential component of the marketing discipline. -- Professor Himanshu Misra, * PhD, UGC-NET, MIBA (BHU), Jaipuria Institute of Management, Lucknow * An ideal textbook for MBA students. The conceptual clarity combined with illustrations and examples from the Indian context makes it interesting to read. Eagerly waiting for the sixth edition from SAGE. -- Professor Johney Johnson, * School of Management & Business Studies Mahatma Gandhi University Kottayam * Indian context and simplified language will surely serve business and management students to learn basic marketing concepts applicable to business setting in India. -- Dr Prashant Kumar, * T. A. Pai Management Institute (TAPMI), Manipal * Learning what is relevant is perhaps the most important challenge for the learner and the facilitator within the structured duration of an MBA curriculum. The sixth edition of this book is typically focused on making learning more reality-oriented, especially for Indian students. The recent disruptive changes in the Indian market and the consequent changes in its marketing environment are diligently woven with the fundamentals to equip students with the most contemporary marketing insights. -- Dr Rituparna Basu, * Assistant Professor, Associate Editor-lMI Konnect International Management Institute, Kolkata * This is among the pioneer textbooks in the field of marketing in Indian context. The course coverage of the book is exhaustive, the cases are from varied industry spheres and the material focuses on the Indian market. It fills a large gap on textbook requirements for any postgraduate programme in management (PGDMIMBA). -- Dr Pradeep Kautish, * School of Management Studies, Mody University of Science and Technology, Sikar * The mission says it all: 'A book on marketing management tailored to the Indian classrooms'. In my two decades as a marketing professor, many a time I have encountered blank looks when foreign examples are presented in the class. Alien concepts and alien environment drove down the interest in the subject. The book by Ramaswamy and Namakumari hits the right balance by providing a plethora of Indian cases and examples in the context of rapidly changing global marketing environment. -- Dr Rohit Vishal Kumar, * International Management Institute, Bhubaneswar * I have seen this book growing from its earliest edition and keeping pace with the changing marketing world around. The authors deserve kudos for the same. I am sure that students and teachers in earnest will receive the sixth edition of the book. -- Professor Narendra Kumar Sharma, * Visiting Professor, IIT Guwahati; Adjunct Professor, ABV-IIITM Gwalior; Retired Professor, IIT Kanpur * Here is a text that every academician in the field of marketing would love to refer to because it not only flows with the thoughts and observations of a teacher but also represents an understanding of marketing with reference to contemporary India in relation to the rest of the world. -- Dr Vinay Sharma, * Department of Management Studies Indian Institute of Technology, Roorkee * Pivoted in customer value delivery-a concept germane to marketing-this book is firmly grounded in the contemporary Indian environment marked by the rising sophistication of consumers. The book will appeal to both the teacher and the taught, through the vivid portrayal of marketing challenges and the application of concepts. -- Dr Ramesh Narasimhan, * Associate Professor, School of Business Management, Narsee Monjee Institute of Management Studies (NMIMS), Mumbai * Of the Indian marketing scholars, by the Indian Marketing Scholars and for the Indian Marketing scholars. -- Dr G Sridhar,
"""Of the Indian marketing scholars, by the Indian Marketing Scholars and for the Indian Marketing scholars."" -- Dr G Sridhar, Pivoted in customer value delivery-a concept germane to marketing-this book is firmly grounded in the contemporary Indian environment marked by the rising sophistication of consumers. The book will appeal to both the teacher and the taught, through the vivid portrayal of marketing challenges and the application of concepts. -- Dr Ramesh Narasimhan, * Associate Professor, School of Business Management, Narsee Monjee Institute of Management Studies (NMIMS), Mumbai * Here is a text that every academician in the field of marketing would love to refer to because it not only flows with the thoughts and observations of a teacher but also represents an understanding of marketing with reference to contemporary India in relation to the rest of the world. -- Dr Vinay Sharma, * Department of Management Studies Indian Institute of Technology, Roorkee * I have seen this book growing from its earliest edition and keeping pace with the changing marketing world around. The authors deserve kudos for the same. I am sure that students and teachers in earnest will receive the sixth edition of the book. -- Professor Narendra Kumar Sharma, * Visiting Professor, IIT Guwahati; Adjunct Professor, ABV-IIITM Gwalior; Retired Professor, IIT Kanpur * The mission says it all: ′A book on marketing management tailored to the Indian classrooms′. In my two decades as a marketing professor, many a time I have encountered blank looks when foreign examples are presented in the class. Alien concepts and alien environment drove down the interest in the subject. The book by Ramaswamy and Namakumari hits the right balance by providing a plethora of Indian cases and examples in the context of rapidly changing global marketing environment. -- Dr Rohit Vishal Kumar, * International Management Institute, Bhubaneswar * This is among the pioneer textbooks in the field of marketing in Indian context. The course coverage of the book is exhaustive, the cases are from varied industry spheres and the material focuses on the Indian market. It fills a large gap on textbook requirements for any postgraduate programme in management (PGDMIMBA). -- Dr Pradeep Kautish, * School of Management Studies, Mody University of Science and Technology, Sikar * Learning what is relevant is perhaps the most important challenge for the learner and the facilitator within the structured duration of an MBA curriculum. The sixth edition of this book is typically focused on making learning more reality-oriented, especially for Indian students. The recent disruptive changes in the Indian market and the consequent changes in its marketing environment are diligently woven with the fundamentals to equip students with the most contemporary marketing insights. -- Dr Rituparna Basu, * Assistant Professor, Associate Editor-lMI Konnect International Management Institute, Kolkata * Indian context and simplified language will surely serve business and management students to learn basic marketing concepts applicable to business setting in India. -- Dr Prashant Kumar, * T. A. Pai Management Institute (TAPMI), Manipal * An ideal textbook for MBA students. The conceptual clarity combined with illustrations and examples from the Indian context makes it interesting to read. Eagerly waiting for the sixth edition from SAGE. -- Professor Johney Johnson, * School of Management & Business Studies Mahatma Gandhi University Kottayam * The book is relevant, updated and covers all contemporary issues in an aesthetically pleasing manner. It covers topics that are vital for the fundamental understanding of the marketing discipline. Mini cases and marketing insights add more value to the book and are of immense help to readers. The flow and presentation of the content are logical, interesting and meaningful. The book is a WOW experience for readers and covers every essential component of the marketing discipline. -- Professor Himanshu Misra, * PhD, UGC-NET, MIBA (BHU), Jaipuria Institute of Management, Lucknow * If there is one textbook that provides a lucid, profoundly unhindered and thoroughly holistic peek into marketing from an Indian perspective with a global standard, it is ′Marketing Management′ by Ramaswamy and Namakumari. -- Dr Manit Mishra, * Associate Editor (Global Business Review) International Management Institution, Bhubaneswar * The case studies discussed in the textbook, like Byju′s, open