MARKETING MANAGEMENT 16E

KEY FEATURES1.) Including Indian case studies with new age businesses 2.) Marketing Insight emphasizes a key marketing concept for in-depth coverage and better understanding3.) Marketing Spotlight–relevant real-world cases of companies and brands to illustrate the marketing concepts4.) Chapter-end summary for a comprehensive and quick review. HIGHLIGHTS OF THIS EDITION1.) 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. 2.) 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 PaperBoatReliance Jio SBI Yono Taj Hotels Tata Motors Tanishq Tata Trusts Titan TCS Wipro and many more 3.) Explores cases of new-age businesses like bigbasket Clirnet cult.fit. 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.