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 ...
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