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Beyond Consumer Marketing
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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

 
Preface
 
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
 
Index

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ISBN: 9780761932581
$49.00