Marketing Management - Text and Cases, 2e

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ISBN 9789393161871

Publication Date Sun Sep 01 00:00:00 UTC 2019

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Table of contents

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This contemporary and comprehensive textbook, now in its second edition, has its emphasis on emerging areas and new trends in marketing, Indian examples and cases. The book is designed to cover the requirements of a complete course in marketing in the Indian context. It provides a blend of coverage of traditional topics in marketing with a detailed perspective on marketing strategies and marketing trends.

FEATURES:

• Presents modern concepts on core marketing in the Indian context

• Includes coverage of topics such as Innovative Marketing, Green Marketing and Social Marketing

• Provides concise and clear treatment of topics on Services marketing, Consumer Behaviour and Rural marketing

• Additional insight and information on topics like Competition Analysis, Online Marketing Trends, New Product Development and Management and Marketing in a Global Environment

• New chapter on Marketing Strategy

• 18 case studies on various topics

• End-of-chapter exercises, learning objectives, perceptual mapping, pictorial representations and boxed highlights

Cover
Halftitle Page
Title Page
Copyright Page
Dedication
Contents
Preface
Chapter 1 Marketing Management—An Introduction
- 1.1 Marketing—An Orientation
  - 1.1.1 Introduction
  - 1.1.2 Marketing Management
  - 1.1.3 Evolution of Marketing Management
  - 1.1.4 The Role of Marketing
  - 1.1.5 The Marketing Concept
  - 1.1.6 The Marketing Mix (The 4 P’s of Marketing)
  - 1.1.7 Corporate Social Responsibility (CSR) and Ethics in Marketing
- 1.2 Marketing Environment
  - 1.2.1 Introduction
  - 1.2.2 Environmental Scanning
  - 1.2.3 Business Cycles
  - 1.2.4 Indicators of Economic Development
  - 1.2.5 Politico-Legal Environment
  - 1.2.6 Public Policy and its Implications
  - 1.2.7 Lessons for Marketers
- 1.3 Marketing With Other Functional Areas of Management
  - 1.3.1 Introduction
  - 1.3.2 Nature of Marketing
  - 1.3.3 Scope and Functions of Marketing
  - 1.3.4 Functions of Research
  - 1.3.5 Functions of Exchange
  - 1.3.6 Functions of Physical Treatment
  - 1.3.7 Functions Facilitating Exchange
  - 1.3.8 Significance of Marketing
  - 1.3.9 Objectives of Marketing
  - 1.3.10 Coordination Between Marketing and Other Functions
  - 1.3.11 Marketing Interface with other Areas-Information Systems
  - 1.3.12 Marketing in Global Environment-Prospects and Challenges
- Summary
- Review Questions
- References
Chapter 2 Marketing Strategy
- 2.1 Market Strategy Formulation
- 2.2 Key Drivers of Marketing Strategy
- 2.3 Strategies for Industrial Markets
- 2.4 Competition Analysis
- 2.5 Analysis of Consumer and Industrial Markets
- Summary
- Review Questions
- References
Chapter 3 Market Targeting
- 3.1 Market Segmentation
  - 3.1.1 Introduction
  - 3.1.2 Micromarketing
  - 3.1.3 Steps Involved in Segmentation Process
  - 3.1.4 Bases for Segmenting Consumer Markets
  - 3.1.5 Bases for Segmenting Business Markets
  - 3.1.6 Benefits of Market Segmentation
  - 3.1.7 How to Implement Market Segmentation
  - 3.1.8 Market Segmentation in Various Industries
- 3.2 Positioning
  - 3.2.1 Introduction
  - 3.2.2 Principles of Positioning
  - 3.2.3 Positioning Errors
  - 3.2.4 Positioning Strategies
  - 3.2.5 How to Position the Brand
  - 3.2.6 Most Common Positioning Strategies in the Consumer Durable Sector
  - 3.2.7 Positioning Paradigms
  - 3.2.8 Examples of Positioning in the Indian Context
  - 3.2.9 Perceptual Mapping
  - 3.2.10 Positioning of Services
- 3.3 Differentiation and Targeting
  - 3.3.1 Differentiation Variables
  - 3.3.2 Characteristics of Differentiation Strategies
