Marketing Management: An Indian Perspective, 2ed

Vijay Prakash Anand

ISBN: 9789351198253

552 pages

INR 499


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.

Chapter 1: Overview of Marketing

Chapter 2: Market Oriented Strategic Planning

Chapter 3: Marketing Environment

Chapter 4: Marketing Research

Chapter 5: Consumer Markets

Chapter 6: Business Markets

Chapter 7: Segmentation, Targeting and Positioning

Chapter 8: Competition

Chapter 9: Brand

Chapter 10: Product

Chapter 11: Services Marketing

Chapter 12: Price

Chapter 13: Place

Chapter 14: Promotion-Integrated Marketing Communications

Chapter 15: Rural Marketing

Chapter 16: International Marketing

Chapter 17: Green Marketing

Marketing Insight References



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