Case Studies in Marketing Management, 1/e by S. Ramesh Kumar

Emerging markets have generated tremendous interest among practitioners as well as academics throughout the world. The Indian context—with its diversity of cultures, luxury markets, huge population of consumers at the lower strata of economy, a youth population that is greater than most countries in the world and the impact of westernization—poses certain marketing challenges that are even more complex than those that are generally associated with emerging markets in general. Students of management are expected to be well aware of the unique challenges of these markets when they go through any management program.

Case Studies in Marketing Management provides a rich set of cases that are structured to be compatible with any textbook in the basic marketing course. Several cases are drawn from the renowned Ivey Business Case collection in discussion with Prof. Paul Beamish, based on his intricate understanding of the emerging markets, and the editor's rich academic experience with regard to the Indian context. The cases were selected specifically to blend theory with practice, with a difficulty level that encourages effective comprehension of the issues involved. The Indian cases added to the collection illustrate the finer aspects that a management student needs to be aware of while dealing with the Indian context.

Indian business schools have suffered a dearth of Indian cases, especially ones that offer consumer insights that challenge students. This book fills this lacuna with a number of real-life cases on the Indian context, allowing students to appreciate and compare the different challenges that marketers face the emerging Indian scenario.

About the Author
About the Author
Contents
Downloadable Resources

Dr. S. Ramesh Kumar is Professor of Marketing, Indian Institute of Management Bangalore. He has academic experience of over twenty-five years, has authored eight books on marketing and consumer behavior (including a co-authored book with Leon Schiffman and Leslie Kanuk, the pioneers in the field of consumer behavior), and has published in several journals that are reputed for their academic rigor and practical relevance. He was awarded the ICFAI Best Teacher Award by the Association of Management Schools.

S.RAMESH KUMAR

S. Ramesh Kumar is a Professor, in the Marketing Area, Indian Institute of Management, Bangalore, India. He holds a basic degree in electronics and communication engineering with an MBA and Ph.D. His areas of interests are exploring the application of marketing/consumer behavior concepts to the Indian context.

He has a mix of industrial and teaching/research experience of over thirty five years.

S.Ramesh Kumar was awarded the ICFAI Best Teacher Award by Association for Indian Management Schools (AIMS). He was awarded the IIM B Chair of Excellence (2016-2019).

Dr.S.Ramesh Kumar has published a number of articles and case studies in reputed journals (national and international), business magazines and business newspapers. His several international publications include papers/cases, in refereed journals of repute, which are known both for their academic rigor and practice orientation. His papers/co-authored papers have appeared in Journal of Integrated Marketing Communication, Journal of Brand Management, Journal of Consumer Behavior, Marketing Review, Journal of Customer Behavior, Richard Ivey Business School's case collection and IIM B case collection marketed by Harvard Business School .

His books include the following titles; “Marketing and Branding-The Indian Scenario” (Pearson) deals with Indian examples based on basic marketing concepts “Marketing Nuggets – Conceptual Dimensions in Marketing” (Vikas) that won the first prize awarded by The Federation of Educational Publishers in India. His book “Application Exercises in Marketing” (Vikas) deals with exercises concerning practical issues across product categories in the Indian context. His third book “Managing Indian Brands – Marketing Concepts and Strategies” (Vikas) deals with he application of marketing and consumer behavior concepts to the Indian context. “Conceptual Issues In Consumer Behavior-The Indian Context” (Pearson) provides the Indian interface for several concepts in consumer behavior and supplements the textbook on the subject. He has co-authored an adopted text book “Consumer Behavior” with Leon Schiffman and Joseph Wisenblit (Pearson,2019 being the latest edition) that deals with extensive Indian examples. He has edited two books on case studies (on Marketing and Consumer Behavior respectively) and both of them have been published by Pearson Education in collaboration with Ivey publishing, Canada, a unit of Ivey Business School. He has extensively contributed (coauthoed) to cases on leading Indian brands https://www.iimb.ac.in/user/128/s-ramesh-kumar.

Ramesh Kumar has also presented papers in international conferences these include paper presentation in conferences conducted by American Marketing Association at Vanderbilt University U.S, Maastricht University, Netherlands, University of Queensland, Australia, Academy of Marketing Conference at U.K, Asian Business Case Writing Conference conducted by National University of Singapore at Singapore and International Congress of Psychology conducted by Swedish Psychological Association at Stockholm. He has been a invited speaker/Visiting Scholar in universities abroad for delivering specialized lectures on marketing in the Indian context. Ramesh Kumar has conducted a number of training programs for corporate executives in Indian and multinational organizations.

Preface
About the Editor

Case 1 Shanghai Jahwa: Liushen Shower Cream (A)
Case 2 HyundaiCard's Marketing Strategy
Case 3 ITC in Rural India
Case 4 Ontario Machinery Ring (A): Problem Definition
Case 5 Cineplex Entertainment: The Loyalty Program
Case 6 Super Shampoo Products and the Indian Mass Market
Case 7 Tinplate Company of India: Need for a Conceptual Focus
Case 8 Shoppers Stop: Targeting the Young
Case 9 Air Miles Canada: Rebranding the Air Miles Reward Program
Case 10 Kids Market Consulting
Case 11 The Wii: Nintendo's Video Game Revolution
Case 12 SaskTel
Case 13 Hanson Production: Pricing for Opening Day
Case 14 Synnex International: Transforming Distribution of High-tech Products
Case 15 Shiny Provision Store: Retailing Challenges in the Indian Context
Case 16 The Brand in the Hand: Mobile Marketing at Adidas
Case 17 Nike Inc.: Developing an Effective Public Relations Strategy
Case 18 Spectrum Brands, Inc.: The Sales Force Dilemma
Case 19 Launch of the Ford Fiesta Diesel: The World's Most Efficient Car
Case 20 Dabur India Ltd.: Globalization
Case 21 Sat & Co.: Market Orientation
Case 22 Infosys: The Challenge of Global Branding
Case 23 Nano Tata-Logy: The People's Car
Case 24 Louis Vuitton in India
Case 25 Romantic Rides or Fiery Thrills: Positioning a Motorcycle Brand in the Indian Context

Instructor Resources