up the current issues even for the professionals and guide the people looking for start-ups. The book embeds the very core of marketing in one′s mind. As the concepts have been discussed with local and global inputs, this undoubtedly benefits the student community. I complement the authors for bringing this nice edition on marketing. SAGE publications has brought out the cover page very nicely. -- Professor K. G. Muralidhara, * Ramaiah Institute of Management, Bengaluru * Refreshing and unique with latest Indian examples and cases! This magnificent text on the theory and practice of marketing is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM PT, Goa Institute of Management, Goa * At last an out-and-out authentic Indian marketing textbook with contemporary and relevant examples mirroring the Indian environment. A must-have to put a student and marketer on track with the reality of Indian markets, society and culture. -- Dr Bandana Chadha, * Amity Business School Amity University Campus, Noida * With an excellent opening chapter where marketing is defined from the unique angle of value proposition ... the focus on Indian examples and analysis of Indian industry makes the book highly relevant for Indian market. -- Dr Shirshendu Ganguli, * T. A. Pai Management Institute (TAPMI) Manipal * This manuscript is the treasure trove of contemporary marketing concepts. The authors present the content in lucid language, with practical approach and quintessentially frame it in the Indian context. -- Prashant Chaudhary, * Sinhgad Institute of Management & Computer Application, Pune * This marketing textbook is an eye-opener to students with regard to the importance of customer value in marketing. This edition contains interesting Indian case studies, which will help students to understand marketing in the Indian context. The authors have touched upon recent policies such as demonetisation, GST and their impact on marketing. The text a/so discusses the challenges faced by marketers and the need to revamp marketing concepts and practices. -- Dr Avil Saldanha, * St Joseph′s Institute of Management, Bengaluru * I find the sixth edition of ′Marketing Management′ by Ramaswamy and Namakumari a book which covers all the concepts of marketing management with very strong context of authentic Indian contemporary practices in marketing. This is a must-read for practitioners-present and future. -- Dr Rakesh Mediratta, * Institute of Management Technology, Ghaziabad * This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * A comprehensive book absorbing all precise domains of marketing with beautifully embraced Indian and global perspectives. With its brilliant flow of chapters, this book is destined to elevate the teaching of marketing concepts to an altogether different horizon. -- Dr Anjali Sharma, * Assistant Professor, Bharati Vidyapeeth (Deemed to be University) Institute of Management and Research, New Delhi * An excellent book for anyone wanting to learn the basics of marketing. The most salient feature is the India-specific focus, with respect to markets, consumers, strategies and cases. A/so, the concepts are explained with simplicity and utmost clarity. -- Dr Anand Narasimha Professor, * Marketing and Strategy, and Brand Consultant, IFIM Business School, Bengaluru * Comprehensive, free-flowing and lucid, this book offers a very balanced blend of Indian and international perspectives of this dynamic subject. -- Dr Sunil Kulkarni Associate Professor, * Vivekanand Education Society Institute of Management (VESIM), Mumbai * This book covers the entire marketing management process starting from the analysis of market opportunity to marketing strategy design and implementation in a coherent and engaging manner. The new edition makes the book more relevant, contemporary and useful for the students, academicians as well as industry practitioners. -- Dr R. Satish Kumar, * Professor and Chair, Marketing Area, IFIM Business School, Bengaluru * The book, in one word, is ""awesome"". The author has once again carved a marvel. The 6th edition has travelled far beyond our expectations and is rocking in the same style like the previous ones. The content is ever increasing—from edition to edition— and covers all the areas usually covered by the TOP B-Schools/ Universities, and can engage any avid reader…KUDOS to both the authors…Very Befitting Book For Both MBA, BBA (For Both The Students And The Teachers); and to all practitioners of Marketing. -- Dr. C. Karthikeyan, * Director T. John College (TJC), Bangalore * As a core faculty of Marketing and Strategy areas, I have always found your book exhaustive as regards ""contents"". In fact, I would like to pointedly appreciate here that, I am not only keeping [the] book in the top place, among the list of various Indian writers writing on Marketing. I would also candidly reiterate here that in my last 20 years as a core faculty, I have always consulted your book… -- Dr. Vivek Kumar, * Director, Management Program (PG) IAMR, Ghaziabad * I find your book ""amazing"". I find it very logical and suitable for our students. -- Prof Freda Swaminathan, * Professor – Marketing, FORE School of Mgmt, New Delhi * I found it extremely useful. I have particularly liked the details with which some specific topics, critical for building foundation of the marketing course, have been explained. -- Prof Payal S. Kapoor, * Area Chair- Marketing, FORE School of Mgmt, New Delhi * I will endorse it to the Marketing faculty for adopting as prescribed text book for the course. -- Dr. Bandana Chadha, * Head– Marketing & International Bsns, Amity Business School * You have done great improvement by introducing contemporary events in your latest edition. Even the presentation of concepts, along with relevant examples is highly appealing. -- Sanjeev Tandon, * Ph. D, Associate Professor, (Marketing) ITS College, Ghaziabad * I have already prescribed the same for my students’ purposes. -- Abhinav Priyadarshi Tripathi, * Area Chair – Marketing, Inst of Mgmt Studies, Ghaziabad * I found the book to be very intuitive and it supplements classroom teaching effectively. I feel that the examples are timely and successful in illustrating theoretical concepts…With a mix of research-based inputs and real-life business strategy, the book is a very smooth read. I wish that I had access to this book during my own MBA. I intend to use your book as supplementary reading for my MBA/BBA students of marketing management. Your book appears to be among the best texts on the subject and the best one in Indian context. -- Harleen Kaur, * Assistant Professor, Unvsty School of Mgmt, Delhi Technological University * This book is excellent for Students. -- Sapan Asthana, Dean, * Faculty of Commerce and Mgmt, Maharishi Unvsty of I T, Lucknow * As for myself, who had all along been a fan of Kotler and only Kotler, there is now another great in marketing for adoption! Another authority on marketing is now on the top of my mind. -- Prof. Mohammad Talha Siddiqui, * Bora Inst of Mgmt, BIMS Lucknow * [The] new edition of the best book in Marketing by Indian Authors. This book, as stated in the brochure, is not just another book on the subject. It provides comprehensive material on marketing, and does it in today′s scenario. -- Dr. Vishal Bishnoi, * Head-Mgmt Studies Dept., Institute of Mgmt & Research, Ghaziabad * The book will provide practical knowledge to the students of marketing…One more thing, I′ll definitely recommend the book to my University library. -- Dr Ishwar Mittal, * Asst Professor Inst of Mgmt Studies, Maharshi Dayanand Unvsty, Rohtak * Your book has stood by its tradition. All the editions of your book have been of high quality, Full of examples from Indian scenario and the Indian examples given are all very valuable. -- Prof. Shazia Bukharia, * Shri Mata Vaishno Devi Unvsty, Dept. of Bsns Mgmt, Jammu * A comprehensive book for management students which provides lucid and holistic sight and insights on contemporary issues, cases and appropriate examples in Indian context. -- Dr Naresh Sharma, * Asst Professor, Dept of Marketing, Central University