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Marketing in India, Cases and Readings, 4/e

Marketing in India, Cases and Readings, 4/e

Vikas Publishing
  • 9789325956766
  • 724 pages
  • Paperback
  • 7.25" x 9.5" inches
  • Book 500.00

This book provides a comprehensive overview of the current marketing environment in India. It examines the changing dynamics of marketing management against the backdrop of globalization and liberalization, analysing how both marketers and consumers are adapting to radical changes. Insightful perspectives on key issues including market segmentation, brand strategy, product planning, advertising, pricing and distribution strategies as well as challenges of rural marketing are given. This Fourth Edition boasts of incisive coverage of all contemporary concepts and formats of marketing, including retailing, Internet marketing and telemarketing. It is further enriched by varied case studies that are drawn from the Indian experience and will go a long way to inculcate skills of analysis, logical thinking and decision making in students. Valuable not only to students and teachers of marketing management, the book is a must-have for practising managers who want to stay abreast with the latest developments in their field.

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    Part I: Marketing in India—New Directions
  • Marketing - Its Changing Role in the Indian Economy
  • New Directions in Marketing
  • The Changing Face of Indian Consumer Market
  • Internet Marketing in India

    Part II: Consumer Behaviour and Segmentation Strategy
  • Market Segmentation
  • Consumer Behaviour
  • Marketing Research and Executive Decision Making

    Part III: Product Strategy
  • Product Planning and Strategy
  • Brand Strategy and Management

    Part IV: Advertising and Communication Strategy
  • Integrated Marketing Communication
  • Advertising and Promotion Strategy