Marketing Management Cases and Concepts (Paperback)

This comprehensive text covers all the facets of marketing management. Each chapter is built on the strong base of concepts followed by case studies sequencing. The chapters follow a logical decision-making process.

About the Author
Nikhilesh Dholakia - Assistant Professor, IIM, Ahmedabad. Rakesh Khurana - Masters degree in Marketing with a PG Diploma in Management from IIM Ahmedabad. Labdhi Bhandari - Chairman, Marketing Areas of IIM, Ahmedabad. Abhinandan K Jain - Faculty, IIM Ahmedabad and consultant to several organisations in areas of planning, advertising and marketing strategy.

Table of Contents
Introduction to Marketing - Concepts ? Vora and Company ? Buyer Behaviour - Concepts ? Lightwel Match Company ? Northern India Food Company ? ABC Corporation ? Market Segmentation - Concepts ? Nutan Trading Corporation ? Saptrishi Industrials ? Demand Forecasting - Concepts ? Central State Scooter Company ? Neomer Limited ? Container Products Corporation ? Product Policy and Strategy - Concepts ? Household Products (India) Ltd. (C) ? Apex Tyres Limited ? Ambassador Torchlights ? Pricing Decisions Concepts ? Mathematica Limited ? Suketu Textile Machinery Components ? Electricals and Transformers Limited ? Sales Management - Concepts ? Sunrise Biscuit & Beverage Company (A) ? Quasar Corporation (A) ? Distribution Management - Concepts ? Modern Bakeries (India) Limited, Ahmedabad (C) ? Unnat Nagar Dairy (A) ? Evergreen Products Limited ? Advertising and Promotional Decisions - Concepts ? Consumer Products Limited ? L&T Contractors ? Advertisers India Limited ? Marketing Research - Concepts ? Western State Industrial Development Corporation (A) ? Western State Industrial Development Corporation (B) ? Household Products (India) Limited (D) ? Marketing Strategy and Planning - Concepts ? Pragati Chemicals (A) ? Modern Bakeries (India) Ltd., Ahmedabad (D) ? Gaskets and Radiators Private Limited (A) ? Marketing Organisation and Information System - Concepts ? Machinery Corporation of India (B) ? Pragati Chemicals (B) ? Marketing and Public Policy - Concepts ? The Tale of a Travelling Toaster ? Tata Engineering and Locomotive Company Ltd., Mumbai V. ? Registrar of Restrictive Trade Agreements, New Delhi