of Jammu. (J&K) * The Book gives a straight and easy-to-understand description of all Fundamentals and Processes of marketing. It is studded with insightful mini-cases and ample examples (Global and Indian). By providing a pragmatic thought process, it enables the Marketing student correctly learn the key marketing concepts and also how the marketing strategies are to be implemented. -- Dr Suneet Walia, * Asst Professor, FMS, Dr. Harisingh Gour Vishwavidyalaya, Sagar, MP * The book has been nicely produced. Contents are also up to date. I am really glad to see that the legacy of the earlier editions is being nurtured well. The new edition will create a lot of impact in the market and will throw a good challenge to other publishers including us. -- Tapas Kumar Maji, * Editorial Head, Higher Education, Vikas Publishing, New Delhi; Formerly Editorial Head, & Chief Publisher, McGraw-Hill Higher Education, New Delhi * What a book! Excellent design, Excellent production values. I am delighted that this book remains the finest book on marketing in India. -- Sanjay Singh, * Formerly Editorial Head & Chief Publisher, HEP, Macmillan, New Delhi * I am sure that the book will add value to all its readers, which includes teachers of marketing as well as students at Masters Level. In fact, the corporate world will also benefit from this book, with its analytical approach and unravelling of Indian Marketing practices. -- Dr Prateek Kanchan, * Director, B. K. School of Mgmt, Gujarat Unvsty, Ahmedabad * I find your book much better than Kotler′s in many areas…………"" -- Dr. Priti Saxena, * Asst Professor, Inst of Bsns Studies & Research (IBSAR) Navi Mumbai and L N Wellingkar Inst of Mgmt, Mumbai * We are already using this textbook for our MBA students, It is Fantastic! Excellent contents. -- Dr Keyur M Nayak, * Laxmi Inst of Management, Valsad, Gujarat * I am going through the book and find it well deigned. Refreshing and unique with latest Indian examples and cases! This magnificent text on the theory and practice of marketing is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM (PT), Goa Inst of Mgmt, Goa * The book has been produced in the backdrop of current business scenario and the new role marketing and branding have acquired. The book is so enriching, not only to the students, but also to the teachers like me. -- Prof. Prashant Chaudhary, * Sinhgad Inst of Mgmt & Computer Application, Pune * It is a contextually interesting book. -- Dr. Pavan C. Patil, * Asst Professor, Sydenham Inst of Mgmt Studies (SIMSREE), Mumbai * The latest edition is a very well structured book... As for the upcoming academic year. 2019-20, we will surely keep it in mind. -- Dr. Rituparna Basu, * Professor, IMI, and Associate Editor- IMI Konnect, I M I- Kolkata * First, the overall look of the book is very attractive with very clean and clear layout designing and type setting. The simple language used helps in easy comprehensibility. Regarding the content, it is rich and exhaustive. The inclusion of ‘Neuro-marketing’ is especially laudable. -- Dr. Surajit Ghosh Dastidar, * Professor-Marketing, Eastern Inst of Integrated Learning in Mgmt (EIILM), Kolkata * It offers a comprehensive database on the key concepts and principles of marketing in global perspectives with suitable Indian contemporary case studies. The authors must be credited for the encyclopaedic coverage of varied subject-themes and their unpretentious elaboration. The textbook is definitely an essential reading and intellectual asset for students, scholars and practitioners willing to study and practice marketing principles and practices in depth. -- Dr. Saurabh Kumar Dixit, * Associate Professor, Det of Tourism & Hotel Mgmt, North - Eastern Hill University, Shillong * …The flow is almost the same as in Philip. Kotler (most widely used book). You have also added rural marketing at the end. Pricing is dealt in a separate chapter (It could be linked to value proposition). -- Prof. Punyaslok Dhall, * Xaviers′ Inst of Mgmt, Bhubaneswar * I will recommend the book for the library and also to the students. -- Dr. R. Satish Kumar, * Chair, Marketing Area, IFIM Business School, Bengaluru * I have no hesitation in saying that it is truly international class and the best book on Marketing Management to have come out of India. -- Dr. Gururaj Kidiyoor, * Professor & Chairman - Alumni Relations, TAPMI, Manipal * 1. The book explains the concepts in simple and easy to understand style and language. 2. The examples are good—actually too good— carrying most relevant information. 3 .A lot of research, has, obviously gone into in extracting the info on which these examples and the mini cases are based. -- Prof. KG Muralidhara, * MS Ramaiah Institute of Management, Bangalore * The new edition is strikingly different from the earlier edition in many ways. The quality of print, the exhaustive and comprehensive narration with Indian examples, good number of caselets and cases etc. makes the book quite interesting. It looks complete in all sense. The quality of production/print, also deserves a mention. -- Dr Johney Johnson, * Professor, School of Mgmt Studies, M G Unvsty, Kottayam, Kerala * The author is committed to excellence in understanding the needs of its readers. If any space is available one section or chapter would be devoted to International marketing. -- Dr Mathew Emmanuel, * Head, PG Dept of Commerce, Kristu Jyoti College of Mgmt and Technology, Changanacherry, Kerala * It is greatly beneficial to students and instructors as well. Especially in view of the ease of learning marketing concepts, it provides. I am strongly recommending it to library and students especially because of the cases included which are all picked from the recent business situations. These enable easy understanding of concepts by the learners. -- Prof. P Madhavi Lakshmi, * Professor, MVGR College of Engg, Vizianagaram * Here is the text that every academician in the field of Marketing would love to refer because it not only flows with the thoughts and observations of a teacher but also represents an understanding of marketing with reference to contemporary India in relation to the rest of the World. The book senses about what you wish to emerge as the part of your discussions. -- Dr Vinay Sharma, * Department of Management Studies, Indian Institute of Technology, Roorkee * This is an amazing book in both its coverage and approach. Its value approach and environment-specific context is a boon to Indian students. A large number of India-specific cases studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * I have seen this book growing from its earliest edition and keeping pace with the changing marketing world around. The authors deserve kudos for the same. I am sure that students and teachers in earnest will receive the sixth edition of the book. -- Professor Narendra Kumar Sharma, * Visiting Professor, IIT Guwahati Adjunct Professor, ABV-IIITM Gwalior Retired Professor, IIT Kanpur * The mission says it all. A book on Marketing Management tailored to the Indian classrooms... The book by Ramaswami and Namakumari hits the right balance by providing a plethora of Indian cases and examples in the context of rapidly changing global marketing environment. -- Dr Rohit Vishal Kumar, * International Management Institute, Bhubaneswar * This is among the pioneer textbook in the field of marketing in Indian context. The course coverage of the book is exhaustive, the cases are from all industry spheres and the material has been on Indian market. It fills a large gap on textbook requirement for any postgraduate program in management (PGDM/MBA). -- Dr Pradeep Kautish, * School of Management Studies, Mody University of Science and Technology, Sikar, Rajasthan * The sixth revised edition of this book is typically focused on making learning more reality-oriented especially for the Indian students. The recent disruptive changes in the Indian market and the consequent changes in its marketing environment are diligently woven with the fundamentals to equip students with the most contemporary marketing insights. -- Dr Rituparna Basu, * Assistant