- Summary
- Review Questions
- References
Chapter 4 Consumer Behaviour and Marketing Research
- 4.1 Individual Consumer Behaviour
  - 4.1.1 Introduction
  - 4.1.2 Types of Consumer Problem-Solving Processes
  - 4.1.3 Buying Process
- 4.2 Buyer Behavior Models
  - 4.2.1 Online Buyer Behavior
- 4.3 Influencing Factors in Buyer Behaviour
  - 4.3.1 Indian Middle Class and Consumer Behaviour
  - 4.3.2 Culture and Consumer Behaviour
  - 4.3.3 Media and Consumer Behaviour
  - 4.3.4 Family and its Influence on Buyer Behaviour
  - 4.3.5 Consumer Behaviour in Service Sector
- 4.4 Industrial Consumer Behaviour
  - 4.4.1 Introduction
  - 4.4.2 Difference Between Individual Consumer Behaviour and Industrial Consumer Behaviour
  - 4.4.3 Industrial Buying Process
  - 4.4.4 Variables that Influence Organisational Buying Behaviour
  - 4.4.5 Buying Centre
- 4.5 Marketing Research
  - 4.5.1 Introduction
  - 4.5.2 Marketing Research Process
  - 4.5.3 Marketing Research Analysis
  - 4.5.4 Marketing Research Methods
  - 4.5.5 Preparation of Marketing Research Report
- 4.6 Marketing Information Systems
- Summary
- Review Questions
- References
Chapter 5 Customer Management
- 5.1 Customer Satisfaction
  - 5.1.1 Introduction
  - 5.1.2 Customer Analysis
  - 5.1.3 Customer Portfolio Analysis
  - 5.1.4 Understanding Consumer Wants
  - 5.1.5 Consumer Buying Motives
  - 5.1.6 Reference Group Impact on Buying Motives
  - 5.1.7 Dimensions of Reference Group Influence
  - 5.1.8 Customer Categorisation
- 5.2 Customer Driven organizations
- 5.3 Customer Relationship Management
  - 5.3.1 Introduction
  - 5.3.2 Relationship Marketing
  - 5.3.3 Developmental Relationship Marketing
  - 5.3.4 Loyalty Programmes
  - 5.3.5 Types of CRM
  - 5.3.6 CRM Experiences in India
  - 5.3.7 Measuring Customer Relationship Management
- Summary
- Review Questions
- References
Chapter 6 Product and Branding
- 6.1 Product Management
  - 6.1.1 Introduction
  - 6.1.2 Product Strategies
  - 6.1.3 Rationale for Product Mix
  - 6.1.4 Components of Product Plan
  - 6.1.5 Product Life Cycle
  - 6.1.6 Advantages of Product Life Cycle
  - 6.1.7 PLC Strategies of Nylon
- 6.2 New Product Development and Management
  - 6.2.1 Innovation and New Product Management
  - 6.2.2 Diffusion of Innovation
  - 6.2.3 Launch of Types of Products
  - 6.2.4 Product Launches of the Last Decade
  - 6.2.5 New Product Successes
  - 6.2.6 Product Failures
  - 6.2.7 Reasons for the Product Failure
- 6.3 Product Portfolio Analysis
  - 6.3.1 objective of Resource Development
  - 6.3.2 Types of Portfolio Planning
  - 6.3.3 Benefits of Portfolio Planning
  - 6.3.4 GE Nine Cell Matrix
  - 6.3.5 Directional Policy Matrix (DPM)
- 6.4 New Product Management
  - 6.4.1 Introduction
  - 6.4.2 Categories of New Products
  - 6.4.3 New Product Development
- 6.5 Brand Management
  - 6.5.1 Introduction
  - 6.5.2 Benefits of Branding
  - 6.5.3 Use of a Successful Brand
  - 6.5.4 Branding Decisions
  - 6.5.5 Brand Meaning
  - 6.5.6 Brand Platform
  - 6.5.7 Brand Architecture
  - 6.5.8 Brand Extension
  - 6.5.9 Brand Stretching
  - 6.5.10 Brand Equity
- 6.6 Packaging
  - 6.6.1 Introduction
  - 6.6.2 Advantages of Packaging
  - 6.6.3 Importance of Packaging
  - 6.6.4 Factors to be Considered in Packaging
  - 6.6.5 Package Design
  - 6.6.6 Packaging Trends in India
  - 6.6.7 Labelling
- Summary
- Review Questions
- References
Chapter 7 Pricing
- 7.1 Introduction
- 7.2 Basic Principles of Pricing
- 7.3 Importance of Pricing
- 7.4 Factors Affecting Pricing Decision
  - 7.4.1 Internal Factors
  - 7.4.2 External Factors
- 7.5 Price Setting Process
- 7.6 Pricing Methods
- Summary
- Review Questions
- References
Chapter 8 Distribution Channels and Supply Chain Management
- 8.1 Channel Management
  - 8.1.1 Introduction
  - 8.1.2 Type of Channel Members
