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Case Studies in Marketing

Case Studies in Marketing

Author(s):
  • Kanwal Nayan Kapil
  • Jaydeep Mukherjee
    • Author: Kanwal Nayan Kapil
    • ISBN:9788131756331
    • Price: Rs. 225.00
    • Pages:124
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Not Available


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    Table of Content

    Part 1: Introduction to Marketing
    1. Marketing at Nokia
    2. Reinventing the Umbrella Brand
    Part 2: Gaining Marketing Insights and Marketing Environment
    1. Lucozade
    2. The Rise and Fall of Super Mart
    3. Will Wealth Plus Make LIC Wealthier
    Part 3: Customer Connect
    1. Maggi
    2. Parle’s Monaco Smart Chips
    3. The Struggles of the Egg Industry
    4. Consumer and Ambience
    5. Industrial Buying Process
    Part 4: Building Brands
    1. Incredible India
    2. Travelling the Samsonite Way Part 5: Marketing Offerings for Value Creation
      1. Opportunities and Challenges in By-product Marketing
      2. Machhi Chips
      Part 6: Delivering Value
      1. The Marinating Challenges in ‘B Daily Fresh’
      2. Axiom
      Part 7: Marketing Communication
      1. Celebrity Brand Endorsements
      2. The New Jewel in the Crown

    Salient Features

    • Eighteen cases, divided into seven parts like Introduction to marketing, gaining marketing insights and marketing environment, customer connect, building brands, marketing offering for value creation, delivering value, marketing communication
    • Case based on companies like Nokia, GlaxoSmithKline, Life Insurance Corporation of India, and Nestle
    • A wide variety of cases touching almost all aspects of marketing
    • Case design based on actual classroom teaching