A Case on Kingfisher- Air Deccan Merger: The Marriage of Convenience

This case study is a sequel of the case titled, ‘The First Low Cost Carrier of India’ written by the present author in the year 2006, when the homegrown airline Air Deccan was at its zenith and was becoming a game changer of the Aviation sector in India. Started in 2003, Air Deccan brought a revolution in air travel, making air travel in India an affordable proposition for the common man. However, in 2007, the airline nose dived and Captain Gopinath, its CEO, had to succumb to the consolidation proposed by Dr. Vijay Mallya of the Kingfisher Airline group. This study is ,therefore, an attempt to elucidate the strategic moves made by the acquirer - Vijay Mallya to restructure and reposition the erstwhile Air Deccan into a new combined entity - Kingfisher Red. Furthermore, as the merger story unfolds, it brings out the truism of consolidation - that one man's gain is another man's loss.

Key Words –Merger, strategic alliances, takeovers, restructuring, Low Cost Carrier (LCC), flying models

REFERENCES
1) Mergers are called amalgamations, while Takeovers are acquisition of a part of equity capital of a company that enables the acquirer to exercise control over the affairs of the company.
2 ) Aviation Consolidation Looming In India : Outlook 2007, Report released , March 7, 2007, accessed on January 10, 2011, www.centreforavaiation.com.
3 ) Eleventh Annual Report 2005-06 , Deccan Aviation Limited , p. 2.
4) Twelfth Annual Report 2005-06 , Deccan Aviation Limited ,p.27, First in first out , Bhupesh Bhandari, July 30, 2010 , Business Standard, p.27.
5) Kingfisher to merge with Air Deccan , Business Standard , Dec 20, 2007 .
6) "Now, Three-Year-Old Airlines Can Fly Abroad,” The Economic Times, http://ibef.org, December 14, 2006.
7) Thirteenth Annual report ,2007-08, Deccan Aviation Limited.
8) Annual financial reports , http://www.flykingfisher.com/investor-relations/information-packs, accessed on January 10, 2011.
9) Aviation consolidation looming in India : Outlook 2007, Report released , March 7, 2007 , accessed on January 10, 2011 www.centreforavaiation.com.
10) E - Conference 2007 - Issue 6, "Interview with Girish Shah - Marketing head, Kingfisher Airlines Limited", accessed on January 5, 2011 www.airlineinformation.org/publications/Issue6_shah_kingfisher.html.
11) Pummy Kaul (2007),' Flying in formation', Outlook Business, September 20, 2007.
12) Rajiv Fernando, Surekha Pothraju, (2006), "Kingfisher Airlines - The 'Funliner' experience", accessed on January 5,2011, www.icmrindia.org
13) Business world , Issue - June 2007 , “An interview with Vijay Mallya: Sultan of Skies”, p. 2.
14) Annual report 2007-08 , Kingfisher Airlines Limited , p. 5.
15) "Kingfisher-Air Deccan: Different, Yet Similar,” The Hindu Business Line, June 01, 2007.
16) Media center, 23 February, 2010 accessed on January 5, 2011 www.flykingfisher.com.
17) Ill-treatment of Air Deccan pains me, says Capt Gopinath, Business standard , Press Trust Of India , Jan 16,2010.
18) Annual Report of Kingfisher, 2009-10.
19) www.flykingfisher.com, Media center ," India's Kingfisher set to join one world alliance ", 23 February 2010 accessed on January 5,2011.
20) Venkoba Rao (2008), Measuring Customer Satisfaction in Indian Low Cost Air Carriers, Indian Journal of Marketing, Volume XXXVIII, Number 1, pp. 8-14.

