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Marketing Management

Marketing Management
Indian Context Global Perspective

Sixth Edition
  • Ramaswamy - Marketing and HRD Associates, Consultancy firm, Cochin, India
  • Namakumari - Marketing and HRD Associates, Consultancy firm, Cochin, India
Additional resources:

July 2018 | 864 pages | SAGE Publications Pvt. Ltd

Isn't it time we addressed the elephant in the room?

Are the existing texts on marketing management contextually sufficient for Indian students? Here is the pioneer. A book that is India-centric, comprehensive and apt for the times. Staying relevant to contemporary times, the sixth edition of the transformational text Marketing Management: Indian Context, Global Perspective comes with an even mightier foundation with its practical, research-based content.

Why this particular text?

Because it is not an ‘adaptation of a foreign book’ or one ‘with few Indian examples’. It has remained, since its first edition, published 35 years ago, the unparalleled text presenting an India-centric approach to the discipline of marketing.

The compelling logic for an Indian text

Since marketing is an environment-driven subject, it requires an environment-specific treatment. This text meets this need and equips students to comprehend marketing in a manner relevant to the Indian setting.

Tracks every transition and change

Marketing is changing. India is changing. Technology, digitisation and overall disruption drive this change. This text captures this change and interprets its import.

Comprehensive coverage, engaging presentation

The text re-visits the basics and explores the contemporary concepts of marketing. It contains a fine blend of mini cases on experiences of companies, both Indian and global. It comes with a brand-new feature: Marketing Insight Exhibit; as many as 140 exhibits explain how high-performing Indian and global companies keep excelling.

With this book, students will start loving the study of marketing

User-friendliness, excellent readability, exciting presentation and innovative design are its hallmarks.

Foreword to the First Edition
Part One: Marketing in Indian Environment
Understanding Marketing as a Value-delivering Task
Studying Marketing Environment
Contemporary Indian Marketing Environment
Part Two: Developing Marketing Strategy and Plans
Strategic Planning at Corporate Level and Marketing Planning at Business Level
Formulating Marketing Strategy
Analysing Industry and Competition
Differentiating and Positioning the Market Offering
Part Three: Analysing Consumers and Selecting Markets
Consumer Behaviour and Buying-decision Process
The Indian Consumer
Segmentation and Targeting for Maximising Customer Value
Part Four: Creating Customer Value: Managing the Product
Product Management: The Fundamentals
Managing Brands and Building Brand Equity
Introducing New Products and Innovations
Marketing of Services
Part Five: Delivering Customer Value: Managing Distribution
Managing Distribution Logistics
Designing and Managing Marketing Channels
Retailing: Perspective of the Retailer/Retail Chain
Direct Marketing and Digital Marketing
Part Six: Communicating Customer Value: Integrated Marketing Communications
Managing Mass Communications: Advertising, Sales Promotion and Digital Communications
Managing Personal Communications: Personal Selling and Sales
Customer Relations Management
Part Seven: Capturing Customer Value
Part Eight: Supporting and Controlling the Marketing Effort
MIS and Marketing Research
Demand Forecasting and Marketing Control
Part Nine: A Special Field in Indian Marketing
Rural Marketing in India: Potential, Challenges and Strategies
Subject Index

If there is one textbook that provides a lucid, profoundly unhindered and thoroughly holistic peek into marketing from an Indian perspective with a global standard, it is 'Marketing Management' by Ramaswamy and Namakumari. 

Dr Manit Mishra,
Associate Editor (Global Business Review) International Management Institution, Bhubaneswar

The case studies discussed in the textbook, like Byju's, open up the current issues even for the professionals and guide the people looking for start-ups. The book embeds the very core of marketing in one's mind. As the concepts have been discussed with local and global inputs, this undoubtedly benefits the student community. I complement the authors for bringing this nice edition on marketing. SAGE publications has brought out the cover page very nicely. 

Professor K. G. Muralidhara,
Ramaiah Institute of Management, Bengaluru

Refreshing and unique with latest Indian examples and cases! This magnificent text on the theory and practice of marketing is a must-read for all students and practitioners. 

Dr Pravat Surya Kar,
Chair Executive PGDM PT, Goa Institute of Management, Goa

At last an out-and-out authentic Indian marketing textbook with contemporary and relevant examples mirroring the Indian environment. A must-have to put a student and marketer on track with the reality of Indian markets, society and culture. 

Dr Bandana Chadha,
Amity Business School Amity University Campus, Noida

With an excellent opening chapter where marketing is defined from the unique angle of value proposition ... the focus on Indian examples and analysis of Indian industry makes the book highly relevant for Indian market. 

Dr Shirshendu Ganguli,
T. A. Pai Management Institute (TAPMI) Manipal

This manuscript is the treasure trove of contemporary marketing concepts. The authors present the content in lucid language, with practical approach and quintessentially frame it in the Indian context. 

Prashant Chaudhary,
Sinhgad Institute of Management & Computer Application, Pune

This marketing textbook is an eye-opener to students with regard to the importance of customer value in marketing. This edition contains interesting Indian case studies, which will help students to understand marketing in the Indian context. The authors have touched upon recent policies such as demonetisation, GST and their impact on marketing. The text a/so discusses the challenges faced by marketers and the need to revamp marketing concepts and practices. 

Dr Avil Saldanha,
St Joseph's Institute of Management, Bengaluru

I find the sixth edition of 'Marketing Management' by Ramaswamy and Namakumari a book which covers all the concepts of marketing management with very strong context of authentic Indian contemporary practices in marketing. This is a must-read for practitioners-present and future. 

Dr Rakesh Mediratta,
Institute of Management Technology, Ghaziabad

This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors.

Dinesh Kumar Director,
The Winning Edge Training Associates, Chandigarh

This is an amazing book in both its coverage and approach. Its value approach and environmentspecific context is a boon to Indian students. A large number of India-specific case studies add to the interest in the subject, from the point of view of both students and instructors.

Dinesh Kumar Director,
The Winning Edge Training Associates, Chandigarh
Key features

·         Authentically and wholly Indian text: Provides the best India-specific treatment to the subject of Marketing Management

·         The Book for the Times: New content and new-age presentation are the hallmarks of this edition

·         Updated and Market-focused Content: Interprets recent market changes and case studies including digitization, GST, Demonetization, Walmart Flipkart merger

·         Rich pedagogical tools for interactive understanding: Offers 40+ ‘short cases’ and 200+ marketing exhibits carrying the experiences and practices of Indian as well as global companies

·         Additional teaching aids: Supported by online instructor resources which features an impressive range of free tools and teaching materials

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ISBN: 9789352807383