Intensified competition among domestic private and public sector companies and multinational companies consequent upon globalisation along with strides in information technology brought significant shifts in various behavioural concepts, issues and applications. This Book is wrritten as per the syllabus of MBA SEM-II of J.N.T.U KAKINADA. About The Author: Dr. P. Subba Rao is currently Professor at S.K. Institute of Management, Sri Krishnadevaraya University, Anantapur. Earlier he worked as Professor, Department of Business Management, University of Asmara, Eritrea, NE Africa, Sri Sathya Sai Institute of Higher Learning and P.G. Department of Commerce,