Subrabhi Goyal
Associate Professor,
IILM Institute for Higher Education,
Lodi Road, New Delhi
 surabhi.goyal@iilm.edu

Prantik Ray
Professor,
XLRI, Jamshedpur
prantik@xlri.ac.in
 

Leisure, Social Networking And Mass Media: The Evolving Confluence

Leisure is a versatile term; studies over the years have tried to define the term “leisure”. It is clear from all the work undertaken that leisure is an “activity” and over the years, the nature of this activity has changed tremendously. Technology, and especially Information Communication Technology (ICT), has bought about a paradigm shift in leisure activities. Today, social networking has become the most important leisure activity also leveraging on other aspects like business, social causes to name a few. Social networking is getting to become one of the most popular mass media tools ever. The cost involved in reaching out to a focused target group amounts to nothing while bringing in the required ‘action’ and ‘reaction’. Specific and focused lines of interest, congruence of peers, depth of expertise, spanning beyond time zones and geographic boundaries makes social networking gain an edge over the conventional mass media. Propagandas, which were spread through public speaking and personal charisma, can be done through social-networking today. Thus, social networking has taken over as an effective mass communication platform, blurring the significance of not only newspapers and televisions, but also personal propaganda.
Key Words: Leisure, Social networking, Mass media, sustainable development.

REFERENCES

1) Anonymous, 2010 “Social networking, smart Phones Boon for Health Care” Jan 29, 2010 www.KhaleejTimes .com, accessed on January 2, 2011.
2) Anonymous, 2010 “Research and Market: Essential Social Networking Webinar for Sales Executives- Understanding how twitter, face book, Linkedin and other sites can be used as valuable tools for your company” Business Wire, Jan 12, 2010, accessed on January 3, 2011.
3) Amy Bounds Mc Clatchy, 2010 “Centaurus officer Wendy uses Facebook to connect with teens”, Tribune Business News, Jan 25, 2010, accessed on January 2, 2011.
4) Choi Sook Hee (2009) “Leisure activities of Korean Employees Samsung Economic Research” Thesis, Institute Sungkyunkwan University's Survey Research Center, pp.95-100.
5) Christakis N A (2008) “Social Networking are Like the Eye” (J. Brockman, Ed) . www.edge.org/documens/archive / edge238.html.retrieved on Nov 22, 2010.
6) David Scott, Fern K Willits (1998) “Adolescent and Adult Leisure Patterns: A Reassessment”, Journal of Leisure Research, 30 (3), pp. 319-312.
7) Elke Zeijl, Yolandate Poel, Manuladu Bois-Reymond, Janita Ravesloot (2000), Journal of Leisure Research ,32(3) ,pp. 281-302.
8) Garton AF, Pratt C (1987) “Participation and Interest in Leisure activities by adolescent School Children”. Journal of Adolescence ,10, pp. 341-351.
9) Meurs, Hanks and Nelly Kalfs (2000) “Leisure &Vacation: A forgotten travel market? Report of the Hundred and Eleven Round Table on Transportation Economics on Transport & Leisure”. European Conference of Ministers of Transport, Paris.
10) “Media use by teens, tweens hits 53 hours a week” Jan 20, 2010 Bonnie, Miller Rubin, Mc Clatchy www. Chicago Tribune.com, accessed on January 2,2011.
11) Narayana Madhavan (2008) “Face book networks for a social cause” www. Hindustan Times.com accessed on Aug 30, 2010.
12) Nielsen/networkings 2006.(www.nielsen online.com/pr/pr-060511.pdf) accessed on January 2,2011.
13) Overs,R. PS, Taylor E Cassell, & M.Chernov (1997) “Avocational Counseling for the elderly Susses WI”: Avocational Counseling Research Inc.
14) Passmore Anne and Davina French ( 2001) “Development and Administration of a Measure to Assess Adolescent Participation in Leisure Activities”. Adolescence , 36(141), pp. 67-75.
15) Patricia L. Mokhtarian, Ilan Salomon and Susan L. Handyn (2004) ,“A Taxonomy of Leisure Activities: The Role of ICT”, PhD thesis .
16) Sebnem Cilesiz (2009) “Educational Computer Use in Leisure Context: A phenomenological study of Adolescent's Experiences at Internet Café's”. American Educational Research Journal, 46 (1) , pp. 232-275.
17) Siks Zentmihayli M and Lanon R (1984),Being Adolescent, Basic Book, New York:.
18) Suzy Bauch Leilanihan (2006), Social networking sites ranked to retain rate, April 2006.
19) Tinsley, Howard E A, Janise A. Hinnson, Diane J. Tinsley and Mary S. Holt (1993) Attributes of Leisure and Work Experience, Journal of Counseling Psychology, 40 (4), pp. 447-455.
20) Godwin Doborah D Young People's Leisure and Lifestyles, The Journal of Consumer Affair, 30(1), pp. 260-263.
21) “You've got a friend Chris Miller”, Aftermarket Business, 2009, 119 (12), pp. 6-9.
22) Xiangdong Yin (2006), Journal of family and Economic Issues, 26 (1), pp. 175-182.

