Marketing management: global perspective, Indian context/ V.S. Ramaswamy and S. Namakumari.

4th 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.