Marketing strategy is all about leveraging the marketing mix to give customers an unique value proposition. Different elements of marketing, product, price, distribution and promotion have to be managed in an integrated way to ensure that customers can be attracted and retained. This book of cases, aimed at illustrating marketing in action, features case studies on well known Indian and global companies including Nike, Harley Davidson, McDonald’s, Coca-Cola, Amul, Gillette, LVMH, L’Oreal, Starbucks, Samsung, LG, Benetton and Cipla. Among the various facets of marketing illustrated in these case studies are: pricing brand management, brand repositioning, new product development, global branding, advertising, challenges faced by MNCs operating in India, social marketing and celebrity branding. This book, which is unique in its choice of themes and companies, will be found useful by both academics 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€
There are no reviews yet.