Dr. Satya S.
Professor
Acharya Institute of Technology
Bangalore,Karnataka
ss.manuscript@gmail.com

Effectiveness Of FMCG Distribution Channels With Respect To Satisfaction Of Consumers In Rural Markets

Distribution is the most important variable in the marketing plans of most consumer goods manufacturers. It is estimated that there are over a million market intermediaries – distributors, super-stockists, wholesalers, stockists, transporters and retailers – who are involved in the distribution of a variety of consumer goods all over the country. This study focuses on the effectiveness of FMCG distribution channels with respect to the satisfaction of consumers in the rural market. Two companies - Hindustan Unilever Limited (HUL), and Godrej Consumer Products Limited (GODREJ), which are pioneers in Fast Moving Consumer Goods (FMCG) in the rural market were selected to study their distribution channels in 2 rural districts of Maharashtra. Two different questionnaires were designed – one for channel members, and the other for rural consumers. Results revealed that there are two distinct segments of consumers in the rural markets. One set who cannot read, write or understand with ease. They do not buy branded products. They have their own method of identification of products and communication with the retailers. Rarely do they purchase branded packaged goods. The other set was the slightly educated ones, who bought branded products and demanded range in products. The study also revealed that there were limited stocks of products at village retailers; hence, customers had to wait for some days. So, it compelled them to travel outside their villages to meet their demands. The effectiveness of FMCG distribution channels in rural markets depended upon the satisfaction of the rural customers. Since there was either poor quality or prevalence of duplicate brands in the rural market, rural customers were not getting good quality and authentic brands in the rural market of Sangli and Kolhapur districts. Hence, it was proved that the existing FMCG Channels of Distribution in Rural Maharashtra did not serve the customers well. This research was done during January 2009 and December 2009.
Keywords: FMCG Distribution channels, Effectiveness, Rural marketing, Rural consumer behaviour.

REFERENCES
1. Bhattacharya K. (2007). “Rural Marketing in India Problems, Prospects and Emerging Dimensions”, Marketing Mastermind, pp. 32 - 43.
2. Kashyap P. (1995), “National Study of Haats and Melas”.
3. Kucuk, SU. (2008), “Can Distribution Explain Double Jeopardy Patterns?” International Journal of Retail and Distribution Management, Vol 36, Issue 5, pp. 409-425.
4. Maharashtra Human Development Report, 2001, Government of Maharashtra, Mumbai, accessed on September 5, 2010 http://hetv.org/india/mh/hdr/index.html.
5. Mansharamani, A., Budhwar, R. and Kaushal, P. “Upgrading Rural Customers to Branded Products” , www.brandpapers.com accessed on March 3, 2007.
6. Narus, J., and Anderson J. (1996), “Rethinking Distribution: Adaptive Channels”, Harvard Business Review Article, Product No 96409, 1996. Retrieved March 5, 2009, from Emerald database.
7. Prahalad, CK. (Jan 2010) “Nobodies the New Somebodies”, Economic Times, p. 29.
8. Sarangpani, A, and Mamatha T. (2008). “Rural Consumer Behavior with Regard to Selected FMCGs Consumption Patterns and Brand Usage: A Study”, The ICFAI University Journal of Brand Management, Vol. V, No 3, pp. 22-61.
9. Sastry B. and Mohan S. (2007). “India's Rural Market A Growing Business Opportunity”, Marketing Mastermind, pp. 16-19.
10. Velayudhan, SK (2002), “Rural Marketing: Targeting the Non-urban Customer”, Response Books, New Delhi, pp. 142-143.

