Managing Indian brands Marketing concepts and strategies
by S Ramesh Kumar
- 2nd ed
- New Delhi Vikas Publishing House Pvt Ltd 2002
- xii,356p. 24.5cm.
Includes bibliography and indexes
Changing marketing scenario, Managing product lines in the present day context, Managing brands-practice-oriented dimensions, Consumer behaviour and its implications on marketing strategies, Business to business marketing, Contemporary issues in marketing Segmentation and positioning, Consumer behaviour, New product planning/ development, Pricing, Distribution channels, Managing brands/products, Media planning and advertising appeals, promotional aspects, Marketing planning, Marketing strategy