Case Studies In Marketing: The Indian Context 5th Edition

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This book, now in its fifth edition, has been well-received and appreciated by the students of business schools across the country. Ten CASE studies in the book have been revised and updated to reflect the changes that have taken place in the intervening period. The fifth edition continues to provide cases that have been culled from the real business world and drawn from authentic sources. These cases highlight the business environment of different companies, specifically focusing on competitiveness, product development, market strategies and international business. This book is meant as an adjunct text for postgraduate students of management. Besides, executives attending various management and development programmes would also greatly benefit by reading the book. About the Author R. Srinivasan (Fellow, IIM Bangalore) is Professor, Department of Management Studies, Indian Institute of Science (IISc.), Bangalore. He had his post-doctoral training at the University of Leeds (U.K.). Professor Srinivasan has more than 32 years of experience with premier institutions such as IISc., Administrative Staff College of India, Hyderabad, and NITIE, Mumbai. He has served with distinction in reputed organizations like Tata Consulting Engineers and Indian Telephone Industries. He is a recipient of the International Statistical Institute Award (1983) and the Colombo Plan Award (1989). Professor Srinivasan has to his credit more than 135 articles in leading international and national journals. Table of Contents Preface Preface to the First Edition. Introduction to CASE Analysis. Part I: MARKETING CASE 1. HMT: Machine Tools Division. CASE 2. Oilseeds Growers Cooperative Society. CASE 3. Retailing, Advertising, Marketing and Merchandising Services (RAMMS). CASE 4. HMT Watches. CASE 5. Bharat Heavy Electricals Limited. CASE 6. Bharat Earth Movers Limited. CASE 7. British Physical Laboratory (BPL). CASE 8. Indian Garments. CASE 9. IDE Drip Irrigation System for Microirrigation. Part II: INTERNATIONAL MARKETING CASE 10. Infosys Technologies Limited. CASE 11. Oracle Financial Services Pvt. Ltd. (Formerly I-Flex). CASE 12. Gillette India. CASE 13. SAP India. CASE 14. Global Marketing in Wipro: Growing in Strength. CASE 15. Ace Designers. CASE 16. Mysore Sales International Limited. CASE 17. New Government Electric Factory Limited, Bangalore. Part III: SERVICES MARKETING CASE 18. Hotel Taj West End, Bangalore. CASE 19. Credit Card Business of Standard Chartered Bank. CASE 20. Karnataka State Tourism Development Corporation (KSTDC) Ltd. CASE 21. Hotel Ashok, Bangalore. CASE 22. East-West Airlines: A Failed Experience. CASE 23. Sterling Holiday Resorts. CASE 24. Thomas Cook: To Be or Not To Be? CASE 25. Namdharis Fresh. CASE 26. DaimlerChrysler. CASE 27. Charter Aviation Services. CASE 28. Cafe Coffee Day. APPENDIX: National Tourism Policy 2002.