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
