Digital Marketing 2.0 can help to create a brand with zero cost. But do you know how? Google created a revolution by introducing tools like AdWords and Google Analytics through which companies can track the effectiveness of their marketing campaigns and pay as per the results achieved. They introduced pricing models like PPC (Pay-Per-Click), PPM (Pay-Per-Mille) and PPA (Pay-Per-Acquisition) which brought a lot of transparency and accountability in the advertising and marketing world. Facebook, Twitter and LinkedIn took digital marketing to the next level by creating community of users, and classifying and grouping them as per common interests. Now, companies could serve ads and customize them as per the preference of the targeted consumer group. This brought in more precision, accuracy and effectiveness in the ad campaigns. Search Engine Optimization (SEO), Search Engine Marketing (SEM) and Social Media Marketing (SMM) were the superhit tools of Digital Marketing 1.0. But times have changed. We now live in the age of Millenials (people born after 1990). Millenials are the people who are restless and want instant gratification. Millenials are the people who are more interested to experiment with new tools like Instagram, Pinterest, Tumblr, Snapchat and WhatsApp. If they are unhappy with you, they can bring down your brand with trolling, hacking and offensive blogging. To manage them, you need new age tools and strategies like Artificial Intelligence, Growth Hacking, Online Buzz Marketing and Online Reputation Management (ORM). This is a book that starts the journey with Digital Marketing 1.0 and takes you to Digital Marketing 2.0. This is a book that will give you the confidence to embark on a digital marketing journey and get maximum ROI at a minimum cost. This is a book that will teach you how to redefine your business model, and maximize market share and profitability by using the tools of Digital Marketing. This book is not just about theory. This book has case studies in every chapter that will illustrate with practical examples how companies like Xiaomi, Uber, Dropbox and AirBnB have actually used the prowess of Digital Marketing 2.0 for brand building. Contents - 1. Introduction to Digital Marketing 2.0 2. Web Store Planning and Creation 3. Search Engine Optimization 4. Search Engine Marketing 5. Social Media Marketing 6. Email Marketing 7. Mobile Marketing 8. Digital Display Advertising 9. Web Analytics and Google Analytics 10. Google Tools for the Digital Marketer 11. Social Media Marketing 2.0 12. Blogging 13. Affiliate Marketing 14. Inbound Marketing and Lead Generation 15. Content Marketing 16. Creating Online Buzz 17. Growth Hacking 18. Artificial Intelligence and Chatbots 19. Online Reputation Management 20. Online Crowdfunding 21. Guide to Google Certification Bibliography

In this book the criteria for franchisor and the franchisee also addressed the major concerns along with the synergies between them. The reader will get an overview of the major aspects of the world of franchising. Overall the book would touch upon the different perspectives on concerns, approach is for the same along with the legal and global perspective of the `World of Franchising`. Book Content of Franchising 1. Franchising - Introduction 2. Merits and Demerits of Franchising 3. Synergies Between Franchisor and the Franchisee 4. Evaluation 5. Legal Aspects 6. Marketing in Franchising 7. Franchising in Global Scenario 8. The Way Ahead 9. Case Study in Retail

Selling is a skill with and appropriate blend of indispensable knowledge. I have incorporated the perfect mix of both along with a pinch of the attitude which is required to succeed as a retail sales personnel. This book will help an Individual to become a better retail salesperson. There is a huge reflection of concerns and the possible solutions which a person could use in the daily scenarios. I have incorporated solutions using the day-to-day real store floor realities, which is very evident in the examples used as well as the tips provided. Book Content of Retail Selling Skills Introduction to Retailing Requirement Mapping for Retail Sales Customer Needs Identification Importance of Product `Buying`-A Memorable Experience Closing a Sale Case Study

More and More students in MBA Institutes are found to preferring books written by Indian authors over foreign authors, the reason behind this is very simple. They find the language more simpler than the foreign authors. The matter is mostly Point-wise and syllabus-oriented, the students can by-heart it and reproduce in the answer sheets. The books are normally printed in bolder types, are handy and the number of pages per chapter are few. Generally Written by faculties and so the questions are generally based on these books only. So far so good but what are the drawbacks? The drawbacks are not known to the students and most of the faculty members who are mostly academicians without any worthwhile industry experience.This lead to a situation where the faculties and the students give importance and spend more time in discussing inconsequential issues which are not at all important while working in the industry; the students fare badly in the written tests conducted by major industries (as a recruitment procedure) and are unable to explain simple issues in personal interviews. It is a common complaint of all the recruiters that the students are not readily employable (even persons like Azim Premji of WIPRO and Narayana Murthy of Infosys have time and again raised issue). These authors having spent a good amount of time in industry successfully at various important positions felt the need to remove this lacunae and correct the situation and so this book. Contents : 1. Introduction to Marketing 2. Consumer Behaviour 3. Market Segmentation 4. Marketing Environment 5. Marketing Mix 6. Marketing Planning 7. Marketing Organization 8. Marketing COntrol 9. Social Responsibility of Marketing Organizations 10. Career in Marketing Question Papers

