Table of Content
"Part 1 – Fundamentals of Marketing Management Chapter 1 - Defining Marketing for the New Realities Chapter 2 - Marketing Planning and Management Part 2 - Understanding the Market Chapter 3 - Analyzing Consumer Markets Chapter 4 - Analyzing Business Markets Chapter 5 - Conducting Marketing Research Part 3 - Developing a Viable Market Strategy Chapter 6 - Identifying Market Segments and Target Customers Chapter 7 Crafting a Customer Value Proposition and Positioning Part 4 - Designing Value Chapter 8 Designing and Managing Products Chapter 9 Designing and Managing Services Chapter 10 Building Strong Brands Chapter 11 Managing Pricing and Sales Promotions Part 5 - Communicating Value Chapter 12 Managing Marketing Communications Chapter 13 Designing an Integrated Marketing Campaign in the Digital Age Chapter 14 Personal Selling and Direct Marketing Part 6 Delivering Value Chapter 15 Designing and Managing Distribution Channels Chapter 16 Managing Retailing Part 7 Managing Growth Chapter 17 Driving Growth in Competitive Markets Chapter 18 Developing New Market Offerings Chapter 19 Building Customer Loyalty Chapter 20 Tapping into Global Markets Chapter 21 Socially Responsible Marketing Endnotes Glossary Name Index Company, Brand, and Organization Index Subject Index "

"This edition has been updated keeping in view the tremendous disruptions in the business models due to the ongoing globalization, the increasing role of corporate social responsibility technological advancement, growth in e-commerce, increasing digital communication, the growing impact of social media, and the widespread use of data analytics, marketing automation, and artificial intelligence. These created opportunities as well as challenges for businesses. Co-authored by noted academicians, Professor Kevin Lane Keller, Professor Alexander Chernev, Professor Jagdish N. Sheth and Professor G. Shainesh, the book continues to draw on the rich findings of various scientific disciplines—such as economics, behavioral science, and management theory—for fundamental concepts and tools that are directly applicable to marketing challenges and opportunities. Enriched with Indian cases studies, the text is comprehensive, lucid, and engaging at the same time, with the latest examples that illustrate effective marketing principles, strategies, and practices. The points of discussion and the discourse on the topics are useful not just for the students of marketing but also for practicing managers to design and execute successful marketing strategies. "

Salient Features
"KEY FEATURES Chapter opening case studies Marketing Insight emphasises a key marketing concept for in-depth coverage and better understanding Marketing Spotlight–relevant real-world cases of companies and brands to illustrate the marketing concepts Chapter-end summary for a comprehensive and quick review. HIGHLIGHTS OF THIS EDITION Feature enriched and updated content considering the tremendous evolution in business models owing to digitalization, social media marketing, growing e-commerce, and direct-to-consumer business. Over 55 Case studies of leading Indian brands like Amul, Asian Paints, Bajaj, Bandhan Bank, Biocon, Cadbury, Eureka Forbes, FabIndia, Fevicol, HDFC Bank, Infosys, Kaya Clinic, Mahindra, Maruti Suzuki, PaperBoat, Reliance Jio, SBI Yono, Taj Hotels, Tata Motors, Tanishq, Tata Trusts, Titan, TCS, Wipro, and many more Explores cases of new-age businesses like bigbasket, Clirnet, cult.fit"