“nirmalya kumar marketing as strategy”

How Marketers Can Get a Seat at the CEO’s TableToday’s marketers face a dire situation. CEOs name marketing challenges such as retaining customers and avoiding price wars as top priorities, yet they increasingly doubt whether marketers can handle those challenges. Marketing’s traditional goalâ... More

As retailers have become more powerful and global, they have increasingly focused on their own brands at the expense of manufacturer brands. Rather than simply selling on price, retailers have transformed private labels into brands. Consequently, manufacturers such as Johnson & Johnson, Nestle, and ... More

When the Indian auto manufacturer Tata Motors bought the iconic Jaguar and Land Rover brands - complementing the Nano, its own innovative $2,500 car - it opened up a new chapter in India's economic story. In the coming years, such Indian multinationals as Bharat Forge, Hindalco, Infosys, Mahindra, a... More

This book provides an innovative approach to enhance understanding of marketing concepts. The application exercises in this book on various important marketing topics are based on real life situations. The book will enable students to analyze specific real life marketing challenges with relevant m... More

Do your salespeople feel under extreme pressure to retain accounts or gain new business at any cost? If so, you may be leaving big money on the table. Consider the integrated-circuit supplier representative who lost $500,000 of potential profit on a single transaction, just to win a deal that he wou... More