For

An Edited Book on “Emerging Trends in Marketing for Inclusive Growth”

Introduction Inclusive growth is broad- based. It is concerned with the Pro-poor growth, growth with equity. It is

aimed at poverty reduction, human development, health and provides opportunity to work and be

creative. The allocation of resources must be focused on the indented short and long term benefits and

economic linkages at large and not just equitable mathematically on some regional and population

criteria. The inclusiveness involves four attributes. They are Opportunity, capability, access and

security. The Opportunity attribute focuses on generating more and more opportunities to the people

and focuses on increasing their income. The significance of inclusive growth has always been accepted.

And the present day business faces challenges in terms of socially relevant responses, arising out of the

need for rapid changes in the pace of globalization, technology obsolescence and the supreme threat of

the environment. Increasingly businesses will have to stretch every rupee being spent since resources

too are depleting at a very fast pace. Currently, India remains a highly divided society, with some 30%

of the population below the poverty line and 40% illiterate. Inclusive growth is a challenge today, as it

will in good part determine the distribution of India’s population of an extra 500 million in the course

of the next decades. Earlier India’s growing rate was 3% and the population growth rate was 2% then

per capita income could double in every 45 years. However if India’s growing rate at present is

assumed to be 8% and population growth rate is suppressed to 1.5% then per capita income would

double in every 9 years. A prerequisite for this is the ability to understand the wide spectrum- ranging

from the huge base of the rural markets and the tech - savvy affluent consumer at the other end- along

which the consumer lies. The challenge for marketing therefore, arises from the disparity in responses

consumers expect from the business. Thus, marketing faces the challenge of communicating differently

with the customer, delivering adequate value and ensuring satisfaction after consumption.

Further, intense competition too, adds to the dynamics of the business and marketers increasingly find

that their competitive advantage will come not merely from fulfilling

customer expectations but also from sustainable practices and

adherence to ethical norms & corporate social responsibilities. This is

the time, when marketers require a deeper understanding of the

emerging trends taking place in marketing and managing new

dimensions to make their businesses successful. New paradigms in

marketing are already evident and some are in the pipeline.

Keeping this in mind, this book has been planned. This edited book

will focus not only on the emerging trends in the marketing area but

also focuses on some new concepts and theories of the marketing that

can be tested and practiced in the corporate world for inclusive growth . Papers based on empirical

research, experiences or promising ideas related to the book themes from all areas of marketing

management are invited for consideration to this edited volume/ book. In addition, any new / emerging

concept in the area of marketing management would be considered appropriate for this book.

Themes and Coverage

� Consumer behavior-Issues in rural and urban markets

� Environmental dynamics and marketing decision process

� Channel management: Challenges and prospects in the

emerging markets

� Pricing decisions in the era of dynamic customer demand

and bargaining power

� Branding & Promotional strategies

� New trend and strategy in organized retailing

� Marketing and public policies issues for sustainable

development

� Marketing strategies for Micro, Small and Medium

Enterprises

� Creating employment opportunities for economically weak

citizens

� Affordable products and services offerings through

innovation

� Customer Relationship Management and organizational

performance, governance, ethical values

� Any other topic related to the theme

Other Useful Guidelines:

� Authors are required to submit their full papers, not

exceeding 4000 words, by only electronic submission in

the form of a word file or PDF file as an e-mail attachment

to the editor at skymonirba@gmail.com.

� Authors should submit only original manuscripts for

consideration for review and publication for the edited

volume/book. The authors should ensure that the article

has not been submitted nor published elsewhere and they

are also required to fill the copyright form send by us.

� Manuscripts should be written in clear, concise and grammatically correct language. The entire

manuscript, including references, should be typed single spaced and all pages should be

numbered consecutively.

Key Dates and Publication Details:

The book is to be published by a reputed

/ leading publisher.

Submission of Abstracts

25 March 2011

Communication of Acceptance of

Abstracts

31 March 2011

Submission of Final Paper

15 April 2011

Communication of Acceptance of Final

Paper

21 April 2011

� Leave one line space between two paragraphs.

� Manuscript headings should be divided into two main and sub headings. Main heading should

be in capital with font size 14 & bold and all sub-headings should be in capital with font size 12

& bold. In addition, all headings and sub headings should be numbered according to their main

heading.

� Each table/figure must have a title and should be numbered consecutively.

Guidelines for References

Relevant works must be cited in the reference list at the end of the paper in an alphabetical order.

Authors are advised to include only those references which have been used in their paper. Some of the

guidelines/examples for references are as follows:

For Book: Cowlishaw, G. & R. Dunbar (2000). Primate conservation biology, 2nd ed. Chicago: University of

Chicago Press.

Chapter of a book:

Twaddell, W.F. (1957), 'Do we want to use the German umlaut? A boring story.' In: M. Joos (ed.),

Readings in linguistics. The development of descriptive linguistics in America, 1925–1956, 85-87.

Chicago: University of Chicago Press.

Journal Article: Picard, R. G. (2002). 'Research note. Assessing audience performance of public service broadcasters.'

European Journal of Communication 17(2): 227-235.

A Website:

Name, Year (if available). “Article or web page title.” Journal or Report Name Volume (if available).

http://address & Date accessed.

Review Process

The submitted work would be reviewed. The review process usually will take 3-4 weeks. After the

review process is over the author would be intimated through email. The following criteria would be

applied for reviewing the articles/ papers submitted by the author(s).

Criteria for Evaluating Papers

� The originality of the paper

� Data/information sources

� Analysis and findings

� Conclusions and implications for future research or current practice

� Does the paper break new ground and/or explore new issues and/or methodologies relevant to

the theory/ practice of marketing?

For further information, please contact the editors: Prof. Sunil Kumar Yadav Prof. V.M.Baijal Assistant Professor Professor, Department of Commerce and GNIT -MBA Institute Business Administration, Chatham lines

7, Knowledge Park-II, Gr. Noida, Uttar Pradesh. University of Allahabd, Allahabad, Uttar Pradesh.

E-mail: skymonirba@gmail.com Mob: 9415252630

Mob: 9999172242