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Marketing Strategies and Management : A Sectoral Analysis
By Makarand Upadhyaya

First Published : 2014
ISBN : 9788177083705
Pages : 180
Binding : Hardbound
Size : 5 x 9
Price : US$ 36

Marketing, as an art, is as old as human civilization. Marketing is the process of communicating the value of a product/service to customers, for the purpose of selling it. It is a critical business function for attracting customers.

Financial success of any organization depends upon its marketing ability. Good marketing is no accident but a result of careful planning and execution. Marketing practices are continuously being refined to increase the chances of success. However, marketing excellence—an ever-expanding task—is rare and difficult to achieve.

New forms of marketing in the globalized world include internet marketing, relationship marketing, green marketing, viral marketing, ambush marketing and a host of other strategies and practices.

The present work explains and examines the latest forms of marketing strategies practised by successful firms in the globalized world. It mainly deals with the present systems of marketing of goods and services in India and the problems associated with them.  

1. Approaches to Marketing
1.1 Marketing and Marketing Management
1.2 Importance of Marketing
1.3 Various Approaches to Marketing
1.3.1 Internet Marketing
1.3.2 Relationship Marketing
1.3.3 Green Marketing
1.3.4 Viral Marketing
1.3.5 Ambush Marketing
1.4 Consumer Behaviour
1.5 Marketing Planning and Strategy
1.6 Marketing and Globalisation
1.6.1 Dimensions and Features of Globalisation
1.6.2 Globalisation and Developing Countries
1.7 Marketing Research

2. Market Environment and Segmentation
2.1 Marketing Environment
2.1.1 Micro Environment
2.1.2 Macro Environment
2.2 Market Segmentation
2.2.1 Criteria for Segmenting
2.2.2 Methods for Segmenting Consumer Markets

3. Rural Marketing in India
3.1 Growing Importance of Rural Markets
3.2 Phases of the Growth of Rural Markets
3.3 Saturation of Urban Markets
3.4 Peculiarities of Rural Markets
3.4.1 Distinction between Rural and Urban Areas
3.5 Problems in Rural Marketing
3.5.1 Widely Scattered Villages
3.5.2 Low Level of Literacy
3.5.3 Heterogeneity
3.5.4 Language Diversity
3.5.5 Unstable and Seasonal Demand
3.5.6 Inadequate Bank and Credit Facilities
3.5.7 Lack of Infrastructure
3.5.8 Inadequate Expertise
3.5.9 Evolving Rural Consumer

4. Marketing of Services–I
4.1 India’s Growing Services Sector
4.2 Characteristics of Services
4.3 Banking Services
4.3.1 Collection and Processing of Cheques
4.3.2 Grievances Redressal Mechanism
4.3.3 Settlement of Claims of Deceased Depositors
4.3.4 Door-step Banking
4.3.5 Banking Codes and Standards Board of India
4.3.6 Remittance Facility to NRIs/PIOs
4.3.7 Shifting of Branches/Offices in Public Interest
4.3.8 Service Branches/Regional Collection Centres
4.3.9 National Electronic Fund Transfer (NEFT)
4.3.10 ATM Networks
4.3.11 Credit Cards
4.3.12 Satellite Banking
4.4 Insurance Services
4.4.1 From State Monopoly to Competition
4.4.2 Changes in the Nature and Structure of Products
4.4.3 Broad-based Marketing of Insurance Products
4.4.4 Rising Service Levels
4.4.5 Increased Penetration in the Rural and Social Sectors
4.4.6 Micro Insurance
4.5 IT and IT-enabled Services
4.5.1 Strategies of Indian IT Companies

5. Marketing of Services–II
5.1 Retail Trading Services
5.1.1 Modernization of Retailing
5.1.2 Nature of Retail Trading in India
5.1.3 Foreign Direct Investment (FDI) in Retailing
5.1.4 Organized versus Unorganized Retailing
5.1.5 Challenges Facing Organized Retail Sector
5.2 Tourism
5.2.1 Importance of Tourism
5.2.2 Beach Tourism
5.2.3 Conference Tourism
5.2.4 Entertainment for Tourists
5.2.5 Maintenance of Heritage Sites
5.2.6 Infrastructure Development of Tourist Sites
5.2.7 Twelfth Five Year Plan (2012-17) on Tourism
5.3 Healthcare Services
5.3.1 Growth of Private Sector in Healthcare
5.3.2 Medical Value Travel in India

