Marketing and Branding The Indian Scenario offers readers concise but comprehensive coverage of the five major aspects of marketing management in the form of themes. The first theme deals with product and brand related strategies, the second with retailing and distribution decisions, the third with pricing issues, the fourth with the application of consumer behaviour and the last with building brands. These topics are sequenced in such a way that the reader will be able to draw parallels across and link different marketing mix elements. Establishing such links is a prerequisite for formulating marketing strategies.