MKTG, a 4LTR Press product, takes into account and integrates the inputs from discipline-specific focus groups, conversations, and surveys and presents the content in a visually engaging page layout, keeping intact the high-quality content instructors need. It adopts a persuasive visual medium and offers a balanced approach, demonstrating how to use marketing information to make business decisions. The book aims at enjoyable reading and easy attention using comprehensive pedagogical features.
Out Of Stock
eBook for MKTG: A South-Asian Perspective
By (Author's)
Charles W. Lamb
| Carl McDaniel
| Dr. Dheeraj Sharma
ISBN
9788131525340
Edition
1st
Binding
eBook
© Year
Publisher & CopyRight Owner
Cengage Learning India Private Limited
Minimum Device Configuration(For Android)
OS: Android Nougat and above , RAM: 2 GB and above
Minimum Device Configuration(For IOS)
OS: Minimum iOS version should be 9.0
₹898 (20% off) ₹718
- Systematic and methodical manner of coverage of topics
- Detailed case studies simulating real world corporate problems and dilemmas
- Chapter review cards at the end of each chapter
PART 1
Chapter 1 An overview of Marketing
Chapter 2 Strategic Planning for Competitive Advantage
Chapter 3 Ethics and Social Responsibility
Chapter 4 The marketing Environment
Chapter 5 Developing a Global Vision
Case 1: Aviva life Insurance Company India Ltd.
PART 2
Chapter 6 Consumer Decision Making
Chapter 7 Business marketing
Chapter 8 Segmenting and Targeting Markets
Chapter 9 Decision Support Systems and Marketing Research
Case 2: Makemytrip.com (A)
PART 3
Chapter 10 Product Concepts
Chapter 11 Developing and Managing Products
Chapter 12 Services and Nonprofit Organization Marketing
Case 3: A-One Starch Products Limited (A)
PART 4
Chapter 13 Marketing Channels
Chapter 14 Supply Chain Management
Chapter 15 Retailing
Case 4: Crossword—Customer Relationship Management
PART 5
Chapter 16 Integrated Marketing Communications
Chapter 17 Advertising and Public Relations
Chapter 18 Sales Promotion and Personal Selling
Case 5: Jasmine—A Case Study
PART 6
Chapter 19 Pricing Concepts
Chapter 20 Setting the Right Price
Case 6: Modernization of Fair Price Shops: A Case of Gujarat
PART 7
Chapter 21 Customer Relationship Management (CRM)
Chapter 22 Social Media and Marketing
Chapter 23 Bottom of the Pyramid
Case 7: Allegiance Corporation Bank: Restructuring Private Banking
PART 8
Endnotes
Index
Dr. Dheeraj Sharma
Dr. Dheeraj Sharma is a faculty in Indian Institute of Management, Ahmedabad, India. Dr. Sharma earned his doctoral degree with major marketing and double minor in psychology and quantitative analysis from Louisiana Tech University, USA.