The Challenge for Indian MBA: Bridging the gap between Philip Kotler and Countryside India

Marketing in developing countries like India have often been borrowed from the western
world. Concepts like Brand identity, Customer relationship management, 4 P's of the
marketing mix, Consumer behaviour process; Segmentation, targeting and positioning
etc. have often been lifted straight from the marketing intelligentsia abroad and adopted
in Indian conditions, often with minimal success. Reason lies not in the fault of such
concepts, but their integration with the Indian ethos and culture.