TY  - BOOK
AU  - Ramaswamy,V.S.
AU  - Namakumari,S.
TI  - Marketing management : global perspective Indian context
SN  - 9781259026416
U1  - 658.802 
PY  - 2013///]
CY  - New Delhi : 
PB  - McGraw-Hill Education (India) Private Limited, 
KW  - Marketing
KW  - India
KW  - Management
N1  - Includes bibliographical references and index; Adult (college level or above)
N2  - " Marketing Management Global Perspective, Indian Context brings forth a completely new perspective in the world of marketing that transforms your outlook on this field. It forces you to unlearn a lot of things you might have learned in the classroom in order to be able to learn a few new things. The first part of the book is on adopting a new perspective to understanding marketing. It contains chapters on the fundamental concepts of marketing and how marketing helps to create and deliver value. The second part is about the global and national relevance of marketing and its basics, the domestic and global environment with respect to marketing, and the challenges faced in marketing in a globalized and liberalized India. The third part covers topics such as how to develop a marketing strategy, how to carry out planning strategically in the corporate world, planning marketing techniques at the business level, how to formulate a strategy, and varied approaches on marketing strategy Part four consists of topics such as how to analyze one’s customers and how to select markets, understanding the behaviour of consumers, analysis on the Indian markets, the behaviour and expectations of Indian consumers, segmentation of the market, and orientation of value. The fifth part consists of chapters on perceiving the product as a carrier for value, fundamentals of product management, how to differentiate and position the market offering, brand equity and management of brands, how to manage the PLC of a brand, and introduction of new products. The sixth part of the book is on the management of supply chain and distribution logistics, channels of marketing, manufacturer’s perspective on marketing, and also contains case studies. The case studies covered are on Asian Paints with respect to distribution strategy and on Titan Watches with respect to channel management. Part seven of Marketing Management Global Perspective, Indian Context deals with promotion, pricing and pricing for capturing value, how integrated market communication helps build values and conveys them, advertising management, personal selling, sales promotion, and sales management. Part eight covers topics like how to support and control marketing effort, marketing research, measuring demand, marketing information, sales forecast, and marketing control. The ninth part is about marketing for services, special fields pertaining to marketing, and the changing scenario on rural marketing in the Indian context." -- Provided by the author
ER  -