About the Book

Marketing strategy is an approach in consonance with the goals of the company to be achieved. The strategies are formulated for short and long periods according to the goals which indicate what a company wants to achieve in a given environment and time frame. Strategic marketing also examines and analyzes the interaction and impact between each major discipline in order to provide applied managerial skills to implement the business plans effectively.

This book imparts knowledge and skills for understanding the marketing environment and organizational players, analyzing their strategic business moves and developing appropriate marketing strategies for the clients and organizations. The applied concepts of strategic marketing have been introduced through case analysis with reference to functional issues like customer analysis, competitor analysis and company analysis. The specific learning objectives of the book are to improve understanding on making marketing decisions, analyze industrial marketing environment, develop competitive marketing strategies, develop skills in sales management and enhance know-how on implementation and control of the marketing strategies. In addition to the major cases discussed at the end of the chapters to provide applied orientation and realizing the learning objectives, there are many cases of the multinational companies discussed within the chapters to support major concepts and issues.

The book will prove helpful to the graduate management students and corporate executives to refresh their skills and enhance their knowledge.

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Contents

•    Strategic Marketing

•    Market Segmentation

•    Branding Strategy

•    Product Strategy

•    Pricing Strategy

•    Distribution and Supply Chain Strategy

•    Promotion Strategies

•    Business Analysis and Strategies

•    Competitor Analysis and Strategy Building

•    Services Marketing

•    International Marketing Strategy

•    Sales Management and Forecasting

•    Innovative Marketing Strategies

•    Marketing Research 

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About the Author / Editor

Rajagopal is currently teaching corporate marketing management at Instituto Tecnologico y de Estudios Superiores de Monterrey (Tec de Monterrey) in Mexico City as Professor of Marketing.

He has specialization in marketing management, rural economic linkages and development economics. He has to his credit 25 books on marketing and development themes and over 150 research papers. He has also authored many corporate cases for effective classroom discussion with particular reference to Indian and Latin American companies.

He has completed a number of Indian and international consultancy projects in the areas of marketing, empowerment, gender studies, rural development, corporate strategy, virtual business strategies and competitor analysis. He has been imparting training to the senior and middle level executives of the corporate sector, government and international executives on general management and specific marketing management programmes. He has been on the board of many management institutions in India.

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