Beyond Consumer Marketing

Beyond Consumer Marketing

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Consumer marketing, aimed primarily at the urban middle-classes, has dominated the imagination of marketing strategists in India. However, in the race to capture the consumer sector, some of the crucial and upcoming sectors of the Indian economy, which are gathering considerable momentum after economic liberalization, have escaped a close and rigorous examination. Beyond Consumer Marketing presents a holistic and comprehensive analysis of some these emerging sectors of the Indian economy. It begins with an overview of the present marketing situation in various sectors of the Indian economy. J S Panwar then provides a detailed, micro-level discussion of a variety of key areas including: - Agricultural and rural marketing - Services marketing -Non-profit and social marketing - Time-based competition - E-commerce in marketing - Packaging and branding - Retailing -Consumer rights and environment protectionservice provider UUNet (WCOM), PC maker Hewlett-Packard, and intermediaries such as People PC have signed on to put Fords sprawling workforce online starting from April, 2000. CEO Nasser pictures the day when a buyer hits a button to ordera custom-configured Ford Mustang online, ... In January, 2001 Ford showed off the futuristic 24/7 concept vehicles packed with cyber goodies on the Net to indicate the shape ... Source: The Economics Times, Investors Guide, March 6, 2000.

Title:Beyond Consumer Marketing
Author:J S Panwar
Publisher:SAGE Publications India - 2004-09-08


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