000 00388nam a2200145Ia 4500
999 _c163886
_d163886
020 _a978-0230637290
020 _a0230637299
040 _cCUS
082 _a658.8
_bRAM/M
100 _aRamaswamy, V. S.
245 0 _aMarketing management: global perspective, Indian context/
_cV.S. Ramaswamy and S. Namakumari.
250 _a4th ed.
260 _aDelhi:
_bMacmillan,
_c2009.
300 _axxxix, 872 p.
_bill.
_c27 cm.
505 _a4th edition of this book • Perspective, Centred on Value Enables the students learn marketing with a new orientation: Value Delivery is the crux of marketing; and marketing is to be defined and treated as a Value Delivering Process. Only a perspective centred on value can provide the needed practical direction for approaching and practising marketing the right way. • Curriculum Driven as well as Curriculum Driving A text is usually curriculum driven; in certain circumstances, it has to become curriculum driving, besides being curriculum driven. Such circumstances manifest today in the theatre of Marketing teaching in India. This latest edition meets this demand of the times. • The ‘Authentically Indian’ Text An ‘Indian text on Marketing’ is no big deal today. There are several such texts and the tribe is growing. But this is the most ‘Authentically Indian’ text. This is not an adapted version/patchwork of some texts created for a totally different student community.
650 _aMarketing--Management
650 _aIndia
700 _aNamakumari, S
942 _cWB16