Applied Case Studies in Marketing
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Dean at Indian Institute of Management, Shillong
This book is a prime example of the new content that is needed in the marketing curriculum, introducing young MBAs to new material as well as different ways of viewing the traditional content. In order to expose students to the practical aspects of making tactical and strategic decisions during market turbulence, six case studies have been discussed in the book. These are: spreading mobile culture through 3G revolution; rivalry off the air: saga of Kingfisher and Jet Airways; the great Indian retail story under test; the heat of recession and destocking with reference to HUL; building DTH PC segment: portfolio for Creative Solutions Limited; and Nokia connects the world. Accompanied by a CD, this book aims to provide a crisp, clear, easy-to-understand view of the methods, processes, tools and techniques used in product and sales marketing.
‘Applied Case Studies in Marketing is an excellent work. This was a much-needed book. The treatment of the cases given in this book is very useful for MBA students. . . . [for both] full-time and part-time students.’
Harish Chaudhry Indian Institute of Technology, Delhi