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Synopsis 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.