This book deals with various aspects across the field of marketing such as re-engineering the marketing process, brand management, etc. It also deals with the importance of web-based marketing, retailing and franchising, corporate strategies, and the value of a brand. This book also discusses the theme of building relationship programs for customers.
ABOUT THE AUTHOR N. Rajshekar
N Rajshekar (b 1959) is a CFA from the Institute of Chartered Financial Analysts of India. He holds a B.Sc degree from the University of Madras and is a CAIIB diploma from Indian Institute of Bankers, Mumbai. He underwent training in ERP at ICFAI Centre for Information Technology. Rajshekar has over 20 years of experience in various facets of commercial banking including marketing of bank services. During his earlier stint in the management consultancy services cell of State Bank of India, he had the opportunity to appraise and assess the nuances of a cross section of industries. He was a part of the team imparting training on ‘Industrial Management Program’ to officers in banks. He was a visiting faculty at ICFAI Business School, Bangalore. Presently, he is the Dean of the ICFAI University Press, looking after the ICFAI Books department. He is deeply interested in marketing, particularly services marketing. He has presented several papers in Bank Economists’ Conferences. He has also edited a few other books.
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