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Beyond Consumer Marketing

Beyond Consumer Marketing
Sectoral Marketing and Emerging Trends

First Edition

June 2004 | 508 pages | SAGE Publications Pvt. Ltd
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

The Domestic Market Environment: Opportunities and Challenges
Agricultural Marketing: A Low Key Affair
Rural Marketing: The Changing Scenario
Non-Profit Marketing
Services Marketing
Marketing of Industrial Goods
From Commodity Marketing to Branding
Unleashing the Power of Packaging
Taking Advantage of Pace
E-Merging Commerce
The Changing Face of Retailing in India
Protecting the Consumer
Environmental Issues in Business and Marketing

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ISBN: 9780761932581