[RETAIL MANAGEMENT] CROSSWORD

PROJECT CONTENTS
Abstract………………………………………………………… ………………………….3  Methodology…………………………………………………… ……………………….4  Company Overview…………………………………………… ……………………..5  Retail Institution……………………………………………… ……………………….6  Crossword Customers……………………………………… ……………………….7  Store location and Site Evaluation……………………… …………………….9  Crossword - Organization and Management…………… ………………12  Classification from Retailer’s point of view…………… ………………..14  Positioning of the Retail store……………………………… …………………16 ✔ Location ✔ Merchandise Assortment Planning ✔ Merchandise Pricing at Crossword ✔ Communication via promotions  Competitive Objectives & Its Competitors……………… ………………22

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What Lies Ahead & Challenges…………………………… ………………….23 References……………………………………………………… ……………………..24

ABSTRACT
“Making Crossword Was A Dream, A Belief, and A Passion. The Dream Was To Make A World-class Book Shop, The Belief Was That Books Make A Difference, And The Passion Was In The Magic Of Books And For Delighting Customers.” Mr.R.Sriram (CEO Crossword)

Retailing in India is a big industry, bigger than the IT industry. It has a turnover of 205 billion every year in sales. And it is supposed to grow 300% in the next 5 years. The only problem in India is that most of it is unorganized. Crossword's secret of success is not to just offer a wide range of products, but to create an ambience that would get the customer to spend more time, and money, at the store. They were one of
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the first bookstores to have seating arrangements where customers could relax and read. They also added services like dial-a-book, where customers can order a book on the phone and they will deliver it at no extra cost. Free home delivery was also firstly introduced by them. Most of their marketing money is spent on direct marketing to their book rewards members, and those members adding value and experience in their store. The main highlights of the report are:      Coverage of Retail outlets of Crossword in Pune. Site evaluation done by us. Organizational structure. Category of products & its product line. Positioning strategy.

 Main competitors. “Not many people have the will to turn their passion into their profession and that is what we learnt from Crossword”

METHODOLOGY
This report is based on primary data as well as secondary data. 1)Primary data – Personally visited few of the stores in pune and gathered all the relevant information.
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Interaction with the floor manager in charge of the store.

2)Secondary data – Company’s website. – Internet. – Business Magazines. – Newsletters.

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Crossword was founded in 1992 by Mr R. Sriram and Ms K. Anita along with a young team from India Book House Limited and the first Crossword store opened on 15th October 1992 at Mahalaxmi, Mumbai and currently the chain has 50 stores across 12 cities in India. Originally promoted by the India Book House, in year 2000 K Raheja and ICICI Ventures had purchased stake from IBH in Crossword. Later Shopper’ Stop Ltd had bought stake of ICICI Ventures in Crossword. Currently, Crossword Bookstores Ltd. is a wholly owned subsidiary Company of Shopper’s Stop Ltd – India’s leading department store chain. The Holding Company inter-alia also acts as a Master Franchisee of the Company. Why the name Crossword--While we do crossword puzzles for fun, they are also a learning experience. The name Crossword was therefore chosen to reflect the dual fun and learning experience of a visit to Crossword. The Crossword Chain--Crossword, with fifty stores, across Mumbai, Bangalore, Ahmedabad, New Delhi, Ghaziabad, Pune, Nagpur, Vadodara, Kolkata, Chennai, Jaipur, Vishakhapatnam and Hyderabad today is India's fastest growing chain of bookstores. Product and Services--Crossword addresses a wider audience than existing stores with its unique product mix. There is of course, the widest range of books for the young and old alike, along with magazines, CD-ROMs, music, stationery and toys. Services like Dial-a-book, Fax-a-book and Email-a-book enable customers to shop from their homes; and when they come to the store, the unobtrusively helpful staffs assist them in finding the right book, the right CD or the right
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gift for the right occasion. Facilities like the Crossword Gift Vouchers, the friendly 'Return, Exchange & Refunds' policy, the Cafes within the stores and the unique store experience make it easy and enjoyable for customers to shop at Crossword. Over 1,00,000 loyal customers are rewarded through the Crossword Book Rewards Program with points, discounts, promotional offers and more. 'eWords', a monthly e-newsletter with reviews of new books, news about in store events and bestseller lists, is currently mailed to these members.

