PHI Learning Pvt. Ltd.

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

PHI Learning Pvt. Ltd.
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Published on
Jun 30, 2014
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Business & Economics / Marketing / General
Business & Economics / Sales & Selling / General
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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.
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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