CASE STUDIES IN MARKETING: THE INDIAN CONTEXT, Edition 6

PHI Learning Pvt. Ltd.
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This well-received and appreciated book by the students of business schools across the country, in its Sixth Edition, provides cases that have been culled from the real business world and drawn from authentic sources. In this revised edition, most of the cases have been thoroughly updated and following four new cases have been introduced: • Indian Retail Industry • Indian Airline Industry • Hindustan Unilever Limited • 3G Network in India These cases highlight the business environment of different companies, specifically from the view of competitiveness, product development, market strategies and international business. The facts and data given in the case studies are compiled and presented in a simple and easy-to-read style for better understanding of the market practices. The book is meant as an adjunct text for postgraduate students of management. Besides, executives attending various management and development programmes would also be greatly benefited by reading this book.
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About the author

R. SRINIVASAN (Fellow, IIM Bangalore) is Professor, Department of Management Studies, Indian Institute of Science (IISc.), Bangalore. He had his post-doctoral training at the University of Leeds (UK). Professor Srinivasan has more than 33 years of experience with premier institutions such as IISc., Administrative Staff College of India, (Hyderabad), and NITIE, (Mumbai). He has served with distinction in reputed organisations like Tata Consulting Engineers and Indian Telephone Industries. He is a recipient of the International Statistical Institute Awards (1983) and the Colombo Plan Award (1989). Professor Srinivasan has to his credit more than 150 articles in leading international and national journals. He has authored seven well-established books; four from PHI Learning including the present book: Case Studies in Marketing—The Indian Context, 6th ed.; International Marketing, 3rd ed.; Strategic Management—The Indian Context, 5th ed.
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Additional Information

Publisher
PHI Learning Pvt. Ltd.
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Published on
Jun 30, 2014
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Pages
416
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ISBN
9788120349964
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Language
English
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Genres
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / General
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Content Protection
This content is DRM protected.
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R. SRINIVASAN
Services are widely used by people practically in all aspects of life. The globalised era is seeing services being used by a wide cross-section of society from the corporate to the man. The Fourth Edition of the book educates its readers about how marketing strategies are changing and evolving through times. The new edition comes with updated case studies on various service sectors, such as Hospitality and Tourism (Thomas Cook, Karnataka State Tourism Development Corporation (KSTDC) Ltd., and (Cafe Coffee Day). A new case study “Indian Airline Industry”, has also been introduced to add to the diversity of services. Finance (Credit Card Business of Standard Chartered) and Information Technology are also updated (Infosys and SAP). The cases, set within the Indian context, lend a practical dimension to the subject, familiarizing the students with the developments in the Services Marketing area in India. The new edition, with its emphasis on recent data and the contemporary Services Marketing scenario, is an ideal companion for the budding managers. It should also be of great use to the practising managers attending various Management Development Programmes (MDPs) and Executive Development Programmes (EDPs). New to this edition • A new case study “Indian Airline Industry” has been introduced. • All case studies of the previous edition have been updated with latest information and developments in the company. • Chapter 2 and Chapter 15 of the book have been revised with latest data and illustrations.
VIPIN GUPTA
This innovative introduction to business policy and strategic management, covering both the illustrative cases and conceptual foundation, offers authoritative approaches to strategic leadership in emerging markets. Among its many unique features, this comprehensively updated and revised second edition is structured to help students think strategically. The major organizational issues in strategy development are covered through an analytical study of: Nine different perspectives on organization to capture the rich history of the discipline and enlighten the nature of strategy. The concept of strategic intent to guide action. 9-M model to analyze strategies in functional areas of manpower, materials, methods, money, manufacturing, machine, marketing, motivating, and manipulating. Competitive gaming model to strategize different types of market structures. Internetworking model to develop high-performance Internet ventures. Strategic business model to unfold hidden value into new directions. Value model to explain strategic elements of innovation and technology management. Ethical and international issues in the context of corporate governance. Strategic leadership model relevant to the emerging market ground realities. Strategic control model (both balanced and extended scorecard) to explore the influence of environmental and cultural contexts on effective performance. The text is well supported by more than one thousand sources of international research, India-focused case studies and experiential assignments. This comprehensive text on theory and practice of strategic management is a must read for management students as well as business practitioners and consultants.
I. M. Mujtaba
Exponential growth of the worldwide population requires increasing amounts of water, food, and energy. However, as the quantity of available fresh water and energy sources directly affecting cost of food production and transportation diminishes, technological solutions are necessary to secure sustainable supplies. In direct response to this reality, this book focuses on the water-energy-food nexus and describes in depth the challenges and processes involved in efficient water and energy production and management, wastewater treatment, and impact upon food and essential commodities. The book is organized into 4 sections on water, food, energy, and the future of sustainability, highlighting the interplay among these topics. The first section emphasizes water desalination, water management, and wastewater treatment. The second section discusses cereal processing, sustainable food security, bioenergy in food production, water and energy consumption in food processing, and mathematical modeling for food undergoing phase changes. The third section discusses fossil fuels, biofuels, synthetic fuels, renewable energy, and carbon capture. Finally, the book concludes with a discussion of the future of sustainability, including coverage of the role of molecular thermodynamics in developing processes and products, green engineering in process systems, petrochemical water splitting, petrochemical approaches to solar hydrogen generation, design and operation strategy of energy-efficient processes, and the sustainability of process, supply chain, and enterprise.
R. Srinivasan
This book investigates how strategic marketing is influencing organizations’ innovation performance. It presents a structured study conducted on micro, small and medium enterprises (MSMEs) to identify the correlation between innovation and strategic marketing in both Indian manufacturing and service organizations. Strategic marketing, which achieves excellence in organizations, is at the heart of improving productivity, profitability and market sustainability, while also supplying organizations a much sought-after competitive advantage. It has been observed that strategic marketing can significantly help any manufacturing firm to attain the required level of growth, and can specifically be used by Indian firms as a means of deriving differential advantages.

Indian organizations that pursue more traditional approaches to strategy are now feeling the intense market pressure to modify their policy with respect to quality. The result has been a shift to ‘Strategy with Innovation’. As market competition has again increased, providing quality products and services alone is no longer sufficient; companies are additionally expected to provide products with a touch of innovation to attract customers. This calls for innovation in terms of products, processes, technologies, systems and practically every other area of an organization, which can only be achieved by combining strategies and innovation.

This book identifies the variables of strategic marketing that can help companies significantly boost their innovation performance, making it a valuable resource for students, researchers, professionals and policymakers alike.
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