Sunday, December 17, 2006

A good book on Marketing Issues in India

Prof S Ramesh Kumar of IIM Bangalore has written a book Marketing and Branding - The Indian Scenario. The main strength of the book lies in the Indian examples used to illustrate major concepts in marketing. The book is divided into five chapters, the first one is on product and branding, second one on distribution and retail, third on pricing, fourth on psychological dimensions of marketing and last one on promotion and communication. A good read for people interested in marketing issues related to India.

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