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

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.

  • 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


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.


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)


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)


Chapter 13 Marketing Channels

Chapter 14 Supply Chain Management

Chapter 15 Retailing

Case 4: Crossword—Customer Relationship Management


Chapter 16 Integrated Marketing Communications

Chapter 17 Advertising and Public Relations

Chapter 18 Sales Promotion and Personal Selling

Case 5: Jasmine—A Case Study


Chapter 19 Pricing Concepts

Chapter 20 Setting the Right Price

Case 6: Modernization of Fair Price Shops: A Case of Gujarat


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




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.

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