Summary |
Marketing Management---A Finance Emphasis’ is the first of a ‘trilogy’ in management literatures which the author has planned to bring out.
In designing the various Chapters and preparing their contents for the purpose of this book, the first of the trilogy, the author has all the time kept in view the specific needs of marketing executives at all levels and also of management students studying Marketing Management either as a part of ‘foundation course’ or as a subject of ‘majoring’. An attempt has been made at the same time to scan through and include the latest principles and concepts which have emanated from the world-wide researches in the various areas covered in the book. Simultaneously a conscious effort has been made to ensure that the entire discussion is meaningful in the Indian context and in the context of the developing countries. Accordingly, all the case studies included in this book have been drawn from Indian business experiences and most of the illustrations reflect also the real life business situations obtaining in India.
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