  - 8.1.3 Importance of Distribution Channels
  - 8.1.4 Channel Arrangements
  - 8.1.5 Factors Involved in Creating Distribution Channels
  - 8.1.6 Relationship Issues
  - 8.1.7 Wholesalers
- 8.2 Retailing
  - 8.2.1 Introduction
  - 8.2.2 Retailers Types
  - 8.2.3 Concerns of Retailers
  - 8.2.4 Retail Formats
  - 8.2.5 Technology in Retailing
- 8.3 Supply Chain Management
  - 8.3.1 Introduction
  - 8.3.2 Supply Chain Decision Areas
  - 8.3.3 Elements of the Supply Chain
  - 8.3.4 Lean Supply Chain Management
  - 8.3.5 Strategic Supply Chain Management
- 8.4 Logistics Management
  - 8.4.1 Introduction
  - 8.4.2 Evolution of Logistics
  - 8.4.3 Key Logistics Activities
  - 8.4.4 Phases of Logistics Development
  - 8.4.5 Transportation
- Summary
- Review Questions
- References
Chapter 9 Marketing Communication
- 9.1 Integrated Marketing Communication (IMC)
  - 9.1.1 Introduction
  - 9.1.2 objectives and Importance of Marketing Communication
  - 9.1.3 Search for New Communication Strategies
  - 9.1.4 The Future of Marketing Communication
- 9.2 Advertising Management
  - 9.2.1 Introduction
  - 9.2.2 History of Advertising
  - 9.2.3 Benefits of Advertising
  - 9.2.4 Types of Advertising
  - 9.2.5 Ethical and Social Aspects of Advertising
  - 9.2.6 Five M’s of Advertising
  - 9.2.7 Advertising Agencies
- 9.3 Personal Selling
  - 9.3.1 Introduction
  - 9.3.2 Relevance of Selling to the Modern Marketer
  - 9.3.3 Selling Steps
  - 9.3.4 Sales Force Objectives
  - 9.3.5 Sales Force Structures
  - 9.3.6 Number and Size of Sales Force
  - 9.3.7 Purpose of Sales Territories
  - 9.3.8 Sales Force Management
- 9.4 Sales Promotion
  - 9.4.1 Introduction
  - 9.4.2 objectives of Sales Promotion
  - 9.4.3 Importance of Sales Promotion
  - 9.4.4 Strengths and Weaknesses of Sales Promotion
  - 9.4.5 Differences between Sales Promotion and Advertising
  - 9.4.6 Sales Promotion Methods
  - 9.4.7 Developing the Sales Promotion Schemes
  - 9.4.8 Evaluation of Sales Promotion Schemes
  - 9.4.9 Sales Promotions in India
- 9.5 Publicity and Public Relations
  - 9.5.1 Introduction
  - 9.5.2 PR Methods
  - 9.5.3 PR Activities Successes
  - 9.5.4 PR Activities Failure
- Summary
- Review Questions
- References
Chapter 10 Services Marketing
- 10.1 Introduction
- 10.2 The Growth of Service Sector
  - 10.2.1 Reasons for Growth
  - 10.2.2 Growth of Services in India
- 10.3 Service Market Potential
- 10.4 Characteristics of Services
  - 10.4.1 Intangibility
  - 10.4.2 Inseparability
  - 10.4.3 Variability
  - 10.4.4 Perishability
  - 10.4.5 Customer Participation
  - 10.4.6 No ownership
- 10.5 Components and Tangibility Spectrum
- 10.6 Segmentation, Positioning and Differentiation
- 10.7 Marketing Mix Strategies for Services
  - 10.7.1 Physical Evidence
  - 10.7.2 Productivity
  - 10.7.3 Process
  - 10.7.4 People
- 10.8 Service Quality
  - 10.8.1 Customer Expectations
  - 10.8.2 SERVQUAL at SBT
  - 10.8.3 SERVQUAL at KTDC
- 10.9 Pricing of Services
- 10.10 The Promotional Mix in Services
  - 10.10.1 Advertising and Service Characteristics
  - 10.10.2 Personal Selling
  - 10.10.3 Sales Promotion
  - 10.10.4 Publicity and Public Relations
  - 10.10.5 Direct Marketing
- 10.11 Word-of-Mouth Communication
- 10.12 Channel Decisions
  - 10.12.1 Direct Distribution
  - 10.12.2 Franchising
  - 10.12.3 Electronic Channels
- 10.13 Service Scape Dimensions
  - 10.13.1 Ambient Conditions
  - 10.13.2 Space / Function
  - 10.13.3 Signs, Symbols and Artifacts
- 10.14 Information Technology Services
  - 10.14.1 The Indian Scenario of the IT Services
  - 10.14.2 Importance of IT Services
  - 10.14.3 Services Marketing Mix of IT Services
- 10.15 Entertainment Services
- Summary
- Review Questions
- References
Chapter 11 Rural Marketing
- 11.1 Introduction
- 11.2 Rural Marketing Profile
- 11.3 Rural Consumer Behaviour
- 11.4 Strategies for Rural Marketing
