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Winner of the First Prize of the FIP Awards for Excellence in Book Production 2009 A Transformational Text on Marketing. . . Presents Marketing in an Altogether New Perspective Today, Marketing needs a transformation. A new perspective has become inescapable in understanding and practising Marketing. For this to happen, first, a corresponding correction has to happen in the class rooms in the teaching of the subject. Some new learning and a lot of unlearning is imperative. This 4th edition of this best selling title addresses and answers this need. • Perspective, Centred on Value Enables the students learn marketing with a new orientation: Value Delivery is the crux of marketing; and marketing is to be defined and treated as a Value Delivering Process. Only a perspective centred on value can provide the needed practical direction for approaching and practising marketing the right way. • Curriculum Driven as well as Curriculum Driving A text is usually curriculum driven; in certain circumstances, it has to become curriculum driving, besides being curriculum driven. Such circumstances manifest today in the theatre of Marketing teaching in India. This latest edition meets this demand of the times. • The ‘Authentically Indian’ Text An ‘Indian text on Marketing’ is no big deal today. There are several such texts and the tribe is growing. But this is the most ‘Authentically Indian’ text. This is not an adapted version/patchwork of some texts created for a totally different student community. This has been written specifically for the Indian student. The Indian setting and the marketing lessons are woven like warp and weft. Through a dozen exclusive, India-specific chapters/case studies, and a huge collection of Indian examples, the book achieves its mission of teaching the subject in the Indian context. • Twelve New Chapters This is not a mere updated version; but a totally redone work, carrying 12 new chapters
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