d votes. Indeed, political marketing is one of the most dynamic areas of marketing because it draws upon several marketing skills simultaneously.

In India the concept is still in its nascent stage. What has become commonplace in the United States is still avant-garde in our country. The author rightly describes electioneering in India as “a cauldron of (the) traditional and (the) modern…” Therefore, evaluating the country’s election system is a difficult and complex process. However, in this seminal work, Arun Kumar has appraised various “techniques associated with the marketing by political parties”. He also makes comparisons with other democracies.

This tome should interest students and research scholars alike.

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