Marketing is one of the most important intervening variables, if not causal one for organizational effectiveness, it is because all outputs in the form of products have to ultimately reach from producers to consumers. As such importance of marketing for any organization cannot be ignored. Nowadays marketing is playing a predominant role in the process of industrialization which in turn emerged as a concept for the economic development of a country.
The author has presented the work systematically with incisive analysis. It is true that dairy industry, of late, has been developing rapidly providing employment to several unemployed in the rural India. The topic is very relevant to the present-day situation.
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