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R. Srinivasan (Fellow, IIM Bangalore) is Professor, Department of Management Studies, Indian Institute of Science (IISc.), Bangalore. He had his post-doctoral training at the University of Leeds (UK). Professor Srinivasan has more than 33 years of experience with premier institutions such as IISc., Administrative Staff College of India, Hyderabad and NITIE, Mumbai. He has served with distinction in reputed organisations like Tata Consulting Engineers and Indian Telephone Industries. He is a recipient of the International Statistical Institute Awards (1983) and the Colombo Plan Award (1989).
Professor Srinivasan has to his credit more than 140 articles in leading international and national journals. He has authored six well-established books four from PHI Learning including the present book: Case Studies in Marketing: The Indian Context, 6th Ed. International Marketing, 3rd ed. Services Marketing: The Indian Context, 3rd ed. ISBN - 9788120350304
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