Beyond consumer marketing : sectoral marketing and emerging trends

By:

Panwar J S

Material type: Text

TextPublication details: Response/Sage New Delhi 2004Edition: -Description: XIX, 419pISBN:

978-0761932581

Subject(s):

Marketing; India- forecasting Target marketing -- India

DDC classification:

381.0954 PAN

Contents:

The domestic market environment: opportunities and challenges -- Agricultural marketing: a low-key affair -- Rural marketing: the changing scenario -- Non-profit marketing -- Services marketing -- Marketing of industrial goods -- From commodity marketing to branding -- Unleashing the power of packaging -- Taking advantage of pace -- E-merging commerce -- The changing face of retailing in India -- Protecting the consumer -- Environmental issues in business and marketing.

Summary: Consumer marketing, aimed primarily at the urban middle-classes, has dominated the imagination of marketing strategists in India. However, in the race to capture the consumer sector, some of the crucial and upcoming sectors of the Indian economy, which are gathering considerable momentum after economic liberalization, have escaped a close and rigorous examination. Beyond Consumer Marketing presents a holistic and comprehensive analysis of some these emerging sectors of the Indian economy. It begins with an overview of the present marketing situation in various sectors of the Indian economy. J S Panwar then provides a detailed, micro-level discussion of a variety of key areas including: - Agricultural and rural marketing - Services marketing -Non-profit and social marketing - Time-based competition - E-commerce in marketing - Packaging and branding - Retailing -Consumer rights and environment protection

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	381.0954 PAN (Browse shelf(Opens below))	Available		B447

The domestic market environment: opportunities and challenges --
Agricultural marketing: a low-key affair --
Rural marketing: the changing scenario --
Non-profit marketing --
Services marketing --
Marketing of industrial goods --
From commodity marketing to branding --
Unleashing the power of packaging --
Taking advantage of pace --
E-merging commerce --
The changing face of retailing in India --
Protecting the consumer --
Environmental issues in business and marketing.

Consumer marketing, aimed primarily at the urban middle-classes, has dominated the imagination of marketing strategists in India. However, in the race to capture the consumer sector, some of the crucial and upcoming sectors of the Indian economy, which are gathering considerable momentum after economic liberalization, have escaped a close and rigorous examination.
Beyond Consumer Marketing presents a holistic and comprehensive analysis of some these emerging sectors of the Indian economy. It begins with an overview of the present marketing situation in various sectors of the Indian economy. J S Panwar then provides a detailed, micro-level discussion of a variety of key areas including:
- Agricultural and rural marketing
- Services marketing
-Non-profit and social marketing
- Time-based competition
- E-commerce in marketing
- Packaging and branding
- Retailing
-Consumer rights and environment protection

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