Logo

Synopsis 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.