India is a country full of diversity. Home to more than one billion people, the diversity of cultures, incomes, and lifestyles can only be experienced by living in it. Being a management educationist and practitioner for over 17 years I realized that most of the academic discussion in B School Marketing classes happen around theories developed elsewhere largely developed economies catering to less than one percent of Indian population. As much as 75 percent of the population and context is not reflected in the Marketing Text which may lead to change or modification of existing theories.
While it was not possible to address all segments an effort has been made to start by addressing and understanding the needs of the segment which is next ...
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