Dear Readers,


Congratulations to all the Professors, Researchers, Scholars, and Authors. Now the journal is UGC listed with Number: 63861. it is a great pleasure to us. The quality of editorial reviews is critical to the success of any scholarly journal, and ITIHAS - The Journal of Indian Management is no exception. Reviewers generously volunteer their time and intellectual energy to provide critiques of manuscripts that serve the critical function of enhancing the quality of articles that is published in ITIHAS. Under tight timelines and in the context of multiple responsibilities, reviewers are asked to assume the difficult task of reviewing manuscripts that are often complex and detailed. ITIHAS is once again thanking you to all the Editorial Team and researchers and authors for their kind co-operation in this regard.

Political marketing is one phenomenon which has come to dominate the domain of politics in a big way across the world. The western democracies such as UK, US, Canada, Germany, France, as well as such nations as Australia, New Zealand have been primarily associated with it. However, with time it has found prominence in such countries like India thanks to the increased level of awareness and anvil of such phenomenon like social networking which have brought the political party and leader closer to the voter than ever before. The paper “Political Marketing: Bringing Politics and Marketing Together” focused on the marketing in the paradigm of politics/elections and brings about the differences between the institution of election and an actual market.

Looking out for new leads or developing a loyal and valuable customer is the new age dilemma for marketers. It is a known fact that organisations need to retain the most valued customers and acquiring new ones for business sustainability. With a well-planned customer acquisition and retention programme, organizations can collect critical data about their customers to better understand their needs, customize future interactions with them, build relationships, seize opportunities and maximize profit for better business performance. The case study “Customer Retention from Collection Orientation to Customer Orientation Strategy - A Case Study of Telecom Player in India” discussed on the marketing initiatives of a Telecom player to drive each of the customer pillars of retaining existing customers and selling more to them.

Due to the tough competition in the banking industry in India, it is very necessary for financial institutions to build and maintain a strong relationship with the customers in order to achieve the ultimate goal of customer satisfaction. For this reason, customer relationship management (CRM) has become more important in the service industry; especially in the banking industry. The paper “A STUDY ON CUSTOMER RELATIONSHIP MANAGEMENT AND ITS IMPACT ON CUSTOMER SATISFACTION” revealed that there is a significant relationship between the independent variables i.e. CRM elements represented by service quality, employee’s behavior, customer data base, solving customer problems physical environment; and social network interaction and customer satisfaction as a dependent variable in the services banking industry.

India is a very vast country with over 1.2 billion populations, having diversity at all fronts, mostly linguistic, cultural, regional, religious, and many more, still if there is any tool or instrument in the hands of common masses which unifies people, helps them come closer and reduces this diversity is language. The paper “A STUDY ON GROWTH AND DISTRIBUTION OF URDU PERIODICALS IN INDIA”. evaluated the areas like, periodicity, registration pattern, languages covered, year and decade-wise growth of Hindi, English and Urdu periodicals and many other similar areas in correlation with the population both at federal and national level.

The electrical energy which is essential for day to operations of the hospital patient care especially emergency, intensive care units, operation theatres to that matter every area without which hospital can’t operate. Alternate power supply is essential in key areas with generators and UPS. Electrical energy costs around 20% of total expenditure of the overheads. The paper “Operational efficiency of Electrical engineering services with focus on energy conservation at a Medical college hospital” focused on Techno economic analysis by either in house or by experts shall be conducted followed by energy management programme with initial energy audit, followed by energy conservation.

India is the second largest consumer of gold in the world, after China accounting for one fourth of world consumption. This yellow metal accounts for the second highest component of the import’s bill after crude oil. Despite of this, India continues to import gold which on one side elevates the gold bill and on the other side, pushes up the Current Account Deficit as the payment is made in foreign currency.  The paper “Yellow Metal Goes Monetized-Dynamics and Challenges” studied the various attributes and dimensions associated with the Gold Monetization Scheme. It also attempts to explore the process for depositing gold, benefits, concerns and challenges involved in implementation of the scheme.

The Indian woman is often an object of admiration by people both in and outside the country for the role she plays in the country’s public life and as well as for certain qualities that she seems to possess in greater measure than women of other parts of the world. The paper “A STUDY ON PERCEPTION AND MOTIVATION OF WOMEN ENTREPRENUERS IN TELANGANA STATE” aimed to recognize the perception and factors that motivate potential entrepreneurs in the commencement of one’s own business activity and to determine factors that hamper potential entrepreneurs in starting up their own businesses.

Microfinance is a variety of financial services target low income clients. Since the clients of microfinance institutions MFIs have lower incomes and often have limited access to other financial monetary amounts than traditional financial services. This service includes loans, insurance and remittance. The paper “THE IMPACT OF MICROFINANCE IN IMPROVING LIVELIHOOD OF THE POOR PEOPLE A CASE OF SELAMBER TOWN IN ETHIOPIA COUNTRY” focused on the role of micro financial institutions improving the livelihood of the poor in Ethiopia.

All the necessities of modern life brought light to the fact that information for the modern organization is a resource parallel in importance to land, labor and capital. It is very vital and a priceless resource. It is no longer news that we are now in information age that is characterized by an ever-changing information technology revolution and an information superhighway on which every corporate entity and profession must more, if it is to survive in the 21st century. The paper “A STUDY ON THE IMPACT OF TECHNOLOGY IN BANKING SYSTEM” emphasized the characteristic feature of banking information systems from an integrative, multidisciplinary perspective, including elements related to economic informatics and also organizational management, marketing and international affairs, applied in the context of banking institutions by identifying and reasoning their place, role, evolutions and perspectives.


Along with growth of e-banking adoption across worldwide, Awash International Bank continued to adopt different E-banking services. Through this progress, the challenges are also increasing. The general objective of the study was analysis of the factors influencing adoptions of e-banking in Awash International Banks a case on shashemene branches. The paper “ANALYSIS OF FACTORS INFLUENCING ADOPTION OF E-BANKING IN AWASH INTERNATIOANAL BANK IN SHASHEMENE TOWN” focused on the Costs of adoption and up gradation of technology, security concerns and the major challenges for the adoption of e-banking service in AIB.


With best wishes,


Prof. Neelakantam Tatikonda


ITIHAS - The Journal of Indian Management