TY - GEN AU - S. Ramesh Kumar TI - Case studies in marketing management SN - 9788131761397 U1 - 658.8072 PY - 2012/// CY - Noida PB - Pearson Education KW - Marketing Management KW - Case Study N1 - able of Content Preface About the Editor Case 1 Shanghai Jahwa: Liushen Shower Cream (A) Case 2 HyundaiCard’s Marketing Strategy Case 3 ITC in Rural India Case 4 Ontario Machinery Ring (A): Problem Definition Case 5 Cineplex Entertainment: The Loyalty Program Case 6 Super Shampoo Products and the Indian Mass Market Case 7 Tinplate Company of India: Need for a Conceptual Focus Case 8 Shoppers Stop: Targeting the Young Case 9 Air Miles Canada: Rebranding the Air Miles Reward Program Case 10 Kids Market Consulting Case 11 The Wii: Nintendo’s Video Game Revolution Case 12 SaskTel Case 13 Hanson Production: Pricing for Opening Day Case 14 Synnex International: Transforming Distribution of High-tech Products Case 15 Shiny Provision Store: Retailing Challenges in the Indian Context Case 16 The Brand in the Hand: Mobile Marketing at Adidas Case 17 Nike Inc.: Developing an Effective Public Relations Strategy Case 18 Spectrum Brands, Inc.: The Sales Force Dilemma Case 19 Launch of the Ford Fiesta Diesel: The World’s Most Efficient Car Case 20 Dabur India Ltd.: Globalization Case 21 Sat & Co.: Market Orientation Case 22 Infosys: The Challenge of Global Branding Case 23 Nano Tata-Logy: The People’s Car Case 24 Louis Vuitton in India Case 25 Romantic Rides or Fiery Thrills: Positioning a Motorcycle Brand in the Indian Context N2 - Emerging markets have generated tremendous interest among practitioners as well as academics throughout the world. The Indian context—with its diversity of cultures, luxury markets, huge population of consumers at the lower strata of economy, a youth population that is greater than most countries in the world and the impact of westernization—poses certain marketing challenges that are even more complex than those that are generally associated with emerging markets in general. Students of management are expected to be well aware of the unique challenges of these markets when they go through any management program. Case Studies in Marketing Management provides a rich set of cases that are structured to be compatible with any textbook in the basic marketing course. Several cases are drawn from the renowned Ivey Business Case collection in discussion with Prof. Paul Beamish, based on his intricate understanding of the emerging markets, and the editor's rich academic experience with regard to the Indian context. The cases were selected specifically to blend theory with practice, with a difficulty level that encourages effective comprehension of the issues involved. The Indian cases added to the collection illustrate the finer aspects that a management student needs to be aware of while dealing with the Indian context. Indian business schools have suffered a dearth of Indian cases, especially ones that offer consumer insights that challenge students. This book fills this lacuna with a number of real-life cases on the Indian context, allowing students to appreciate and compare the different challenges that marketers face the emerging Indian scenario. ER -