Marketing Management, 16e

KEY FEATURES:

• Including Indian case studies with new age businesses
•  Marketing Insight emphasizes a key marketing concept for in-depth coverage and better understanding
• Marketing Spotlight–relevant real-world cases of companies and brands to illustrate the marketing concepts
• Chapter-end summary for a comprehensive and quick review.

HIGHLIGHTS OF THIS EDITION

• Feature enriched and updated content considering the tremendous evolution in business models owing to digitalization, social media marketing, growing e-commerce, and direct-to-consumer business.
• Over 55 Case studies of leading Indian brands like Amul, Asian Paints, Bajaj, Bandhan Bank, Biocon, Cadbury, Eureka Forbes, FabIndia, Fevicol, HDFC Bank, Infosys, Kaya Clinic, Mahindra, Maruti Suzuki, PaperBoat,Reliance Jio, SBI Yono, Taj Hotels, Tata Motors, Tanishq, Tata Trusts, Titan, TCS, Wipro, and many more
•  Explores cases of new-age businesses like bigbasket, Clirnet, cult.fit.

Contents:

Part 1: Fundamentals of Marketing Management

1. Defining Marketing for the New Realities
2. Marketing Planning and Management

Part 2: Understanding the Market
3. Analyzing Consumer Markets
4. Analyzing Business Markets
5. Conducting Marketing Research

Part 3: Developing a Viable Market Strategy
6. Identifying Market Segments and Target Customers
7. Crafting a Customer Value Proposition and Positioning

Part 4: Designing Value
8. Designing and Managing Products
9. Designing and Managing Services
10. Building Strong Brands
11. Managing Pricing and Sales Promotions

Part 5: Communicating Value
12. Managing Marketing Communications                                                                                                                                                                                                                                                                                                                   13. Designing an Integrated Marketing Campaign in the Digital Age
14. Personal Selling and Direct Marketing

Part 6: Delivering Value
15. Designing and Managing Distribution Channels
16. Managing Retailing

Part 7: Managing Growth
17. Driving Growth in Competitive Markets
18. Developing New Market Offerings
19. Building Customer Loyalty
20. Tapping into Global Markets
21. Socially Responsible Marketing

About the Book

This edition has been updated keeping in view the tremendous disruptions in the business models due to the ongoing globalization, the increasing role of corporate social responsibility; technological advancement, growth in e-commerce, increasing digital communication, the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence. These created opportunities as well as challenges for businesses. Co-authored by noted academicians, Professor Kevin Lane Keller, Professor Alexander Chernev, Professor Jagdish N. Sheth and Professor G. Shainesh, the book continues to draw on the rich findings of various scientific disciplines—such as economics, behavioral science, and management theory—for fundamental concepts and tools that are directly applicable to marketing challenges and opportunities. Enriched with Indian cases studies, the text is comprehensive, lucid, and engaging at the same time, with the latest examples that illustrate effective marketing principles, strategies, and practices. The points of discussion and the discourse on the topics are useful not just for the students of marketing but also for practicing managers to design and execute successful marketing strategies.