“A place and space for people who seek information, knowledge or just the pleasure of reading”

Vi sion of Crossword

RETAIL INSTITUTION
Wheel of Retailing Crossword lies in the Trading up Phase in the wheel of retailing with expected, essential and exotic services and extended product offerings apart from books like DVDs, Toys, and Stationery etc. Classification Crossword is a Chain Store (Ownership, Store Based Retailer), having a centralized buying and merchandising system and selling similar lines of merchandise.
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Crossword Franchise The Holding Company inter-alia acts as a Master Franchisee of the Company. Crossword’s franchisees, Mr. Gaurav Shah and Mrs. Supriya Shah, were appointed in 1995 and the first franchise store opened on 7th October 1995 in Ahmedabad spread over an area of 4500 sq. ft. With their passion and commitment it has grown over the years and is currently spread over 15,000 sq. ft. in the same location. Mr. Gaurav and Mrs. Supriya have also opened three Crossword Corners in Ahmedabad and operate a total of four stores currently.

CROSSWORD CUSTOMERS
Crossword’s positioning:Crossword, positioned as a lifestyle bookstore, has been able to change this by designing large, spacious, well laid out stores, with bright cheerful interiors that encourage people to stay and browse. Simple innovations such as methodical classifications, clear signage, a dedicated enquiry /orders desk, electronic POS and inventory control systems and attractive displays make looking for books a much more pleasurable experience. A welcoming café, reading tables and chairs and toilets within the store, (some of the innovations pioneered by Crossword in India) help to ensure that customers are able to browse in comfort for several hours without having to leave.
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Crossword as a center for the community:Crossword aims to be a point of cultural and social interaction where authors and poets hold court, where children are regaled, where people gravitate to be informed, to be entertained, even enlightened. Among the numerous writers who have visited the store are Sir V S Naipaul, Arundhati Roy, Vikram Chandra, Vikram Seth, Kiran Nagarkar, Andrew Motion, Michele Roberts, Shashi Tharoor, Shobhaa De, Charles Handy, Ricardo Semler and Jack Canfield. Promotional events include pictionary contests, quizzes, slide shows and the annual affair with Santa and his elves. Ian Anderson of Jethro Tull came for a signing, so did Macho Man Randy Savage, the WWF champion. Range of Merchandise:Crossword addresses a wider audience than existing stores with its unique product mix. There is of course, the widest range of books for the young and old alike, along with magazines, CDROMs, music, stationery and toys. With its large children's section and its focus on making the store a friendly, safe, fun-filled place, Crossword attracts many families who normally don't think of visiting bookstores. Convenience of Shopping:-

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Services like Dial-a-book, Fax-a-book and Email-a-book enable customers to shop from their homes; and when they come to the store, the unobtrusively helpful staffs assist them in finding the right book, the right CD or the right gift for the right occasion. Facilities like the Crossword Gift Vouchers, the friendly 'Return, Exchange & Refunds' policy, the Cafes within the stores and the unique store experience make it easy and enjoyable for customers to shop at Crossword. Time to Travel:All the Crossword Bookstores are located in convenient locations like multiplexes; shopping malls etc. and are easily accessible to customers. Socio-economic Background and Culture:Crossword aims to be a point of cultural and social interaction where authors and poets hold court, where children are regale, where people gravitate to be informed, to be entertained, even enlightened. There are regular readings, discussions and debates on varied subjects from literature and art to child sexual abuse, war and peace, business and management, travel, parenting and health.