Professor, Associate Editor- IMI Konnect International Management Institute, Kolkata * Indian context and simplified language will surely serve business and management students to learn basic marketing concepts applicable to business setting in the India. -- Dr Prashant Kumar, * T.A. Pai Management Institute, Karnataka * An ideal textbook for MBA students. The conceptual clarity combined with illustrations with examples from Indian context makes it interesting to read. Eagerly waiting for the sixth edition from SAGE. -- Professor Johney Johnson, * School of Management & Business Studies, Mahatma Gandhi University, Kottayam, Kerala * The book is WOW experience for reader and covers all vital and essential components of marketing discipline. -- Professor Himanshu Misra, * Ph.D, UGC-NET, MIBA (BHU), Jaipuria Institute of Management, Lucknow * If there is one textbook that provides a lucid, profoundly unhindered and thoroughly holistic peek into Marketing from an Indian perspective with a global standard, it is Marketing Management by Ramaswamy and Namakumari. -- Dr Manit Mishra, * Associate Editor (Global Business Review) International Management Institution, Bhubaneswar, Odisha * The textbook on Marketing Management by V S Ramaswamy and S Namakumari has come out with nice cover with most appropriate picture. The case studies discussed in the Text Book like Byju’s opens up the current issues even for the professionals and a guide to the people looking for start-ups. The Book reads and places in the mind the core of marketing. As the concepts have been discussed with local and global inputs, this undoubtedly benefits the student community. -- Professor K G Muralidhara, * Ramaiah Institute of Management, Bengaluru * Refreshingly and unique with latest Indian examples and cases! This Magnificent text on Marketing Theory and Practice is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM PT, Goa Institute of Management, Goa * A comprehensive book absorbing all precise domains of marketing with beautifully embraced Indian and global perspectives."" With its brilliant flow of chapters, this book is destined to elevate the teaching of marketing concepts to an altogether different Horizon. -- Dr Anjali Sharma, * Assistant Professor Bharati Vidyapeeth (Deemed to be University), Institute of Management and Research, New Delhi * At last, an out-and-out totally authentic Indian Marketing text book with contemporary and relevant examples mirroring the Indian environment. A must to put a student and marketer on track with the reality of Indian markets, society and culture. -- Dr Bandana Chadha, * Amity Business School, Amity University Campus, Noida * [A]book which has all the concepts of Marketing Management with very strong context of authenticIndian contemporary practices in Marketing. I find the book as a must read for all the practitioners,present and future, for having in depth understanding of Indian Marketing Scenario. -- Dr Rakesh Mediratta, * Institute of Management Technology, Ghaziabad * This manuscript is the treasure trove of contemporary marketing concepts. The authors present the content in lucid language, with practical approach and quintessentially framed in the Indian context. -- Prashant Chaudhary, * Sinhgad Institute of Management & Computer Application, Pune * An excellent book for anyone wanting to learn the basics of Marketing. The most salient feature is the India specific focus, with respect to markets, consumers, strategies and cases. Also, the concepts are explained with simplicity and utmost clarity. -- Dr Anand Narasimha Professor, * Marketing & Strategy and Brand Consultant IFIM Business School, Bangalore * Comprehensive, free flowing and lucid, this book offers a very balanced blend of Indian and international perspective of this dynamic subject. -- Dr Sunil Kulkarni, * Associate Professor, Vivekananda education society′s Institute of Management (VESIM), Mumbai * This book covers the entire marketing management process starting from analysis of market opportunity until marketing strategy design and implementation in coherent and engaging manner. The new edition makes the book more relevant, contemporary and useful for the students, academicians as well as industry practitioners. -- Dr R Satish Kumar, * Professor and Chair, Marketing Area, IFIM Business School, Bangalore * This marketing textbook is an eye opener to students regarding the importance of Customer Value in Marketing. This edition contains interesting Indian case studies, which will help students to understand Marketing in the Indian context. The authors have touched upon recent policies such as demonetisation, GST and their impact on Marketing. The text also discusses the challenges faced by marketers and the need to revamp the marketing concept and practices. -- Dr Avil Saldanha, * St Joseph′s Institute of Management, Bangalore * It is an excellent opening chapter where marketing is defined from the unique angle of value proposition…the focus on Indian examples and analysis of Indian industry makes the book highly relevant for Indian market. -- Dr Shirshendu Ganguli, * T. A. Pai Management Institute (TAPMI) Manipal, Karnataka * Pivoted in customer value delivery, a concept germane to marketing, this book is firmly grounded in the contemporary Indian environment marked by the rising sophistication of consumers. The book would appeal to both the teacher and the taught, through the vivid portrayal of the marketing challenges and the application of concepts. -- Dr Ramesh Narasimhan, * Associate Professor, School of Business Management, Narsee Monjee Institute of Management Studies (NMIMS), Mumbai *"
This book covers the entire marketing management process starting from the analysis of market opportunity to marketing strategy design and implementation in a coherent and engaging manner. The new edition makes the book more relevant, contemporary and useful for the students, academicians as well as industry practitioners. -- Dr R. Satish Kumar, * Professor and Chair, Marketing Area, IFIM Business School, Bengaluru * Comprehensive, free-flowing and lucid, this book offers a very balanced blend of Indian and international perspectives of this dynamic subject. -- Dr Sunil Kulkarni Associate Professor, * Vivekanand Education Society Institute of Management (VESIM), Mumbai * An excellent book for anyone wanting to learn the basics of marketing. The most salient feature is the India-specific focus, with respect to markets, consumers, strategies and cases. A/so, the concepts are explained with simplicity and utmost clarity. -- Dr Anand Narasimha Professor, * Marketing and Strategy, and Brand Consultant, IFIM Business School, Bengaluru * A comprehensive book absorbing all precise domains of marketing with beautifully embraced Indian and global perspectives. With its brilliant flow of chapters, this book is destined to elevate the teaching of marketing concepts to an altogether different horizon. -- Dr Anjali Sharma, * Assistant Professor, Bharati Vidyapeeth (Deemed to be University) Institute of Management and Research, New Delhi * This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * I find the sixth edition of 'Marketing Management' by Ramaswamy and Namakumari a book which covers all the concepts of marketing management with very strong context of authentic Indian contemporary practices in marketing. This is a must-read for practitioners-present and future. -- Dr Rakesh Mediratta, * Institute of Management Technology, Ghaziabad * This marketing textbook is an eye-opener to students with regard to the importance of customer value in marketing. This edition contains interesting Indian case studies, which will help students to understand marketing in the Indian context. The authors have touched upon recent policies such as demonetisation, GST and their impact on marketing. The text a/so discusses the challenges faced by marketers and the need to revamp marketing concepts and practices. -- Dr Avil Saldanha, * St Joseph's Institute of Management, Bengaluru * This manuscript is the treasure trove of contemporary marketing concepts. The authors present the content