K. Suresh
Showing all 24 books
Pricing is a crucial element of the marketing mix. Three of the 4 Ps in the marketing mix-Product, Place and Promotion-involve costs. The fourth P-Price-is related to revenue. When judiciously executed, pricing optimizes the profitability of the firm. Pricing in many product categories, especially services, is flexible by default. This book throws light on important aspects, such as consumer-led pricing, implications on revenue management, opportunities and ...
One of the compulsions of a competitive market is the need to innovate and churn out new products. Besides competition, the customers also contribute significantly, as they are always looking out for better products. Adapting existing technologies and applying cutting-edge technologies to different fields is another facilitator. However, there are several critical issues in developing new products like multiple screenings, balance between aesthetic design and ...
One of the basic elements for a successful business is distribution, which is not as easy as it sounds.This book discusses the need to take the right decision about the combination of channel options, segmentation of trade partners on the basis of profitability, and handling the logistics efficiently. It also has case studies on News Corps satellite distribution empire.
Most big companies offer multiple brands to their customers. The reasons for having many brands are - targeting different market segments, taking on competitors for a brand-to-brand confrontation, tapping new markets, limitations of extending an existing brand and offering different brands at different price-points within a single product category. Thus, over a period of time a large brand portfolio gets built up. From the corporate perspective, it is ...
Companies today strive to create a corporate brand that impacts stakeholders and society, positively. Learn about corporate branding framework, corporate branding strategy, corporate communications and building corporate reputation with the help of case studies on Lucent Technologies, Toyota, Intel, Asian Paints, i-Flex and Dr. Reddys.
Ever wondered how some goods and services fall in the luxury category? It's not the price-it's the tag of exclusivity. This exclusivity is the challenge marketers have to deal with along with the brand building, and the artificial scarcity, etc. This book explores the marketing of luxury goods and services and has case studies on LVMH, Burberry, Gucci, Four Seasons Hotels & Resorts, Banyan Tree, Omega, and more.
The automotive industry has become a very challenging one in different parts of the globe, this past decade. The US auto market is now widespread and Asian players are expanding equally rapidly. It is no longer uncommon to have multi-manufacturing facilities across the world, catering to regional markets. This makes customers spoilt for choice with more brands and models hitting the market. Customer tastes are borne in mind vis-Ã -vis new price points and ...
Rural markets in India are gaining a lot of ground with MNCs marketing FMCGs and durable products due to saturated urban markets and rising rural incomes. Distribution channels in villages include haats, mandis and bazaars. This book captures the developments in rural markets and the scope and initiatives of rural marketing in India.
By its inherent structure, aviation is a risky business. This cash-guzzling industry is heavily capital-intensive and operates in tightly regulated environments and has a long gestation period. Pioneering airlines in almost all countries were state-promoted enterprises at the start and it was only decades later that they could be run on professional lines. The endemic problems of aviation manifest themselves explicitly when faced with occasional crises. The oil ...
In terms of existing or potential consumers, markets are not homogenous. Therefore, positioning a brand in the consumers mind can be achieved by segmentation and target marketing. This book takes a look at this aspect of marketing and discusses viable strategies in various markets used by companies such as LG, National Trust, UK, and Harley Davidson.
This book is set in the period after September 11, 2001, and traces all the events that this disaster impacted in global aviation. A slew of insightful articles have been drawn from International Civil Aviation Organization (ICAO), A T Kearney, Boston Consulting Group (BCG), Mercer and Brandchannel.
Consumer marketing gets more attention than industrial marketing as these marketers usually focus on geographically concentrated pockets, but consumer marketers have a larger canvas to cater to. There are several other differences between these two kinds of marketing, as this book reveals, for which the challenges they face are also different. This book gives insights from experts for good B2B marketing with case studies on Tata Steel, Intel and James ...
Tourism is a major industry the world over but what really makes it a successful industry? How do marketers position their countries and reach a widely dispersed global audience? This book addresses various tourism-related questions and offers case studies of United Airlines, Intercontinental Resort Bali, Malaysia, Brand India and Kerala as God s own country.
People usually believe that marketing is unethical in its practice. This book scrutinizes ethics in marketing by seeing its role in product design, advertising, sales promotion, international marketing, etc. Its role in tobacco advertising, telecom promotions, housing finance, mortgages and McDonald's serve to explain the place of ethics in marketing.
This book explores the evolution of tourism, its progress and the role of infrastructure, CRM and the Internet in promoting it. The book segments this industry into eco-tourism, health tourism, and religious tourism and includes cases on nature and adventure tourism in the South Pacific, Lakshadweep as a holiday destination and health and a holiday, as in Kerala.
Since the inception of the advertising business, products have been promoted by endorsements. In fact, today successful doctors endorse toothpastes, or sportsmen endorse energy drinks, among other products. The book captures critical issues involved, views from industry professionals and a ringside view of this dynamic industry. Case studies on endorsement by David Beckham, Shane Warne, Kapil Dev, Amitabh Bachchan and Shah Rukh Khan, among others, are also ...
The Indian healthcare industry has moved on from being a reactive industry to a proactive one. With better medical facilities, cross-discipline treatments and alternative modes of treatment, the medical scenario is in innovative mode. While offering a spectrum of services, hospitals rely a great deal on technology-something doctors and patients are taking to in a big way.
Every year, several brands get launched even in old product categories. Like the lifecycle of a product, every brand also has a lifecycle of its own. Across product categories, we can find brands at different stages of the lifecycle. Several brands have declined and died. However, there are many brands in the decline phase. For both these types of brands, brand revitalization is applicable. Brand managers such as Harley Davidson have succeeded in revamping and ...
IT tools and techniques enable retailing and expand opportunities. This book explores IT-enabled retailing in the context of Point-of-Sale (POS) terminals, Closed Circuit Television (CCTV), Electronic Article Surveillance (EAS), audio listening posts, etc. Included are cases on Wal-Marts SCM Practices, Tesco.com, Sainsbury's 'Supplier Relationships and retail initiatives in India.
Besides email and search, social media has been one of Internet's boons for people all over the world. Web technology has advanced significantly to enable people to share not only text, but also images, streaming video and music files over the net. Due to democratization of Internet technologies and growing bandwidth availability, several online communities have cropped up, wherein people spread across different countries share common interests. Such communities ...
Design is a specialized discipline that needs a distinctive study. Usually it is considered a component of new product development. Product design has now emerged as a distinct discipline, due to its growing importance. As an integral part of new product development, design plays an important role in the commercial fate of products. What makes design stand out is the need for it to integrate several aspects. These include the basic product functionality, ...
One of the spin-offs of increasing globalization has been the almost parallel rise in growth of global retail chains. Thanks to their influence on the purchases made by shoppers, they hold a huge bargaining power. Quite a few global retail chains dictate terms to the manufacturers, be it on price, packaging (in lots suitable to them) or delivery (directly to their outlets). Many retailers are going global and their power rises correspondingly, in line with their ...
Advertising is a critical element for successfully establishing, positioning, repositioning or growing a brand. One can almost say that effective advertising is a prerequisite in today's competitive business scenario. For manufacturers and service providers, it helps generate and spread awareness. Customers benefit from advertising, as they are provided with information on features of existing products and launch of new products. Trade partners are also benefited ...
Green marketing refers to companies trying to reach out to customers with products and services that are harmonious with natural resources and are manufactured ethically. This is in response to the growing awareness of environmental protection globally after the oil spill by Exxon and other such incidents that harm the environment. Greenpeace and other such organizations contribute by bringing about an awareness of the ozone layer depletion and global warming. ...