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In this issue

Philip Almond, then Marketing Director at Diageo, was once asked about the importance of marketing. His response, “Marketing is too important to be left just to the marketing department.” For every business, no matter how big or small, marketing has become a critical part of the overall strategy. It is not unheard of for the marketing budget to equal or even transcend the R&D and production budgets put together. As a result, it is fair to assume that managers at all levels of the organisation should be well informed about its potential, as well as possible pitfalls. In the May 2016 issue of Indian Management, we will look at: - How marketing has evolved in an effort to address Millennials, - Cause marketing and how it has changed the way we look at issues , - The ethics of marketing, and - Marketing lessons for the digital-age manager.

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