in lucid language, with practical approach and quintessentially frame it in the Indian context. -- Prashant Chaudhary, * Sinhgad Institute of Management & Computer Application, Pune * With an excellent opening chapter where marketing is defined from the unique angle of value proposition ... the focus on Indian examples and analysis of Indian industry makes the book highly relevant for Indian market. -- Dr Shirshendu Ganguli, * T. A. Pai Management Institute (TAPMI) Manipal * At last an out-and-out authentic Indian marketing textbook with contemporary and relevant examples mirroring the Indian environment. A must-have to put a student and marketer on track with the reality of Indian markets, society and culture. -- Dr Bandana Chadha, * Amity Business School Amity University Campus, Noida * Refreshing and unique with latest Indian examples and cases! This magnificent text on the theory and practice of marketing is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM PT, Goa Institute of Management, Goa * The case studies discussed in the textbook, like Byju's, open up the current issues even for the professionals and guide the people looking for start-ups. The book embeds the very core of marketing in one's mind. As the concepts have been discussed with local and global inputs, this undoubtedly benefits the student community. I complement the authors for bringing this nice edition on marketing. SAGE publications has brought out the cover page very nicely. -- Professor K. G. Muralidhara, * Ramaiah Institute of Management, Bengaluru * If there is one textbook that provides a lucid, profoundly unhindered and thoroughly holistic peek into marketing from an Indian perspective with a global standard, it is 'Marketing Management' by Ramaswamy and Namakumari. -- Dr Manit Mishra, * Associate Editor (Global Business Review) International Management Institution, Bhubaneswar * The book is relevant, updated and covers all contemporary issues in an aesthetically pleasing manner. It covers topics that are vital for the fundamental understanding of the marketing discipline. Mini cases and marketing insights add more value to the book and are of immense help to readers. The flow and presentation of the content are logical, interesting and meaningful. The book is a WOW experience for readers and covers every essential component of the marketing discipline. -- Professor Himanshu Misra, * PhD, UGC-NET, MIBA (BHU), Jaipuria Institute of Management, Lucknow * An ideal textbook for MBA students. The conceptual clarity combined with illustrations and examples from the Indian context makes it interesting to read. Eagerly waiting for the sixth edition from SAGE. -- Professor Johney Johnson, * School of Management & Business Studies Mahatma Gandhi University Kottayam * Indian context and simplified language will surely serve business and management students to learn basic marketing concepts applicable to business setting in India. -- Dr Prashant Kumar, * T. A. Pai Management Institute (TAPMI), Manipal * Learning what is relevant is perhaps the most important challenge for the learner and the facilitator within the structured duration of an MBA curriculum. The sixth edition of this book is typically focused on making learning more reality-oriented, especially for Indian students. The recent disruptive changes in the Indian market and the consequent changes in its marketing environment are diligently woven with the fundamentals to equip students with the most contemporary marketing insights. -- Dr Rituparna Basu, * Assistant Professor, Associate Editor-lMI Konnect International Management Institute, Kolkata * This is among the pioneer textbooks in the field of marketing in Indian context. The course coverage of the book is exhaustive, the cases are from varied industry spheres and the material focuses on the Indian market. It fills a large gap on textbook requirements for any postgraduate programme in management (PGDMIMBA). -- Dr Pradeep Kautish, * School of Management Studies, Mody University of Science and Technology, Sikar * The mission says it all: 'A book on marketing management tailored to the Indian classrooms'. In my two decades as a marketing professor, many a time I have encountered blank looks when foreign examples are presented in the class. Alien concepts and alien environment drove down the interest in the subject. The book by Ramaswamy and Namakumari hits the right balance by providing a plethora of Indian cases and examples in the context of rapidly changing global marketing environment. -- Dr Rohit Vishal Kumar, * International Management Institute, Bhubaneswar * I have seen this book growing from its earliest edition and keeping pace with the changing marketing world around. The authors deserve kudos for the same. I am sure that students and teachers in earnest will receive the sixth edition of the book. -- Professor Narendra Kumar Sharma, * Visiting Professor, IIT Guwahati; Adjunct Professor, ABV-IIITM Gwalior; Retired Professor, IIT Kanpur * Here is a text that every academician in the field of marketing would love to refer to because it not only flows with the thoughts and observations of a teacher but also represents an understanding of marketing with reference to contemporary India in relation to the rest of the world. -- Dr Vinay Sharma, * Department of Management Studies Indian Institute of Technology, Roorkee * Pivoted in customer value delivery-a concept germane to marketing-this book is firmly grounded in the contemporary Indian environment marked by the rising sophistication of consumers. The book will appeal to both the teacher and the taught, through the vivid portrayal of marketing challenges and the application of concepts. -- Dr Ramesh Narasimhan, * Associate Professor, School of Business Management, Narsee Monjee Institute of Management Studies (NMIMS), Mumbai * Of the Indian marketing scholars, by the Indian Marketing Scholars and for the Indian Marketing scholars. -- Dr G Sridhar,
Of the Indian marketing scholars, by the Indian Marketing Scholars and for the Indian Marketing scholars. -- Dr G Sridhar, Pivoted in customer value delivery-a concept germane to marketing-this book is firmly grounded in the contemporary Indian environment marked by the rising sophistication of consumers. The book will appeal to both the teacher and the taught, through the vivid portrayal of marketing challenges and the application of concepts. -- Dr Ramesh Narasimhan, * Associate Professor, School of Business Management, Narsee Monjee Institute of Management Studies (NMIMS), Mumbai * Here is a text that every academician in the field of marketing would love to refer to because it not only flows with the thoughts and observations of a teacher but also represents an understanding of marketing with reference to contemporary India in relation to the rest of the world. -- Dr Vinay Sharma, * Department of Management Studies Indian Institute of Technology, Roorkee * I have seen this book growing from its earliest edition and keeping pace with the changing marketing world around. The authors deserve kudos for the same. I am sure that students and teachers in earnest will receive the sixth edition of the book. -- Professor Narendra Kumar Sharma, * Visiting Professor, IIT Guwahati; Adjunct Professor, ABV-IIITM Gwalior; Retired Professor, IIT Kanpur * The mission says it all: 'A book on marketing management tailored to the Indian classrooms'. In my two decades as a marketing professor, many a time I have encountered blank looks when foreign examples are presented in the class. Alien concepts and alien environment drove down the interest in the subject. The book by Ramaswamy and Namakumari hits the right balance by providing a plethora of Indian cases and examples in the context of rapidly changing global marketing environment. -- Dr Rohit Vishal Kumar, * International Management Institute, Bhubaneswar * This is among the pioneer textbooks in the field of marketing in Indian context. The course coverage of the book is exhaustive, the cases are from varied industry spheres and the material focuses on the Indian market. It fills a large gap on textbook