Marketing Management : Planning, Implementation and Control, Global Perspective, Indian Context / by V.S. Ramaswamy and S. Namakumari

Includes Bibliography and Indexes

Part 1: Understanding the Marketing Process Ch 1- The Marketing Concept Ch 2- Creating and Delivering Customer Value Ch 3- The Marketing Mix Ch 4- The Marketing Environment Part 2: Indian Marketing Environment Ch 5- India Under Economic Reforms Ch 6- The Sea Change in the Indian Marketing Environment : Consequent to Liberalization Ch 7- Marketing Challenges of the Liberalized Economy Ch 8- Importance of Environment Appraisal- The Case of The Cell Phone Industry Part 3: Developing Marketing Strategy Ch 9- The Strategic Planning Process Ch 10-Marketing Planning Ch 11-Marketing Strategy Ch 12-Analysing Industry and Competition Ch 13-Industry Analysis: The Case of Indian Air-Conditioner Industry Ch 14-Competitive Advantage and Core Competence Ch 15-Marketing Strategy-The Case of Reliance Textiles Ch 16-Marketing Strategy- The Case of Titan Watches Part 4: Analyzing Consumers and Selecting Markets Ch 17-Buyer Behavior Ch 18-The Indian Consumer Ch 19-Market Segmentation and Market Targeting Ch 20-Demand Measurement and Sales Forecasting Part 5: Managing The Product Ch 21-Managing The Product Ch 22-Product Differentiation and Positioning Ch 23-Managing Brands and Brand Equity Ch 24-New Product Decisions Ch 25-Product Life Cycle Ch 26-Managing PLC-The Case of Scissors Part 6: Managing Distribution Ch 27-Physical Distribution and Marketing Logistics Ch 28-Marketing Channels Ch 29-Contemporary Channel Scenario in India Ch 30-Creating and Managing a Dealer Network Ch 31-Retailing Ch 32-Distribution Strategy- The Case of Asian Paints Ch 33-Channel Management- The Case of Titan Watches Ch 34-Channel Management- The Case of Wipro Infotech Ch 35-Direct Marketing Ch 36-Marketing on the Web Part 7: Pricing and Promotion Ch 37-Pricing Ch 38-Marketing Communications- an Overview Ch 39-Advertising Management Ch 40-Sales Promotion Ch 41-Sales Management Part 8: Supporting and Controlling the Marketing Effort Ch 42-Marketing Information System Ch 43-Marketing Research Ch 44-The Marketing Organization Ch 45-Marketing Control Part 9: Special Fields in Marketing Ch 46- Marketing in services Ch 47-Global Marketing Strategies for Indian firms Ch 48-Rural Marketing in India: The Changing Picture