COMPREHENSIVE TEXT

• Will serve as a core textbook for marketing in management studies.
• Extensive coverage of specialization papers such as services marketing, brand management, business marketing, consumer behavior, international marketing; and emerging domains in marketing such as innovations, retail management, rural marketing, non-profit organizations and internet marketing. These chapters can be used as stand alone textbooks.
• The text is prescriptive rather than descriptive.

BEST PRACTICES

• Researched, implemented, result-driven applications drawn from leading companies across diverse industries throughout the world.
• These practices, describing the whys, hows and results thereof of a company’s actions, will enhance learning.
• Marketers can adopt these practices to elevate individual and organizational performance.

CORPORATE INSIGHTS

• 161 illustrations of implementation of marketing concepts by well-known Indian companies and brands.
• Latest moves of companies and brands as they cope with competition and environment.

CASE STUDIES

• Illustrative comprehensive Indian cases covering a spectrum of topics.

PARTING IDEA

• The main points to be remembered about the chapter, much can be gathered about a topic by merely reading these.

QUESTIONS FOR DELIBERATIONS

• For readers to ponder about various aspects of the marketing concept dealt with in the chapter. These questions are meant to challenge existing paradigms.

• Introducing the marketer…and his marketing
• Section I: Foundations of Marketing
  1. Chapter 1: Fundamentals of Marketing.
  2. Chapter 2: Marketing Research.
  3. Chapter 3: Marketing Environment.
  4. Chapter 4: Consumer Behavior.
• Section II: Selection of Markets
  1. Chapter 5: Segmentation and Targeting.
  2. Chapter 6: Positioning.
• Section III: Product Decisions
  1. Chapter 7: Product Management.
  2. Chapter 8: Brand Management.
  3. Chapter 9: Management of Innovations.
• Section IV: Pricing Decisions
  1. Chapter 10: Pricing strategy.
• Section V: Distribution Decisions
  1. Chapter 11: Distribution.
  2. Chapter 12: Retailing.
• Section VI: Communication Decisions
  1. Chapter 13: Integrated Marketing Communication.
  2. Chapter 14: Advertising Management.
• Section VII: Impact of Competition on Strategy
  1. Chapter 15: Competitive Marketing Strategy.
• Section VIII: Reaching Consumers Directly
  1. Chapter 16: Direct Marketing.
  2. Chapter 17: Internet Marketing.
  3. Chapter 18: Personal Selling and Sales Management.
• Section IX: Analyzing Markets
  1. Chapter 19: Business Marketing.
  2. Chapter 20: Marketing of Services.
  3. Chapter 21: International Marketing.
  4. Chapter 22: Marketing for Non-profit Organizations.
  5. Chapter 23: Rural Marketing.
• Section X: Case Studies
  1. Case Study 1: Dr. Reddy’s Labs -- The making of an Indian multinational.
  2. Case Study 2: Dabur India Limited -- Restructuring the product portfolio.
  3. Case Study 3: Air Deccan -- Implementing the low cost model in India.
  4. Case Study 4: Eureka Forbes Ltd -- Reorganizing the sales force.
  5. Case Study 5: Scorpio -- Developing a world-class product for the Indian market.