Managing Indian Brands Marketing Concepts & Strategies

Preface To The First Edition

Acknowledgements

PART I  Changing Marketing Scenario

* Environment And Inertia Of The Marketing Kind * Technology And Marketing *  Marketing-Technology Linkages * Marketing-Manufacturing Linkages * Role Of Marketing Planning In A Changing Environment * The Flip Side Of Re-Engineering * Developing And Sustaining Customer-Orientation-A Long Term Perspective * Lessons From The Global Playground * Reaching Out To The Consumer * Emerging Trends-Distribution Channels * Discontinuities In A Dynamic Environment

PART II  Managing Product Lines In The Present Day Context

* Dimensions Of Product-Line Decisions * Pricing Aspects In Managing Product Lines * Getting The Consumers Involved In Conceptual Aspects * Applying The Product Concept * Enhancing Marketing Mix Elements * The Product-Brand Interface * Exploring Niche Marketing * Boundaries Of Brand Positioning * Managing Premium Brands * Orchestrating Pricing Decisions * Customer-Product Interfacing-A Strategy For Consumer Durables

PART III  Managing Brands - Practice-Oriented Dimensions

* Brands And Consumer Psyche * Touch Of Credibility * The Service Connection * Brand Loyalty-The Ultimate Weapon * Creative Positioning Strategies * Fantasy Satiation * Sustainable Core Proposition * Changing Dimensions Of Brand Loyalty * Positive Positioning * Segmentation And Positioning- A Perpetual Process * Taking On The Titans : Strategies For Non-Mega Brands * Re-Niching Brands * Brand Extension-Critical Dimensions * Nurturing Sub-Brands * Attributes, Proposition And Brands

PART IV  Consumer Behaviour And Its Implications On Marketing Strategies

* 'Top-Of-The Mind' Brand Strategies * Concept Of Involvement And Branding * Too Many Walls * The Concept Of Perception-A Tool For Value-Added Communication * Brands And Consumer Decision Making * Reading The Purchasing Situation Right * Consumer Decision Making And Marketing Support * Consumer Behaviour And Situational Influences * Adding The Extra Edge * The Consumer Leads The Way * Reference Groups And Consumer Behaviour * Products And Personality * Shopaholics-A New Dimension In Consumer Behaviour * Domains Of Customer Satisfaction * Consumer's Mind-A Black Box * A New Kind Of Search * Focussing On Corporate Image * The Right Channel * Positioning Services * Brand Associations-Implications And Strategies * Facing The Brand Deluge

PART V  Business To Business Marketing : Need For A Conceptual Focus

* Sourcing Mix-A Source Of Customer Satisfaction * Linkages And Relationships In Business-To-Business Marketing * Relationship Marketing : A Tool In Business-To-Business Marketing * Targeting Customers In Business-To-Business Marketing * Choosing Right Customers * The Wrong Customers * Getting The Marketing Act Together * Queue Up For Your Customers * Fine-Tuning Personal Selling * Behavioural Dimensions Of Negotiation * What Motivates A Sales Force? * Communication Mix For Business-To-Business Marketing * Meeting Customer Satisfaction * Towards Eternal Customer Satisfaction * Customer Satisfaction In Business-To-Business Marketing * Dimensions Of Pricing In Business-To-Business Marketing * Organizational Buying Behaviour-Conceptual Aspects * Need For Databases In Business-To-Business Marketing

PART VI  Contemporary Issues In Marketing

* Intricacies Of Customer Satisfaction * Measuring Customer Satisfaction-Practical Considerations * Customer Satisfaction-Critical Dimensions * Synergising Marketing Communication * Futuristic Considerations * Exploring Consumer Needs * Functional And Symbolic Aspects Of Loyalty * Branding And Business-To-Business Marketing * Brands And The Honest Proposition * Word Of Mouth-An Important Tool For The Marketer * Building Brands On The Internet * Marketing Of Interface Services * Direct Dialogue * Premiumness And Brands

References

Index

This book offers a conceptual insight into the vital linkages between concepts and strategies which revolve around brands and marketing concepts in the backdrop of Indian Marketing reality. The contemporary and topical issues have been dealt comprehensively and in a practical manner, thereby bridging the gap between academic concepts and marketing practice. The theory is blended with apt real-life case studies that would enable the reader to get an integrated view of how brands could make use of marketing concepts to formulate strategies.