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STORE LOCATION & SITE EVALUATION

1. Head office: Railway station 3.Shivaji nagar

2.Senapati Bapat Road

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4. E-Square Mall-Pune Aundh-Pune

5. Kothrud-Pune

6.

7. Chinchwad-Pune Hinjewadi-Pune

8. Kalyani nagar-Pune

9.

10. Pune Sohlapur Road

11. ISHANYA MALL-Pune

Crossword Bookstores in Pune

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1.

Head office: Sohrab Hall, 1st Floor, Junction of RBMCannaught Road, (Behind Pune Railway Station), Pune 411001. ICC Trade Towers, Senapati Bapat Road, Pune - 411 016 At Shoppers' Stop, Godrej Eternia, B Wing, 1st floor, BombayPune Rd, Shivaji Nagar, Pune – 411016 E - Square University Road, Ganesh Khind, Pune - 411007. Survey no 20/1/2, City pride multiplex, Near Swapnashil society, Kothrud, Pune – 411029. Supreme Centre, Ground Floor, ITI Road, Next to Bonsai, Aundh, Pune - 411001. Premier Plaza, next to Mc Donald, Chinchwad – Pune- 411016. Gold Adlabs Multiplex, Kalyani Nagar, Pune – 411014. S.No 29, 1/2/3, Plot No1 HPCL Petrol Pump, Next to Madhuban Hotel, Hinjewadi, Pune – 4110027. Krome Mall, 1001/1002, 1st Floor, Krome mall, Pune Sholapur Road, Pune – 411013. ISHANYA, Nr Golf course, off Airport Road, Pune - 411006

2. 3.

4. 5.

6. 7. 8. 9. 10. 11.

EVALUATION DONE BY US AT MAJOR CENTERS
1. 2. 3. 4. 5. 6. Head office-Railway station Senapati Bapat Road E-Square Mall Chinchwad Aundh Kalyani nagar
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Comparison of the Crossword’s visited by us:
Location Head office: Sohrab Hall, 1st Floor, Junction of RBMCannaught Road, (Behind Pune Railway Station), Pune 411001. ICC Trade Towers, Senapati Bapat Road, Pune - 411 016 E - Square University Road, Ganesh Khind, Pune 411007. Premier Plaza, next to Mc Donald, Chinchwad - Pune 411016. Gold Adlabs Multiplex, Kalyani Nagar, Pune – 411014. Target Customer Students, Families and Foreigners visiting Pune from outside cities, since station is nearby Company Employees of Trade Tower, Students (Maximum), Families. Multiplex Crowd.

Students, Families & McDonald Crowd.

Students, Families and Foreigners staying in Koregaon Park, Kalyani Nagar and nearby area Supreme Centre, Ground IT professionals, Families & Floor, ITI Road, Next to Management students. Bonsai, Aundh, Pune 411001.

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CROSSWORD - ORGANIZATION AND MANAGEMENT

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Group Corporate Structure

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Source: Annual Reports Organization Structure Crossword Bookstores Ltd. is a wholly owned subsidiary Company of Shopper's Stop Ltd - India's leading department store chain. The Holding Company inter-alia also acts as a Master Franchisee of the Company. Crossword Bookstore has vertical organizational structure where management follows top-down approach. They have centralized controlling system. For designing their organizational structure based on responsibilities and tasks, Crossword Book Store used Geographical Approach. In this approach, work is allocated on the basis of the geographical location of the organization.

CLASSIFICATION FROM RETAILERS POINT OF VIEW
Crossword is a store based retail outlet, in that also it falls in to ownership store and if we go for further classification it can stand as a Chain store. Crossword has many retail outlets that are commonly owned and controlled. They have a centralized buying and merchandising system and similar lines of merchandise. Defining the market:
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“A group of consumers or organizations that is interested in particular product, has recourses to purchases the products, and is permitted by law to acquire these products.” We will analyze the concept of market especially for Pune based Crossword outlets.

