An unparalleled text that presents an India-centric approach to the discipline of Marketing.
Isn't it time we addressed the elephant in the room? Are the existing texts on marketing management contextually sufficient for Indian students? Here is the pioneer. A book that is India-centric, comprehensive and apt for the times. Staying relevant to contemporary times, the sixth edition of the transformational text Marketing Management: Indian Context, Global Perspective comes with an even mightier foundation with its practical, research-based content. Why this particular text? Because it is not an `adaptation of a foreign book' or one `with few Indian examples'. It has remained, since its first edition, published 35 years ago, the unparalleled text presenting an India-centric approach to the discipline of marketing. The compelling logic for an Indian text Since marketing is an environment-driven subject, it requires an environment-specific treatment. This text meets this need and equips students to comprehend marketing in a manner relevant to the Indian setting. Tracks every transition and change Marketing is changing. India is changing. Technology, digitisation and overall disruption drive this change. This text captures this change and interprets its import. Comprehensive coverage, engaging presentation The text re-visits the basics and explores the contemporary concepts of marketing. It contains a fine blend of mini cases on experiences of companies, both Indian and global. It comes with a brand-new feature: Marketing Insight Exhibit; as many as 140 exhibits explain how high-performing Indian and global companies keep excelling. With this book, students will start loving the study of marketing User-friendliness, excellent readability, exciting presentation and innovative design are its hallmarks.
Table of contents:
Foreword to the First Edition Preface Part One: Marketing in Indian Environment Understanding Marketing as a Value-delivering Task Studying Marketing Environment Contemporary Indian Marketing Environment Part Two: Developing Marketing Strategy and Plans Strategic Planning at Corporate Level and Marketing Planning at Business Level Formulating Marketing Strategy Analysing Industry and Competition Differentiating and Positioning the Market Offering Part Three: Analysing Consumers and Selecting Markets Consumer Behaviour and Buying-decision Process The Indian Consumer Segmentation and Targeting for Maximising Customer Value Part Four: Creating Customer Value: Managing the Product Product Management: The Fundamentals Managing Brands and Building Brand Equity Introducing New Products and Innovations Marketing of Services Part Five: Delivering Customer Value: Managing Distribution Managing Distribution Logistics Designing and Managing Marketing Channels Retailing: Perspective of the Retailer/Retail Chain Direct Marketing and Digital Marketing Part Six: Communicating Customer Value: Integrated Marketing Communications Managing Mass Communications: Advertising, Sales Promotion and Digital Communications Managing Personal Communications: Personal Selling and Sales Customer Relations Management Part Seven: Capturing Customer Value Pricing Part Eight: Supporting and Controlling the Marketing Effort MIS and Marketing Research Demand Forecasting and Marketing Control Part Nine: A Special Field in Indian Marketing Rural Marketing in India: Potential, Challenges and Strategies Notes Bibliography Subject Index
Dr V. S. Ramaswamy studied marketing management at the University of Waterloo (WLU), Canada, as a Colombo Plan scholar. He received his PhD in marketing management from the Cochin University of Science and Technology, Kochi. He went on to receive practical training in marketing and general management at several multinational firms in Canada, Europe and UK. He has been a visiting professor at IIM Bangalore, IIIT Bangalore and ENPC/IISIM (Kochi). He is an expert trainer in the areas of marketing, corporate strategy and general management. Ms S. Namakumari holds a master's degree in English literature. She has worked with The Fertilisers and Chemicals Travancore Ltd (FACT) for over 20 years, holding positions such as sales manager and marketing research manager. Her specialisations include marketing planning, marketing research and marketing communications. She is also actively engaged in executive training.