Marketing In India: Text and Cases

Contents:
Part-I: Marketing in India—New Directions:
Chapter 1. Marketing - Its Changing Role in the Indian Economy
Chapter 2. New Directions in Marketing
Chapter 3. The Changing Face of Indian Consumer Market
Chapter 4. Internet Marketing in India
Case Studies:
Maruti I
Maruti II
Hotel Crowning Glory
Suchitra Drug Manufacturing Company
New Bharath Chemical Company (P) Ltd.
Part-II: Consumer Behaviour and Segmentation Strategy:
Chapter 5. Market Segmentation
Chapter 6. Consumer Behaviour
Chapter 7. Marketing Research and Executive Decision Making
Case Studies:
Nova Fashion Garments Private Ltd.
Ram Kumar and Associates
Titan's Consumer Segmentation Strategy
Dalmia Consumer Care
Part-III: Product Strategy:
Chapter 8. Product Planning and Strategy
Chapter 9. Brand Strategy and Management
Case Studies:
Nimbooz—'Waging the Lemon Wars'
All Fit Garments Pvt. Ltd.
Launching of Popcorn Machine
Positioning of Trust Toothpaste
Marketing of Nano
Smoke Without Fire - Launch of Vardaan
Part-IV: Advertising and Communication Strategy:
Chapter 10. Integrated Marketing Communication
Chapter 11. Advertising and Promotion Strategy
Case Studies:
Centre for Sight
Supreme Garment Manufacturers
Promotion of Fairy Queen Express
Mortein—Multi-insect Killer
Woodland Shoes
Part-V: Promotion and Pricing Strategies:
Chapter 12. Sales Promotion, Personal Selling and Direct Marketing
Chapter 13. Pricing Strategy
Case Studies:
Ajanta Shoes Company Ltd.
Hindustan Intercrafts Ltd.
Indian Air Force
Anupama Cosmetics (P) Ltd.
Komal Food Products Company Ltd.
Part-VI: Distribution in Marketing:
Chapter 14. Distribution Strategy
Case Studies:
RCB Case Study - The Problem
Suja Products (P) Ltd.
Chitra Chemicals Ltd.
Sundaram Soap Company
Part-VII: Challenges of Rural Marketing:
Chapter 15. Rural Marketing
Case Studies:
CavinKare - Making of Chik
Marketing Nokia to Rural India
Part-VIII: The Retial Sector:
Chapter 16. Retail Marketing
Case Studies:
Shoppers Stop - Start Something New