Description

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 protection

More Details about Beyond Consumer Marketing: Sectoral Marketing and Emerging Trends

General Information  
Author(s)J S Panwar
PublisherSAGE Publications India Pvt Ltd
ISBN9780761932581
Pages496
BindingPaperback
LanguageEnglish
Publish YearJuly 2004