This book resulting from forty years of teaching experience and guiding students enrolled from diverse streams. The text covers the revolutionary changes in the area of marketing, both academic and professional, demand pedagogical changes. The whole text is based on value perceptions and their application to appropriate marketing strategies and their implementation. It is built around the concepts of Value Exploration, Value Identification and crafting and translating values to different strategies such as Pricing, Communication, Delivery, Value Enhancement and Value Sustenance.
- Each chapter begins with the very basics and gradually progresses to advanced levels.
- Marketing Realities – “Illustrative Windows” are provided in each chapter. These are real cases that will enable students to grab even intricate issues with clarity in perspective.
- Review questions and Case studies have been given in every chapter to help the students to assimilate the subject and learn its practical aspects.
- Care has been taken to provide appropriate citations for all materials included in the text.