T P otal opulation

P otential m et ark
Available mark et Qualified mark et T et arg mark et

P enetrated mark et

1. Total population The total number of people residing in Pune and there are in total of 11 Crossword outlets in Pune.
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2. Potential Market The resident of nearby areas like university road, Deccan, Model Colony, Erandawane, Kothrud, Aundh, Baner, F C road, J M road, Shivaji nagar, Bhosale nagar and Hinjewadi area as well as having the potential to pay fall in to potential market. 3. Available market Individuals having high disposable income especially from IT and other growing industries fall in to available market. 4. Qualified available market The individual who are legally permitted to buy the products comes in to qualified available market. 5. Target market Identify the individual in the qualified available market that the firm wants to serve is called the target market. Target market for Crossword is basically youth and the old. 6. Penetrated market From target market the individuals who purchases comes in to Penetrated market.

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POSITIONING OF THE RETAIL STORE
Crossword's Positioning Crossword, positioned as a lifestyle bookstore, has been able to change this by designing large, spacious, well laid out stores, with bright cheerful interiors that encourage people to stay and browse. Simple innovations such as methodical classifications, clear signage, a dedicated enquiry /orders desk, electronic POS and inventory control systems and attractive displays make looking for books a much more pleasurable experience. A welcoming café, reading tables and chairs and toilets within the store, (some of the innovations pioneered by Crossword in India) help to ensure that customers are able to browse in comfort for several hours without having to leave. “We were clear that we wanted Crossword to be positioned as a lifestyle bookstore, a place where everyone in the family would find something that interests him,” says Mr R Sriram, CEO and Managing Director, Crossword Bookstores Limited.

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C ore D e ion im ns s P rice

L tion oca

Me rcha d e n is

S rvice e

C m om unica tion

Im proved Quality & Custom Satisfaction er

Op ra e tion

L is og tics

F a in nce

P urcha ing s

T ch e nolog y

Ma e rk t Rsa e e rch

S tore F ctions un

Core Dimensions
1. Location Location strategy for a store is very important. It is location which determines the customer traffic in a particular mall. In case of Crossword, it has very successfully opened 11 stores in Pune; hence attractive position has been done in these areas. These locations fulfill the objective of targeting various segments from students to earning individuals and families with kids.

2. Merchandise Assortment Planning
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Category Management A category is retailer’s fundamental unit of analysis for making decisions pertaining to merchandising. A category is a distinct, manageable group of products or services, which are perceived by customers to be interrelated and/or substitutable. In crossword, the various categories are- Books, Magazines, Music, CD-ROMs, Movies, Toys, Stationery. The category Management is the process of managing all stock keeping units (SKUs) within a product category. It involves the simultaneously management of price, shelf-space, merchandise strategy, promotional efforts and other elements of the retail mix within the category, based on the firm’s goals, the changing environment and the consumer behavior. In crossword, category manager has two main objectives
➢ ➢

Satisfying the customer. Increasing sales in each category.

The responsibilities of the category manager in Crossword book store are:
➢ ➢ ➢ ➢

Interacting with the vendors. Merchandise selection. Merchandise pricing. Working with the advertising department for developing various promotion schemes.

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Assortment Plan & Product line in Crossword An assortment plan depicts what should be carried in a specific category of merchandise. An assortment plan tends to be amalgamation planning of the GMROI plan, the inventory turnover plan, sales forecasting and assortment planning. The assortment plan provides the merchandise planner with a view of what the composition of a specific category of merchandise should be. The assortment plan of Crossword book store is:  Books 1. Fiction -- General Fiction, Indian Fiction, Classics, Contemporary Classic, Crime and Mystery, Science Fiction & Fantasy, Thrillers, Fables and parables 2. Non Fiction 3. Business and Management 4. Food and Drink 5. India 6. Travel 7. Children 8. New Arrivals 9. Prize Winners  Magazines
 

CD-ROMs – Audio and Video Movies – Indian and International
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Music – Indian and International Stationery

