1. For
An Edited Book on “Emerging Trends in Marketing for Inclusive Growth”
Introduction
Inclusive growth is broad- based. It is concerned with the Pro-poor growth, growth with equity. It is
aimed at poverty reduction, human development, health and provides opportunity to work and be
creative. The allocation of resources must be focused on the indented short and long term benefits and
economic linkages at large and not just equitable mathematically on some regional and population
criteria. The inclusiveness involves four attributes. They are Opportunity, capability, access and
security. The Opportunity attribute focuses on generating more and more opportunities to the people
and focuses on increasing their income. The significance of inclusive growth has always been accepted.
And the present day business faces challenges in terms of socially relevant responses, arising out of the
need for rapid changes in the pace of globalization, technology obsolescence and the supreme threat of
the environment. Increasingly businesses will have to stretch every rupee being spent since resources
too are depleting at a very fast pace. Currently, India remains a highly divided society, with some 30%
of the population below the poverty line and 40% illiterate. Inclusive growth is a challenge today, as it
will in good part determine the distribution of India’s population of an extra 500 million in the course
of the next decades. Earlier India’s growing rate was 3% and the population growth rate was 2% then
per capita income could double in every 45 years. However if India’s growing rate at present is
assumed to be 8% and population growth rate is suppressed to 1.5% then per capita income would
double in every 9 years. A prerequisite for this is the ability to understand the wide spectrum- ranging
from the huge base of the rural markets and the tech - savvy affluent consumer at the other end- along
which the consumer lies. The challenge for marketing therefore, arises from the disparity in responses
consumers expect from the business. Thus, marketing faces the challenge of communicating differently
with the customer, delivering adequate value and ensuring satisfaction after consumption.
Further, intense competition too, adds to the dynamics of the business and marketers increasingly find
that their competitive advantage will come not merely from fulfilling
customer expectations but also from sustainable practices and
adherence to ethical norms & corporate social responsibilities. This is
the time, when marketers require a deeper understanding of the
emerging trends taking place in marketing and managing new
dimensions to make their businesses successful. New paradigms in
marketing are already evident and some are in the pipeline.
Keeping this in mind, this book has been planned. This edited book
will focus not only on the emerging trends in the marketing area but
also focuses on some new concepts and theories of the marketing that
can be tested and practiced in the corporate world for inclusive growth . Papers based on empirical

2. research, experiences or promising ideas related to the book themes from all areas of marketing
management are invited for consideration to this edited volume/ book. In addition, any new / emerging
concept in the area of marketing management would be considered appropriate for this book.
Themes and Coverage
Consumer behavior-Issues in rural and urban markets
Environmental dynamics and marketing decision process
Channel management: Challenges and prospects in the
emerging markets
Pricing decisions in the era of dynamic customer demand
and bargaining power
Branding & Promotional strategies
New trend and strategy in organized retailing
Marketing and public policies issues for sustainable
development
Marketing strategies for Micro, Small and Medium
Enterprises
Creating employment opportunities for economically weak
Key Dates and Publication Details: citizens
Affordable products and services offerings through
The book is to be published by a reputed
innovation
/ leading publisher. Customer Relationship Management and organizational
Submission of Abstracts performance, governance, ethical values
25 March 2011 Any other topic related to the theme
Communication of Acceptance of
Abstracts Other Useful Guidelines:
31 March 2011
Authors are required to submit their full papers, not
Submission of Final Paper
exceeding 4000 words, by only electronic submission in
15 April 2011 the form of a word file or PDF file as an e-mail attachment
Communication of Acceptance of Final to the editor at skymonirba@gmail.com.
Paper
21 April 2011 Authors should submit only original manuscripts for
consideration for review and publication for the edited
volume/book. The authors should ensure that the article
has not been submitted nor published elsewhere and they
are also required to fill the copyright form send by us.
Manuscripts should be written in clear, concise and grammatically correct language. The entire
manuscript, including references, should be typed single spaced and all pages should be
numbered consecutively.

3. Leave one line space between two paragraphs.
Manuscript headings should be divided into two main and sub headings. Main heading should
be in capital with font size 14 & bold and all sub-headings should be in capital with font size 12
& bold. In addition, all headings and sub headings should be numbered according to their main
heading.
Each table/figure must have a title and should be numbered consecutively.
Guidelines for References
Relevant works must be cited in the reference list at the end of the paper in an alphabetical order.
Authors are advised to include only those references which have been used in their paper. Some of the
guidelines/examples for references are as follows:
For Book:
Cowlishaw, G. & R. Dunbar (2000). Primate conservation biology, 2nd ed. Chicago: University of
Chicago Press.
Chapter of a book:
Twaddell, W.F. (1957), 'Do we want to use the German umlaut? A boring story.' In: M. Joos (ed.),
Readings in linguistics. The development of descriptive linguistics in America, 1925–1956, 85-87.
Chicago: University of Chicago Press.
Journal Article:
Picard, R. G. (2002). 'Research note. Assessing audience performance of public service broadcasters.'
European Journal of Communication 17(2): 227-235.
A Website:
Name, Year (if available). “Article or web page title.” Journal or Report Name Volume (if available).
http://address & Date accessed.
Review Process
The submitted work would be reviewed. The review process usually will take 3-4 weeks. After the
review process is over the author would be intimated through email. The following criteria would be
applied for reviewing the articles/ papers submitted by the author(s).
Criteria for Evaluating Papers
The originality of the paper
Data/information sources
Analysis and findings
Conclusions and implications for future research or current practice
Does the paper break new ground and/or explore new issues and/or methodologies relevant to
the theory/ practice of marketing?

4. For further information, please contact the editors:
Prof. Sunil Kumar Yadav Prof. V.M.Baijal
Assistant Professor Professor, Department of Commerce and
GNIT -MBA Institute Business Administration, Chatham lines
7, Knowledge Park-II, Gr. Noida, Uttar Pradesh. University of Allahabd, Allahabad, Uttar Pradesh.
E-mail: skymonirba@gmail.com Mob: 9415252630
Mob: 9999172242