Pravin Kumar Bhoyar
Assistant Professor
Symbiosis Institute of Management Studies, Pun,
pravink@sims.edu

Dr. Asha Nagendra
Director
Symbiosis International University
Noida,Uttar Pradesh
 ashanagendra9@gmail.com

Kaira District Cooperative Milk Producers' Union Limited, also known as ‘Amul dairy’ sold milk powder and butter in the regional market of Gujarat and Bombay way back in 1955 under the brand name ‘Amul’. The brand revolved around Amul butter for brand awareness and brand equity. It soon transformed from a single product brand to a family brand. GCMMF in 1973 acquired the right to manage Amul brand for trade purposes, selling various milk and milk based food products in the pan India market under the Amul brand. Due to high brand equity, Amul brand became the No. 1 food brand of India. Amul brand crossed the Indian shore and also emerged as the No. 1 brand in the Asia Pacific market. This way, Amul travelled a long journey from its status of being a regional brand to an international brand. This paper strives to trace the attributes and process of transformation of Amul from being a regional brand to an international brand.
Keyword: Brand awareness, Brand equity, International brand

REFERENCES
1) Aaker, D.A. (1991), Managing Brand Equity, The Free Press, New York, p.7, p. 39, p.61, and p.110.
2) Aaker, D. A. (1991, a), Managing Brand Equity, Free Press New York; p. 15.
3) Ambler, Tim (1995), “Brand Equity as a Relational Concept,” Journal of Brand Management, Vol. 2 (6), pp. 386-395.
4) Chernatony, L. and McDonald, M. (1998), Creating Powerful Brands, 2nd ed., Butterworth-Heinemann, Oxford.
5) Kapferer, J.N. (2004), “Brand NEW world, brand equity” published in The Economic Times, June 30, Mumbai, p. 7.
6) Keller, K.L. (2008), Strategic Brand Management Building, Measuring, and Managing Brand Equity, Dorling Kindersley (India) Pvt. Ltd., pp. 162-165.
7) Keller, K.L. (2009), Strategic brand Management Building, Measuring, and Managing Brand Equity, Dorling Kindersley (India) Pvt. Ltd., pp.70-71.
8) Srivastava Rajendra K. and Shocker, Allan D. (1991) 'Brand Equity: A Perspective on its Meaning and Measurement’, Working Paper No. 91-124, Marketing Science Institute, Cambridge, Mass.
9) Times of India (ToI 2009) 24 June 2009, Ahmedabad Edition, p. 5.
10) Weilbacher, W.M. (1995), Brand Marketing, NTC Business Books, Chicago, IL, p. 4.

Dr. A. K. Asthana
Regional Director
Udaybhansinhji Regional Institute of Cooperative Management
Gandhinagar,Gujarat
dearasthana@gmail.com

The term ‘Recession’ seems to be on everyone’s mind. Though the layman may not necessarily know how to define ‘recession’ on technical lines, its effects are apparent to all in terms of job losses, falling production and consumption. Recession also takes its toll on consumer consumption, both in terms of purchase quality and kind. This paper studies the impact of recession driven changes in consumption, keeping in mind two particular product categories.

Key Words: Recession, Consumption, Purchase Quantum, Brand Switching, Product Category