6. Marketing Problems of Small-scale Industries
6.1 Advantages of Micro, Small and Medium Enterprises (MSMEs)
6.1.1 High Employment Potential
6.1.2 Widely Dispersed Entrepreneurial Base
6.1.3 Relatively Low Capital Investment
6.1.4 Regional Balanced Development
6.1.5 Export Potential
6.2 Factors Determining Performance of MSMEs
6.3 Problems of MSMEs
6.3.1 Inadequate Availability of Finance and Credit
6.3.2 Inadequate and Irregular Supply of Raw Material
6.3.3 Technological Obsolescence
6.3.4 Lack of Infrastructural Facilities
6.3.5 Deficient Managerial and Technical Skills
6.4 Marketing Conditions and Problems
6.4.1 Challenges of Globalisation
6.5 Policy Measures to Help MSMEs
6.5.1 National Manufacturing Competitiveness Programme (NMCP)
6.5.2 Rajiv Gandhi Udyami Mitra Yojana (RGUMY)
6.5.3 Scheme of Fund for Regeneration of Traditional Industries (SFURTI)
6.5.4 Legally Recognized Haats and Shandies
6.6 Prime Minister’s Task Force on Micro, Small and Medium Enterprises
6.6.1 Measures that Need Immediate Action
6.6.2 Medium-term Institutional Measures
6.6.3 Legal and Regulatory Structures

7. Marketing of Agriculture Produce
7.1 Significance of Agricultural Marketing
7.2 Present System of Marketing Agricultural Produce
7.3 Marketing Organizations of the Ministry of Agriculture
7.3.1 Directorate of Marketing and Inspection (DMI)
7.3.2 Chaudhary Charan Singh National Institute of Agricultural Marketing (NIAM)
7.3.3 Small Farmers’ Agri-Business Consortium (SFAC)
7.4 Measures to Improve Agricultural Marketing
7.5 Inter-Ministerial Task Force on Agricultural Marketing
7.6 Salient Features of the Model Act for State Agricultural Produce Marketing (Development and Regulation) Act, 2003
7.7 Gramin Bhandaran Yojana, 2007-12
7.7.1 Objectives of the Scheme
7.7.2 Salient Features of the Scheme
7.8 Agricultural Marketing Information Network (AGMARKNET), 2000
7.8.1 Objectives of the Scheme
7.9 Modern Food Retailing
7.10 Forward Markets Commission (FMC)
7.11 Twelfth Five Year Plan (2012-17) on Agricultural Marketing

8. India’s Export Market
8.1 Structural Changes in India’s Exports
8.2 Major Items in India’s Exports
8.2.1 Project Exports
8.2.2 IT Sector
8.2.3 Gems and Jewellery: Recent Export Measures
8.2.4 Pharmaceutical Industry
8.2.5 Engineering Goods
8.2.6 Chemicals
8.2.7 Electronics Goods
8.2.8 Leather
8.2.9 Readymade Garments
8.2.10 Carpets
8.2.11 Agriculture Exports
8.3 Market Diversification Strategy
8.4 Competitiveness of Exports
8.5 Credit Flow to Export Sector
8.5.1 Working Group to Review Export Credit, 2005
8.6 Future of India’s Exports




Dr. Makarand Upadhyaya is currently Associate Professor and Chairperson of Marketing Department and Faculty Development Programme (FDP), College of Business Administration, Jazan University, Jazan, Saudi Arabia. He has work experience of 22 years with academia and industry. He specializes in marketing management and operations. He did Management Development Programme (MDP) from Indian Institute of Management (IIM), Ahmedabad. He has corporate experience with Alembic Chemicals, Yera Glassware, and Dainik Bhaskar. He also taught at BITS (Pilani), and JKPS (IMT).

Dr. Upadhyaya has published 60 research papers on brand management, service quality, supply chain, sales and distribution, and service management in national and international refereed journals. He has also attended and presented papers at national and international conferences/seminars.

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