This book depicts marketing in contemporary and future India by providing a clear understanding of the marketing concepts, with due emphasis on developing application skills. It comprehensively discusses marketing management concepts and frameworks with numerous illustrations and cases in the Indian context.



This revised and up-to-date text presents the evolving marketing scenario with the latest marketing data. The focus of the new edition is more on the ‘Innovations in Marketing‘ which are imperative for an emerging market like India. The text very well captures the marketing initiatives, practices and successes of Indian companies both in the domestic and more recently, in the global markets.



In this edition, some of the relevant chapters have been retained in original form, and significant changes have been made in many others to make them contemporary with new data, research inputs and concepts.



The book has been structured in the following six sections: The Marketing Environment, Assembling the Marketing Toolbox, Creating of Customer Value, Communication and Deliverance of Customer Value, Creating Sustainable Competitive Value and Growth, and Broadening Horizons.

Contents
1. Marketing Management Today

Part 1: The Marketing Environment

2. The Customer

3. The Competition

Part 2: Assembling the Marketing Toolbox

4. Marketing Planning

5. Marketing Research and Information Systems

6. Consumer Behaviour

7. Organizational Buying Behaviour

8. Segmenting and Targeting

9. Market Measurement and Demand Forecasting

Part 3 : Creating of Customer Value

10. Product Management

11. New Product Decisions

12. Brand Management and Decisions

13. Customer Service

14. Pricing Decisions

Part 4: Communication and Deliverance of Customer Value

15. Integrated Marketing Communications

16. Advertising Management

17. Sales Promotion and Public Relations

18. Managing the Sales Function

19. Managing the Distribution Function

20. Retail Management

21. Direct Marketing

Part 5: Creating Sustainable Competitive Value and Growth

22. Marketing Strategy

23. Customer Relationship Management

24. Marketing Performance and Control

25. Marketing Organization

Part 6: Broadening Horizons

26. Global Marketing

27. Services Marketing

28. Rural Marketing

Cases