Marketing is at the heart of any business. Marketing strategies in recent years have changed enormously in view of the liberalization, privatization and globalization wave sweeping across the world. To face the challenges of the modern competitive world, marketers have become very innovative and aggressive. In an environment of cut-throat competition, only the fittest can survive. New terminologies and strategies have appeared on the scene to browbeat the competitors in the product/service markets, domestically and internationally. Green marketing, viral marketing, ambush marketing, internet marketing and e-marketing are some of the new forms for enticing/retaining customers, apart from the traditional methods.
This book contains 11 research papers, authored by marketing experts, which explain/decode the intricacies of new forms of marketing mentioned above. These scholarly papers will prove immensely useful to the teachers and students of marketing and related areas.