ISBN 9788131517086,Mktg: An Innovative Approach To Learning And Teaching Marketing

Mktg: An Innovative Approach To Learning And Teaching Marketing




South Western



South Western

Publication Year 2012

ISBN 9788131517086

ISBN-10 813151708X

Paper Back

Number of Pages 688 Pages
Language (English)


4LTR Press, a Cengage Learning product, is a widely acclaimed concept of learning with a simple approach-creating an innovative teaching and learning solution built around todays learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in South Asia to an innovative concept in management studies. Since the launch, 4LTR Press has helped more than 1,800,000 college students at over 2,000 schools succeed worldwide.

MKTG, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys and presents the content in a visually engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use marketing information to make business decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.

Key Features
Systematic and methodical manner of coverage of topics
Visually appealing presentation
Brief caselets from Indian businesses
Detailed case studies simulating real world corporate problems and dilemmas
Chapter review cards at the end of each chapter

Rich pedagogical features such as
key terms
learning objectives
chapter-end exercises
About the Author
Dheeraj Sharma is a faculty in Indian Institute of Management, Ahmedabad, India. Dr. Sharma earned his doctoral degree with major marketing and double minor in psychology and quantitative analysis from Louisiana Tech University, USA. He has taught and presented research at numerous education institutions in North America, Europe, and Asia. Dr. Sharma is past associate editor of Journal of Marketing Channels and past editor of the Academy of Marketing Science proceedings.

Sharma has over fifty publications in leading international journals, encyclopedias, books, and conference proceedings. Dr. Sharmas publications have appeared in Business and Society Review, European Journal of Marketing, International Journal of Emerging Markets, Journal of Consumer Marketing, Journal of Marketing Channels, Journal of Marketing Education, Journal of Personal Selling and Sales Management, Journal of Business Ethics, Journal of Business Research, Journal of Product and Brand Management, Marketing Management Journal among other prominent publications. Dr. Sharma has been involved in consulting projects and executive training with several multinational corporations and government ministries and his expert views have been cited in many major internationals newspapers and TV channels.