Marketing management : global perspective, Indian context / by V. S. Ramaswamy and S. Namakumari

Includes Bibliography and Indexes

Part 1: Marketing Needs a Re-Calibration Ch 1- Marketing Needs Re-Calibration; Recognizing Value-Delivery as Marketing's Central Task Ch 2- Fundamentals of Marketing- Revisited Ch 3- Value Philosophy of Marketing Part 2: Marketing Environment - Global and Indian Ch 4- Analyzing the Marketing Environment Ch 5- Global Marketing Environment Ch 6- Marketing Environment of India and The Marketing Challenges Part 3: Developing Marketing Strategy and Marketing Plans Ch 7- Strategic Planning at Corporate Level and Marketing Planning at Business Level Ch 8 -Formulating Marketing Strategy Ch 9 -Marketing Strategy Varied Approaches Ch 10-Analysing Industry and Competition Ch 11-Building Competitive Advantages Part 4: Analyzing Consumers and Selecting Markets Ch 12-Consumer Behavior and Buying-Decision Process Ch 13-The Indian Consumer and the Consumer Market Of India Ch 14-Market Segmentation and Market Targeting with Value Orientation Part 5: Creating Value- Product Management Ch 15-Product Management- The Fundamentals Ch 16-Differentiating and Positioning the Market Offering Ch 17-Managing Brands and Brand Equity Ch 18-Creating Value Through Innovation and New Products Part 6: Delivering Value- Managing Distribution Ch 19- Distribution Logistics and Supply Chain Management Ch 20-Designing and Managing Marketing Channels Ch 21- Retailing- Perspective of the Retailer / Retail Chain Ch 22- Direct and Online Marketing Part 7: Capturing and Communication Value- Pricing and Promotion Ch 23-Pricing of Capture Value Ch 24-Integrated Marketing Communications Ch 25-Managing Advertising Ch 26-Personal Selling and Sales Management Ch 27-Customer Relationship Management Part 8: Supporting and Controlling the Marketing Effort Ch 28-Conducting Marketing Research and Forecasting Demands Ch 29-Marketing Control Part 9: Special Fields in Marketing Ch 30- Marketing of services Ch 31-Rural Marketing in India: Potential, Challenges and Strategies