 Toys

Crossword obtains books through publisher, manufacturer, or distributor of books and magazines. List of publishers – CATEGORY
• • • • • • • • •

PUBLISHING HOUSE

ABHINAV PUBLISHINGS DREAMLAND PUBLISHERS BUSINESS-------- GLOBAL VISION PUBLISHING HOUSE THE BOOK SYNDICATE LAXMI PUBLICATION PVT LTD. COMPUTER----VIKAS PUBLISHING HOUSE PVT LTD. CAMBRIDGE UNIVERSITY PRESS INDIA PVT LTD. EDUCATION----FRANK BROTHERS AND CO. ORIENT PAPERBACKS HEALTH--------SPECTRUM PUBLICATIONS GYAN BOOKS HISTORY-------SHIBHI PUBLICATIONS OSIAN’S THE LITERARY AGENCY TRAVEL--------ANANDA PUBLISHERS GIRI TRADING AGENCY MUSIC---------GYAN BOOKS NATIONAL BOOK TRUST FICTION-------SNAB PUBLISHERS ART---------------

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CATEGORY
• • •

MANUFACTURER

STATIONERY-------------------------- NEELGAGAN, ITC TOY KRAFT INDIA --TOYS----------------------------------- T-SERIES, ULTRA, MOSERBAER ---CD/VCD/DVD---------------------------

Once crossword decides on a suitable determines its optimum brand mix. 3. Pricing Strategies High-Low Pricing

strategy

it

Crossword follows high-low pricing as they reduce the price of their products very occasionally. To attract more customers, these retailers advertise frequently. Coupons Coupons are documents that entitle the holder to a percentage price reduction from the actual price of a product or service at stores like crossword. Crossword also issues these coupons in leading newspapers to bring in new customers and generate positive sales in the short run. Multiple-Unit Pricing Multiple-unit pricing occurs when the price of each unit in a multiple-unit package is less than the price of each unit if it were sold individually. For example, Crossword offers three books as a bundle for certain price (Rs 1000), which would be less than three books bought separately (399*3 i.e. Rs 1197). Another example could be offering three DVDs for Rs 85 where as if one purchases them separately it would cost much more.
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Odd Pricing Odd pricing refers to the practice of setting retail prices that end in an odd number or just under an even rupee value. For example crossword book store sets prices like Rs. 299, Rs 395, etc. Through odd pricing, crossword tries to make customers feel that they are paying less for the products offered by the store. Pricing plays an important role in retailing and especially at stores like crossword where in this is one of the important attracting elements to increase the sales and revenue. Pricing also needs to be effective as it explains the interrelationship between the objectives of the retail store and the components of the retail mix. A pricing strategy should help retailers earn a profit and, at the same time, benefit the customers. Crossword thus follows effective pricing strategy which brings in more number of customers and thereby increasing sales and revenue. 4. Communication via Promotion mix at Crossword Promotion in the context of a retail store basically means creating awareness about the retailer’s store, its merchandise and services it offers and influencing the perceptions, attitude and behavior of the consumers toward the retailer. Promotion involves four major activities – advertising, maintaining public relations, personal selling and sales promotion. Advertising- print & electronic media are used very extensively. Advertisements on the latest discounts, Book Launches are given in leading newspapers. Customers are given the convenience of placing orders on net.

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Public relations- The customers of the store are offered a membership based on the points which are calculated on the basis of purchases made by the customer. The members are offered Free Home Delivery which is referred to as “Dial a book” service. Personal Selling- Once you enter the store, you find sales personnel who assist customers in making purchases by providing information to customers about the availability of books, prices etc. The personnel takes into account the customer feedback form. Sales Promotion-to promote its sales crossword launched a number of events. In 1998 Crossword launched the Crossword Book Award to recognize & reward the best Indian writing. There was one cash prize of Rs 300,000 for each category. In 1999, a new category was added: Indian Language Fiction translation into English & the cash prize was increased. Later Vodafone Crossword Book Award was also started. It also started a weekly reading program for children. Various Book Launches were also organized by Crossword to promote sales. Further once in every year usually post Diwali Crossword has its yearly sale. In addition to this it also gives discounts to Corporates & institutions. Apart from the above factors, the Store atmosphere of a retail store is also a paid form of impersonal communication. It involves all the attributes like architecture, design, displays, color scheme, lighting, music, fragrance etc.. If we analyze the store atmosphere of Crossword we can say that it scores pretty high in this area.

