About the book

It is time to address the elephant in the room?

Are the existing texts on marketing management contextually sufficient for Indian Students? Here is the pioneer. A book that is India-centric, comprehensive and apt for the times. Staying relevant to contemporary times, the sixth edition of the transformational text Marketing Management: Indian Context, Global Perspective comes with an even mightier foundation with its practical, research-based content.

Why this particular text?

Because it is not an ‘adaptation of a foreign book’ or a text on marketing ‘with few Indian examples.’ It has remained, since its first edition published 35 years ago, the unparalleled text presenting an India-centric approach to the discipline of marketing.

The compelling logic for an Indian text

Since marketing is an environment-driven subject, it requires an environment-specific treatment. This text meets this need and equips students to comprehend marketing in a manner relevant to the Indian setting.

Tracks every transition and change

Marketing is changing. India is changing Technology, digitisation and overall disruption drive this change. This text captures and interprets the import of this change.

Comprehensive coverage, engaging presentation

The text re-visits the basics and explores the contemporary concepts of marketing. It contains a fine blend of mini cases on experiences of companies, both Indian and global. It comes with a brand-new feature: Marketing Insights-Exhibits more than 250 exhibits explain how high-performing Indian and global companies keep excelling.

Content:

Part 1: Marketing in Indian Environment

Part 2: Developing Marketing Strategy and Plans

Part 3: Analysing Consumers and Selecting Markets

Part 4: Creating Customer Value: Managing the Product

Part 5: Delivering customer Value: Managing Distribution

Part 6: Communicating Customer Value: Integrated Marketing Communications

Part 7: Capturing Customer Value

Part 8: Supporting and Controlling the Marketing Effort

Part 9: A Special Field in Indian Marketing