Indian context, global perspective Ramaswamy, V. S. creator Namakumari, S. aut text bibliography ii New Delhi Sage Publications India Pvt Ltd 2018, reprinted 2021 2018 2021 6th Ed. monographic eng xlix, 798 p. : col. ill. ; 28 cm. Understanding marketing as a value delivering task -- Studying marketing environment -- Contemporary Indian marketing environment -- Developing marketing strategy and plans -- Strategic planning at corporate level and marketing planning at business level -- Formulating marketing strategy -- Analysing industry and competition -- Differentiating and positioning the market offering -- Analysing consumers and selecting markets -- Consumer behaviour and buying-decision process -- The Indian consumer -- Segmentation and targeting for maximising customer value -- Creating customer value : managing the product -- Product management : the fundamentals -- Managing brands and building brand equity -- Introducing new products and innovations -- Marketing of services -- Delivering customer value : managing distribution -- Managing distribution logistics -- Designing and managing marketing channels -- Retailing : perspective of the retailer/retail chain -- Direct marketing and digital marketing -- Communicating customer value : integrated marketing communications -- Managing mass communications : advertising, sales promotion and digital communications -- Managing personal communications : personal selling and sales management -- Customer relations management (CRM) -- Capturing customer value -- Pricing -- Supporting and controlling the marketing effort -- MIS and marketing research -- Demand forecasting and marketing control -- A special field in Indian marketing -- Rural marketing in India : potential, challenges and strategies -- Notes -- References -- Index. general Includes bibliographical references and index. Marketing India Management 658.8 R1418 9789352807383 KO KO 180615 eng