ABSTRACT
This book is a celebration of the evolution of marketing decision-making in India over the past few decades. The volume comprises ten most influential papers that have had profound impact on marketing decision-making and provide structural insights into the development of marketing models and frameworks. The papers are carefully chosen from Indian Institute of Management Calcutta’s (IIMC) flagship journal Decision, which assembled some of the most rigorous scholarly work in the field of management since the 1960s. We believe that this volume serves as a building block to inspire young marketing scholars to advance the research agenda with the current challenges and trends in marketing.
