This case study is a sequel of the case titled, 'The First Low Cost Carrier of India' written by the present author in the year 2006, when the homegrown airline Air Deccan was at its zenith and was becoming a …

Leisure is a versatile term; studies over the years have tried to define the term "leisure". It is clear from all the work undertaken that leisure is an "activity" and over the years, the nature of this activity has changed …

Distribution is the most important variable in the marketing plans of most consumer goods manufacturers. It is estimated that there are over a million market intermediaries-distributors, super-stockists, wholesalers, stockists, transporters and retailers - who are involved in the distribution of …

Kaira District Cooperative Milk Producers' Union Limited, also known as 'Amul dairy' sold milk powder and butter in the regional market of Gujarat and Bombay way back in 1955 under the brand name 'Amul'. The brand revolved around Amul butter …

The term 'Recession' seems to be on everyone's mind. Though the layman may not necessarily know how to define 'recession' on technical lines, its effects are apparent to all in terms of job losses, falling production and consumption. Recession also …

Modern advertising is more of a psychological process. It has become the most convenient route to reach the consumer's mind. Modern advertisements use children to give an emotional undertone to the products, suggesting the audience an element of familiarity. This …

In the new millennium, the growth of the Internet & commerce is changing everyday, so all the banking transactions also need to be performed electronically, i.e. whether it is to pay bills, transfer your funds, to check balance, to get …

The book provides specific reasons for the growing importance of rural markets and defines some key relevant concepts. It focuses on all the important components of rural marketing such as opportunities in rural marketing, understanding the rural economy, consumer behavior, …