PART V   Marketing—Information Technology

The previous chapters were predominantly about marketing ‘to’ Indians. This part is more about marketing ‘by’ Indians. It is about how Indian IT companies are taking their products and services abroad (IT is global business and the customers especially for IT services are in the West). Besides, in this part, you might find several illustrations that do not precisely fit the definition of marketing. To begin with, I do not think organizational issues can be separated into marketing and non-marketing ones. Problems do not come neatly packaged in that fashion except in class rooms. They come as ‘business problems’ with several disciplines like strategy, marketing, HR and operations intertwined. In fact ...

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