Summary |
Marketing Finance and Evaluation is one of the required subjects taught in the Marketing Management program of the University of Bombay. The lack of a ready reference book on the subject has prompted me to assemble this present collection of Readings. The objective of this collection is to serve as the background reading material for the participants so that the class contact hours may be fruitfully utilized for discussion of cases developed in the Indian context. The reading material, although drawn from foreign publications, serves a very useful purpose in that it helps as a framework for designing appropriate Indian cases and for rendering the class discussions educationally stimulating. The twin objects that guided the selection of readings are: technical content of the article; and its potential relevance for application in the Indian context with suitable modifications.
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