Case Studies in Marketing Management and Research

Contents: 1. Marketing concept and marketing process. 2. Marketing research and information system. 3. Consumer behaviour: understanding the buyer. 4. Segmenting and targeting the market (forecasting). 5. Product decisions (marketing). 6. Managing innovation. 7. Pricing strategy. 8. Distribution (promotion decisions). 9. Advertising management. 10. Market strategy organisation. 11. Global marketing. 12.Miscellaneous.

“Case study method is a widespread technique to identify the problem in marketing management and research to analyse the real life situations and exercise judgement for corrective action. The case study method is based upon the belief that managerial competence can best be attained through the study and discussion of concrete cases.

There are number of case under each part which cover different aspects of the topics. This is a comprehensive collection of Indian and Foreign cases. The source of each case is invariably quoted of convenience of readers.

This volume in your hands titled “Case Studies in Marketing Management and Research” will fulfill the needs of students and faculty members for discussion of cases in class, preparing assignments, and for setting question papers for examinations.”