requirements for any postgraduate programme in management (PGDMIMBA). -- Dr Pradeep Kautish, * School of Management Studies, Mody University of Science and Technology, Sikar * Learning what is relevant is perhaps the most important challenge for the learner and the facilitator within the structured duration of an MBA curriculum. The sixth edition of this book is typically focused on making learning more reality-oriented, especially for Indian students. The recent disruptive changes in the Indian market and the consequent changes in its marketing environment are diligently woven with the fundamentals to equip students with the most contemporary marketing insights. -- Dr Rituparna Basu, * Assistant Professor, Associate Editor-lMI Konnect International Management Institute, Kolkata * Indian context and simplified language will surely serve business and management students to learn basic marketing concepts applicable to business setting in India. -- Dr Prashant Kumar, * T. A. Pai Management Institute (TAPMI), Manipal * An ideal textbook for MBA students. The conceptual clarity combined with illustrations and examples from the Indian context makes it interesting to read. Eagerly waiting for the sixth edition from SAGE. -- Professor Johney Johnson, * School of Management & Business Studies Mahatma Gandhi University Kottayam * The book is relevant, updated and covers all contemporary issues in an aesthetically pleasing manner. It covers topics that are vital for the fundamental understanding of the marketing discipline. Mini cases and marketing insights add more value to the book and are of immense help to readers. The flow and presentation of the content are logical, interesting and meaningful. The book is a WOW experience for readers and covers every essential component of the marketing discipline. -- Professor Himanshu Misra, * PhD, UGC-NET, MIBA (BHU), Jaipuria Institute of Management, Lucknow * If there is one textbook that provides a lucid, profoundly unhindered and thoroughly holistic peek into marketing from an Indian perspective with a global standard, it is 'Marketing Management' by Ramaswamy and Namakumari. -- Dr Manit Mishra, * Associate Editor (Global Business Review) International Management Institution, Bhubaneswar * The case studies discussed in the textbook, like Byju's, open up the current issues even for the professionals and guide the people looking for start-ups. The book embeds the very core of marketing in one's mind. As the concepts have been discussed with local and global inputs, this undoubtedly benefits the student community. I complement the authors for bringing this nice edition on marketing. SAGE publications has brought out the cover page very nicely. -- Professor K. G. Muralidhara, * Ramaiah Institute of Management, Bengaluru * Refreshing and unique with latest Indian examples and cases! This magnificent text on the theory and practice of marketing is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM PT, Goa Institute of Management, Goa * At last an out-and-out authentic Indian marketing textbook with contemporary and relevant examples mirroring the Indian environment. A must-have to put a student and marketer on track with the reality of Indian markets, society and culture. -- Dr Bandana Chadha, * Amity Business School Amity University Campus, Noida * With an excellent opening chapter where marketing is defined from the unique angle of value proposition ... the focus on Indian examples and analysis of Indian industry makes the book highly relevant for Indian market. -- Dr Shirshendu Ganguli, * T. A. Pai Management Institute (TAPMI) Manipal * This manuscript is the treasure trove of contemporary marketing concepts. The authors present the content in lucid language, with practical approach and quintessentially frame it in the Indian context. -- Prashant Chaudhary, * Sinhgad Institute of Management & Computer Application, Pune * This marketing textbook is an eye-opener to students with regard to the importance of customer value in marketing. This edition contains interesting Indian case studies, which will help students to understand marketing in the Indian context. The authors have touched upon recent policies such as demonetisation, GST and their impact on marketing. The text a/so discusses the challenges faced by marketers and the need to revamp marketing concepts and practices. -- Dr Avil Saldanha, * St Joseph's Institute of Management, Bengaluru * I find the sixth edition of 'Marketing Management' by Ramaswamy and Namakumari a book which covers all the concepts of marketing management with very strong context of authentic Indian contemporary practices in marketing. This is a must-read for practitioners-present and future. -- Dr Rakesh Mediratta, * Institute of Management Technology, Ghaziabad * This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * A comprehensive book absorbing all precise domains of marketing with beautifully embraced Indian and global perspectives. With its brilliant flow of chapters, this book is destined to elevate the teaching of marketing concepts to an altogether different horizon. -- Dr Anjali Sharma, * Assistant Professor, Bharati Vidyapeeth (Deemed to be University) Institute of Management and Research, New Delhi * An excellent book for anyone wanting to learn the basics of marketing. The most salient feature is the India-specific focus, with respect to markets, consumers, strategies and cases. A/so, the concepts are explained with simplicity and utmost clarity. -- Dr Anand Narasimha Professor, * Marketing and Strategy, and Brand Consultant, IFIM Business School, Bengaluru * Comprehensive, free-flowing and lucid, this book offers a very balanced blend of Indian and international perspectives of this dynamic subject. -- Dr Sunil Kulkarni Associate Professor, * Vivekanand Education Society Institute of Management (VESIM), Mumbai * This book covers the entire marketing management process starting from the analysis of market opportunity to marketing strategy design and implementation in a coherent and engaging manner. The new edition makes the book more relevant, contemporary and useful for the students, academicians as well as industry practitioners. -- Dr R. Satish Kumar, * Professor and Chair, Marketing Area, IFIM Business School, Bengaluru * The book, in one word, is awesome . The author has once again carved a marvel. The 6th edition has travelled far beyond our expectations and is rocking in the same style like the previous ones. The content is ever increasing-from edition to edition- and covers all the areas usually covered by the TOP B-Schools/ Universities, and can engage any avid reader...KUDOS to both the authors...Very Befitting Book For Both MBA, BBA (For Both The Students And The Teachers); and to all practitioners of Marketing. -- Dr. C. Karthikeyan, * Director T. John College (TJC), Bangalore * As a core faculty of Marketing and Strategy areas, I have always found your book exhaustive as regards contents . In fact, I would like to pointedly appreciate here that, I am not only keeping [the] book in the top place, among the list of various Indian writers writing on Marketing. I would also candidly reiterate here that in my last 20 years as a core faculty, I have always consulted your book... -- Dr. Vivek Kumar, * Director, Management Program (PG) IAMR, Ghaziabad * I find your book amazing . I find it very logical and suitable for our students. -- Prof Freda Swaminathan, * Professor - Marketing, FORE School of Mgmt, New Delhi * I found it extremely useful. I have particularly liked the details with which some specific topics, critical for building foundation of the marketing course, have been explained. -- Prof Payal S. Kapoor, * Area Chair- Marketing, FORE School of Mgmt, New Delhi * I will endorse it to the Marketing faculty for adopting as prescribed text book for the course. -- Dr. Bandana Chadha, * Head- Marketing & International Bsns, Amity Business School * You have done great improvement by introducing contemporary events in your latest edition. Even the presentation of concepts, along with relevant examples is highly appealing. -- Sanjeev