Marketing and branding : the Indian scenario / S. Ramesh Kumar.

Includes bibliographical references (p. [465]-479) and index.

TOC Contents
Why Concepts are Important in the Indian Context?
Importance of Cultural Dimensions
Importance of Timing

1: Application Of Product and Brand Related Strategies
Product
Product Levels as the Product Concept
Brand
Unique Selling Proposition

Product Management
Product Concept
Concept Testing
Market Testing
Product and STP

Reverse Engineering
Quality Function Deployment
Product-Line
Brand Associations
Brand Extension

Brand Loyalty
Brand Positioning
Brand Repositioning
Managing Brand Power Over Time
Brand Life Cycle

Brand Feelings
Brand Resonance
Brand Experience
Brand Aesthetics
Brand Awareness and Brands

Brand Elements
Brand Positioning—The Pitfalls
2: Dimensions of Distribution and Retailing
Distribution and Retailing
Importance of Value Chain
Supply Chain and Strategies
Factors to be Considered Before Selecting Distribution Channels
Distribution Conflict
Retailing Strategies—Types of Stores
Category Management
Retail Planning
Retail Display/Signages
Retailer as a Brand
Store Brands
Direct Marketing
Retailing and Point of Purchase
Retail Equity
Retail Loyalty
Retail Service
Retail Service and Speciality Products
Retail Service and Durable Product Categories
The Credibility Factor
Retailing and Consumer Behaviour
Retail Outlet Selection and Brand Selection
Consumer Decision-Making and Retailing
Retail Image;—Basics
Dimensions of Retail Image
Developing Store Brands—Additional Points
Advertising and Retail Outlets
Retail Outlets—Location and Size Consideration
Perceived Risks and Retaii Outlet Choice
Consumer Shopping Types
Retail Outlets and ‘In-Store’ Purchases
Retail Outlet Strategy Formulation
Importance of Avoiding Stock-Outs
The Death Spiral—An Important Aspect of Managing Merchandise
Internet Shopping—Indian Context
Internet Shopping and Consumers
Prerequisites for E-Tailing
Online Retailing—Segments to Customization
Online Marketing and Customizing Services
Online Marketing and Product Customization
Online Shopping and Product Categories
Online Shopping and Price Sensitivity
Online Shopping and Building Consumer Loyalty
Online Marketing and Concept of Customer Relationship Management
Online Marketing and Five-Dimensional Branding
Off-Line Brand Equity to Online Brand Equity
Synergising Online and Off-Line Strategies
A Framework for Synergising Online and Off-Line Strategies
Virtual Supermarkets
3: Dimensions of Pricing
Pricing and Value
Marketing Orientation and Pricing
Quality-Price Association
Pricing In a Changing Environment
Pricing and Marketing Mix Elements
Skimming as a Pricing Strategy
Applying Penetration Pricing and Perceived Value Pricing in a Specific Context
Target Costing
Price Bundling
Customer's Perception of Value
The Concept of Value Subtraction
Price Sensitivity
Cost to Serve Consumers
Pricing of Services
Analysing Services
Costs of Customization
Brand Equity and Pricing Decisions
Mass Market Pricing Strategies
Customer Relationships and Pricing Challenges
4: Psychological Dimensions in Marketing and Implications for Marketing Strategies
Behavioural Dimensions of Marketing
The Concept of Perception
Branding Commodities—A Behavioural Approach
Consumer Decision-Making Process and Marketing Strategies
Reference Group and their Implications
Brands and Online Positioning
5: Role of Promotion, Marketing Communication and Marketing Mix Elements in Brand Building
Understanding Marketing Communication and Promotion
Psyche of Consumers
The Psychological and Sociological Interface—‘The Four Forces’
Changing Environment and Brands—Implications for Communication and Promotional Strategies
Synergizing Marketing Communication
Concept Selling and Marketing Communication
Creating Differentiation and Marketing Communication
Symbolic Branding
Directness and Subtlety in Advertising Appeals
Subtleties and Celebrities
Embedding Subtleties in the Cultural Context
Urban Time Poverty and Marketing Communication
Media Planning Strategies
Managing the Promotional Process (The Basics)
Symbolic Promotional Plans
Direct Marketing
The Challenges
The Power of Brand Imagery
Critical Aspects of Brand Repositioning
Branding Strategies in a Changing Marketing Environment—The Indian Context
Mass Markets and Brand Building—Examples
Power of Contrast in the Marketing
Discernment of Contrasts by Consumers
Capturing Consumers' Emotional Contrasts
Communicating Contrasts through Experiential Aspects
Brand Loyalty—Myth or Reality
Brand Perception and Brand Strategies
References
Index

http://my.safaribooksonline.com/book/sales-and-marketing/9788131700976

Formulating the proposition of this book was as challenging as writing its contents. On one hand, there is an explosion of literature in the west with state-of-the-art concepts. On the other hand, there is very little conceptual awareness in the Indian context, with several marketing executives having little exposure to marketing. Besides, there are several thousands of students in several universities who are engaged in management education who may find it difficult to relate to foreign textbooks, both in terms of the content and context. Thus, there is a vital need for a marketing book that can be used both by executives and students as a reference book.

BA

Tahur Ahmed