MKTG: a South Asian perspective
Material type:
TextPublication details: New Delhi Cengage Learning India Pvt. Ltd. 2021 Description: xvii, 671 pISBN: 9788131520345Subject(s): MarketingDDC classification: 658.8 Summary: 4LTR Press, a Cengage Learning product, is a widely acclaimed concept of learning with a simple approach—creating an innovative teaching and learning solution built around today’s learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in South Asia to an innovative concept in management studies. Since the launch, 4LTR Press has helped more than 1,800,000 college students at over 2,000 schools succeed worldwide.
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.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|---|
Book
|
Indian Institute of Management LRC General Stacks | Marketing | 658.8 LAM (Browse shelf(Opens below)) | 1 | Available | 002144 |
Table of content
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
4LTR Press, a Cengage Learning product, is a widely acclaimed concept of learning with a simple approach—creating an innovative teaching and learning solution built around today’s learners and teachers. The idea behind bringing out this series of books is to introduce students and teachers in South Asia to an innovative concept in management studies. Since the launch, 4LTR Press has helped more than 1,800,000 college students at over 2,000 schools succeed worldwide.
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.
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