Most of the books available in India are basically giving theoretical aspects of sales management that does not give real practical aspects that a manager is required to handle. The author have attempted to give all these practical aspects along with the theory and have explained them with actual examples and case to make them live. The author feel that the book will be useful for all those faculties who do not have corporate work experience at sales manger level that and do not have proper perspective of sales management. The author will be happy to receive valuable inputs that can be incorporated in next editions. Contents - Part I : Sales Management 1. Introduction 2. Sales Management - Planning of Sales Efforts 3. Sales Management - Organizing Sales Efforts 4. Sales Management - Directing Sales Efforts 5. Sales Management - Controlling Sales Effort Part II : Personal Selling 1. Personal Selling 2. Selling Process Industrial/Institutional Sale 3. Selling Process Consumer Goods 4. Selling of Services

“Why is marketing important? Because if no one knows you exist; You don’t really exist.” (Unknown) The heart of any business lies in marketing. Most aspects of business depend on successful marketing. Marketing is all about identifying, understanding and satisfying the needs of the current as well as the potential customers profitably. The overall marketing umbrella covers marketing research, product, production, branding, distribution, promotion, sales and skills. Thus, understanding of the market and marketing function offers a basis to formulate the strategies related to all the aspects of any business. In modern management education, it is therefore very critical for all student managers in the making to understand the overall business of the organization and role of marketing in order to be effective and successful. This book offers an easy-to-use reference supported by a range of examples. In my experience of teaching, all types of students enjoy applying principles to real-life marketing problems. This is natural, as marketing does not exist in a vacuum; it is through application that students gain a richer understanding of marketing. Becoming a successful marketing practitioner requires an understanding of the principles of marketing together in conjunction with real-life examples of implementing marketing ideas, processes and techniques in the marketplace. This book, therefore, strives to provide a framework for understanding important marketing dimensions such as understanding the customer, market segmentation and targeting, brand building, pricing, innovation and marketing implementation, which form the backbone of marketing practice. Asking questions and getting answers is always helpful to develop a better understanding about the subject. Hence, the attempt is to cover the fundamentals of marketing management in the form of questions and answers. The questions covered in the book are logically arranged as per the commonly prevalent curriculum. The answers in general are structured in a standard format, which includes the introduction, main body of the answer, examples for better understanding and the conclusion. The reasonable length and the flexible question and answer format makes this book an ideal text for use in undergraduate and MBA classes. Contents - 1. Elements of Marketing Management 2. Current Marketing Environment in India 3. Integrated Marketing Communication 4. Services Marketing 5. Rural Marketing 6. Consumer Behavior and Buying Decision Process 7. Product and Pricing Decision 8. Logistics and Supply Chain Management 9. e-Marketing 10. References 11. Bibliography

The revised and enlarged third edition of the book 'INTRODUCTION TO RURAL MARKETING' is specially designed to meet the needs of students and executives’ engagged in sales marketing of goods and services in rural areas. Salient Features: - Covers the full syllabi on Rural Marketing of most Indian Universities. - Contains new chapter on Rural marketing Research, Marketing Mix, Organised Rural Retailing, Marketing of Consumer Goods and Services, Recent Trends in Agricultural produce Maketing, Marketing of Agricultural Produce, Globalisation and Agricultural, Agricultural Inputs and Customer Relationship Management, Ethics in Sales and Marketing and Understanding the Rural Market - A Practical Approach. - Deals with Marketing of Consumer Goods, Services, Agricultural Produce and Agricultural Inputs and Provides an Integrated Approach to Rural Marketing. - Contains Corporate Examples, Case Studies and Photographs dealing with various aspects of Rural Marketing. Contents : 1. Nature and Scope of Rural Marketing 2. Exploring the Growing Rural Market 3. Rural Consumer Behaviour 4. Rural Marketing Research 5. Rural Market Segmentation 6. Rural Marketing Mix 7. Product and Pricing 8. Distribution in Rural Market 9. Organised Rural Retailing 10. Rural Promotion 11. Developing the Sales Force for Rural Market 12. Marketing of Consumer Goods and Services 13. Corporate Initiatives in Rural Market 14. Agricultural Marketing 15. Defects in the Agricultural Marketing System and Lines of Improvement-Part I 16. Defects in the Agricultural Marketing System and Lines of Improvement-Part II 17. Co-Operative Marketing 18. Recent Trends in Agricultural Produce Marketing 19. Agricultural Finance and Role of Institutions 20. Agricultural Pricing 21. Globalisation and Agriculture 22. Marketing of Agricultural Inputs 23. Agricultural Inputs and Customer Relationship Management 24. Ethics In Sales and Marketing 25. Understanding The Rural Market-A Practical Approach Bibliography

