Strategic Marketing Management: Text and Cases

"Marketing as a discipline has gained importance in the wake of a continuous onslaught of powerful multinational competitors. Companies need to take accurate and speedy decisions especially in this major revenue-earning area. Therefore, students of marketing management must equip themselves with the concepts and tools of making strategic plans for marketing as well as understanding and solving marketing problems. The book provides marketing perspective and customer orientation to companies’ management activities, covering opportunity analysis, market segmentation techniques, product selection strategy, pricing plans, service based sustainable competitive advantage and brand management. The book contains a number of case studies that help students in obtaining virtual corporate experience of the marketing concepts by handling and solving the cases. The salient features of the book are: • Detailed analysis of the existing market situations • A selection of the options available to the marketers for planning marketing strategies • Concepts of product selection, pricing, market segmentation • Specially selected case studies for ease of understanding the marketing nuances. The book stresses on student’s holistic learning – subtleties of the complex and diverse areas of comprehensive marketing programme and communication mix through advertising and promotion strategies. The book has interactive exercises dealing with marketing situations that are meant to excite the psyche of the students and provide involvement based learning programme."