Encyclopaedic Dictionary of Marketing Management (F-O)

Marketing Management is the business function that identifies customer needs and wants, determines which target markets the organisation can best serve, designs appropriate products, services and programmes to serve these markets and calls upon everyone in the organisation " to think and serve customers, from a societal viewpoint. Marketing management links a society's material requirements and its economic patterns of response. In order to deal with these aspects, the Encyclopaedic Dictionary of Marketing Management has been compiled and edited. It is more or less a dictionary but encyclopaedia in its contents and nature of presentation. Apart from the interpretation of technical, terms, this encyclopaedia includes under appropriate heads, the contribution made by marketing experts, economists, institutions made by marketing experts, and institutions of relevant concepts and techniques. The encyclopaedic character of the dictionary is also reflected in its comprehensiveness in the sense that it covers the terminology related with all the functional areas of marketing management, institutions which constitute the infrastructure of the corporate world, agencies and organisations that closely interact with the financial management. The terms are explained in that relevant context and illustrated, where needed. This encyclopaedic dictionary is expected to serve as a ready reference forprofessio.al and practicing marketing managers, functional executives and those-seeking Managerial positions in the public and private sector organisations, besides marketing management consultants, sales executives, professional accountants and academics.

About the Author :
Dr. Shatanjiw Das Sharma, born at Raigarh (Chhattisgarh) in 1934, graduated with Honours in Botany from Ravenshaw College, Cuttack (Orissa) under Utkal University in 1956. He had his post-graduate education in Genetics and Plant Breeding at the Indian Agricultural research Institute, New Delhi during 1958-1964. He started his career as Assistant Geneticist at the Central rice Research Institute, Cuttack (1964-1967), Senior Scientist (Genetic resources) at International Institute of Tropical Agriculture, Ibadan, Nigeria (1976-1979) and Head of the Regional Station of National Bureau of Plant Genetic resources at Shimla (1976-1982). From 1982 till his retirement in 1994, he worked as the Principal Scientist/ Head of Division of Genetic Resources at the Central Rice Research Institute, Cuttack. After his retirement, he was a Distinguished Fellow of the M. S. Swaminathan Research Foundation, Chennai for seven years. Dr. Sharma has been responsible for delimitaiton of Oryza nivara and its recognition as a distinct species. He has travelled widely in India and Africa for exploration and collection of cultivated and wild rice germplasm. His collections from northeast India, known as Assam Rice Collections(ARC), have been a valuable source of genes for resistance to various abiotic and biotic stresses. He made a rich collection of African landraces of O. glaberrima and O. sativa for the International Institute of Tropical Agriculture, Ibadan. He was in charge of conservation of national genetic resources of rice in India for more than twenty five years. After his retirement, he was responsible for successful implementation of some of the international projects on documentation and conservation of genetic resources in Orissa for M. S. Swaminathan research Foundation, Chennai. Dr. Sharma has published more than 50 research papers on exploration, collection, conservation and evaluation of genetic resources of cultivated and wild rice in various scientific journals and presented many papers in various national and international scientific meetings and symposia. He has contributed chapters on conservation of genetic resources of rice and on wild rice in many books. Dr. J. S. Nanda and Dr. S. D. Sharma have jointly edited Monograph on Genus Oryza published by Scientific Publishers Inc, Enfield (NH), USsA and Oxford & IBH Publishing Pvt. Ltd., New Delhi, India. Dr. Sharma and Dr. U. Prasada Rao have edited Genetic Improvement of Rice Varieties of India published by today and Tomorrow Printers and Publishers, New Delhi. Dr. Sharma's present address is: 36/01, VIP Area, IRC Village, Nayapally, Bhubaneswar - 751 015 (Orissa) and his email address: s_d_sharma@yahoo.co