Competitive Objectives & Its Competitors
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A retailer of a book store would pursue various competitive price objectives like meeting competitor’s prices, preventing an increase in competitors, or working towards non price competition. Looking at the competition we compared crossword book store with oxford book store and analyzed that the prices of the products at both the stores were within the same range and there was not any huge difference. However a deeper look at the pricing strategies shows that Oxford has more competitive advantage over crossword as the same ‘best-seller’ is offered at a lower price in Oxford. For Example: ‘Greatness Guide 2’ written by Robin Sharma is offered at a price of Rs195 at crossword but at oxford it is issued at 10% discount and is priced at Rs 170. Another example could be of ‘The Alchemist’ written by Paulo Coelho which is priced at Rs 470 in crossword but in oxford there are conditions like if delivery of the product is done within 48 hours the price charged would be Rs 195 and if done within two weeks the price would be Rs 150.

Main Competitors of Crossword:
From Bangalore – Landmark, Axis Books, Gangaram’s, Blossoms From Mumbai – Odyssey, Oxford Bookstore From Madras – Landmark, Moore Market, Oxford Bookstore From Delhi – First & Second Bookshop, Midland Bookshop From Pune – Landmark

WHAT LIES AHEAD & CHALLENGES
In the next three years, Crossword plans to open 100 stores, which would be a mix of franchised and company-owned stores. Crossword has
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also tied up with Hindustan Petroleum Corporation Ltd to launch bookstores in HPCL outlets, four of which are already operational in Mumbai. RPG retail is also set to enter this sector with its books beyond outlets. The bookstores will follow the Music World strategy for its expansion. The first standalone outlet will be opened in Kolkata before launching a pan- India presence. The outlets are to occupy spaces between 15,000 – 18,000 square feet & will also include the concept of a Music World & a café. The world’s largest bookseller, Barnes & Noble is planning an India retail chapter too. It is believed that the US-based bookseller is in talks with the future group for a possible tie-up to launch its bookstores in India. Apart from books the US bestseller also sells music, DVDs, newspapers and magazines. Barnes & Nobel currently operates 801 bookstores in the US; & it sells around 445 million books per year through its online & offline operations. It is also the second-largest coffee house in the US. Amazon.com which offers online shopping for books, CDs, DVDs etc. can be biggest threat to Crossword and other bookstores. Maybe it’s time for Crossword to retail books online where consumers have a wider choice of reading reviews before making purchase decisions.

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REFERENCES
Books / Publications:

Retail Management by Bajaj, Tuli, Srivastava

• Retail Management by Swapna Pradhan • Retail Management - ICMR • India Retail Report 2007 Websites:

http://www.thehindubusinessline.com/2006/11/29/stories/20 06112901300500.htm http://retailindustry.about.com/?once=true& http://www.crosswordbookstores.com/Html/AboutCW.htm http://www.crosswordbookstores.com/Html/vendorshomepage.asp http://www.crosswordbookstores.com/Html/franchisehomepage1.asp http://www.crosswordbookstores.com/Html/gift%20vouchershomepage.asp http://crosswordbookstores.com/html/brp-homepage.asp http://crosswordbookstores.com/html/BestSellersDetails.asp http://crosswordbookstores.com/html/sriram%20recohomepage.asp http://crosswordbookstores.com/html/events-homepage.htm www.oxfordbookstore.com
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• • •

• • •

• •

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www.amazon.com

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