ABOUT THE BOOK
Marketing is a way of doing business. It is all pervasive, a part of everyone’s job description. Marketing is an expression of a company’s character, and is a responsibility that necessarily belongs to the whole company and everyone in it.
SALIENT FEATURES
HIGHLIGHTS
COMPREHENSIVE TEXT

Will serve as a core textbook for marketing in management studies.
Extensive coverage of specialization papers such as services marketing, brand management, business marketing, consumer behavior, international marketing; and emerging domains in marketing such as innovations, retail management, rural marketing, non-profit organizations and internet marketing. These chapters can be used as stand alone textbooks.
The text is prescriptive rather than descriptive.
BEST PRACTICES

Researched, implemented, result-driven applications drawn from leading companies across diverse industries throughout the world.
These practices, describing the whys, hows and results thereof of a company’s actions, will enhance learning.
Marketers can adopt these practices to elevate individual and organizational performance.
CORPORATE INSIGHTS

161 illustrations of implementation of marketing concepts by well-known Indian companies and brands.
Latest moves of companies and brands as they cope with competition and environment.
CASE STUDIES

Illustrative comprehensive Indian cases covering a spectrum of topics.
PARTING IDEA

The main points to be remembered about the chapter, much can be gathered about a topic by merely reading these.
QUESTIONS FOR DELIBERATIONS

For readers to ponder about various aspects of the marketing concept dealt with in the chapter. These questions are meant to challenge existing paradigms.
CONTENTS
Introducing the marketer…and his marketing
Section Foundations of Marketing
Chapter 1: Fundamentals of Marketing.
Chapter 2: Marketing Research.
Chapter 3: Marketing Environment.
Chapter 4: Consumer Behavior.
Section Selection of Markets
Chapter 5: Segmentation and Targeting.
Chapter 6: Positioning.
Section Product Decisions
Chapter 7: Product Management.
Chapter 8: Brand Management.
Chapter 9: Management of Innovations.
Section Pricing Decisions
Chapter 10: Pricing strategy.
Section Distribution Decisions
Chapter 11: Distribution.
Chapter 12: Retailing.
Section Communication Decisions
Chapter 13: Integrated Marketing Communication.
Chapter 14: Advertising Management.
Section Impact of Competition on Strategy
Chapter 15: Competitive Marketing Strategy.
Section Reaching Consumers Directly
Chapter 16: Direct Marketing.
Chapter 17: Internet Marketing.
Chapter 18: Personal Selling and Sales Management.
Section Analyzing Markets
Chapter 19: Business Marketing.
Chapter 20: Marketing of Services.
Chapter 21: International Marketing.
Chapter 22: Marketing for Non-profit Organizations.
Chapter 23: Rural Marketing.
Section Case Studies
Case Study 1: Dr. Reddy’s Labs -- The making of an Indian multinational.
Case Study 2: Dabur India Limited -- Restructuring the product portfolio.
Case Study 3: Air Deccan -- Implementing the low cost model in India.
Case Study 4: Eureka Forbes Ltd -- Reorganizing the sales force.
Case Study 5: Scorpio -- Developing a world-class product for the Indian market.

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