CASE STUDIES IN MARKETING MARKETING : THE T HE INDIAN CONTEXT,SIXTH EDITION EDIT ION By SRINIVASAN, R. About The Book Price: Rs. 395.00 Rs. 395.00 ISBN: 978-81-203-4996-4 ISBN: 978-81-203-4996-4 416 Pages: 416 Pages: Binding: Paper Binding: Paper Back
DESCRIPTION
This well-received and appreciated book by the students of business schools across the country, in its Sixth Edition, Edition, provides cases that have been culled from the real business world and drawn from authentic sources. In this revised edition, most of the cases have been thoroughly updated and following four new cases have been introduced: • • • •
India n Re Retail tail Industry India n Airli ne Industry Hindus tan Unil eve everr Limited 3G Ne Netw twork ork in Indi a
These cases highlight the business environment of different companies, specifically from the view of competitiveness, product development, market strategies and international business. The facts and data given in the case studies are compiled and presented in a simple and easy-toread s tyle for bette betterr unders tandin g of the market market practi ces. The book book i s me meant ant as an a djunc t text text for pos tgraduate students students of management. management. Besi Besi des, executives executives attending various management and development programmes would also be greatly benefited by reading this book book..
CONTENTS
Preface • Preface to the First Edition Introduction Intr oduction to Case A nalysis Part I Case 1 Cas e 2 Cas e 3 Cas e 4 Cas e 5 Cas e 6 Case 7 Case 8
MARKETING MARKETING HMT: HM T: Machine Too Tools ls Divis ion Oi ls ee eeds ds Growe Growers rs Cooperative Society Retai Ret ai li ng, Adve Advertis rtis ing, Marketing and Merchandi si ng Services HMT Watches Bhara t He Heavy avy Electrica ls Limited Bhara t Earth Move Movers rs Limited British Physica l Laborat Laboratory ory (BPL (BPL)) India n Garme Garments nts
Case 9 Cas e 10 Case 11
IDE Drip Irri gation Syste System m for Microirri gation Hindus tan Unil eve everr Limited Retail Re tail Industry
Part II Cas e 12 Case 13 Case 14 Case 15 Cas e 16 Cas e 17 Cas e 18 Cas e 19
INTERNATIONAL MARKETI MARKETING NG Infos ys Te Technol chnol ogies Limited I-Flex Solutions (Curre (Currently ntly Oracl e Financi al Software Software Solutions) Gill et ette te India SAP SA P India Global Marketing in Wipro: Growing in Stre Strength ngth Ace Designers Mysore Sal es Internationa l Limited New Ne w Gove Government rnment Electric Factory Limited, Beng Bengal al uru
Part III Cas e 20 Cas e 21 Cas e 22 Cas e 23 Cas e 24 Cas e 25 Cas e 26 Case 27 Case 28 Cas e 29 Cas e 30 Cas e 31 Case 32
SERVICES MARKETING Hotel Hot el Taj West End, Beng Bengal al uru Credit Card Busi ness of Standard Chartered Bank Karna taka State Touris m Deve Development lopment Corporation Hotel Hot el Ashok, Beng Bengal al uru East-West Airl ines: A Fai led Experience Sterl Ste rl ing Holi day Resorts Thomas Cook: To Be or Not Not to Be? Namdhari’s Nam dhari’s Fre Fresh sh DaimlerChrysler Charter Aviation Services Café Coffe Coffee e Day 3G Ne Netw twork ork in Indi a The India n Airl Airl ine Industry—Will the Fli ght be Sm Smoot ooth? h?
Appendix Append ix
National Tourism Policy 200 2
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