Marketing is one of the most dynamic fields which decides success
or failure of the organization. The purpose of marketing is to
create a competitive advantage. The marketing firms that keep
prices as low as possible outperform those trying to sell more
expensive products. Liberalization, Globalization and privatization
(LPG) have led to major changes in the functioning of the companies
at the national and international level. This LPG era will not be
beneficial to all the organization. The growth and prosperity to
the country and company is possible with the adoption of new
management techniques, scanning of changing business environment
and up gradation of technology. These factors are leading to fierce
competition among all sized firms globally. Hence, due to increased
competition there is need to opt for appropriate strategies in the
marketing mix for the success of organization in area of marketing.
The book focuses on the marketing strategies of Small Indian firms
and impact of liberalization policies with various recommendations
to boost the industry.
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