Globalisation and Marketing Management

Contents Preface. I. Marketing Policies and Practices 1. Rural marketing in Garhwal hills need for a selective approach/Atul K. Dhyani. 2. Tourism marketing advertising and publicity (a study of Punjab tourism)/G.S. Batra A.S. Chawla and Anju Mehta. 3. Role of PSIEC in Promotion of Products of SSI units (a case study)/Yogi Pal Singh. 4. Marketing strategies for Indian rural markets/K. Ramamohana Rao. 5. Market oriented farming (a case for development of entrepreneurship)/K.N. Badhani A.K. Pokhriyal and Janki Suyal. 6. Strategic marketing of industrial products in Nigeria emerging trends/Cajetan C. Nosike. 7. Agricultural marketing strategies in the changing global business scenario/Nalini Prava Tripathy. 8. Personal selling strategies of tourism services/Dev Malya Dutta. 9. Marketing strategies of Ghanian companies (implications of economic reforms and globalisation)/Kwadwo Benneh. 10. Tapping international markets (niche marketing strategy)/S.S. Kaptan and S.A. Telang. 11. Problems of marketing of medicinal plants/Anil Kr. Chojar. II. Marketing of Services Products and Buyer Behaviour 12. The environmental buyer behaviour model (a comparative analysis of consumer environmental behaviour)/Hazel T. Suchard Michael J. Polonsky and Ricky Yee Kwong Chan. 13. Inter group conflict in the purchasing decision making process (a conflict oriented approach to organisational buying behaviour)/S. Jayachandran and R.N. Anantharaman. 14. Consumer dissatisfaction and complaints and users of durable and non durable products/A.K. Dhyani. 15. Perception of customer as to the services provided by UPFC in Garhwal region/R.C. Dangwal and Shardha Gupta. 16. After Sales services by a car manufacturing company (a case study)/Etinder Pal Singh and Pradeep Kumar Bhatt. 17. Post purchase behaviour of Bajaj scooter customers/Kunal Alias Kundan. 18. Need of consumer education for Indian consumers/Atul K. Dhyani. 19. Incident based measurement of patient's satisfaction/dissatisfaction/Gajendra Singh. 20. Recent trends in marketing of banking services (a study of customers perceptions)/P.S. Sidhu. 21. Health care marketing (a study of maternity care services through marketing approach)/B. Balaji Prasad. 22. Recent trends in Sales promotion in the emerging global business scenario/P.S. Sidhu. Index. Globalisation and Liberalisation is gaining growing attention as a strategy for survival competition and growth. The limitations of national markets the diversity and unevenness of resource endowments of different nations complexity of technological developments differences in the levels of development and demand patterns differences in production costs and efficiencies technological revolution in communication and other fields etc. mandate globalisation. The concept of marketing is a dynamic concept. It has changed altogether with the passage of time. Such changes have far reaching effects on production and distribution. With the rapid changes in tastes and preference of people marketing management has to prepare for this challenge. Marketing as an instrument of measurement gives scope in understanding the new demand patterns and thereby produce and make available the goods accordingly. Marketing is the kingpin that sets the economy revolving. The marketing organisation more scientifically organised makes the economy strong and stable the lesser the stress on the marketing function the weaker will be the economy. This book on Globalisation and Marketing Management contains papers on marketing management practices policies and emerging trends in global business. This volume will be of great use to all those interested in the study of marketing management practices and policies. 308 pp.…