Dr V. S. Ramaswamy studied marketing management at the University of Waterloo (WLU), Canada, as a Colombo Plan scholar. He received his PhD in marketing management from the Cochin University of Science and Technology, Kochi. He went on to receive practical training in marketing and general management at several multinational firms in Canada, Europe and UK. He has been a visiting professor at IIM Bangalore, IIIT Bangalore and ENPC/IISIM (Kochi). He is an expert trainer in the areas of marketing, corporate strategy and general management.
Foreword to the First Edition
Preface
Part One: Marketing in Indian Environment
Understanding Marketing as a Value-delivering Task
Studying Marketing Environment
Contemporary Indian Marketing Environment
Part Two: Developing Marketing Strategy and Plans
Strategic Planning at Corporate Level and Marketing Planning at Business
Level
Formulating Marketing Strategy
Analysing Industry and Competition
Differentiating and Positioning the Market Offering
Part Three: Analysing Consumers and Selecting Markets
Consumer Behaviour and Buying-decision Process
The Indian Consumer
Segmentation and Targeting for Maximising Customer Value
Part Four: Creating Customer Value: Managing the Product
Product Management: The Fundamentals
Managing Brands and Building Brand Equity
Introducing New Products and Innovations
Marketing of Services
Part Five: Delivering Customer Value: Managing Distribution
Managing Distribution Logistics
Designing and Managing Marketing Channels
Retailing: Perspective of the Retailer/Retail Chain
Direct Marketing and Digital Marketing
Part Six: Communicating Customer Value: Integrated Marketing Communications
Managing Mass Communications: Advertising, Sales Promotion and Digital
Communications
Managing Personal Communications: Personal Selling and Sales
Customer Relations Management
Part Seven: Capturing Customer Value
Pricing
Part Eight: Supporting and Controlling the Marketing Effort
MIS and Marketing Research
Demand Forecasting and Marketing Control
Part Nine: A Special Field in Indian Marketing
Rural Marketing in India: Potential, Challenges and Strategies
Notes
Bibliography
Subject Index
