Essentials of modern marketing : marketing management for the 21st century and beyond /
Philip Kotler and (et al...)
- 1st ed.
- New Delhi : Vikas Publishing , 2024.
- xiii, 391 pages : color illustrations ; 24 cm.
1. Essentials of Modern Marketing Management
2. Situational Analysis in the Marketing Planning Process
3. Strategy formulation in the Marketing Planning Process
4. Marketing Mix in the Marketing Planning Process
5. Implementation and Controlling in the Marketing Plan Process 203
6. External Orientation of Strategic Marketing Plan
7. Disruptive Digital Marketing Strategies
8. The Rise of AI-driven Metahumans
9. Leading By Innovation & Design: Strategies And Value Creation
10. Designing Value
11. Remodelling The Marketing Research
12. Better World Through Socialpreneurship
13. Adaptive Public Policy And Marketing During COVID-19
14. Marketers Without Borders
15. Innovative Marketing & Leadership For Micro, Small & Medium EnterpriseS (MSME)
References
Myriad books on marketing are available! So, what is so special about this one? This book aims to address modern marketing in a way that is succinct and at the same time, clear and accessible, illustrating the fundamental theoretical aspects and facilitating the transfer of these elements into real-world situations. Marketing has always been studied and discussed in a specific context - it could be a certain era, geography, industry/sector and so on. Here, the context is the new and emerging India. 20 success stories from India are featured in this book. These include consumer goods companies, start-ups, government organizations, educational institutions, MNC subsidiaries in India and so on.