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Marketing management: a South Asian perspective

By: Contributor(s): Material type: TextTextPublication details: New Delhi Pearson Education 2009Edition: 13thDescription: xlvii, 647 p.: col. ill. Includes references and indexISBN:
  • 9788131716830
Subject(s): DDC classification:
  • FP 658.8 K6M2-2009
Summary: This edition provides exactly the deep appreciation of consumers needed to understand the phenomenon of marketing through detailed discussion of a variety of aspects, including the socioeconomic characteristics of urban and rural consumers in India, their demographics, and socio-cultural nuances. Analysis of the marketing environment, critical in guiding marketing decisions, is approached through a chapter devoted to the characteristics of the Indian marketing environment, including economic environment, population, income distribution, and regulatory issues. Similarly, issues in conducting marketing research in India, such as the limitations of some methodologies of data collection, institutional buying, distribution issues, and the Indian retail scenario are all given special attention. This edition also contains numerous examples and studies of Indian companies and brands to help readers appreciate concepts within a familiar context.
List(s) this item appears in: Faculty Publication (Books)
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Item type Current library Item location Collection Shelving location Call number Copy number Status Date due Barcode
Books Vikram Sarabhai Library Reference / Slot 1461 (2nd Floor West Wing) Non-fiction Faculty Publication FP 658.8 K6M2-2009-3 (Browse shelf(Opens below)) 3 Available 179501
Books Vikram Sarabhai Library Reference / Slot 1462 (2nd Floor West Wing) Non-fiction Faculty Publication FP 658.8 K6M2-2009-1 (Browse shelf(Opens below)) 1 Available 171015
Books Vikram Sarabhai Library Reference / Slot 1461 (2nd Floor West Wing) Non-fiction Faculty Publication R FP 658.8 K6M2-2009-2 (Browse shelf(Opens below)) 2 Not for Issue 171016

This edition provides exactly the deep appreciation of consumers needed to understand the phenomenon of marketing through detailed discussion of a variety of aspects, including the socioeconomic characteristics of urban and rural consumers in India, their demographics, and socio-cultural nuances. Analysis of the marketing environment, critical in guiding marketing decisions, is approached through a chapter devoted to the characteristics of the Indian marketing environment, including economic environment, population, income distribution, and regulatory issues. Similarly, issues in conducting marketing research in India, such as the limitations of some methodologies of data collection, institutional buying, distribution issues, and the Indian retail scenario are all given special attention. This edition also contains numerous examples and studies of Indian companies and brands to help readers appreciate concepts within a familiar context.

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