TY  - BOOK
AU  - Gupata, Prachi
AU  - Aggarwal, Ashita
AU  - Majra, Hufrish
AU  - Jacob, Isaac
AU  - Jain, Varsha
AU  - Radha krishna, G
AU  - Narang, Ritu
AU  - Venkatesh, Shanthi
AU  - Paul, Suresh A
AU  - Goswami, Susobhan
TI  - Marketing management: Indian cases
SN  - 9789332587106
U1  - 658.8 
PY  - 2018///
CY  - New Delhi
PB  - Pearson Education India
KW  - Marketing
N1  - Table of Contents    Table of Content  • Explore marketing mix with MTR Foods • Understand customer value with India's e-commerce space and Flipkart • Delve into the world of Information System and data utilization with Starbucks and Amazon • Learn to leverage corporate trust and technology strength in the B2B market with Zicom • Comprehend marketer's challenges and complexities with Facebook's strategies in India and China • Mahindra & Mahindra explains consumer segmentation strategies • Kellogg's Corn Flakes shows the way to find market for a product • Fevicol demonstrates how to reinvent brand and sales • Oreo illustrates the advantages of effective integrated marketing communication • Comprehend digital marketing with Wonder Cement • Unilever shows the way to build brand and market with holistic marketing initiatives
N2  - Marketing Management: Indian Cases is a casebook companion aimed to help readers understand the concepts of marketing in the Indian context. The booklet carries 23 contemporary cases which provide in-depth analysis of different marketing principles and theories as applied by various companies in India and Asia. This casebook will be useful for students pursuing MBA and PGDBM courses     Salient Features  1. MTR Foods - A Marketing Marvel 2. Customer Value - Explored, Created, Communicated & Delivered 3. Customer Loyalty - The Ultimate objective of every Marketer 4. Starbucks India: The Human Coffee Experience 5. The Techy Amazon Insight 6. Consumer Behaviour - Its wide facets and deep implications 7. ZICOM - Leveraging Corporate Trust and Technical Strengths in the B2B Market 8. Facebook: Business Connections in India and China 9. Who will buy XYLO- Mahindra and Mahindra Automotive Sector 10. Kellogg's Cornflakes in India: Finding a platform that connects 11. Nivea - Managing a Legacy Brand 12. The Call of the Competition 13. Fevicol- The Iconic Bond 14. Designing and managing services 15. Aachi Masala - Entering the North Indian Masala category 16. Slicerooms: A Slice of Time, A cut of profits! 17. Oreo In India - Launching and Establishing a Global Brand in India Using Integrated Marketing Communications effectively 18. Wonder Cement - Building a strong brand Through Digital marketing 19. A case study on Direct Marketing of Wedding Return Gifts 20. Selling process in Animal Nutrition and Health Industry 21. Amazon.com adapts its Retail Business in India 22. E-Marketing Models: Retailers Perspectives a case of Groupon 23. Unilever: working beyond the horizon      (http://www.pearsoned.co.in/web/books/9789332587106_Marketing-Management_Prachi-Gupta.aspx)
ER  -