REFERENCES

1. Bass, Frank, M. (1974), “The theory of Stochastic Reference and Brand switching”, The Journal of Marketing Research, Vol.11, Issue 1, Feb, pp.1-20.
2. Blattberg, Robert, C., and Sen, S. (1975), “Market Segments and Stochastic Brand Choice Models”, Journal of Marketing Research, Vol.13, Issue 1, Feb, pp.34-35.
3. Claessens, S., Kose, A.K., and Terrones, E.M. (2008); 'What Happens During Recessions, Crunches and Busts?' IMF Working Paper # WP/08/274, pp.8-13.
4. Egol, M., Clyde, M., Rangan, K., and Sanderson, R. (2009), “The New Consumer Frugality: Adapting to the Enduring Shift in U.S. Consumer Spending and Behavior”, Survey of Consumer Spending, Booz & Company Inc. Chicago U.S, pp. 2-9.
5. Ehrenberg, A.S.C. (1972), 'Repeat-Buying: Theory and Applications', North-Holland Publications Co., Amsterdam, pp.15-24.
6. Equality & Human Rights Commission (2009), 'Monitoring the impact of the recession on various demographic groups', Report, pp.12-14.
7. Fix, Michael, Papademetriou, D.G., Batalova, J., Terrazas, A., Yi-Ying Lin, Serena, and Mittelstadt, M. (2009), 'Migration and the Global Recession', © 2009 Migration Policy Institute, Washington DC. A Report commissioned by the BBC World Service, pp.7-12.
8. Kala, S. (2011) “Global recession and its impact on Indian Financial markets” accessed on 20th October, 2011 http://sector-view.com .
9. Opinion Research Corporation's (ORC) first annual survey report on 'Cell phones and economic trends' for New Millennium Research Council (NMRC), Washington, DC, pp.6-10.
10. Leadbeater, C., Meadway, J., Harris, M., Crowley, T., Mahroum, S., and Poirson, B. (2008), 'Attacking the recession, how innovation can fight the downturn', Discussion paper # AR/1, NESTA, London. pp.1-12.
11. Quelch, J. (2008), 'Marketing Your Way through a Recession', HBS Working Knowledge Series, published by Harvard Business school, U.S, p.1.
12. Rainie, L. and Smith, A. (2009) 'The Internet and the Recession', Pew Internet & American Life Project, Washington, D.C, pp.3-19.
13. Shankar, A. (2009), 'Global crisis, India and Agriculture'. Convocation address at Rajasthan Agriculture University, accessed on October 20th 2011 http://www.corecentre.co.in/Database/Docs/DocFiles/crisis_agriculture.pdf .
14. Shopping Habits Report 2009, “How the recession has impacted consumer shopping habits”, International Council of Shopping Centers (ICSC), New York, pp.5-12.
15. TUC report (2009), 'Women and Recession: 'How will this recession affect women at work?' , Trades Union Congress, London , pp.5-9.
16. Troy, Mich. (March 8, 2010), 'Employee loyalty rises during global economic recession', Kelly international workforce survey report, Kelly Services, Shanghai, China, pp.1-6 .
17. World Bank - East Asia and Pacific update for the East Asia and pacific region (2009), 'Battling the forces of recession', pp.9-14. accessed on October 20th 2011 http://siteresources.worldbank.org/INTEAPHALFYEARLYUPDATE/Resources/550192-1238574864269/5976918-1239010682147/update_april09_fullreport.pdf

Ray Titus
Area Chairperson & Professor – Marketing
Alliance University, School of Business Bangalore
Karnataka.
ray.titus@alliance.edu.in
raytitus@gmail.com

Pester Power: The Strategic Use of Child Model In Advertising

Modern advertising is more of a psychological process. It has become the most convenient route to reach the consumer’s mind. Modern advertisements use children to give an emotional undertone to the products, suggesting the audience an element of familiarity. This trend is compatible with the changes occurring in the traditional family structure because of the forces of globalization. The modern family has become child-centric in its lifestyle. The pester power of children is well-acknowledged by marketers. Companies across categories like healthcare, personal care, newspapers and even computers have realized that the best way to enter homes is through children. Furthermore, it is the best way to hook a customer early in his life or to catch-them young. Now- a- days, advertisers are using psychoanalytical techniques to influence consumer’s mind, which is known as psychographics or ‘life-style’ approach to selling. From the ethical point of view too, there is no harm in doing so, unless and until they are not harming the sentiment and economic infrastructure of the family.
In this paper, the arguments that can be put forward are that the use of child models in modern advertising has indeed become a very effective tool to influence the consumers as well as to sell the products. And if used effectively and ethically, it can work wonders for the advertisers. The methodology used for the research was content analysis of the products, sample survey through a close ended questionnaire, and interviews of different persons.

