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Marketing Management: An Indian Perspective, 2ed by Vijay Prakash Anand

Marketing Management: An Indian Perspective, 2ed

by Vijay Prakash Anand
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Paperback: Paperback
  • ISBN13: 9789351198253
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Publication Date:
  • Pages: 552
  • Original Price: INR 899.0
  • Language: English
  • Edition: N/A
  • Item Weight: 500 grams
  • BISAC Subject(s): Marketing / General

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. ·Market Oriented Strategic Planning ·Marketing Environment ·Marketing Research ·Consumer Markets ·Business Markets ·Segmentation, Targeting and Positioning ·Competition ·Brand ·Product ·Services Marketing ·Price ·Place ·Promotion-Integrated Marketing Communications ·Rural Marketing ·International Marketing ·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.

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