Case Studies in Marketing: The Indian Context - Softcover

Now in its sixth edition, this text provides cases that have been culled from the business world and drawn from authentic sources. In this revised edition, most of these cases studies have been thoroughly updated. Four new cases have also been included: the Indian retail industry; the Indian airline industry; Hindustan Unilever Limited; and the 3G Network in India.These cases highlight the business environment of different companies, specifically from the point of view of competitiveness, product development, market strategies and international business. The facts and data are presented in a simple and easy-to-read style for better understanding.The book is meant as an adjunct text for postgraduate students of management. Also, executives attending management and development programmes will also benefit from this title.

R. Srinivasan (Fellow, IIM Bangalore) is Professor, Department of Management Studies, Indian Institute of Science (IISc.), Bangalore, India. He had his post-doctoral training at the University of Leeds (UK). Professor Srinivasan has more than 33 years of experience with premier institutions such as IISc., Administrative Staff College of India, Hyderabad, and NITIE, Mumbai. He has served with distinction in reputed organisations like Tata Consulting Engineers and Indian Telephone Industries. He is a recipient of the International Statistical Institute Awards (1983) and the Colombo Plan Award (1989).Professor Srinivasan has to his credit more than 140 articles in leading international and national journals. He has authored six well-established books, four from PHI Learning including the present book: Strategic Management: The Indian Context, 5th ed.; International Marketing, 3rd ed.; Services Marketing: The Indian Context, 2nd ed.