Marketing in the New Millennium: 36 Trends That Will Change Business amJ Marketing by M J Xavier, 1999, New Delhi, Vikas, pp 264, Price: Rs 240.

Authors

• Prashant Mishra, Prestige Institute of Management and Research, Indore.

Document Type

Book Review

Abstract

The decade of the 90s was termed the decade of transformation for Indian business and industry. As the liberalisation phenomenon engulfed Indian organisations they encountered unprecedented challenges, both from within and without the country, to remain afloat in the marketplace: With the global economic order becoming a reality, several firms entered the Indian market, along with innovative and imaginative marketing mechanisms to attract consumers. The Indian marketplace was transformed by the arrival of new marketing philosophies and mechanisms. While the changes took place rapidly, academic
and analytical effort at studying the factors guiding these transformations and the issues related to managing these changes was late in coming.
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Recommended Citation

Mishra, Prashant (2000) "Marketing in the New Millennium: 36 Trends That Will Change Business amJ Marketing by M J Xavier, 1999, New Delhi, Vikas, pp 264, Price: Rs 240.," IIMB Management Review: Vol. 12: Iss. 3, Article 12.
Available at: https://research.iimb.ac.in/imr/vol12/iss3/12

Publication Date

9-1-2000

First Page

114

Last Page

115