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Marketing Function Has Become Increasingly Challenging Owning To The Intense Competition And Major Upheavals Taking Place In Political, Social And Technological Domains In Recent Times. Therefore, Marketers Have To Adopt New Practices To Make An Impact In The Marketplace. This Book Focuses On The Modern Practices That Have Helped Marketers To Be Competitive In The Marketplace And Enjoy Competitive Advantage In An Age Dominated By Global Competition, Internet Enabled Customer Bases, Innovative Products, Convergence Of Industries And Increased Trade Co-Operation Among Countries Around The World. The Book Is Divided Into Two Sections Titled Modern Practices And Applications. The Articles Have Been Authored By Renowned Marketing Experts Like Philip Kotler While Several Reputed Consulting Organizations Like Bcg, Monitor Group, Oliver Wyman And The Icfai University Press Have Contributed Their Research Studies. The First Section Contains Articles That Highlight The Use Of Modern Practices Like Challenges For The Marketing Department, Modern Pricing Methods, One-On-One Personalization, World Of Mouth Marketing, Customer Value Management, Modern Methods For Segmentation And Channel Management. Some Of The Articles Focus On The Use Of Modern Marketing Tools Like The Internet And How Marketers Can Use Them Effectively. The Second Section Focuses On Various Applications Of The Practices And Includes Several Applications In Hotels, It Services, Mobile Telephony Etc.
ISBN - 9788131427279
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Pages : 238
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