Marketing strategy has undergone a dramatic shift in recent years. In the new liberalized environment, due to intensifying competition and more demanding customers, marketing is gaining importance. Companies have to provide value to customers, yet keep costs under control. They must build powerful brands at affordable prices. This book of cases, aimed at illustrating marketing in action, features well known Indian and global companies including Balarampur Chini Mills, Cavinkare, Asian Paints, Hindustan Lever, Marico, Titan, Red Bull, Procter & Gamble and Coca-Cola. These cases provide insights on various facets of marketing – building brands, brand extension, brand repositioning and revitalization, converting commodities into brands, moving from products to services and rural marketing. This book will be useful for Business School students, academics, consultants and practitioners.
ABOUT THE AUTHOR A.V. Vedpuriswar
Dr. A V Vedpuriswar is Dean, ICFI Knowledge Center, Hyderabad. Vedpuriswar holds a B.Tech (Honours) degree in Chemical Engineering from IIT, Kharagpur, a post Graduate Diploma in Management from IIM, Kolkata, the Chartered financial Analyst (CFA) Charter from ICFAI and the PhD degree from Osmania University. Vedpuriswar had earlier worked in Berger Paints (Industrial Marketing) and Tata Steel (International Operations). His areas of interest include International Business, International Finance and business strategy. His research work has a strong global orientation. Besides teaching, Vedpuriswar is also key member of ICFAI’s case development unit, which has emerged as one of the most dynamic case-writing teams in the country. He has authored books like, the global CEO, Enterprise Risk management and innovations in Business Models. He has also edited several volumes of case studied published by the ICFAI University Press. Vedpuriswar was Consulting Editor of “ The Icfaian Journal of Management Research.â€
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