C. S. G. Krishnamacharyulu retired as Professor and Head of the Department of Management Studies, Sri Venkateswara University, Tirupati. A graduate in electrical engineering and a postgraduate in management from Andhra University, he completed his doctoral research in business policy at Nagarjuna University. He was awarded a gold medal by the Andhra University for outstanding performance in MBA. Dr Krishnamacharyulu has been actively engaged in teaching, research and consultancy in a distinguished career spanning more than 36 years. An active academician, he has authored Cases in Rural Marketing (Pearson Education, 2003), Industrial Marketing (Jaico Publishing House, 2006), and Management of Technology (Himalaya Publishing House, 2008).