Marketing,that works in India

Preface

This is not a book on marketing theory (hence the title ‘Marketing that Works in India’). It arrives at marketing theory from illustrations rather than the other way round. This book has been taking shape in my mind for several years now. I have been teaching marketing for more than two decades (for three-quarters of that time as a faculty at IIM, Bengaluru). Before that I was in the corporate world for several years. What I present here is what I learnt over the years.

This book does not substitute other theory books like Philip Kotler. It is useful as an accompanying volume or independent of that. The fundamental difference is that it does not use marketing theory to explain marketing. When the book does use some marketing terms, they ...