Key words: Advertising, child model, psychological process, pester power, ego-satisfaction, psychographic, long-term relationship marketing, catch them young, brand positioning, brand loyalty

REFERENCES
1. Barrie Gunter, Oats Caroline & Mark Blades (2005), Advertising To Children On TV: Content, Impact And Regulation, University of Sheffield, United Kingdom, Lawrence Erlbaum Associates. pp. 154-174.
2. Anderson, R. (1995). Consumer Culture and T.V. Programming, Boulder: Colorado Westview. pp. 55-75.
3. Arens F. Williams (1998) , Contemporary Advertising, McGraw-Hills Companies, USA. Chapter-1, pp. 4-21.
4. Barrie Gunter and Jill McAlleer ( 1997), Children And Television , Routledge, London.
5. Belson, W. (1978), Televisions Violence and the Adolescent Boy, Hampshire, England, Saxon House. pp. 124-135.
6. Bierley Sean (1995), The Advertising Handbook, Routledge, London.
7. Borzekowski DL, Robinson T.N. (2001), The 30-second Effect: An Experiment Revealing The Impact Of Television Commercials On Food Preferences Of Preschoolers. J Am Diet Assoc.: pp. 42 - 46.
8. Chunawalia & Sethia ( 2009), Foundation of Advertising Theory and Practice, Himalaya Publishing House, India. pp. 46-76.
9. Donnerstein E (2002) The Internet. In: Strasburger VC, Wilson BJ, eds., Children, Adolescents, and the Media. Thousand Oaks, CA: Sage; pp. 301 - 321.
10. Jefkins Frank (1982), Advertising Made Simple, Heinemann Ltd. UK.
11. Karin M. Ekstrom & Birgitte Tufte. Sweden Children, eds. 2007, Media And Consumption On The Front Edge : Nordicom (Yearbook 2007).
12. Kunkel D, Gantz W., (1991), Television Advertising to Children: Message Content in 1990 - Report to the Children's Advertising Review Unit of the National Advertising Division, Council of Better Business Bureaus. Bloomington, IN: Indiana University; USA.
13. Kunkel D. (2001), Children And Television Advertising. Singer DG, Singer JL, eds. Handbook of Children and the Media. Thousand Oaks, CA: Sage; pp. 375- 393.
14. Lee Monle, Johnson Carla ( 2007), Principles Of Advertising- A Global Perspective, Viva books private limited, New Delhi. pp. 107-123.
15. Macklin MC, Carlson L, and eds (1999), Advertising To Children: Concepts And Controversies. Thousand Oaks, CA: Sage. USA.
16. Mathur Navin, (1986), Advertising & Consumer Reaction, DK Publishers Distributers, India. pp. 47-56.
17. Strasburger VC, (2001) Children And TV Advertising: Nowhere To Run, Nowhere To Hide. J Dev Behav Pediatr.; pp. 185 - 187.
18. Unnikrishnan Namita & Bajpai Shailaja (1996), The Impact Of Television Advertising On Children, Sage Publications India. Chapter 3, 6, 12.
19. Victor C. Strasburger & Barbara J. Wilson ( 2002), Children Adolescents & The Media, Thousand Oaks, London & New Delhi: SAGE, pp. 165-174.
20. Walter Dill Scott ( 2009), The Psychology Of Advertising In Theory & Practice, General Books, USA. pp. 57-64.

Srabani Roy Maiti
Lecturer
Journalism and Mass Communication
Kolkata, West Bengal.
 rsrabani1@gmail.com

A Study Of Consumer Perception On The Use Of E-Technology In The Retail Banking Sector: A Comparative Study Of Public Sector And Private Sector Banks

In the new millennium, the growth of the Internet & commerce is changing everyday, so all the banking transactions also need to be performed electronically, i.e. whether it is to pay bills, transfer your funds, to check balance, to get advice or to apply for loans. On the other side, technology is popular because of less cost of operation, increase in banking habits & number of transactions, lack of time with customers, improvement in customer services, etc. However, individual differences, computer literacy, personality and demographic variables reflect the users' intention to adopt E-banking. Hence, there is a need to fill this gap that though e-technology is provided by the bank, whether it is used effectively by customers? Why some people have not accepted the technology fully, though it provides many advantages to banking customers? This research paper attempts to fill this gap of perceived usefulness & perceived ease of use, by identifying various factors, which will increase the usage of technology among the customers in India.

