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

Exploring the Marketing Lessons from Kautilya's Arthashastra

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.