About the Book :
This book Marketing Management - An Indian Perspective covers the fundamental concepts in marketing with the contemporary issues in marketing from an Indian perspective. This hands-on guide with real life Indian examples shall help you understand and utilize various marketing concepts and tools to identify and fulfill the customers needs. Right from the basics and overview of Marketing, it covers market oriented strategic planning, marketing research, segmentation, targeting and positioning, competition, consumer and business markets, branding, new product development, pricing, distribution strategies and integrated marketing communications in fifteen chapters. It also foretells what the future of marketing is and how a company can benefit from it in the hypercompetitive arena. In the fifteenth chapter, we have given an overview on topics like Services Marketing, Rural Marketing, International Marketing, Retail Marketing, E-Commerce, Customer Relationship Management and Green Marketing.This book provides the foundation for developing the skills required for an MBA student with lots of Indian examples and more than 275 photos, tables and diagrams to understand the Marketing better. It also serves as a must have resource for marketing professionals and entrepreneurs to become efficient and effective marketer.
Overview of MarketingMarket Oriented Strategic PlanningMarketing EnvironmentMarketing ResearchConsumer MarketsBusiness MarketsSegmentation, Targeting and PositioningCompetitionBrandProductPricePlacePromotion-Integrated Marketing CommunicationsFive Winning Strategies in 21st CenturyMarketing Area OverviewIndex
Interesting Facts :
This book is based on my knowledge and understanding of Marketing in the last 14 years in the diverse areas of Advertising, Marketing, Academics and Research. Besides the hands on experience in the marketing field, teaching students in top B-Schools has helped me to shape up this book, as it is required by the management students in India. With the right mixture of marketing theory with the practices across India and the world, this book takes a lot of examples from the Indian companies to understand the concepts better. With more than 275 photos, illustrations, tables and graphs, this book helps you understand marketing in the current business scenario in the most lucid manner.
About the Author :
Prof. Vijay Prakash Anand is a management post graduate in Marketing from Symbiosis, Pune. He has got more than 14 years of experience in the field of Advertising, Marketing, Academics and Research. His areas of expertise are Marketing Management and Integrated Marketing Communications/Advertising & Sales Promotions. He has taught at leading B-Schools in India like Symbiosis, Pune, Bharti Vidyapeeth, Pune, S. P. Jain, Mumbai, Pune University MBA Department as a visiting faculty member and in EMPI Business School, New Delhi, NIILM Centre for Management Studies, New Delhi and IES Management College, Mumbai University as a full time faculty member. He has edited four newsletters and news-magazines and presented several papers in the national and international conferences. He has also published papers in journals of national repute. Currently, he is working with Shri Ram Murti Smarak International Business School, Lucknow as an Associate Professor and pursuing his Ph.D. in the area of Green Marketing.