Globalisation and Marketing Management, , G.S. Batra, , R.C. Dangwal, Deep & Deep Publications Pvt. Ltd., 8176293644

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Globalisation and Marketing Management

G.S. Batra (Editor) R.C. Dangwal (Editor)

Synopsis Globalisation and Liberalisation is gaining growing attention as a strategy for survival, competition and growth. The limitations of national markets, the diversity and unevenness of resource endowments of different nations, complexity of technological developments, differences in the levels of development and demand patterns, differences in production costs and efficiencies, technological revolution in communication and other fields etc., mandate globalisation. The concept of marketing is a dynamic concept. It has changed altogether with the passage of time. Such changes have far reaching effects on production and distribution. With the rapid changes in tastes and preference of people, marketing management has to prepare for this challenge. Marketing management has to prepare for this challenge. Marketing as an instrument of measurement, gives scope in understanding the new demand patters and thereby produce and make available the goods accordingly. Marketing is the kingpin that sets the economy revolving. The marketing organization, more scientifically organized, makes the economy strong and stable, the lesser the stress on the marketing function, the weaker will be the economy. This book on Globalisation and Marketing Management contains papers on Marketing Management, practices, policies and emerging trends in global business. This volume will be of great use to all those interested in the study of Marketing Management practices and policies.

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About the authors

G.S. Batra

Dr. G.S. Batra, (MBA, M.Com, LL.B., Ph.D) is on the faculty of Punjab School of Management Studies, Punjabi University, Patiala. Dr. Batra is a versatile scholar. He has more than 40 research papers to his credit published in National and International Journals. His current areas of interest are: General Management, Finance, Accounting, Control System and Entrepreneurship Development. He has edited a global volume on Accounting Research. He was selected for the best research paper award by the Institute of Chartered Accountants and the Institute of Company Secretaries of India. His research papers in Accounting areas was considered to be an Excellent papers by Anbar Electronic Intelligence Service, U.K., 1997 which reviews top journals in the world. His paper on Environment Audit is on the internet for five years. Dr. Batra has been selected for the Young Researcher Award by the Indian Accounting Association for his outstanding contribution to the field of accounting. He is associated with conducting various Entrepreneurship Development Programmes. He has attended many seminars and conferences at National and International level. He is on the Guest Faculty of different business schools in the country. He is a member of several academic and professional bodies in the field of Management. He is Member of Editorial Board of Indian Management Studies journal being published by Punjab School of Management. His name has also been included in the international directory of Business Management Scholars by Harvard Business School Publishing, USA.

R.C. Dangwal

Dr. R.C. Dangwal, hold M.Com. and D. Phil. Degree from HNB Garhwal University, Srinagar (U.P.). He is on the faculty of Commerce and Management Studies of HNB Garhwal University, Srinagar (U.P.). His areas of interest are Financial Services and Markets, Entrepreneurship Development, Finance and New Innovations in Commerce and Business. He has more than 25 research papers to his credit published at the national and international level. He is the Principal Investigator of a UGC Major research project on Women Entrepreneurship. He is also working on another research project titled â€œPromoting Industrialisation in Uttrakhand Region-A study towards developing an economic growth modelâ€. He has written a research book titled Institutional Financing and Industrialisation. He has attended many National and International Seminars/Conferences. Recently he attended Asia-Pacific Conference on Accounting to Rio (Brazil) Organised by California State University, USA. He is a member of several academic and professional bodies in the field of Commerce and Business Management.

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