The book also contains several insightful case studies/mini cases and illustrations drawn from marketing situations faced by Indian firms in particular, and global firms in general. A large number of colourful charts and exhibits have been provided to make the study of marketing management easy and interesting.
Key Features:

Discussion on contemporary developments in Indian and world markets Coverage on upcoming themes in marketing-cause marketing, green marketing, experiential marketing Focus on "the customer" New sections- outsourcing, marketing analytics Application oriented approach with a focus on decision making Five new case studies Nano -A dream car for the poor Jaago Re! One Billion People FabIndia-Fabric of India Natural Ice Cream Sunsilk Gang of Girls
About the Author:

Rajan Saxena
Director, SP Jain Institute of Management and Research (SPJIMR), Mumbai, India. Before joining SPJIMR he was Director, Indian Institute of Management, Indore (IIM-I). He has also held the position of Thums Up chair in marketing and Dean (Academic and Management Development) when he was at Narsee Monjee Institute of Management Studies (NMIMS) Mumbai between 19? to 2000.
Table of Content:


PART I : THE MARKETING ENVIRONMENT


Chapter 1. The Customer
Chapter 2. The Competition


PART II : ASSEMBLING THE MARKETING TOOLBOX


Chapter 3. Marketing Planning
Chapter 4. Marketing Research and Information Systems


PART III : DELIVERING CUSTOMER VALUE


Chapter 5. Product Management
Chapter 6. New Product Decisions


PART IV : CREATING COMPETITIVE ADVANTAGE


Chapter 7. Marketing Strategy
Chapter 8. Customer Relationship Management


PART V: CURRENT ISSUES


Chapter 9. Global Marketing
Chapter 10. Customer Service


PART VI: CASES (NEW, EXISTING)


Chapter 1.Nano-A Dream Car for the Poor
Chapter 2.Jago Re! One Billion People
Chapter 3.Amway?s Indian Network Marketing Experience

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