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About the Author
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. He collaborated with Professor Andrew R Towl of Harvard University 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.
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.
• Offers thorough analysis of the marketing arena
• Juxtaposes contemporary marketing trends in India against global economic developments
• Provides keen insights into current marketing practices and how they evolved
• Presents real-life case studies relating to diverse businesses
Table of Content
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 • 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 • Titan's Consumer Segmentation Strategy • Dalmia Consumer Care, Part-III: Product Strategy: 8. Product Planning and Strategy, 9. Brand Strategy and Management, Case Studies: Nimbooz—';Waging 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 Retial Sector: 16. Retail Marketing, Case Studies: Shoppers Stop—Start Something New • Index