The book on 'Field Sales Management' for the benefit of the students, teachers and young executives engaged in sales and marketing of products and services. Field sales is the activity of selling products and services outside the office environment. The book covers the syllabi on Field Sales Management and Management of Sales Force of most Indian Universities. The book contains field examples, figures, tables and practical questions to enable the students to understand the concepts and application of Sales Management principles. The book is divided into two parts i.e. Part 1 deals with concepts and application of sales management and Part 2 covers Sales planning, implementation and control and recent issues in Field Sales Management. Salient Features - - Fiels Sales is the activity of selling products and services outside the office environment. The first edition of the book on Field Sales Management is specially designed to meet the needs of students who are undergoing Graduate and Post Groduate Studies in Management / Commerce (Full time, Part time and Distance Education) and Sales Executives engaged in selling products and services. - Covers the syllabi on Sales Management and Management of Sales Force of most Indian Universities. - Deals with Sales Management, Personal Selling and Salesmanship. - Integrated presentation of the text with figures, tables and field examples. Contents - Part - I 1. Nature and Scope of Sales Management 2. Salesmanship 3. Personal Selling 4. Sales Organisation 5. Product Policies 6. Promotion Policies 7. Pricing Policies 8. Distribution Policies 9. Recruitment and Selection of Sales Force 10. Training of Sales Force 11. Compensating and Motivating the Sales Force 12. Performance Evaluation of Sales Force Part - II 1. Sales Planning 2. Sales Call Planning and Implementation 3. Sales Forecasting 4. Sales Territory Management 5. Sales Budget and Sales Target 6. Sales Control 7. Ethical and Legal Issues in Sales Management 8. Use of Technology in Sales Management 9. Relationship Selling 10. Challenges in Sales Management

The first Edition of the book on “Personal Selling and Sales Management” for the benefit of students, teach and young executives engaged in sales and marketing of products and services. The book covers the full syllabi on Sales Management of most Indian Universities. Includes separate chapters on Field Salesman to Field Sales Manager, Selling to Rural Consumers, Services Selling, Industrial Selling, Careers in Professional Selling, Recent Trends in Sales and Marketing and Ethics in Sales and Marketing based on discussions with some of the sales and marketing professional across industries. The book would serve as a comprehensive text book on 'Sales Management' a popular subject introduced in all management institutes. Figures, tables, boxes and short case studies have been included to enable the students to learn the concepts. The select bibliography on the subject matter is given for further study and reference. Salient features of the book - - Covers the full syllabi on Sales Management ofmost Indian Universities. Contains separate Chapters on: Field Salesman to Field Sales Manager Selling to Rural Consumers Services Selling Selling to Industrial Consumers Careers in Professional Selling Recent Trends in Sales and Marketing Ethics in Sales and Marketing - Integrated presentation of the text with figures, tables, boxes and short case studies. - Valuable book for students who are undergong Graduate and Post Graduate Studies in Management / Commerce (Full-time, Part-time and Distance Education) and young executivies engaged in Sales and Marketing of goods and services. Contents : 1. Nature and Sales of Sales Management 2. Sales Environment 3. Sales Organisation 4. Role of Personal Selling in the Marketing-mix 5. Sales Planning 6. Sales Force Planning 7. Sales Force integration during Mergers and Acquisitions 8. Recruitment and Selection of Sales Force 9. Training and Development of Sales Force 10. Sales Force Compensation 11. Sales Force Motivation 12. Controlling the Sales Force 13. Performance Appraisal of Sales Force 14. Market Demand and Sales Forecasting 15. Sales Territory Management 16. Sales Budget and Sales Target 17. Personal Selling 18. The personal Selling Process 19. Field Salesman to Field Sales Manager 20. Services Selling 21. Industrial Selling 22. Selling to Rule Censurers 23. Careers in Professional Selling 24. Recent Trends in Sales 25. Ethics in Sales and Marketing Bibliography

Customer value starvation is a common disease in companies, both small and large – which is difficult to diagnose. It is a silent killer, like many cancers. By the time it is diagnosed, it is generally late, sometimes, too late! Mahajan and Vieira have put their expertise together to show how companies overlook value starvation. This causes irritation and frustration to customers in their interaction with the company and its personnel – in person, on telephone, net or mail. The book identifies customer DNA (Do Not Annoy) factors, and suggests how to minimize complaints; ensure customer loyalty; and long-term company profitability and success. Philip Kotler, the world's guru on marketing, said, 'This book will help you think freshly about your business mission and success.' Contents - Section 1 Understanding Value Terminology Section 2 Customer Value Thinking Section 3 Examples of Customer Value Starvation Section 4 Customer Value Starvation and Companies Section 5 Discussion and Conclusion Appendix