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Emerging Trends in Indian Marketing in the 90s
Edited by : S.C. Sahoo & P.K. Sinha;
Hard bound book;  Pages : 192
1991 Edition; ISBN - 81-7188-060-6
Price : Rs. 395.00 ; US $ 35.00
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About The Book :

India is Steadily heading towards the 21st century. The dimensions of marketing are sure to change.
Consumer awareness is increasing and posing new challenges to the industry. Quality and after-sale service are likely to be given more emphasis by the manufacturers. Service sector is also adopting market-focused approach. The rural market is going through transition and has become the latest find of the marketers. Therefore, a lot of changes are expected to take place both in the domestic as well as world markets. In this context, the contents of this book become more relevant and useful.
Emerging Trends in India Marketing has following major features : 
It covers all major areas where changes are foreseen.
Each contributor has concentrated on one aspect of the main theme and has visualised the trends, implications and marketing strategies.
A summary in the form of an abstract precedes each article. 
This book is intended to be used both by students and practitioners of marketing management. It may also serve as a reference book for Management Development Programmes of management institutes, universities and other training centres. Eleven management & marketing scholars / experts have contributed to this edited volume which examines the following aspects in 14 chapters :
Future Marketing : dimensions of 1990s Indian Markets; Consumerism : challenges & tasks for Nineties; Rural Market : growth and challenge; Rural Consuming Systems : evolving & emerging; Export Markets : emerging trends; Small-scale Industries : export marketing; Marketing Research : new emerging trends; Mass Communication : the role of; Promotion : new emerging trends; Pop Display : wooing Shelf Area : Strategies for future; Bank Marketing : challenges for Nineties; Conserver Marketing for sustainable development; Ecological Perspectives of marketing in the 1990s; New Horizons in Marketing.

This subject is of great importance. I am, therefore, glad that this publication has been brought out as a contribution to management thought and interest in the country.

Prakash Tandon,
National Council of Applied Economic Research.

The Decade of the eighties has witnessed a revolution in the Indian market. The growth of an affluent urban population, estimated to be no less than 180 million, has led to complex patterns of development that provide material for a fascinating study. Emerging Trends in Indian Marketing is a pioneering effort in scanning these aspects, and probing the implications towards developing a complete understanding of the situation." Here is an exciting study of an enticing subject, edited with rare care."

Rangan Chakravarty,
Sr. Creative Director,
Clarion Advertising.



1. Dimensions of Future Marketing
Atul Parvatiyar
Xavier Labour Relations Institute (XLRI), Jamshedpur.
2. Indian Markets 1990s
P.K. Sinha
Xavier Institute of Management, Bhubaneswar.
3. Towards New Horizons In Marketing
Khokan Mookerji
General Manager, (Marketing Services), ITC Limited, Calcutta.
4. Consumerism : Challenges and Tasks for 90s
S.C. Sahoo
Department of Business Administration, Berhampur University.
5. The Growth & Challenge of Rural Market
S.K. Patro
Department of Business Administration, Berhampur University.
6. India's Emerging Consumer Markets : Relevance of the Evolving Rural Consuming Systems
V. Mukunda Das
Institute of Rural Management, Anand, Gujarat.
7. Emerging Trends in India's Export Markets
S.C. Sahoo
Department of Business Administration, Berhampur University.
8. The Strategic Mode of Export Marketing for Small Scale Industries
Mohan L. Agrawal
Xavier Labour Relations Institute (XLRI), Jamshedpur.
9. Marketing Research -- Key to Success
P.K. Sinha
Xavier Institute of Management, Bhubaneswar.
10. Indian Consumer and the Role of Mass Communication
J.S. Giri Rao
Department of Journalism & Mass Comm., Berhampur University.
D. Panigrahi
Department of Business Administration, Berhampur University.
11. Emerging Trends in Promotion
S. Govindrajan
Xavier Institute of Management, Bhubaneswar.
12. Wooing Shelf Area for Pop Display Strategy for the Years to Come
P.K. Sinha
Xavier Institute of Management, Bhubaneswar.
13. Bank Marketing : Emerging Challenges for 90s
Ranjan Kumar Bal
Department of Business Administration, Utkal University.
14. Ecological Perspectives of Marketing in the 1990s : Conserver Marketing for Sustainable Development
Atul Parvatiyar
Xavier Labour Relations Institute (XLRI), Jamshedpur.


S.C. Sahoo :

(b. 1941) is Professor of Management, teaching at the Berhampur University, Berhampur, Orissa, India. He was, earlier, an Associate Professor in Marketing at the Xavier Institute of Management, Bhubaneswar. He received his Master's Degree in 1965 and Ph.D. in 1975 from Utkal University, India.
Beside publishing a number of research articles, Dr. Sahoo has, to his credit, two very popular books for the undergraduate students : (i) Groundwork of Salesmanship (Oriya) and (ii) Salesmanship, Sales Management and Advertising. While three of Prof. Sahoo's scholars have been awarded Ph.D. degree, seven are presently working under his guidance for Doctoral studies. Prof. Sahoo's areas of interest include Export Marketing Sales and Distribution management and Rural Marketing.

P.K. Sinha :

(b. 1960) is a Senior Faculty Member (Marketing) at the Indian Institute of Management, Bangalore. Formerly he was Associate professor at the Xavier Institute of Management, Bhubaneswar, in the area of Marketing. Dr. Sinha has a Doctorate in Marketing and offers courses on Service marketing & Sales and Distribution Management. His research articles have been published in various reputed journals in India.

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