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Contemporary Issues in Functional Management” is a rare collection of 14 articles on different aspects of functional management. The present book is an amalgamation of thoughts, experiences and research studies conducted by various management scholars, professionals and practitioners which is addressing a wide range of areas. The volume deals with the analytical issues aimed at exhaustive treatment of almost all the leading aspects of the functional management practices and policies. The book is presented in a very simple, lucid and logical format. It is believed that this book will be of great interest to concerned academicians, researchers, professional managers and policy makers and anyone looking to gain a solid foundation to continue their learning of dynamic commerce environment. Contents include Analyses of Consumer Behaviour in relation to Marketing Strategies with special Reference to Consumer Durables: A Study of North Karnataka, An Exploratory Study relating to Consumers' Purchase Preference for Green / Eco -friendly Products, Marketplace To Market Space: ICT as a Facilitator in Value Co-Creation, Creative Accounting – A Window Dressing Practice: An Analysis, Risk and Return Analysis of NIFTY high Beta stock in Indian Market, A Study on the Impact of Education and Age Groups on the Need of ICT for Women Empowerment in Delhi, Role of Green Marketing in Sustainable Development with Special Reference to Organic Farming, Rural Marketing, A Study on HRM practices in Indian Aviation Industry with Special Reference to the Current Scenario Jet Airways, Bitcoin : Cultural Adaptability and Further Implications, Green Buying Behavior, Strategic Deception, Micro-Macro Potpourri as a means to make India Financially Literate, A New Way of Doing Business: One Person Company.