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eBook for MKTG: A South-Asian Perspective

Author(s): Charles W. Lamb | Joe F. Hair | Carl McDaniel | Dr. Dheeraj Sharma

ISBN: 9788131525340

Edition: 1^st

₹855

Binding: eBook

Pages: 694

Trim Size : 254 x 203 mm

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MKTG, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys and presents the content in a visually engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use marketing information to make business decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.

Systematic and methodical manner of coverage of topics
Detailed case studies simulating real world corporate problems and dilemmas
Chapter review cards at the end of each chapter

PART 1

Chapter 1 An overview of Marketing

Chapter 2 Strategic Planning for Competitive Advantage

Chapter 3 Ethics and Social Responsibility

Chapter 4 The marketing Environment

Chapter 5 Developing a Global Vision

Case 1: Aviva life Insurance Company India Ltd.

PART 2

Chapter 6 Consumer Decision Making

Chapter 7 Business marketing

Chapter 8 Segmenting and Targeting Markets

Chapter 9 Decision Support Systems and Marketing Research

Case 2: Makemytrip.com (A)

PART 3

Chapter 10 Product Concepts

Chapter 11 Developing and Managing Products

Chapter 12 Services and Nonprofit Organization Marketing

Case 3: A-One Starch Products Limited (A)

PART 4

Chapter 13 Marketing Channels

Chapter 14 Supply Chain Management

Chapter 15 Retailing

Case 4: Crossword—Customer Relationship Management

PART 5

Chapter 16 Integrated Marketing Communications

Chapter 17 Advertising and Public Relations

Chapter 18 Sales Promotion and Personal Selling

Case 5: Jasmine—A Case Study

PART 6

Chapter 19 Pricing Concepts

Chapter 20 Setting the Right Price

Case 6: Modernization of Fair Price Shops: A Case of Gujarat

PART 7

Chapter 21 Customer Relationship Management (CRM)

Chapter 22 Social Media and Marketing

Chapter 23 Bottom of the Pyramid

Case 7: Allegiance Corporation Bank: Restructuring Private Banking

PART 8

Endnotes

Index

Dr. Dheeraj Sharma

Dr. Dheeraj Sharma is a faculty in Indian Institute of Management, Ahmedabad, India. Dr. Sharma earned his doctoral degree with major marketing and double minor in psychology and quantitative analysis from Louisiana Tech University, USA.