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Unlike FMCG, Lifestyle & Entertainment is not sold on utility but on aspiration and identity . Saxena emphasizes (values, interests, lifestyle) over demographics.

The book is structured to guide readers through the evolution of marketing in India, moving from core concepts to modern digital strategies. Google Books Indian Market Context rajan saxena marketing management pdf46 hot

In the dimly lit archives of a prestigious business school, a legendary legend whispered among sleep-deprived MBAs: "The 46th Degree of Saxena." Rajan Saxena’s Marketing Management Unlike FMCG, Lifestyle & Entertainment is not sold