Marketing Management: An Indian Perspective

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.