Impact of Government Policies on Marketing Strategies

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Government policies are very important issues while considering the rate of economic, industry and business growth that influence marketing activities. Favourable Government policies may result in increase in FDI, FII, new competition, merger and acquisitions, private investment and flexible credit terms by bankers to the business enterprises. It is essential for Government policymakers to assess and analyse the effect of Government policy and growth of the economy through enhanced business, hence, marketing activities. This can be effectively done by constant evaluation of the policies in terms of how these policies are influencing the marketing function by analysing various market forces that systematically affect it. Government policies that impact on the R&D and product development or innovation, pricing, positioning, promotions, distribution, customer relationship, labeling, packaging and competition have to be taken into consideration while designing marketing strategies for the company. Government of any country can introduce new policies which can substantially change marketing activities of the company. This book highlights various Government policies that affect the marketing functions and allied activities. It points out the specific areas of marketing functions that are most affected. It suggests for developing a system within the organization to anticipate these policy implications. Finally, the book deals with the formulation of appropriate marketing strategy to sustain and maintain the companies’ position in the marketplace.

ABOUT THE AUTHOR Amitabha Ghose

Amitabha Ghose holds an MBA degree with specialization in Marketing and Export Management from Indian Institute of Business Management, Patna and MDP in Marketing using IT and the Internet from IIM Calcutta. Besides these, he is also a member of the Calcutta Management Association, Kolkata. He has over 15 years of corporate experience in the area of sales, marketing and export, market research, channel development, branding and strategic management. He is currently working as Faculty Member at Icfai Business School Research Centre, Kolkata. Prior to joining Icfai, he was working with Tata Group Co in various capacities, including Sales Manager for eastern region and SAARC countries. He later joined in the marketing division of Indian Oil Petronas (PSU-Malaysian MNC JV Co.) with national responsibility. He also worked for an FMCG company and a Management Consultancy firm in the capacity of Regional Manager. His research areas of interest include - competitive intelligence in the global economy, marketing strategy, global branding, retailing, mergers and acquisitions and strategic management.

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Bibliographic information

Title
Impact of Government Policies on Marketing Strategies
Author
Edition
1st ed.
Publisher
ISBN
9788131419786
Length
232p.
Subjects