For undergraduate and graduate courses in marketing management.The gold standard for today’s marketing managementStay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.The world of marketing is changing everyday–and in order for students to have a competitive advantage, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.The fifteenth edition is bundled with Indian cases and is updated where appropriate to provide the most comprehensive, current and engaging marketing management text as possible. The bundled book marketing management: Indian cases is a casebook companion aimed to help readers understand the concepts of marketing in the Indian context. The booklet carries 23 contemporary cases which provide in-depth analysis of different marketing principles and theories as applied by various companies in India and Asia. This casebook will be useful for students pursuing MBA and PGDBM courses. Features explore marketing mix with MTR Foods • Understand customer value with India’s e-commerce space• Delve into the world of information system and data utilization with Starbucks and Amazon• Learn to leverage corporate trust and technology strength in the B2B market with Zicom• Comprehend marketer’s challenges and complexities with Facebooks strategies in India and China• Mahindra and Mahindra explains consumer segmentation strategies• Kellogg’s Corn Flakes shows the way to find market for a product• Fevicol demonstrates how to reinvent brand and sales• Oreo illustrates the advantages of effective integrated marketing communication• Comprehend digital marketing with wonder cement• Unilever shows the way to build brand and market with holistic marketing initiativesTable of contents Part 1. Understanding Marketing Management 1. Defining Marketing for the New Realities 2. Developing Marketing Strategies and PlansPart 2. Capturing Marketing Insights 3. Collecting Information and Forecasting Demand 4. Conducting Marketing ResearchPart 3. Connecting with customers5. Creating long-term loyalty relationships 6. Analysing consumer markets 7. Analysing business markets 8. Tapping into global marketsPart 4. Building strong brands9. Identifying market segments and targets10. Crafting the brand positioning11. Creating brand equity 12. Addressing competition and driving growthPart 5. Shaping the market offerings13. Setting product strategy 14. Designing and managing services 15. Introducing new market offerings 16. Developing pricing strategies and programsPart 6. Delivering value17. Designing and managing integrated marketing channels 18. Managing retailing, wholesaling and logisticsPart 7. Communicating value19. Designing and managing integrated marketing communications 20. Managing digital communications: Online, social media and mobile marketing 21. Managing mass communications: Advertising, sales promotions, events and experiences and public relations 22. Managing personal communications: Direct marketing, word of mouth and personal sellingPart 8. Managing the marketing organization23. Managing a holistic marketing organization for the long run.
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