About the Authors – Rural Marketing: Text and Cases, 2nd Edition

About the Author


C. S. G. Krishnamacharyulu retired as Professor and Head of the Department of Management Studies, Sri Venkateswara University, Tirupati. A graduate in electrical engineering and a postgraduate in management from Andhra University, he did his doctoral research in business policy at Nagarjuna University. He was awarded a gold medal by the Andhra University for outstanding performance in MBA.

Dr Krishnamacharyulu has been actively engaged in teaching, research and consultancy in a distinguished career spanning more than 36 years. An active academician, he is also the author of Cases in Rural Marketing (Pearson Education, 2003), Industrial Marketing (Jaico Publishing House, 2006) and Management of Technology (Himalaya Publishing House, 2008). He is engaged in research in the areas of human resources and marketing.


Lalitha Ramakrishnan is Professor of marketing management, Department of Management Studies and Head of the Pondicherry University Campus at Karaikal. She specialized in marketing for obtaining her MBA degree and did research in business policy for her Ph.D. at Sri Venkateswara University, Tirupati.

Dr Lalitha has worked for the TVS group, IGGI Resorts International and Moneta Resorts before being appointed as Head, Department of Business Management, Sri. Padmavati Mahila University, Tirupati where she contributed significantly to its development. She has been teaching postgraduate management students for the past 18 years. She received the Best Teacher award from the Government of Andhra Pradesh in 2007.

She has co-authored six text books with Dr C. S. G. Krishnamacharyulu and published 18 research papers. She has been a prominent resource person at several training programmes, seminars and workshops. Her areas of interest include marketing, strategic management and women in management.