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How well do the classical western models of marketing management — such as the 4Ps framework of Philip Kotler (Product-Price-Positioning-Promotion) or the STP framework (Segmentation-Targeting-Positioning) — fit the Indian market? Is our country too different from western markets? What do the product successes and failures of India’s most prominent companies teach marketers about the Indian market?
Trupti and Arvind Bhandari seek to address these and other questions in Pragmarketism – Pragmatic Marketing Insights For Winning Indian Consumers. The authors have 45 years of marketing experience between them. Trupti has been associated with Reckitt Benckiser, Pfizer, Bausch & Lomb and GSK Consumer
