Taxmann's Marketing Management | Text & Cases – Exhaustive treatise to understand Indian Marketing through simplistic and lucid language with examples, exercises, and projects

Book excerpt: This book is an attempt to capture and illustrate the trends and shifts in the marketing environment in India, which are driven by the following factors: • Opening up of the Indian economy in the 90s • Entry of multinational companies across industries • Indian information technology space, leading the global change in the digital revolution The Present Publication is the 3rd Edition, authored by Dr. Tapan K Panda, with the following noteworthy features: • [Simple, Systematic & Comprehensive Explanation] The subject matter is presented in a simple, systematic method along with a comprehensive explanation of the concept and theories underlying marketing. The book tries to explain the subject matter through realistic and practical examples. • [Student-Oriented Book] This book has been developed keeping in mind the following factors: o Interaction of the author/teacher with thousands of students from different students of business schools across the globe o Shaped by the author/teacher's experience of teaching the subject matter to varying levels for more than three decades o Reactions and responses of students have also been incorporated at different places in the book • [Vivid Examples of Marketing Practice in India] The author blends marketing concepts with Indian examples so that the students can find immediate relevance to the Indian marketing environment • [Practical Application & On-field Projects] including internet-based project exercises and case studies to supplement conceptual inputs • [Unique Conceptual & Application Questions] on Indian Marketing The Book has 30 chapters divided into 8 Divisions. • Almost all the chapters end with Conclusion, Key Terms, Conceptual Questions, Application Questions, Projects, Web Assignments, Chapter End Cases etc. • Division 1 is about Introduction to Marketing. This division is divided into two chapters which are: o Introduction to Marketing o Creating & Delivering Customer Values • Division 2 describes Marketing Planning Process. This division is divided into four Chapters which are: o Marketing Planning o Demand Measurement & Forecasting o Managing Information System & Marketing Research o The Environment for Marketing Decision • Division 3 covers Consumer Behaviour & STP. This division consists of three chapters, which are: o Consumer Behaviour o Organizational Buyer Behaviour o Market Segmentation, Targeting & Positioning • Division 4 dealt with Marketing Mix-product & Services. This division is divided into six chapters which are: o Managing the Product o The Marketing of Services o Management of New Product Development Process o Managing the Product Life Cycles o Managing Brands o Managing Packaging & Support Services • Division 5 describes Marketing Mix-Pricing. This division is divided into two chapters which are: o Developing Pricing Strategies & Programs o Pricing Applications • Division 6 dealt with Marketing Mix-Place. This division is divided into three chapters which are: o Managing Marketing Channels o Management of Logistics & Physical Distribution o Retail Management • Division 7 describes Marketing Mix-Promotion. This division is divided into six chapters which are: o Integrated Marketing Communication (IMC) o Advertising Management o Sales Promotion Management o Publicity & Public Relations o Sales Management o Direct Marketing • Division 8 is mainly devoted to Contemporary Issues in Marketing. This division is divided into four chapters which are: o Marketing Organizations o Rural Marketing o High Technology Product Marketing o Digital Marketing