MBA Marketing Management | Text and Cases

This book is an attempt to capture and illustrate the trends and shifts in the marketing environment in India, which are driven by the following factors:

• Opening up of the Indian economy in the 90s
• Entry of multinational companies across industries
• Indian information technology space, leading the global change in the digital revolution

The Present Publication is the 3rd Edition, authored by Dr. Tapan K Panda, with the following noteworthy features:

• [Simple, Systematic & Comprehensive Explanation] The subject matter is presented in a simple, systematic method along with a comprehensive explanation of the concept and theories underlying marketing. The book tries to explain the subject matter through realistic and practical examples.
• [Student-Oriented Book] This book has been developed keeping in mind the following factors:
• Interaction of the author/teacher with thousands of students from different students of business schools across the globe
• Shaped by the author/teacher's experience of teaching the subject matter to varying levels for more than three decades
• Reactions and responses of students have also been incorporated at different places in the book
• [Vivid Examples of Marketing Practice in India] The author blends marketing concepts with Indian examples so that the students can find immediate relevance to the Indian marketing environment
• [Practical Application & On-field Projects] including internet-based project exercises and case studies to supplement conceptual inputs
• [Unique Conceptual & Application Questions] on Indian Marketing

The Book has 30 chapters divided into 8 Divisions.

• Almost all the chapters end with Conclusion, Key Terms, Conceptual Questions, Application Questions, Projects, Web Assignments, Chapter End Cases etc.
• Division 1 is about Introduction to Marketing. This division is divided into two chapters which are:
• Introduction to Marketing
• Creating & Delivering Customer Values
• Division 2 describes Marketing Planning Process. This division is divided into four Chapters which are:
• Marketing Planning
• Demand Measurement & Forecasting
• Managing Information System & Marketing Research
• The Environment for Marketing Decision
• Division 3 covers Consumer Behaviour & STP. This division consists of three chapters, which are:
• Consumer Behaviour
• Organizational Buyer Behaviour
• Market Segmentation, Targeting & Positioning
• Division 4 dealt with Marketing Mix-product & Services. This division is divided into six chapters which are:
• Managing the Product
• The Marketing of Services
• Management of New Product Development Process
• Managing the Product Life Cycles
• Managing Brands
• Managing Packaging & Support Services
• Division 5 describes Marketing Mix-Pricing. This division is divided into two chapters which are:
• Developing Pricing Strategies & Programs
• Pricing Applications
• Division 6 dealt with Marketing Mix-Place. This division is divided into three chapters which are:
• Managing Marketing Channels
• Management of Logistics & Physical Distribution
• Retail Management
• Division 7 describes Marketing Mix-Promotion. This division is divided into six chapters which are:
• Integrated Marketing Communication (IMC)
• Advertising Management
• Sales Promotion Management
• Publicity & Public Relations
• Sales Management
• Direct Marketing
• Division 8 is mainly devoted to Contemporary Issues in Marketing. This division is divided into four chapters which are:
• Marketing Organizations
• Rural Marketing
• High Technology Product Marketing
• Digital Marketing

About the Author

Tapan K Panda

Dr Tapan K Panda is a well-known Marketing professor with three decades of teaching, research and consulting experience in India and abroad. Post PhD in Marketing and Branding, he joined the Indian Institute of Management Lucknow as a full-time faculty member. He has served at IIM-Kozhikode and IIM-Indore as a full-time faculty member.

He is currently working as Pro-Vice Chancellor at MIT-World Peace University Pune. His notable assignments include:

• Great Lakes Institute of Management Chennai
• BML Munjal University Gurugram
• O.P. Jindal Global University Sonipat

Before joining MIT-WPU, he worked as Director of Narsee Monjee Institute of Management Studies at the Hyderabad Campus. He has published extensively in Indian and International journals in marketing, branding and customer relationship management. He has consulted for many large Indian and Multinational brands. He has taught at many International Business Schools and Universities in Asia, Europe & USA.