Vikas Marketing in India, Text and Cases

This book provides a comprehensive overview of the current marketing environment in India. It examines the changing dynamics of marketing management against the backdrop of globalization and liberalization, analysing how both marketers and consumers are adapting to radical changes.

Features:

Part I: Marketing in India—New Directions

• Marketing - Its Changing Role in the Indian Economy
• New Directions in Marketing
• The Changing Face of Indian Consumer Market
• Internet Marketing in India

Part II: Consumer Behaviour and Segmentation Strategy

• Market Segmentation
• Consumer Behaviour
• Marketing Research and Executive Decision Making

Part III: Product Strategy

• Product Planning and Strategy
• Brand Strategy and Management

Part IV: Advertising and Communication Strategy

• Integrated Marketing Communication
• Advertising and Promotion Strategy