"Tapan K Panda,Dr Tapan K Panda is a well-known Marketing professor with three decades of teaching, research and consulting experience in India and abroad. Post PhD in Marketing and Branding, he joined the Indian Institute of Management Lucknow as a full-time faculty member. He has served at IIM-Kozhikode and IIM-Indore as a full-time faculty member.
<p>"This book is an attempt to capture and illustrate the trends and shifts in the marketing environment in India, which are driven by the following factors: Opening up of the Indian economy in the 90s, Entry of multinational companies across industries, Indian information technology space, leading the global change in the digital revolution.</p><p>Almost all the chapters end with Conclusion, Key Terms, Conceptual Questions, Application Questions, Projects, Web Assignments, Chapter End Cases etc.</p><p>Division 1 is about Introduction to Marketing. This division is divided into two chapters which are: Introduction to Marketing, Creating & Delivering Customer Values.</p><p>Division 2 describes Marketing Planning Process. This division is divided into four Chapters which are:Marketing Planning, Demand Measurement & Forecasting, Managing Information System & Marketing Research, The Environment for Marketing Decision.</p><p>Division 3 covers Consumer Behaviour & STP. This division consists of three chapters, which are:Consumer Behaviour, Organizational Buyer Behaviour, Market Segmentation, Targeting & Positioning.</p><p>Division 4 dealt with Marketing Mix-product & Services. This division is divided into six chapters which are:Managing the Product, The Marketing of Services, Management of New Product Development Process, Managing the Product Life Cycles, Managing Brands, Managing Packaging & Support Services.</p><p>Division 5 describes Marketing Mix-Pricing. This division is divided into two chapters which are:Developing Pricing Strategies & Programs, Pricing Applications.</p><p>Division 6 dealt with Marketing Mix-Place. This division is divided into three chapters which are:Managing Marketing Channels, Management of Logistics & Physical Distribution, Retail Management.</p><p>Division 7 describes Marketing Mix-Promotion. This division is divided into six chapters which are:Integrated Marketing Communication (IMC), Advertising Management, Sales Promotion Management, Publicity & Public Relations, Sales Management, Direct Marketing.</p><p>Division 8 is mainly devoted to Contemporary Issues in Marketing. This division is divided into four chapters which are:Marketing Organizations, Rural Marketing, High Technology Product Marketing, Digital Marketing."</p><div><br></div>
