. Rajan Saxena is a well-known academician, and his book is a staple for MBA students in India, focusing on the application of marketing concepts within the Indian context.
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He stayed until the library lights flickered, signaling closing time. By the time he walked out into the humid night, he didn't just have a textbook in his bag; he had a strategy to turn his father’s shop into a brand. As Saxena wrote, the Indian market was a "dream for any marketer"—and Arjun was finally ready to start dreaming.
The book is generally structured to take the student from the macro-environment to specific strategic tools. Below is the thematic breakdown usually found in the text:
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Typical chapter themes