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Authored by Prof Krishana K Havaladar (PGP 1971) and Prof Shailendra Dasari (PGP 1979)


In tune with the ever increasing digitalization of most of the marketing tasks and the advent of information technology and business analytics, the authors strove hard to make this edition very contemporary. The uniqueness of this book is demonstrated by including a separate chapter on Technology Enabled B2B marketing and another chapter on Marketing of Services for Business Markets, which none of the other books on Industrial Marketing has.


The focus throughout the book has been on outcome-based learning. A large number of practical examples and best practices included in the book make it easy for the students to correlate the concepts with the real-life situations. Some of the new concepts touched upon in this book are:

  • Marketing Relations vis-à-vis Relationship Marketing
  • 3Ps of Branding
  • Marketing of B2B solutions
  • Product Life Cycle Services
  • Pricing Strategies for Hybrid Solutions



AUTHOR: admin
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