DHARANA - Bhavan's International Journal of Business

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The book under review has undergone a major reformation by its fifth edition published in 2013. Theodore Levitt in his 1990 foreword to the first edition has described this book as of “Immense Detail” written in “The Indian Context” and has opined that it has rightly recognized the need for aligning marketing teaching with the “Stage of development of Markets and Countries”. Even after fifth edition, the book is updated and fits into the classical remarks of Levitt. The book has nine parts divided into 31 chapters covering about 800 pages. The new avatar of the book has made it more attractive followed by richness in content and expansion of the perspectives on marketing in the changing context.
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