Quintessence of Marketing Management

The logical understanding of a subject puts the research fellow in a solitary thinking process where he nurtures the idea for a long time which leads him to the study of a voluminous research literature. The research keeps on purifying the idea for a long time before it takes the shape of an innovation. Such innovative themes require visionary leadership, authenticity expressiveness, transparency, visibility,global application, sustainability and ultimately depend upon the peoples willingness and commitment to singing the innovators song in harmony. The innovative research includes the application of technology; process of translating an idea or invention into a good or service that creates value and has a new method of doing something significant positive change, something breaking routine and dominant ways of thinking that has been introduced or discovered in recent times.

There is an urgent need for providing shared awareness for application of indigenous knowledge in the different parts of the globe. The experts have emphasized more on documentation, presentations, research and dissemination of indigenous knowledge which would have long lasting impact on social development. The policy makers and strategists, scientists and development practitioners need to work together in a unique direction so that the new and latest techniques and innovations bring some solace to society.

Originality is the unique feature of this book and its justification lies in its purely independent approach to marketing management. The scientific synthesis of various contributors from eminent scholars in a novel way of its own is another characteristic of this venture. The interesting and exhaustive edited book will serve as a reservoir of knowledge to practicing executives and professionals, students of M.Com, MBA and research scholars. This book touches multiple aspects of innovation in the field of marketing management science. This book is incarnated with duel embodiment of innovation spirit as well as disciplined exploration of knowledge and information. The book includes different chapters from eminent academicians, practitioners and research scholars on the topics such as study on

Arthsastra, corporate governance, working women, advertising, origination citizenship behavior, development of Indian economy green marketing etc.