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Book Title: Business Marketing Text and Cases Authors: Krishna K. Havaldar Edition: III-2010 ISBN 13: 978-0-07-008325-7 Pages: 536 Publisher Tata McGraw-Hills Education Private Ltd., New Delhi.
It was just over a decade ago that Business marketing (aka B to B Marketing or Industrial Marketing) started emerging as a distinct discipline, both in theory and practice, in the Indian business scenario. The subject has yet to find its place as a separate course in the curricula of a majority of Bschools in the country. Even in institutes where it is taught as a specific course, it is normally included among the électives. This is apparently the reason why one does not find many books on the subject, by Indian authors.
Among the few books of commendable standards that have been published in the country on the topic, Business Marketing by Prof. Krishna K. Havaldar is...