India may turn into a $2 trillion economy by the end of the financial year 2012–2013. It has a large service industry, which accounts for about 57% of its GDP. However, the importance of industries, industrial production and industrial markets in the Indian economy cannot be undermined. Nonetheless, the fact remains that, while the consumer markets grab a lot of attention due to slick advertising and sales promotion, the all-important industrial markets fail to capture general attention. It is noteworthy here that industrial markets in India capture approximately 70% of the industrial production annually. Most books already written on the subject of industrial marketing discuss it in the American context; there are hardly any books on industrial marketing in the Indian context.

This book 'Industrial Marketing: Practices in India' has been painstakingly written by experienced people from the industry and the academia. It fills the gap and discusses industrial marketing in the Indian context. Industrial marketing is both challenging and rewarding, to say the least. Students who study 'industrial marketing' have excellent job opportunities in the public sector organisations, such as EIL, HAL, BHEL, ONGC, BEL, GAIL, SAIL, etc., and also private sector organisations, such as Tata Steel, Tata Motors, RIL, L&T, etc.