- 11.5 Rural Retailing
- 11.6 Rural Marketing Initiatives
- Summary
- Review Questions
- References
Chapter 12 International Marketing
- 12.1 Introduction
  - 12.1.1 Planning for International Marketing
  - 12.1.2 Stages in International Trade Agreements
  - 12.1.3 Entry Strategies
- 12.2 Chandrasekar Action Attitude Model
  - 12.2.1 Globalisation
  - 12.2.2 Indian Multinationals
  - 12.2.3 Global Brand Positioning
  - 12.2.4 Brand Success
  - 12.2.5 Entry and Exit Barriers
  - 12.2.6 Brand Equity Development
  - 12.2.7 CAA Model—Unfavourable
  - 12.2.8 CAA Model—Favourable
- 12.3 Country Risk Analysis
- 12.4 India and World Trade
- 12.5 Export Promotions
- 12.6 Export Documents
  - 12.6.1 Production and Clearances of Goods for Exports
- 12.7 International Marketing Mix
  - 12.7.1 Product Strategies
  - 12.7.2 Stages and Characteristics
  - 12.7.3 Validity of the IPLC
- 12.8 Pricing Strategy
  - 12.8.1 Cost Pricing
  - 12.8.2 Market Pricing
  - 12.8.3 Competitive Pricing
  - 12.8.4 Bid Pricing
- 12.9 Channel Strategy
  - 12.9.1 Marketing Decision Issues
- 12.10 Promotion Strategy
- Summary
- Review Questions
- References
Chapter 13 Innovative Marketing
- 13.1 Marketing Warfare
- 13.2 online Marketing
  - 13.2.1 online Marketing Trends
  - 13.2.2 Components of Internet Marketing
  - 13.2.3 online Advertising
  - 13.2.4 Indian online Marketing Case Studies
- 13.3 E-commerce
  - 13.3.1 E-business Model
  - 13.3.2 Elements of E-commerce
  - 13.3.3 Indian E-commerce Successes and Failures
- 13.4 Marketing in the 21st Century
  - 13.4.1 Green Marketing
  - 13.4.2 Demarketing
  - 13.4.3 Viral Marketing
  - 13.4.4 Customer Delight
  - 13.4.5 Marketing Aimed at Mobile Phones
  - 13.4.6 Re-branding
  - 13.4.7 Marketing to the Silver Generation
- Summary
- Review Questions
- References
Chapter 14 Green Marketing
- 14.1 Introduction
- 14.2 Environmental Issues
- 14.3 Growth of Green Marketing
- 14.4 Reasons for Green Marketing
- 14.5 Marketing Mix for Green Marketing
  - 14.5.1 Product
  - 14.5.2 Price
  - 14.5.3 Place
  - 14.5.4 Promotion
- 14.6 Green Marketing in Service Industries
- 14.7 Green Marketing Programmes—Some Failures
- 14.8 Conclusion
- Summary
- Review Questions
- References
Chapter 15 Social Marketing
- 15.1 Introduction
- 15.2 Evolution of Social Marketing
- 15.3 Health Care Social Marketing
- 15.4 Hindustan Unilever Limited’s Social Marketing Campaign
- 15.5 Social Marketing by HLL Lifecare Limited
- 15.6 Examples of Social Marketing in India
- 15.7 TERI Corporate Awards
- Summary
- Review Questions
- References
Chapter 16 Digital Marketing
- 16.1 Introduction
- 16.2 Forms of Digital Marketing
- 16.3 Digital Marketing Strategies
- 16.4 Artificial Intelligence and Digital Marketing
- 16.5 Indian Examples for Digital Marketing
- Review Questions
- References
Chapter 17 Telecom Marketing
- 17.1 Introduction
- 17.2 Evolution of Telecommunication Services
- 17.3 Indian Mobile Service
- 17.4 Mobile Number Portability
- 17.5 Marketing Strategies Followed
- 17.6 Conclusion
- Review Questions
- References
Chapter 18 Entrepreneurial Marketing
- 18.1 Introduction
- 18.2 Definitions of Entrepreneurial Marketing
- 18.3 Entrepreneurship
- 18.4 Innovative Entrepreneurial Marketing Strategies
- 18.5 Sales Promotions for the Entrepreneurial Marketing
- 18.6 Conclusion
- Review Questions
- References
Chapter 19 Case Studies
Index

Dr KS Chandrasekar is currently Professor and Head, Institute of Management in Kerala. He also holds many positions like Chairman, Board of Studies in Business Management; Incharge, SBT Kerala, Thiruvanathapuram. He received a gold medal from the Idian Commerce Association,the premier body for Commerce and Management studies in the area of marketing for Best Business Academic of the Year 2007.

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