Publisher's Synopsis
As it is well known to the civilized societies that standard of life depends upon products used to improve the standard of living subject to their consumption. Marketing play a vital role in supplying such type of products which are dignity based choices for the consumer. In view of this the marketing subject is presented with global perspective to help Students, Researchers. Managers, Businessmen and stake holders of the society who are involved either directly or indirectly with the industry. As an academician it was observed by me that most of the books of Marketing Management have been written by foreign authors who had common topics like Global perspectives, Holistic marketing, Customer retention, Brand management etc.
