Case Studies in Marketing Management

Contents: Preface. Acknowledgements. 1. Market segmentation. 2. Marketing environment. 3. Product management. 4. Pricing policies. 5. Distribution management. 6. Advertising and sales promotion. 7. Sales management. 8. Marketing research. 9. Consumer behaviour. 10. Marketing of services. 11. Rural marketing. 12. Marketing strategies. 13. Projects and assignments.

"Marketing is a dynamic field and marketing profession has to be innovator to understand the pulse of consumers and develop the strategies to serve them better and provide delight to them. For retaining the consumer, the marketing fundamental needs to be sharpened on continuous basis using case studies, role plays, simulation, and projects. Effective managers know that firm success comes from identifying required tasks, assigning tasks according to individual and group abilities, and combining their efforts to achieve shared purposes. The present book has been conceptualised and designed with an objective to provide meaningful insight in to the case studies in marketing management.

As a marketing professional, it is imperative to acquire practical skills by studying the cases, games and carry out projects. The question now arise why a book on case studies? The answer is simple; authors have found a gap in this area. The present book aims to fill this gap, the special feature of this book are games, role plays, and projects. The book shall be of immense utility for teachers, students, and practicing managers.

The book comprise of thirteen parts. The effort has been to cover all the topics relevant to marketing managers.

The debates and circumstances invited considerable reflection in both academia and among managers about the links between the two areas. This book aims in bringing the field closer together by illustrating and analysing some of the analytic and practical links between the two." (jacket