Marketing is a fascinating subject. It is of interest to everyone whether they are students of marketing, Or marketers of tangibles or non-tangibles. The subject coverage in this text is comprehensive, has depth and is relevant. Over the years, the environment in which businesses operate has been changing and companies have changed or adjusted their marketing mantras.
There is a saying, -whatever fails to change, fails to survive. -Therefore, with the opening up of the economy, privatisation, and globalisation, the marketing scenario in India and elsewhere is undergoing rapid changes and business are becoming increasingly proactive in anticipating and responding to changes and taking advantage of new opportunities.
Despite the changes and introduction of newer concepts, companies need to be customer-and-market driven. Fundamental concepts, such as segmentation, targeting, and positioning are very relevant today.
The significance of brand is becoming more and more relevant across the Globe. This book is written keeping focus on the needs of Indian students.
A full chapter is devoted to Rural Marketing with some comprehensive cases. The text is simple and easy-to-read with many suitable examples.
Most of the examples relate to Indian businesses. Many examples from other countries have also been included keeping in view the present context of open borders for companies.
The book has been divided in eight parts in order to provide some form of structure. These parts have been further divided in twenty-six chapters.
A key feature of this book is that it has 42 cases, some of them in detail. This provides much choice to select suitable cases for discussion.
Besides, these cases also serve as more detailed examples portraying real life business situations and offer deep insight to students into the game of marketing warfare
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