---

As goes the saying it is a jungle out there for there is no single or simple solution to this maze lock of getting your marketing mix right! Prof. Dubey & Prof. Patel have had the patience and willingness to investigate perhaps the most dynamic aspect of the marketing mix. Short term inputs, Short time for results, and yes, you got to have positive results! As a marketing and retail employee myself and later on a teacher, I find that their investigation makes for some very interesting reading and factual findings which business organizations would like to consider in taking their marketing decisions. Also this report takes us a step closer towards industry academia relationship not seen very often these days . Useful work! By: Prof Dr N.Chandrasekhar, Faculty Marketing & International Retail, University of Applied Sciences, Ingolstadt Bavaria, GERMANY.

---

Dr. Jayashree, Faculty at Indian Institute of Forest Management. She has wide experience in Education, Research and Publication in various aspects of marketing Mgt. Dr. Patel, Professor, Marketing, S.P. University, Vallabh Vidyanagar. His areas of research include Consumer Behaviour, Advertising, Brand Management & International Marketing

---