A book of case studies on market research, pre-purchase needs, segmentation strategies, sales promotion, cross selling, USP, Sales forecasting, delivery channels, customer interaction and CRM.

Dr. Rishikesh Padmanabhan is Professor at Department of
Management Studies, T. John Group of Institutions, Bangalore.
He holds an MBA from University of Kerala and M.A. Rural
Management, Post Graduate Diploma in Educational administration
and Supervision from Annamalai University, Post Graduate
Diploma in Market Research and Data Analytics from Mudra
Institute of Communications, Ahmedabad and Ph.D. from Vels
University, Chennai. He had contributed around 12 International
Publications and more than 14 publications in National refereed
journals. He has around 12 years of experience in Learning and
Development, Research, Teaching and Consulting. He is also an
active member of International Association Academicians and
Researchers, Indian Academicians and Researchers Association
and The Association of Indian Management Scholars.
Dr. K.S. Chandrasekar passed from BITS, Pilani with B.Pharm.
(Hons.) and MBA distinction and rank from School of Management
(BSMED), Bharathiar University, Coimbatore. He was the first
doctorate in Management from Alagappa University and obtained
Post Doctorate from Commonwealth Open University. He is
currently the Director of one of the seven best b-schools in the
university system, Institute of Management in Kerala (IMK),
University of Kerala (as per CSR 2009) and holding State Bank of
Travancore, Chair Professor in Management Incharge, University
of Kerala. He is also the Director, Centre for Management
Education and Entrepreneurship Development (C-MEE) and
Chairman, Board of Studies in Business Management, visiting
Professor, Commonwealth Open University, Spain and UK. He has
written three books in Marketing and 20 study materials. He has
published 12 international articles and 54 national articles. He was
the chairman in four international seminars including one at Sri
Lanka and presented research papers in 51 national seminars and
16 international seminars. He has successfully guided 12 research
scholars in obtaining Ph.D. in management studies and currently
he is guiding about 25 research scholars in various universities.

Professor