STRATEGIC MARKETING

This systematically organized and accessible text gives an in-depth analysis of the multidimensional aspects of strategic marketing. It is a harmonious blend of theoretical aspects and real-world applications, equipping the students with the requisite knowledge and skills for understanding the subject. It illustrates how to design effective marketing strategies to compete in a highly dynamic and competitive market. Divided into five parts, the text attempts to bridge the gap between the science and the art of marketing strategy. The book provides a stimulating learning environment. Initially, it gives a thorough analysis of the framework that would help managers make their businesses effective. Then it goes on to discuss such topics as customer behaviour and customer relationship management, along with competitor analysis. The text concludes with the strategies that fall within the scope of marketing mix, viz. product, marketing communication, personal selling, distribution and pricing. KEY FEATURES • Provides Case Studies in the context of Indian business at the end of each chapter to reinforce the understanding of the theory. • Besides chapter-end summary and exercises, the text gives a glossary of terms. • The text emphasizes managerial viewpoint to facilitate decision-making. • Uses teach-yourself technique so that students can learn the concepts through self-study. Primarily intended as a text for postgraduate students of management and commerce, the book would also be useful to practising managers.