Marketing In India: Text And Cases (Paperback)

Marketing In India: Text And Cases Book Description

About the Book :

Marketing in India: Text and Cases 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.

About the Author :

Dr S Neelamegham, currently President of NIILM Centre for Management Studies, is the Co-founder of the Academy of Indian Marketing and has been the Dean of the Faculty of Management Studies of University of Delhi. Educated at Madras University and Stanford University, USA, he received his doctoral degree from the University of Delhi. Dr Neelamegham was also closely associated with the International Teachers Programme of Harvard Business School where he collaborated with Professor Andrew R Towl in his pioneering work on developing Indian cases in management. Dr Neelamegham has served as a visiting professor at University of Wisconsin (USA), Concordia University (Canada), Curtin International (Australia), University of Rio de Janeiro (Brazil), School of Tourism Organization (France), Case Method Programme of Harvard Business School, Durban University, South Africa and as the Founder-Dean of School of Business Studies at University of Zambia. A recipient of the Australian Education Foundation Fellowship award, he has lectured at several universities in Australia. He was the Chairman of the committee that prepared the blueprint for setting up the fifth IIM at Indore. He has served as an advisor and as a member of boards of several public and private organizations.A well-known seminar speaker and an author of several books and numerous publications, Dr Neelamegham has been a consultant to UNDP, Asian Development Bank, Economic Commission (Africa), Asian Productivity Organization, Commonwealth Secretariat and Asian Centre for Development Administration. He has organized several management programmes for All India Management Association, National Productivity Council, SCOPE, ASSOCHAM and other professional bodies.

Contents :

Part I: Marketing in India New Directions, 1.Marketing Its Changing Role in the Indian Economy, 2.New Directions in Marketing, 3.The Changing Face of Indian Consumer Market, 4.Internet Marketing in India, Case Studies - Maruti I, Maruti II, Hotel Crowning Glory, Suchitra Drug Manufacturing Company, The New Bharath Chemical Company (P) Ltd, Part II: Consumer Behaviour and Segmentation Strategy, 5.Market Segmentation, 6.Consumer Behaviour, 7.Marketing Research and Executive Decision Making, Case Studies - Nova Fashion Garments Private Ltd, Ram Kumar and Associates, Titans Consumer Segmentation Strategy, Dalmia Consumer Care, Part III: Product Strategy, 8.Product Planning and Strategy, 9.Brand Strategy and Management, Case Studies - NimboozWaging the Lemon Wars, All Fit Garments Pvt. Ltd, Launching of Popcorn Machine, Positioning of Trust Toothpaste, Marketing of Nano, Smoke Without Fire Launch of Vardaan, Part IV: Advertising and Communication Strategy, 10.Integrated Marketing Communication, 11.Advertising and Promotion Strategy, Case Studies - Centre for Sight, Supreme Garment Manufacturers, Promotion of Fairy Queen Express, Mortein Multi-insect Killer, Woodland Shoes, Part V: Promotion and Pricing Strategies, 12.Sales Promotion, Personal Selling and Direct Marketing, 13.Pricing Strategy, Case Studies - Ajanta Shoes Company Ltd, Hindustan Intercrafts Ltd, Indian Air Force, Anupama Cosmetics (P) Ltd, Komal Food Products Company Ltd, Part VI: Distribution in Marketing, 14.Distribution Strategy, Case Studies - RCB Case Study The Problem, Suja Products (P) Ltd, Chitra Chemicals Ltd, Sundaram Soap Company, Part VII: Challenges of Rural Marketing, 15.Rural Marketing, Case Studies - Cavinkare Making of Chik, Marketing Nokia to Rural India, Part VIII: The Retail Sector, 16.Retail Marketing, Case Studies - Shoppers Stop Start Something New

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