Managing Indian Brands, 2e 2nd Edition (English, Paperback, Kum...

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M.B.A

Managing Indian Brands, 2e

Vikas Publishing House Pvt Ltd

2002

Preface To The Second Edition <p>Preface To The First Edition</p> <p>Acknowledgements</p> <p><b>PART I&nbsp; Changing Marketing Scenario</b></p> <p>*&nbsp;Environment And Inertia Of The Marketing Kind * Technology And Marketing *&nbsp; 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</p> <p><b>PART II&nbsp; Managing Product Lines In The Present Day Context</b></p> <p>*&nbsp;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</p> <p><b>PART III&nbsp; Managing Brands - Practice-Oriented Dimensions</b></p> <p>*&nbsp;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&nbsp;For Non-Mega Brands * Re-Niching Brands * Brand Extension-Critical Dimensions * Nurturing Sub-Brands * Attributes, Proposition And Brands</p> <p><b>PART IV&nbsp; Consumer Behaviour And Its Implications On Marketing Strategies</b></p> <p>*&nbsp;'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</p> <p><b>PART V&nbsp; Business To Business Marketing : Need For A Conceptual Focus</b></p> <p>*&nbsp;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</p> <p><b>PART VI&nbsp; Contemporary Issues In Marketing</b></p> <p>*&nbsp;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</p> <p>References</p> <p>Index</p> <p>&nbsp;</p> &nbsp;

Paperback

Vikas Publishing House Pvt Ltd

Business & Economics