Essentials of Modern Marketing by Kotler-i & Mukharjee | Indian Edition | Latest 2024  (Paperback, Kotler-i, Mukharjee)

Myriad books on marketing are available! So, what is so special about this one? This book aims to address modern marketing in a way that is succinct and at the same time, clear and accessible, illustrating the fundamental theoretical aspects and facilitating the transfer of these elements into real-world situations. Marketing has always been studied and discussed in a specific context - it could be a certain era, geography, industry/sector and so on. Here, the context is the new and emerging India. 20 success stories from India are featured in this book. These include consumer goods companies, start-ups, government organizations, educational institutions, MNC subsidiaries in India and so on. * Reading this book allows you to: 1. Acquire basic knowledge of modern marketing and marketing management processes in the context of real-world scenarios. 2. Know the main marketing tools and how they interact and contribute to the overall marketing program. 3. Develop your own marketing strategy.