Marketing,that works in India

Acknowledgements

There are several acknowledgements to make, but I will be brief. First, I would like to thank my students and corporate executives who helped me refine my ideas on the topics discussed in the book. I thank my colleagues who encouraged me to write a book on how practice can generate theory. (Usually academicians do it the other way round.) I thank Pradeep Kumar Bhattacharjee and Vipin Kumar of Pearson for seeing this project through. I thank Smriti Karn and Kishore Gangwani who assisted me during the final stages of manuscript preparation. I finally thank my wife Ramani and my daughter Swathi for putting up with my mood swings through the duration of the project.

Y L R Moorthi