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Case Studies on Marketing New Vistas - Vol.I

Edited by : R. Muthukumar
ISBN : 978-81-314-1665-5
Price: $25  ( INR)
280 pages( Hardcover edition )

Snapshot of the casebook

Marketing is primarily identifying customer needs and responding to them. Many organisations in today’s globalised competitive world are unable to compete with their traditional marketing. Moreover, in today’s changing environment, with consumers becoming less responsive to traditional marketing initiatives due to variety of developments like better awareness about products among customers, varieties of competitive products, overexposure to advertising, etc. Marketers are pressurised to look for substantive and effective alternate new marketing initiatives. Good marketers, who want to have direct relationship with their target customers to satisfy them with the products, discover new ways of marketing now and then. The corporate world is replete with such illustrious examples of innovative marketing. The case studies included in this book address these issues. Covering a wide area of marketing, New Marketing Vistas would be of great help to become an effective marketer.

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