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In a global economy constantly altered by internet technology and online trade, strategic marketing seeks to align enterprises with customer expectations. The transition from a seller`s market to a buyer`s market has made the Indian business scene dynamic. Responding to the rapid changes of marketing management in India, this book represents strategic marketing practices of the new millennium. Main features of the book include:
¢ Ten live cases and 58 up-to-date strategic marketing concepts/themes form global and Indian environment
¢ A separate chapter for emerging marketing concepts, IT-enabled marketing, strategic brand management, environmental audit, customer analysis, brand management, competitor analysis and mobile-phone-based marketing strategies with plenty of live illustrations from the Indian market
¢ Substantial coverage of various IT-enabled strategic marketing concepts, campaigns, companies and packages across product and services sectors
¢ Improved approach to pedagogy designed to enhance student learning
¢ Coverage of technology issues/internet applications throughout the book supplemented with the web-enabled/CD-backed assistance for enhanced learning.
Covering the syllabi of MBA, MIB and other postgraduate level management courses in Indian universities, this book will help students, scholars and tutors sharpen their marketing acumen and research skills in pursuing a career in marketing management.
ISBN 9788130912691
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Pages : 592
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