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For undergraduate and graduate courses in marketing management.The gold standard for today's marketing managementStay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.The world of marketing is changing everyday--and in order for students to have a competitive advantage, they need a textbook that reflects the best of today's marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today's marketing theory and practice.The fifteenth edition is bundled with Indian cases and is updated where appropriate to provide the most comprehensive, current and engaging marketing management text as possible. The bundled book marketing management: Indian cases is a casebook companion aimed to help readers understand the concepts of marketing in the Indian context. The booklet carries 23 contemporary cases which provide in-depth analysis of different marketing principles and theories as applied by various companies in India and Asia. This casebook will be useful for students pursuing MBA and PGDBM courses.
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Features:
- explore marketing mix with MTR Foods
- Understand customer value with India's e-commerce space
- Delve into the world of information system and data utilization with Starbucks and Amazon
- Learn to leverage corporate trust and technology strength in the B2B market with Zicom
- Comprehend marketer's challenges and complexities with Facebooks strategies in India and China
- Mahindra and Mahindra explains consumer segmentation strategies
- Kellogg's Corn Flakes shows the way to find market for a product
- Fevicol demonstrates how to reinvent brand and sales
- Oreo illustrates the advantages of effective integrated marketing communication
- Comprehend digital marketing with wonder cement
- Unilever shows the way to build brand and market with holistic marketing initiatives
