DHARANA - Bhavan's International Journal of Business

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The present book under review is the 4th edition of the book published in 2009. The book has had 29 reprints since it was first published in 1990. The present book has the fortune of a foreword by Prof.Theodore Levitt. The foreword proved a front runner for the seminal book written by Dr.V.S.Ramaswamy and Ms.S.Namakumari. The present review is based on several readings by the reviewer since March’09.
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