Case Studies on New Age Marketing– Vol. I

Edited by : Nusrath Jahan Maldar
ISBN : 81-314-0489-7
Price: $35  ( INR)
394 pages( Hardcover edition )

Marketing strategies serve as the fundamental underpinning of marketing plans designed to attain marketing objectives that have measurable results. A sound marketing strategy integrates an organisation's marketing goals, policies, and tactics into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed that enables the organisation to implement its mission effectively and efficiently. Every marketing strategy is unique, but discerning from individual strategies, each can be reduced to a generic marketing strategy. While few companies pioneer in developing new business models, others try to seek a sustainable competitive advantage either by diversifying their core businesses or by adopting aggressive marketing strategies.

The case studies featured in this book Case Studies on New Age Marketing Vol. 1 provides insights into understanding the marketing strategies adopted by various companies and the efforts made by them to overcome these challenges. Besides, it also helps in bridging the gap between theory and practice by facilitating an understanding of when and how to apply concepts and techniques of the management curriculum.