Tandon, * Ph. D, Associate Professor, (Marketing) ITS College, Ghaziabad * I have already prescribed the same for my students' purposes. -- Abhinav Priyadarshi Tripathi, * Area Chair - Marketing, Inst of Mgmt Studies, Ghaziabad * I found the book to be very intuitive and it supplements classroom teaching effectively. I feel that the examples are timely and successful in illustrating theoretical concepts...With a mix of research-based inputs and real-life business strategy, the book is a very smooth read. I wish that I had access to this book during my own MBA. I intend to use your book as supplementary reading for my MBA/BBA students of marketing management. Your book appears to be among the best texts on the subject and the best one in Indian context. -- Harleen Kaur, * Assistant Professor, Unvsty School of Mgmt, Delhi Technological University * This book is excellent for Students. -- Sapan Asthana, Dean, * Faculty of Commerce and Mgmt, Maharishi Unvsty of I T, Lucknow * As for myself, who had all along been a fan of Kotler and only Kotler, there is now another great in marketing for adoption! Another authority on marketing is now on the top of my mind. -- Prof. Mohammad Talha Siddiqui, * Bora Inst of Mgmt, BIMS Lucknow * [The] new edition of the best book in Marketing by Indian Authors. This book, as stated in the brochure, is not just another book on the subject. It provides comprehensive material on marketing, and does it in today's scenario. -- Dr. Vishal Bishnoi, * Head-Mgmt Studies Dept., Institute of Mgmt & Research, Ghaziabad * The book will provide practical knowledge to the students of marketing...One more thing, I'll definitely recommend the book to my University library. -- Dr Ishwar Mittal, * Asst Professor Inst of Mgmt Studies, Maharshi Dayanand Unvsty, Rohtak * Your book has stood by its tradition. All the editions of your book have been of high quality, Full of examples from Indian scenario and the Indian examples given are all very valuable. -- Prof. Shazia Bukharia, * Shri Mata Vaishno Devi Unvsty, Dept. of Bsns Mgmt, Jammu * A comprehensive book for management students which provides lucid and holistic sight and insights on contemporary issues, cases and appropriate examples in Indian context. -- Dr Naresh Sharma, * Asst Professor, Dept of Marketing, Central University of Jammu. (J&K) * The Book gives a straight and easy-to-understand description of all Fundamentals and Processes of marketing. It is studded with insightful mini-cases and ample examples (Global and Indian). By providing a pragmatic thought process, it enables the Marketing student correctly learn the key marketing concepts and also how the marketing strategies are to be implemented. -- Dr Suneet Walia, * Asst Professor, FMS, Dr. Harisingh Gour Vishwavidyalaya, Sagar, MP * The book has been nicely produced. Contents are also up to date. I am really glad to see that the legacy of the earlier editions is being nurtured well. The new edition will create a lot of impact in the market and will throw a good challenge to other publishers including us. -- Tapas Kumar Maji, * Editorial Head, Higher Education, Vikas Publishing, New Delhi; Formerly Editorial Head, & Chief Publisher, McGraw-Hill Higher Education, New Delhi * What a book! Excellent design, Excellent production values. I am delighted that this book remains the finest book on marketing in India. -- Sanjay Singh, * Formerly Editorial Head & Chief Publisher, HEP, Macmillan, New Delhi * I am sure that the book will add value to all its readers, which includes teachers of marketing as well as students at Masters Level. In fact, the corporate world will also benefit from this book, with its analytical approach and unravelling of Indian Marketing practices. -- Dr Prateek Kanchan, * Director, B. K. School of Mgmt, Gujarat Unvsty, Ahmedabad * I find your book much better than Kotler's in many areas............ -- Dr. Priti Saxena, * Asst Professor, Inst of Bsns Studies & Research (IBSAR) Navi Mumbai and L N Wellingkar Inst of Mgmt, Mumbai * We are already using this textbook for our MBA students, It is Fantastic! Excellent contents. -- Dr Keyur M Nayak, * Laxmi Inst of Management, Valsad, Gujarat * I am going through the book and find it well deigned. Refreshing and unique with latest Indian examples and cases! This magnificent text on the theory and practice of marketing is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM (PT), Goa Inst of Mgmt, Goa * The book has been produced in the backdrop of current business scenario and the new role marketing and branding have acquired. The book is so enriching, not only to the students, but also to the teachers like me. -- Prof. Prashant Chaudhary, * Sinhgad Inst of Mgmt & Computer Application, Pune * It is a contextually interesting book. -- Dr. Pavan C. Patil, * Asst Professor, Sydenham Inst of Mgmt Studies (SIMSREE), Mumbai * The latest edition is a very well structured book... As for the upcoming academic year. 2019-20, we will surely keep it in mind. -- Dr. Rituparna Basu, * Professor, IMI, and Associate Editor- IMI Konnect, I M I- Kolkata * First, the overall look of the book is very attractive with very clean and clear layout designing and type setting. The simple language used helps in easy comprehensibility. Regarding the content, it is rich and exhaustive. The inclusion of 'Neuro-marketing' is especially laudable. -- Dr. Surajit Ghosh Dastidar, * Professor-Marketing, Eastern Inst of Integrated Learning in Mgmt (EIILM), Kolkata * It offers a comprehensive database on the key concepts and principles of marketing in global perspectives with suitable Indian contemporary case studies. The authors must be credited for the encyclopaedic coverage of varied subject-themes and their unpretentious elaboration. The textbook is definitely an essential reading and intellectual asset for students, scholars and practitioners willing to study and practice marketing principles and practices in depth. -- Dr. Saurabh Kumar Dixit, * Associate Professor, Det of Tourism & Hotel Mgmt, North - Eastern Hill University, Shillong * ...The flow is almost the same as in Philip. Kotler (most widely used book). You have also added rural marketing at the end. Pricing is dealt in a separate chapter (It could be linked to value proposition). -- Prof. Punyaslok Dhall, * Xaviers' Inst of Mgmt, Bhubaneswar * I will recommend the book for the library and also to the students. -- Dr. R. Satish Kumar, * Chair, Marketing Area, IFIM Business School, Bengaluru * I have no hesitation in saying that it is truly international class and the best book on Marketing Management to have come out of India. -- Dr. Gururaj Kidiyoor, * Professor & Chairman - Alumni Relations, TAPMI, Manipal * 1. The book explains the concepts in simple and easy to understand style and language. 2. The examples are good-actually too good- carrying most relevant information. 3 .A lot of research, has, obviously gone into in extracting the info on which these examples and the mini cases are based. -- Prof. KG Muralidhara, * MS Ramaiah Institute of Management, Bangalore * The new edition is strikingly different from the earlier edition in many ways. The quality of print, the exhaustive and comprehensive narration with Indian examples, good number of caselets and cases etc. makes the book quite interesting. It looks complete in all sense. The quality of production/print, also deserves a mention. -- Dr Johney Johnson, * Professor, School of Mgmt Studies, M G Unvsty, Kottayam, Kerala * The author is committed to excellence in understanding the needs of its readers. If any space is available one section or chapter would be devoted to International marketing. -- Dr Mathew Emmanuel, * Head, PG Dept of Commerce, Kristu Jyoti College of Mgmt and Technology, Changanacherry, Kerala * It is greatly beneficial to students and instructors as well. Especially in view of the ease of learning marketing concepts, it provides. I am strongly recommending it to library and students especially because of the cases included which are all picked from the recent business situations. These enable easy understanding of concepts by the