This Edition has been updated keeping in view the tremendous disruptions in the business models due to the ongoing globalization, the increasing role of corporate social responsibility; technological advancement, growth in e-commerce, increasing digital communication, the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence.
These created opportunities as well as challenges for businesses. Co-authored by noted academicians, Professor Kevin Lane Keller, Professor Alexander Chernev, Professor Jagdish N. Sheth and Professor G. Shainesh, the book continues to draw on the rich findings of various scientific disciplines—such as economics, behavioural science, and management theory—for fundamental concepts and tools that are directly applicable to marketing challenges and opportunities. Enriched with Indian cases studies, the text is comprehensive, lucid, and engaging at the same time, with the latest examples that illustrate effective marketing principles, strategies, and practices. The points of discussion and the discourse on the topics are useful not just for the students of marketing but also for practicing managers to design and execute successful marketing strategies.
Features –
- Including Indian case studies with new age businesses
- Marketing Insight emphasizes a key marketing concept for in-depth coverage and better understanding
- Marketing Spotlight–relevant real-world cases of companies and brands to illustrate the marketing concepts
- Chapter-end summary for a comprehensive and quick review.
Marketing Management: Indian Cases, 2nd Edition (9789361599743)
Marketing Management: Indian Cases, 2nd Edition is a compilation of case studies by eminent Marketing Management academics and practitioners in India, who have specifically crafted and curated each case study for students of Marketing to delve, discuss, and understand the various concepts of marketing in the Indian context.
With 23 contemporary cases this resource offers detailed analyses of diverse marketing principles and theories applied by reputed Indian and multinational companies. The lucid language and structured case studies encourage students to grasp the embedded themes and concepts in Marketing Management.
Features –
- Several big brand stories featured in this book include — MTR Foods, ZICOM Mahindra and Mahindra, Fevicol, Groupon, Unilever
- New case studies of established brands include — Taj Hotels (IHCL), BPCL, Cadbury Dairy Milk, Sugar Free
- Collection of unique businesses case studies include — Jaipur Rugs, AAVA Mineral Water, Travel-O-Stories
