This book ‘Marketing Management – An Indian Perspective’ covers the fundamental concepts in marketing with the contemporary issues in marketing from an Indian perspective. This hands-on guide with real life Indian examples shall help you understand and utilize various marketing concepts and tools to identify and fulfill the customers’ needs. Right from the basics and overview of Marketing, it covers market oriented strategic planning, marketing research, segmentation, targeting and positioning, competition, consumer and business markets, branding, new product development, pricing, distribution strategies and integrated marketing communications in fifteen chapters. It also foretells what the future of marketing is and how a company can benefit from it in the hypercompetitive arena. In the fifteenth chapter, we have given an overview on topics like Services Marketing, Rural Marketing, International Marketing, Retail Marketing, E-Commerce, Customer Relationship Management and Green Marketing.
“Prof. Vijay Prakash Anand is a management post graduate in Marketing from Symbiosis, Pune and an economics honours graduate from St. Xavier’s College, Ranchi. He has more than 18 years of experience in the field of Marketing, Advertising, Corporate Communications, Academics and Research. He has taught at leading B-Schools in India like IIM Ranchi, Symbiosis, Pune, Bharti Vidyapeeth, Pune, Pune University MBA Department as a visiting faculty member and in EMPI Business School, New Delhi, NIILM Centre for Management Studies, New Delhi and IES Management College, Mumbai University, Mumbai as a full time faculty member. His book ‘Marketing Management, An Indian Perspective’ is recommended as a text book for Marketing at IIM Ranchi. He also writes a blog on marketing at www.marketingbyvijay.wordpress.com and has a YouTube Channel named ‘Marketing by Vijay’. His areas of research include Digital marketing and Green Marketing. He is currently working as a faculty member in the area of Marketing at Jaipuria Institute of Management, Lucknow and is a Visiting Professor at IIM Ranchi. “