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Reinvention Strategies in a Marketing Framework

First Edition
  • Rohit Choudhary - Additional Director General of Police, GRP HQ, Patiala, Punjab

June 2018 | 328 pages | SAGE India
A first-of-its-kind, this book proposes a marketing plan for the police, using the conventional framework of marketing management. While there is considerable discussion and criticism of the way the police force functions in India, no comprehensive alternative model has been proposed to implement the New Police Management (NPM) approach in the force's operations. In fact, the necessity for overhauling the police system is strongly felt all over the world in the light of the recent international security lapses. The framework that this book suggests comprises current situation analysis, SWOT analysis, STP analysis and the 8 Ps.

Policing: Reinvention Strategies in a Marketing Framework combines marketing principles with the empirical knowledge of police operations to suggest improvements in the Indian police force. It uses the marketing motto of 'keeping the customer at the centre' as key to finding solutions to the issues that the police face in their everyday operations. In addition, it carries case studies related to police operations from across the world and suggests ways of adapting the strategies used in these to the Indian context. In doing so, the book offers valuable inputs for police academies, public administration, public policy, and state security commissions, as it not only analyses the current situation in the police force, but also draws a clear and practicable roadmap to revamp it.


Situational Analysis

Police Functions and Developing Trends

Reinvention Strategies in Marketing Framework







Customer Offering

Community Policing







Megadigm Shift for the Indian Police



The present volume is significant because it seeks to present an overall view of multiple dimensions—social, cultural, political and state level reforms—of globalization and development in India. Indeed, a volume of this kind is bound to attract the attention of professional social scientists as well as concerned citizens. It has a special charm because its twenty essays are written by eminent scholars, which makes the reader familiar with a wide range of issues relating to implications of globalization in India….. A volume of this kind let us hope, would inspire its readers to strive for what its editor wishes: ‘a democratic, egalitarian and sustainable development rather than the largely dependent development paradigm of globalization and reforms.

International Studies

Strikingly refreshing…[the author] is methodical and disciplined in presenting his thesis. His volume is a useful exposure to many of out officers who do not otherwise have the time to learn from the experiences of the fellow-policemen elsewhere in the globe.

The Hindu

For police to sell like merchandise, the author embarks on plans to improve its organisational culture incorporating changes in the police delivery scenario through (i) SWOT—strength, weaknesses, opportunities, and the threats besides (ii) Eight P's—people, products, price, promotion, pace, process, place and policies. A roadmap for the marketing plan that promises superior value, builds customer relationship and creates customer delight is the hallmark of the book…. The book, recommending identification of internal issues and external influences with the focus on customer satisfaction, high performance and newage entrepreneurial demands of the business, should be the 'Bible' for every policeman besides being a very well-documented research treatise.

The Tribune

The book is a…well-documented approach to the subject of policing…Rohit Choudhary duly brings to bear on the subject his long experience in the services….  This book deals with various aspects of police reforms in India and calls for a 'megadigm shift for the police system to attune it to democratic principles and a marketing framework.

The Pioneer

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