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Introduction	Markathon is the most reverberated B-school Marketing Magazine of India. Within a year of its inception, Markathon has established itself as a magazine that offers incisive and high-quality reportage on marketing and business affairs. It focuses on the strategic aspects of marketing and also helps authors to explore new dimensions of it. In the search of excellence, Markathon aims to integrate academia and industry and create an intellectual capital that will become an epitome of marketing wisdom. Markathon provides a platform for B school participants to explore creative ideas and strengthen their contemporary & tacit knowledge of business. Markathon creates a space where ideas, theses, anti-theses, current practices and unconventional theories of vibrant and analytical minds find place for expression and exposure.Every issue also comes out with the complete analysis of an issue of importance done by the students of IIM Shillong and is a testament to its marketing acumen. Our highly specialized editorial team ensures the quality of content and helps authors in improving their articles.

Introduction

Markathon is the most reverberated B-school Marketing Magazine of India. Within a year of its inception, Markathon has established itself as a magazine that offers incisive and high-quality reportage on marketing and business affairs. It focuses on the strategic aspects of marketing and also helps authors to explore new dimensions of it. In the search of excellence, Markathon aims to integrate academia and industry and create an intellectual capital that will become an epitome of marketing wisdom. Markathon provides a platform for B school participants to explore creative ideas and strengthen their contemporary & tacit knowledge of business. Markathon creates a space where ideas, theses, anti-theses, current practices and unconventional theories of vibrant and analytical minds find place for expression and exposure.Every issue also comes out with the complete analysis of an issue of importance done by the students of IIM Shillong and is a testament to its marketing acumen. Our highly specialized editorial team ensures the quality of content and helps authors in improving their articles.