Contents

List of Cases

List of Contributors

About the Editors

Acknowledgments

Preface

Foreword

 

 

1. Evolution of Marketing as a Discipline

Syed Ferhat Anwar

2.Marketing Environment

Geok Theng Lau

3. Strategic Planning and Marketing Models

Khandoker Mahmudur Rahman

4. Marketing Research

Syed Saad Andaleeb and Khalid Hasan

5. Consumer Behavior

Syed Saad Andaleeb and Shiraz Latiff

6. Market Segmentation, Targeting, and Positioning

Syed Saad Andaleeb

7. Product Decisions

Murali Manohar Bhupathi

8. New Product Development

Ehsan ul Haque and Khalid Hasan

9. Packaging

Khandoker Mahmudur Rahman

10. Branding and Brand Management

Bushan D. Sudhakar

11. Consumer Behavior and the Anatomy of a Brand

Uditha Liyanage†

12. Services Marketing

Syed Saad Andaleeb

13. Pricing Strategy

Rajesh C. Jampala

14. Integrated Marketing Channels

Saroj Kumar Datta and Shamindra Nath Sanyal

15. Integrated Marketing Communications

Murali Manohar Bhupathi

16. Sales Force Management

J. Clement Sudhahar

17. Social Marketing and Social Business

Khalid Hasan

18. Rural Marketing

Anurudra Bhanot

References