Case Studies on Marketing Management

Preface

When I first started to dream about bringing out a casebook on marketing management, my initial thought was to have a casebook that has fresh, recent, and Indian cases. However, the biggest motivation was to bring to the management classroom, the cases that are relevant for the future managers whom we are teaching. Having spent almost a decade in management institutes, initially as a student, and then as a faculty, I realized that we are importing knowledge from western world and teaching case studies written on American or European companies by only tweaking them slightly to suit the Indian context, without questioning their relevance. If most of our would-be managers would work in the Indian context, then why teach them a case study ...