learners. -- Prof. P Madhavi Lakshmi, * Professor, MVGR College of Engg, Vizianagaram * Here is the text that every academician in the field of Marketing would love to refer because it not only flows with the thoughts and observations of a teacher but also represents an understanding of marketing with reference to contemporary India in relation to the rest of the World. The book senses about what you wish to emerge as the part of your discussions. -- Dr Vinay Sharma, * Department of Management Studies, Indian Institute of Technology, Roorkee * This is an amazing book in both its coverage and approach. Its value approach and environment-specific context is a boon to Indian students. A large number of India-specific cases studies add to the interest in the subject, from the point of view of both students and instructors. -- Dinesh Kumar Director, * The Winning Edge Training Associates, Chandigarh * I have seen this book growing from its earliest edition and keeping pace with the changing marketing world around. The authors deserve kudos for the same. I am sure that students and teachers in earnest will receive the sixth edition of the book. -- Professor Narendra Kumar Sharma, * Visiting Professor, IIT Guwahati Adjunct Professor, ABV-IIITM Gwalior Retired Professor, IIT Kanpur * The mission says it all. A book on Marketing Management tailored to the Indian classrooms... The book by Ramaswami and Namakumari hits the right balance by providing a plethora of Indian cases and examples in the context of rapidly changing global marketing environment. -- Dr Rohit Vishal Kumar, * International Management Institute, Bhubaneswar * This is among the pioneer textbook in the field of marketing in Indian context. The course coverage of the book is exhaustive, the cases are from all industry spheres and the material has been on Indian market. It fills a large gap on textbook requirement for any postgraduate program in management (PGDM/MBA). -- Dr Pradeep Kautish, * School of Management Studies, Mody University of Science and Technology, Sikar, Rajasthan * The sixth revised edition of this book is typically focused on making learning more reality-oriented especially for the Indian students. The recent disruptive changes in the Indian market and the consequent changes in its marketing environment are diligently woven with the fundamentals to equip students with the most contemporary marketing insights. -- Dr Rituparna Basu, * Assistant Professor, Associate Editor- IMI Konnect International Management Institute, Kolkata * Indian context and simplified language will surely serve business and management students to learn basic marketing concepts applicable to business setting in the India. -- Dr Prashant Kumar, * T.A. Pai Management Institute, Karnataka * An ideal textbook for MBA students. The conceptual clarity combined with illustrations with examples from Indian context makes it interesting to read. Eagerly waiting for the sixth edition from SAGE. -- Professor Johney Johnson, * School of Management & Business Studies, Mahatma Gandhi University, Kottayam, Kerala * The book is WOW experience for reader and covers all vital and essential components of marketing discipline. -- Professor Himanshu Misra, * Ph.D, UGC-NET, MIBA (BHU), Jaipuria Institute of Management, Lucknow * If there is one textbook that provides a lucid, profoundly unhindered and thoroughly holistic peek into Marketing from an Indian perspective with a global standard, it is Marketing Management by Ramaswamy and Namakumari. -- Dr Manit Mishra, * Associate Editor (Global Business Review) International Management Institution, Bhubaneswar, Odisha * The textbook on Marketing Management by V S Ramaswamy and S Namakumari has come out with nice cover with most appropriate picture. The case studies discussed in the Text Book like Byju's opens up the current issues even for the professionals and a guide to the people looking for start-ups. The Book reads and places in the mind the core of marketing. As the concepts have been discussed with local and global inputs, this undoubtedly benefits the student community. -- Professor K G Muralidhara, * Ramaiah Institute of Management, Bengaluru * Refreshingly and unique with latest Indian examples and cases! This Magnificent text on Marketing Theory and Practice is a must-read for all students and practitioners. -- Dr Pravat Surya Kar, * Chair Executive PGDM PT, Goa Institute of Management, Goa * A comprehensive book absorbing all precise domains of marketing with beautifully embraced Indian and global perspectives. With its brilliant flow of chapters, this book is destined to elevate the teaching of marketing concepts to an altogether different Horizon. -- Dr Anjali Sharma, * Assistant Professor Bharati Vidyapeeth (Deemed to be University), Institute of Management and Research, New Delhi * At last, an out-and-out totally authentic Indian Marketing text book with contemporary and relevant examples mirroring the Indian environment. A must to put a student and marketer on track with the reality of Indian markets, society and culture. -- Dr Bandana Chadha, * Amity Business School, Amity University Campus, Noida * [A]book which has all the concepts of Marketing Management with very strong context of authenticIndian contemporary practices in Marketing. I find the book as a must read for all the practitioners,present and future, for having in depth understanding of Indian Marketing Scenario. -- Dr Rakesh Mediratta, * Institute of Management Technology, Ghaziabad * This manuscript is the treasure trove of contemporary marketing concepts. The authors present the content in lucid language, with practical approach and quintessentially framed in the Indian context. -- Prashant Chaudhary, * Sinhgad Institute of Management & Computer Application, Pune * An excellent book for anyone wanting to learn the basics of Marketing. The most salient feature is the India specific focus, with respect to markets, consumers, strategies and cases. Also, the concepts are explained with simplicity and utmost clarity. -- Dr Anand Narasimha Professor, * Marketing & Strategy and Brand Consultant IFIM Business School, Bangalore * Comprehensive, free flowing and lucid, this book offers a very balanced blend of Indian and international perspective of this dynamic subject. -- Dr Sunil Kulkarni, * Associate Professor, Vivekananda education society's Institute of Management (VESIM), Mumbai * This book covers the entire marketing management process starting from analysis of market opportunity until marketing strategy design and implementation in coherent and engaging manner. The new edition makes the book more relevant, contemporary and useful for the students, academicians as well as industry practitioners. -- Dr R Satish Kumar, * Professor and Chair, Marketing Area, IFIM Business School, Bangalore * This marketing textbook is an eye opener to students regarding the importance of Customer Value in Marketing. This edition contains interesting Indian case studies, which will help students to understand Marketing in the Indian context. The authors have touched upon recent policies such as demonetisation, GST and their impact on Marketing. The text also discusses the challenges faced by marketers and the need to revamp the marketing concept and practices. -- Dr Avil Saldanha, * St Joseph's Institute of Management, Bangalore * It is an excellent opening chapter where marketing is defined from the unique angle of value proposition...the focus on Indian examples and analysis of Indian industry makes the book highly relevant for Indian market. -- Dr Shirshendu Ganguli, * T. A. Pai Management Institute (TAPMI) Manipal, Karnataka * Pivoted in customer value delivery, a concept germane to marketing, this book is firmly grounded in the contemporary Indian environment marked by the rising sophistication of consumers. The book would appeal to both the teacher and the taught, through the vivid portrayal of the marketing challenges and the application of concepts. -- Dr Ramesh Narasimhan, * Associate Professor, School of Business Management, Narsee Monjee Institute of Management Studies (NMIMS), Mumbai *