REFERENCES
BOOKS
1. Arora Sangeeta (2005), Marketing Of Financial Services, Deep & Deep publications, New Delhi, pp.1-22.
2. Joshi V.C., Joshi V.V.(2009), Managing Indian Banks- The Challenges Ahead, SAGE publications India Pvt. ltd., New Delhi, pp.107-120.
3. Kulkarni R.V., Desai B.L.(2004), Knowledge-based Systems In Banking Sector, New century Publications, New Delhi, pp.21-51.
4. Ramakrishna G., Rao Venugopal K. (2008), Performance Of Public Sector Banks After Reforms, Serials Publications, New Delhi, pp.169-221.
5. Uppal R.K., Jha N.K. (2008), “Online Banking In India”, Anmol Publications, New Delhi, pp. 1-23.
6. Verma H.L., Malhotra A.K.(1993), Funds Management in Commercial Banks, Deep & Deep Publications, New Delhi, pp.1-23.
BOOKS (EDITED)
7. Jain Ravikumar B., D.Satish (2007), “IT@ Financial Services”, The ICFAI University Press, pp.9-25.
8. Uppal R.K., Mishra B.(2009), “Modern banking in India”, New century Publications, New Delhi, pp.35-55.
9. Uppal R.K.(2008), “Banking with technology”, New century Publications, New Delhi, pp.105-139.
10. Uppal R.K., Kaur Rimpi (2007), “Banking in new millennium”, Mahamaya Publications, New Delhi, pp.297-327.
11. Uppal R.K.(2008), “Challenges & Opportunities for Indian banks”, Mahamaya Publications, New Delhi, pp.51-81.
12. Verma S.B., Gupta S.K., Sharma M.K. (2007), “E-Banking and development of banks”, Deep & Deep Publications, New Delhi, pp. 3-54.
13. Vijayakumar A.(2009), “Banking microfinance & self help groups in India”, New Century Publications, New Delhi, pp.12-33.
JOURNAL ARTICLES
14. Bhasin T.M. (2001), “E-Commerce in Indian Banking”, IBA Bulletin, Vol.XXIII, Nos.4 & 5, pp.18-33.
15. Geetika, Tanuj Nandan, Upadhyay Ashwini (2008), “Internet banking India-Issues and Prospects”, ICFAI Journal of Bank Management, Vol.VII (2), p.47.
16. Levesque T. & McDougall G.H.C.(1996), “Determinants of customer satisfaction in Retail Banking”, International Journal of Bank Marketing, Vol 14, No 7, pp. 12-20.
17. Meuter M.L., Ostrom A.L., Round tree R.L., Bitner M.J. (2000), “Self service Technologies: Understanding customer satisfaction with Tech-based service encounter”, Journal of Marketing, Vol 64, No 3, pp. 50-64.
18. Singh Prashant (2010), “Banking on the move is the new mantra”, 4P's Business & Marketing, p.63.
WEBSITES
19. http:// www.bulletin.rbi.org.in, accessed on May 10, 2011.
20. http://www.statebankofindia.com, accessed on May 10, 2011.
21. http://www.hdfcbank.com, accessed on May 10, 2011.

Aashish Shashikant Jani
Assistant Professor In Department Of Commerce,Smt.M.M.K. College Of Commerce & Economics
Mumbai
aashishjani81@yahoo.com

Book Review: Rural Marketing: Text and Cases

Book: Rural Marketing: Text and Cases
Author(s): C.S.G. Krishnamacharyulu & Lalitha Ramakrishnan
Publisher: Pearson Education
Edition: Second ISBN: 978-81-317-3263-2
Price: INR 399.00
Pages: 608 pages
Binding: Paperback

The book provides specific reasons for the growing importance of rural markets and defines some key relevant concepts. It focuses on all the important components of rural marketing such as opportunities in rural marketing, understanding the rural economy, consumer behavior, selecting and attracting markets, understanding on strategic approach on marketing-mix 4P’s, marketing of consumer products, agri-products, rural industry products and social marketing in rural society. The book holds various strategic and managerial implications for marketers, and researchers engaged/interested in India's vast rural market. The book is divided into six parts, which encompasses eighteen chapters to elaborate all such details.

Sandeep Agarwal
Associate Dean
Mangalmay Institute of Management Studies (MIMS)
Greater Noida
faculty.mktg@gmail.com

Editor

Indian Journal of Marketing

Y-21, Hauz Khas, New Delhi - 110016

Telephone: 91-011-42654857,91-011-32547238

Email: editor@indianjournalofmarketing.com