Kautilya’s Arthashastra: Learning Marketing Lessons from the Ancient Literature

Dr. Vinod  Sharma; Chandan  Maheshkar; Dr. Akhilesh  Tiwari

Kautilya’s Arthashastra: Learning Marketing Lessons from the Ancient Literature

Exploring the Marketing Lessons from Kautilya's Arthashastra

by Dr. Vinod Sharma*, Chandan Maheshkar, Dr. Akhilesh Tiwari,

- Published in Journal of Advances and Scholarly Researches in Allied Education, E-ISSN: 2230-7540

Volume 16, Issue No. 1, Jan 2019, Pages 525 - 530 (6)

Published by: Ignited Minds Journals

ABSTRACT

The Arthashastra has been found as a “Gold-Mine” by the scholars on the management. Still, there is hardly any literature available on Chanakya and its relevance to contemporary management practices. There is a great scope and potential for exploring the concepts of Arthashastra which are universal. This paper examines the Arthashastra in relation to its perspectives on marketing management in the present context. The qualitative research method has been applied to understand and interpret the ancient text. This method is also known as hermeneutics.

KEYWORD

Kautilya's Arthashastra, marketing lessons, ancient literature, management practices, Chanakya, universal concepts, Arthashastra, perspectives, marketing management, qualitative research method, hermeneutics