Marketing Management Global Perspective Indian Context,4ed

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Winner of the First Prize of the FIP Awards for Excellence in Book Production 2009 A Transformational Text on Marketing. . . Presents Marketing in an Altogether New Perspective Today, Marketing needs a transformation. A new perspective has become inescapable in understanding and practising Marketing. For this to happen, first, a corresponding correction has to happen in the class rooms in the teaching of the subject. Some new learning and a lot of unlearning is imperative. This 4th edition of this best selling title addresses and answers this need. • Perspective, Centred on Value Enables the students learn marketing with a new orientation: Value Delivery is the crux of marketing; and marketing is to be defined and treated as a Value Delivering Process. Only a perspective centred on value can provide the needed practical direction for approaching and practising marketing the right way. • Curriculum Driven as well as Table of Contents Part One Understanding Marketing in a New Perspective 1. Understanding Marketing in a New Perspective 2. Fundamentals of Marketing 3. Understanding Marketing as Creating, Communicating, and Delivering Value 4. Value—The Basics Part Two Marketing Environment: Global and Indian 5. The Marketing Environment 6. Global Marketing Environment 7. Marketing Environment of India 8. Marketing Challenges in a Liberalising and Globalising India Part Three Developing Marketing Strategy 9. Strategic Planning at Corporate Level 10. Marketing Planning at Business Level 11. Formulating Marketing Strategy 12. Marketing Strategy—Varied Approaches 13. Analysing Industry and Competition 14. Building Competitive Advantage for Value Delivery 15. Marketing Strategy— The Case ofReliance Textiles Part Four Analysing Consumers and Selecting Markets 16. Understanding Consumer Behaviour 17. The Indian Consumer and The Rising Consumer Market of India 18. Market Segmentation and Targeting with Value Orientation 19. Customer Relationship Management 20. Segmentation and Targeting —The Case of Indian Passenger Car Market Part Five Conceiving and Managing the Product as Carrier of Value 21. Product Management—The Fundamentals 22. Differentiating and Positioning the Market Offering 23. Managing Brands and Brand Equity 24. Managing a Brand’s PLC—The Case of Scissors 25. Introducing New Products Part Six Conceiving and Managing Distribution as Carrier of Value 26. Distribution Logistics and Supply Chain Management 27. Marketing Channels 28. Retailing—The Manufacturer’s Perspective 29. Distribution Strategy—the Case of Asian Paints 30. Channel Management—The Case of Titan Watches 31. Retailing—The Perspective of the Retailer/Retail Chain 32. Retailing Success—The Case of Pantaloon and Subiksha 33. Direct and Online Marketing Part Seven Pricing and Promotion—Capturing and Communicating Value 34. Pricing to Capture Value 35. Integrated Marketing Communications for Building and Conveying Value 36. Advertising Management 37. Sales Promotion 38. Personal Selling and Sales Management Part Eight Supporting and Controlling the Marketing Effort 39. Marketing Research and Marketing Information 40. Measuring Demand and Forecasting Sales 41. Marketing Control Part Nine Special Fields in Marketing 42. Marketing of Services 43. Rural Marketing in India— the Changing Picture