Cases In Marketing  
Author(s): K S Chandrasekar
Published by Vijay Nicole Imprints Private Limited
Publication Date:  Available in all formats
ISBN: 9789393161284

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ISBN: 9788182094758 Price: INR 325.00
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A book of case studies on market research, pre-purchase needs, segmentation strategies, sales promotion, cross selling, USP, Sales forecasting, delivery channels, customer interaction and CRM.

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A book of case studies on market research, pre-purchase needs, segmentation strategies, sales promotion, cross selling, USP, Sales forecasting, delivery channels, customer interaction and CRM.

Table of contents
  • Cover
  • About the authors
  • Title Page
  • Copyright Page
  • Contents
  • Preface
  • Introduction to Case Study Based Learning
  • Part – I. Case Studies in Customer Behaviour
    • 1. Customer Segmentation – Product Suitability
    • 2. Banking – The Global Scenario
    • 3. Cross Selling in Banking
    • 4. Sales Forecasting
    • 5. Customer Buying Behaviour – Mutual Funds
    • 6. Cultural Segmentation in Banking
    • 7. Global Banking
    • 8. Pre-Purchases Information Search
    • 9. Influence of Reference Groups
    • 10. Female Consumer Buying Behaviour
    • 11. Pockets by ICICI Bank
    • 12. Market Segmentation by Kota Bank
    • 13. Values and Consumption Pattern
    • 14. Dan Bank Facebook Pocket Service
    • 15. Consumer Behaviour of Working Women
    • 16. ADC Bank – Segmenting the Market
    • 17. Customer Attitude in Decision Making
    • 18. Customer Attitude in Banking
      • The Task
    • 19. Relationship Management in Banking
    • 20. A Case on Women Buying Behaviour
    • 21. Product Innovation
    • 22. Convenience Banking
      • Key Benefits
    • 23. New Product Development – The Banking Dilemma
    • 24. Product Placement – A Marketing Technique
    • 25. Subliminal Perception – De Beers
    • 26. Balancing Customer Expectation and   New Product Development
    • 27. Customer Privacy – Pros and Cons
    • 28. Global Consumer Banking   – Excerpts from Ernst and Young
  • Part – II. Case Studies in Assorted Marketing Topics
    • 1. Marketing to Mass Affluent
      • Banking Channel Usage by Mass Affluent
    • 2. Co-Branding
      • Aashirwad Branch Awareness Campaign
      • Campaign Objective
      • Tactics
    • 3. Competitive Analysis: The Way to Approach
      • Laurel Commercial Banking
      • Gambit Bank
    • 4. The Marketing Approach
      • Prospective Untapped Markets
      • Econometric Marketing Tools
      • Tracking of Past Sales
    • 5. Race to Become PFI for Customers
    • 6. New Product Development
      • Saving Star had Two Components
    • 7. The Re-Branding Approach
      • Complimentary Financial Planning
    • 8. Social Media Marketing
      • Develop an Attractive Content
      • Engage your Employees
      • Integrate
      • Take Advantage of Facebook Advertising
      • Run Contests
      • Making Social Media Work
    • 9. It’s Good to be Different
      • Ganga Bank
      • Kaveri Bank
    • 10. Improper Positioning
      • Step 1
      • Story Finding
      • Encounter Point Audit
      • Step 2
      • Story Telling
      • Website
      • Printed Material
      • Marketing Campaign
      • Step 3
      • Proving the Story
    • 11. Marketing Environment & Customer Need
    • 12. Mass Affluent: Opportunity or Challenge
      • Product Usage
      • Banking Channel Usage
      • Opportunity for Banks
      • How to Approach the Mass Affluent?
    • 13. Customised Product Offering
      • Banks Response in Modern Market
      • JP Morgan and Chase Bank-Single Dash Board
      • Royal Bank of Canada- Single Advisor
      • Time for Banks to Re-look at the Strategy
    • 14. People’s Bank: Communicating to Target Market
      • The First Move
      • Website – A New Look
      • Print Advertisement
      • Marketing Campaign
    • 15. Sukhna Bank Digital Marketing
    • 16. Incentive Based Marketing
      • Prospective Markets
      • Profiling Neighbourhood
      • Profiling on the Basis of Demographics
      • Sales Pursuit
      • Return on Investment
    • 17. Grand Bank: Marketing of Services
      • Segmentation
      • Research on Student Community
      • Research Outcome
  • Part – III. Case Studies in Sales and Distribution
    • 1. Jewellery Insurance
    • 2. Planning Customer Interaction & Closing Sales
    • 3. Dhanasudha Loans
      • Selling Process
    • 4. Sales Promotion: Health Insurance
    • 5. Personal Selling
    • 6. Customer Face Time
    • 7. Kano Model in Sales
    • 8. Chalking Out an Effective Sales Plan
    • 9. Unique Selling Proposition
    • 10. Sales Force Determination
    • 11. Kookmin Loans: The Selling Process
      • Selling Process
    • 12. Technology Banking
      • The Success Story
      • The Road Ahead
    • 13. Effectiveness of Service Channels
      • Easy Banking
      • The Rural Challenge
  • Index
For Authors

Dr. Rishikesh Padmanabhan is Professor at Department of
Management Studies, T. John Group of Institutions, Bangalore.
He holds an MBA from University of Kerala and M.A. Rural
Management, Post Graduate Diploma in Educational administration
and Supervision from Annamalai University, Post Graduate
Diploma in Market Research and Data Analytics from Mudra
Institute of Communications, Ahmedabad and Ph.D. from Vels
University, Chennai. He had contributed around 12 International
Publications and more than 14 publications in National refereed
journals. He has around 12 years of experience in Learning and
Development, Research, Teaching and Consulting. He is also an
active member of International Association Academicians and
Researchers, Indian Academicians and Researchers Association
and The Association of Indian Management Scholars.
Dr. K.S. Chandrasekar passed from BITS, Pilani with B.Pharm.
(Hons.) and MBA distinction and rank from School of Management
(BSMED), Bharathiar University, Coimbatore. He was the first
doctorate in Management from Alagappa University and obtained
Post Doctorate from Commonwealth Open University. He is
currently the Director of one of the seven best b-schools in the
university system, Institute of Management in Kerala (IMK),
University of Kerala (as per CSR 2009) and holding State Bank of
Travancore, Chair Professor in Management Incharge, University
of Kerala. He is also the Director, Centre for Management
Education and Entrepreneurship Development (C-MEE) and
Chairman, Board of Studies in Business Management, visiting
Professor, Commonwealth Open University, Spain and UK. He has
written three books in Marketing and 20 study materials. He has
published 12 international articles and 54 national articles. He was
the chairman in four international seminars including one at Sri
Lanka and presented research papers in 51 national seminars and
16 international seminars. He has successfully guided 12 research
scholars in obtaining Ph.D. in management studies and currently
he is guiding about 25 research scholars in various universities.

Biographical note

Professor

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