This comprehensive textbook, tailored to meet the needs of MBA students studying retail management in India, contains detailed analysis of marketing management, market segmentation as well as product and brand management strategies. The text is fully supported by numerous examples and charts and diagrams.
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Chetan Bajaj is Director of Shri Bhagwan Mahavir Jain College of Engineering, Bangalore Rural. An alumni of the Indian Institute of Management Bangalore, he has over 28 years of experience in academics, industry, and consulting, which includes ley positions at Pricewater House, Apollo Tyres, and with the Kirloskar Group. He has published extensively in reputed journals and presented papers at international conferences. Rajnish Tuli Arya is Director, Marketing Science, at Millward Brown, India. Nidhi Varma Srivastava is Consultant, Marketing Science, at Millward Brown, India.
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