Fundamentals of Marketing Management

(Late) Professor S.A. Sherlekar was Professor and Head of the Department of Business Management in R.A. Podar College of Commerce and Economics, Matunga, Mumbai. He was a brilliant academician and held Masters Degrees in Arts and Commerce. He wrote the first book on Marketing Management in the year 1981 when there was hardly any other Indian books on Marketing Management. Since then, the title has gone through successful revised editions and reprints showing the popularity of the book. His other books include "Principles of Business Management", "Modern Business Organisation and Management", "Global Marketing Management" and "Management - Value Oriented Holistic Approach".

R. Krishnamoorthy has over twenty-five years of professional experience in Sales / Marketing and ten years in HR. He was National Sales Manager at Sandoz Agro and General Manager (HR) at Syngenta Crop Protection. He has written twenty-five articles on Sales, Marketing and HR, two reference books on "Introduction to Rural Marketing" and "Personal Selling and Sales Management" and two text books on HR. Further, he has revised the popular book on "Marketing Management" written by (Late) Professor S.A. Sherlekar. A Graduate in Agriculture, he holds a Masters Degree in Marketing Management and a Post-Graduate Diploma in HR. At present, he is engaged in writing and teaching in Management Institutes in Mumbai.