Part-I: Marketing in India—New Directions: 1. Marketing—Its Changing Role in the Indian Economy, 2. New Directions in Marketing, 3. The Changing Face of Indian Consumer Market, 4. Internet Marketing in India, Case Studies: Maruti I • Maruti II • Hotel Crowning Glory • Suchitra Drug Manufacturing Company • New Bharath Chemical Company (P) Ltd, Part-II: Consumer Behaviour and Segmentation Strategy: 5. Market Segmentation, 6. Consumer Behaviour, 7. Marketing Research and Executive Decision Making, Case Studies: Nova Fashion Garments Private Ltd • Ram Kumar and Associates • Titan's Consumer Segmentation Strategy • Dalmia Consumer Care, Part-III: Product Strategy: 8. Product Planning and Strategy, 9. Brand Strategy and Management, Case Studies: Nimbooz—';Waging the Lemon Wars' • All Fit Garments Pvt. Ltd • Launching of Popcorn Machine • Positioning of Trust Toothpaste • Marketing of Nano • Smoke Without Fire—Launch of Vardaan, Part-IV: Advertising and Communication Strategy: 10. Integrated Marketing Communication, 11. Advertising and Promotion Strategy, Case Studies: Centre for Sight • Supreme Garment Manufacturers • Promotion of Fairy Queen Express • Mortein—Multi-insect Killer • Woodland Shoes, Part-V: Promotion and Pricing Strategies: 12. Sales Promotion, Personal Selling and Direct Marketing, 13. Pricing Strategy, Case Studies: Ajanta Shoes Company Ltd • Hindustan Intercrafts Ltd • Indian Air Force • Anupama Cosmetics (P) Ltd • Komal Food Products Company Ltd, Part-VI: Distribution in Marketing: 14. Distribution Strategy, Case Studies: RCB Case Study—The Problem • Suja Products (P) Ltd • Chitra Chemicals Ltd • Sundaram Soap Company, Part-VII: Challenges of Rural Marketing: 15. Rural Marketing, Case Studies: CavinKare—Making of Chik • Marketing Nokia to Rural India, Part-VIII: The Retial Sector: 16. Retail Marketing, Case Studies: Shoppers Stop—Start Something New • Index
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