Ebook: Innovative Marketing Strategy: Balancing Commercial Goal and Corporate Social Responsibility

Management Schools in India have been doing a great job of management education, producing very good employable managers so crucially required to strengthen and take forward India`s development process. Unfortunately however, when it comes to research such institutions have been found wanting. It is in this context I am particularly happy that Lala Lajpatrai Institute of Management (LLIM) regularly holds Seminars and Conferences where experts and budding researchers get an opportunity to interact and present their thoughts on emerging challenges in the arena of management. The present collection represents the latest such efforts by the institute. The recent developments in India and the global economy have necessitated innovative marketing strategies which would balance the commercial goals and corporate social responsibility. This concern is clearly mirrored in the technical papers and addresses incorporated in the collection. As an academician and social scientist, I particularly laud and would like to record my deep sense of appreciation of the endeavour by LLIM not only for identifying such a relevant subject but also for highlighting such issues for further investigation.